Transcript of Employer Branding @ Atlas Copco
- 1. Employer BrandingKristian VandenhoudtAntwerp, April 14,
2013Insert picture here and delete this rectangle
- 2. Kristian Vandenhoudt: facts in briefLegal European
Commission Universit de Montpellier (Centre du Droit de la
Consommation et de la Concurrence) Lawyer (member of the Bar of
Brussels) Head Legal Department (TOTAL BeLux)Operations Business
Unit Manager (TOTAL BeLux)HRM Director Personnel &
Administration (Stork MEC) Divisional Human Resources Manager
(Atlas Copco - Airtec Division) Vice President Human Resources
(Atlas Copco - CT Service Division)(HR Process Owner for Employer
Branding) 2013 Atlas Copco, Kristian Vandenhoudt2
- 3. Atlas Copco: facts in briefEstablished 1873 in Stockholm,
SwedenFour focused business areas Compressor Technique (HQ in
Belgium !) Mining and Rock Excavation Technique Construction
Technique Industrial TechniqueGlobal presence Customers in more
than 170 countriesEmployees 39 800 in 90 countriesAnnual revenues
2012Market cap Feb 2012BSEK 90.5 (BEUR 10.5)BSEK 222 (BEUR
25.8)Operating margin 21.6% 2013 Atlas Copco, Kristian
Vandenhoudt3
- 4. Great products 2013 Atlas Copco, Kristian Vandenhoudt4
- 5. Customers in all industries5 2012 Atlas Copco, Kristian
Vandenhoudt
- 6. A strong brand portfolio6 2012 Atlas Copco, Kristian
Vandenhoudt
- 7. Customers everywhereAfrica/Middle East12%30%EuropeNorth
America20%South America10%Asia/Australia28%7
- 8. First in MindFirst in Choice 8 2012 Atlas Copco, Kristian
Vandenhoudt
- 9. Employer Branding StrategyA communication strategytowards
current and potential employeesto be First in Mind, First in Choice
as an employer
- 10. How can we make potential customers chooseour
product?10
- 11. Building a strong brand11
- 12. How can we make potential employees chooseour
company?12
- 13. Building a strong employer brand
- 14. Employer Branding3 componentstarget groups value
proposition media
- 15. GAPEmployer BrandingEVP KADAtlas CopcoEVPEVPKADCompetitors
Target Groups SWOTGAP
- 16. Employer BrandingTarget groupsThe Capacity Plan shows our
manpower needsneeds
- 17. Why do we need a Hiring Plan to complement the Capacity
Plan?Employer Branding
- 18. The Capacity Plan shows our manpower needsThe Hiring Plan
shows our recruitment needsThe Employer Branding Plan makes us
first in mind, first in choiceEmployer BrandingTarget groups
- 19. Employer BrandingIT, Finance, ...SalesService
technicianstimeTarget groupsRecruitment needs Atlas CopcoWhat is
your Hiring Plan for the next 3 years?CapacityPLAN+hiring plan
- 20. Employer BrandingTarget groupsRecruitment needs
CompetitiontimeTotalCompany CCompany BAtlas CopcoWho are your main
competitors on the labor market?What are their Hiring
Plans?CapacityPLAN+hiring plan
- 21. Employer BrandingTarget groupsAvailable resources on labor
marketTechnicalSalesIT & FinanceAvailableresourcesWhat factors
influence the availability of target groupson the labor market in
your region?time
- 22. Employer
BrandingGapNeedAvailableAvailableresourcestimeTarget
groupsAvailable resources on labor market
- 23. Employer BrandingTarget groupsInternal manpower supply
throughinternships and apprenticeships...High turnover rate...S
WTOIncreased inflow of womenin technical education...Gap between
manpower needand market supply...Define other Strengths,
Weaknesses, Opportunities and Threatsin relation to your target
groups.
