kathrin menges hr asia pacific 2011 conference employer branding as a competitive advantage elena...

Kathrin Menges HR Asia Pacific 2011 Conference

Employer Branding as a Competitive AdvantageElena EfremovaJune 6th, 2013, KievHR Wisdom Summit

Elena Efremova HR Wisdom SummitSeite 2 19/04/23

1. Status Quo and Recent Findings

2. Employer Branding Campaign

3. Employer Branding Tools

Agenda


International development opportunities

Dynamic / flexible work environment

Innovativeproducts

Market success

Creative working environment

Challenging and varied

work

Exciting products

Emphasis on

Work-Life-Balance

Pays performance

orientated

CSR

Career will really take off

Source: Universum Graduate

Survey 2009 (business students)

Positions of the key attraction driversCandidates preferences


Global

Open for change

Innovative

Performance-

orientation

Successful

Social

Well-Known

Traditionhuman

Ambitious

Exciting

Trust

Likeable Financial solidity

Better than average

Worse than average

Well-Known

Secure

Competitors: Procter & Gamble, L‘Oréal, Beiersdorf, Unilever Source: Gruppe Nymphenburg 2010 (n = 391)

Company Image HenkelExternal Perspective Business Students


Global

Open for change

Innovative

Performance-

orientation

Successful

Social

Well-Known

TraditionHuman

Ambitious

Exciting

Trust

Likeable Financial solidity

Worse than average

Secure

Well-Known

Source: Gruppe Nymphenburg 2010 (n = 115)

Company Image HenkelHenkel Intern-Alumni Perspective

Competitors: Procter & Gamble, L‘Oréal, Beiersdorf, Unilever

Better than average


Emphasis on individual development


Working in international Teams

Challenging and

varied work

Pays performance

orientated

Creative

Working Environment

Emphasis on

Work-Life-Balance

Offers international development opportunity

High demandson applicants

Worse than average

Employer Image HenkelExternal Business Students Perspective

Better than average

Source: Gruppe Nymphenburg 2010 (n = 115)Competitors: Procter & Gamble, L‘Oréal, Beiersdorf, Unilever


Emphasis on individual development


Working in international Teams

Challenging and

varied work

Pays performance

orientated

Creative

Working Environment

Emphasis on

Work-Life-Balance

Offers international development opportunity

High demandson applicants

Worse than average

Employer Image HenkelHenkel Intern-Alumni Perspective

Better than average

Source: Gruppe Nymphenburg 2010 (n = 115)Competitors: Procter & Gamble, L‘Oréal, Beiersdorf, Unilever


Open for change

Performance-orientation

Ambitious


Challenging and varied work

Offers international development opportunities

Working in international

teams

GlobalExciting

EmployerCharacteristics

: Focus areas for HR communication

Brand CoreEmployer Brand

Henkel Employer BrandWhat should we stand for in the future


9

Henkel Employer Branding CampaignThe Brand Essence

• Our Employer Identity - we are …… passionate about winning… self-confident, optimistic and proud… flexible and open for change… united in the unique Henkel Spirit of reliability, fairness and respect

• Our Promise – Henkel offers … … a performance-driven culture with a fair team-spirit… multiple challenging and excellent global career perspectives… a portfolio of exciting brands and technologies

“We value, challenge and reward our people.”

Employer Branding Campaign


Henkel Employer Branding CampaignThe Idea of the Campaign

The 10 Henkel EB ambassadors of the campaign represent . . . all business sectors

7 different functions 8 nationalities the excellent career perspectives at Henkel

The campaign shows Henkel employees

…in day-to-day situations – in the morning, on the way to the office, in the break

…expressing the passion about their work – living for the business challenges





Agenda


Employer Branding Image Ad“Getting started in the morning.“


Employer Branding Image Ads“Getting started in the morning.“


15

Employer Branding Image Ad“On the way to my office.“


Employer Branding Image Ads“On the way to my office.“


Employer Branding Image Ads„Back to business.“


Employer Branding Image Ad“Back to business.“





Agenda


Internal EB tools:- Internal EB campaign - Referral program- Internal recruitment ad´s - Billboard advertising (Henkel sites)- TV screens (Henkel cafeteria)- Poster / city-lights (Henkel buildings)- Onboarding package

External EB tools (e.g.):- Career website - Videos- Recruitment ads- EB image ad- Career brochure- Booth / roll-ups (career fairs)- Campus presentation

Employer Branding Tool Box

Employer Branding Tool Box Integrated consistent communication


23

External EB Tools Career Website


Internal EB Tools Internal Roll-Out & Engagement


Objective and benefits- Internal: further enhancement of identification and engagement- External: high credibility of employees as ambassadors

Keep it simple – focus on attraction & ambassador´s role

powerful tool for the campaign roll-out to create internal

awareness

“Current employees are the most trusted channel for external candidates.”

Internal EB Tools Henkel Referral Program


Employer Branding: Conclusion

Henkel employees act as authentic role models

Ambassadors represent the diversity of our workforce

Dynamic and brisk claims

Campaign addresses the career expectations of our target group

Strong alignment with Corporate Branding

Thank you!

kathrin menges hr asia pacific 2011 conference employer branding as a competitive advantage elena...

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