- 24. Employer Branding3 componentstarget groups value
proposition media
- 25. GAPEmployer BrandingEVP KADAtlas CopcoEVPEVPKADCompetitors
Target Groups SWOTEVP KADEVPEVPKAD
- 26. What do we stand for as a company? EMPLOYEE VALUE
PROPOSITIONEmployer BrandingValue propositionEVP is our DNA
- 27. Employer BrandingValue propositionWork style and
cultureGlobalInnovativeCareer offerBusiness contextAtlas Copco
Employee Value Proposition (EVP)Well-knowncustomersCaring
cultureIndividual responsibilityDevelopment opportunityInternal
career possibilitiesNumber
ofnationalitiesOrganizationalhistoryPatentsEmployeesurveyTestimonialsMissionsTraininghoursKey
PerformanceIndexInternal mobility Internal jobmarketLocal
adaptation Local adaptation Local adaptationLocal proofs Local
proofs Local proofs Local proofs Local proofs Local proofsAdapt the
Atlas Copco EVP locally.
- 28. Employer BrandingValue propositionWhat EVPs do we have to
compete with?Company CCompany BAtlas CopcoWhat are the main
differences with your competitors EVPs?
- 29. What are the expectations of our target groups? KEY
ATTRACTION DRIVERScareer opportunitiestraining
opportunitiessalaryEmployer BrandingValue propositionDo you know
the real KAD of your different target groups?
- 30. Employer BrandingValue propositionStrong company
culture...EVP not distinct enough fromcompetitor EVP...S WTOCore
values match expectations ofyoung generations...Weak image of
industry in general...Define other Strengths, Weaknesses,
Opportunities and Threatsin relation to EVP and KAD.
- 31. Employer Branding3 componentstarget groups value
proposition media
- 32. GAPEmployer BrandingEVP KADAtlas CopcoEVPEVPKADCompetitors
Target Groups SWOT
- 33. Employer BrandingMediaWhich media do we currently useto
communicate to our target groups?
- 34. Employer BrandingMediaWhich media do our competitors
use?
- 35. Employer BrandingMediaThe better we know our target
groups,the better we can select the right mediaWhich are the
preferred media of your target groups?
- 36. Employer BrandingMediaCentrally located head officewith
visible logo...Website not clear to outsiders...S WTOTeachers using
Atlas Copco examplein lectures...Social media content difficult to
control...Define other Strengths, Weaknesses, Opportunities and
Threatsin relation to media.
- 37. Employer BrandingGAPEVP KADAtlas CopcoEVPEVPKADCompetitors
Target Groups SWOT
- 38. Employer BrandingAction planTarget groupsValue
propositionMediaFemale, technical educationAge 25-30Caring culture:
room for family & childrenInternetPublish female employee
testimonial on website+ send tweetTiming: after summerCost: working
hours + resources needed
- 39. Employer BrandingAction plan+ Budget+ Timing+ Measuring
instruments+ Budget+ Timing+ Measuring instrumentsAction 1Action
2Action 3, 4, ...+ Budget+ Timing+ Measuring instruments++=
- 40. Employer Branding
- 41. Weakness: no transparency on careeropportunitiesEmployer
Branding - BelgiumAction planTarget groups Threat = Technical
education & jobs lessattractive for females (only 10% of the
engineerstudents in Belgium are females)Weakness : no testimonials
on website, via PR,via direct contacts ambassadors (company
visit)411. Pleiades2. Techno Girls3. Female Mentorship Program4.
Female ambassadors
- 42. Company visit of Secondary school : 17 18 year oldstudents
who need to choose their further educationPleiades event:Network
event for employeesTechno Girls:10-12 year old girls discoverhow
attractive industry canbe42
- 43. 43Female Mentorship Program: interview with MarinaKrassyuk
and her mentor Paul FringeTestimonials of femaleambassadors
- 44. Weakness: no transparency on products,processes and
applicationsEmployer Branding - BelgiumAction planTarget
groupsWeakness: closed company culture and lessopportunities for
potential employees to participatein customer eventsThreat:
decreasing number of technical profiles asa result of weak image of
technical industry441. Product launches2. Open Company Day3.
I-days
- 45. 45Product Launches:as part of job eventImprove image of
Industry:I(ndustry)-DaysCreate transparency on our activities:Open
Company Day (discover the secret of Compressor Technique)
- 46. PR Strategy : Story model46merational
emotionalproximitysignificanceprominenceconflicthumaninterestunusualnesstimelinessnewnessworld
- 47. 47140 years Atlas CopcoDe Tijd 22-02-2013 Ad Value: 4
461.76
- 48. 48Engineers day & Equal Pay dayLEcho 20-03-2013 Ad
Value: 1 573.29
- 49. 49Other actionsDe Tijd 16-02-2013 Ad Value: 16 740.54LEcho
23-02-2013 Ad Value: 11 314.39Facebook: 141 Twitter: 27
- 50. 50Other actionsKmo-insider.be 25-01-2013Chronique
01-02-2013 Ad Value: 564.92Engineeringnet.be 27-02-2013La Libre
01-03-2013 Ad Value: 4 412.53People Sphere 01-12-2012 Ad Value: 11
758.04
- 51. Media coverage on prime time TV51
- 52. Employer brandingBelgium:
www.meetatlascopco.beOBDATVJobeventInterview RLDM:
StudentworkTechnogirlsJobfairsTwitterFacebook
- 53. Social Media Strategy:
- 54. 54Equal Pay Day + Day of the Engineer + Happiness Day
- 55. 140 year Atlas Copco55
- 56. 140 year Atlas Copco56
- 57. 140 year Atlas Copco5713/02 140 jaar Atlas Copco? (90
mentions)21/02 - we zijn jarig! + Virginie Claes interviewt (246
mentions)25-27/02 140yr Atlas Copco album + ARPIC (130
mentions)
- 58. Social Media Statistics - Facebook58*Like stats tot
24/03
- 59. Social Media Statistics - Twitter59
- 60. Weakness: international multinational with strongfocus on
innovationEmployer Branding - BelgiumAction planTarget groups
Threat: unknown by general public (Influencers)Weakness : old
fashioned mainbuilding, B2B,601. Banner@Brussels Airport2.
Restyling HQ3. Bannering on trailers4. Use of corporate logo
- 61. 61Positioning @ BXLAirport:Imaging what you can do
withair
- 62. 62Atlas Copco logo:Increase visibility by use of corporate
brandRestyling main building @ Airpower:Make our facilities more
attractive
- 63. Employer Branding - BelgiumAction plan Target Group:
Increase the interest for technicaljobs via students &
influencersMessage: Share Atlas Copco technology, career-&
development opportunitiesMedia: Organize guest lectures &
events,communicate via ambassadors & inspiringmanagers, Use
Website & Social media as aknowledge portal631. Schools as
stakeholder2. Job fairs & Job event3. Guest lectures4. Working
principles5. Sponsorship
- 64. 64Job fairs and AC Job event:Network events between
students &ambassadorsGuest lectures:Share AC technology and
processesat Universities or events.
- 65. 33 engineering students Lessius College building the first
Belgian electrical race car to compete in an international race (UK
Germany Italy)!Lessius Racing team:Collaboration between Atlas
Copco and Engineers students.65
- 66. 66
- 67. 67Share Atlas Copco technology:Working principles &
compressed airmanual is used by teachers duringcolleges
- 68. Employer Branding - BelgiumAction planTarget group: general
public, employees &influencersMedia: organize CR activities and
set up actionwere employees become ambassadors.Communicate via
social media and PRmainstream media (story model: Human
interest)Message: Communicate on our Corporateresponsibility
projects and strengthen ouremployee engagement681. Fan for life2.
CR world map3. 10miles4. Atlas Copco spotted
- 69. 69Use of social media:Launch of EB Facebook page linked
tocorporate engagement of Atlas Copco
- 70. 70Corporateresponsibility ofAtlas Copco:Interactive map
withinfo on social projectsaround the worldProject with
KarinHolmquist to shareour map in the Groupand to manage
thecontent.
- 71. 71Belgian employees running for a good cause:
- 72. 72Atlas Copco spotted:Employees post pictures from our
products during theirvacation on Facebook.Atlas Copco worldwide
presence!
- 73. 73Committed tosustainable productivity.