2014 Employer Branding Global Trends Study Report

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18 country study of employer branding

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  • www.employerbrandinternational.com 2014 Employer Branding Global Trends Study Report Brett Minchington MBA Chairman/CEO Employer Brand International May 2014
  • OURPASSION ConnectingPEOPLE&ORGANISATIONS aroundtheworldtobuild employerbrandleadershipcapability 1
  • TableofContents MessagefromtheChairman/CEO.................................................................................................................4 TheEmployerBrandInternationalTeam......................................................................................................5 AboutEmployerBrandInternational............................................................................................................6 Connectwithourinternationalemployerbrandingonlinecommunities.......................................................7 Researchpartneracknowledgements...........................................................................................................8 Objectives....................................................................................................................................................9 Method.......................................................................................................................................................9 1.0:EXECUTIVESUMMARY.........................................................................................................................10 2.0:IMPLICATIONSFORBUSINESS..............................................................................................................14 3.0PART1:..............................................................................................................................................17 GLOBALSURVEYRESPONDENTS:DEMOGRAPHICS......................................................................................17 Demographics(Global)...............................................................................................................................18 3.0PART2:GLOBAL&REGIONALFINDINGS.............................................................................................21 EmployerBrandResponsibility.........................................................................................................................22 Figure1:Whichdepartment(s)iscurrentlyresponsibleformanagingyouremployerbrand?..................22 Table1:InsidetheregionaldataDepartmentsresponsibleformanagingtheemployerbrand..........23 ExpenditureForecast........................................................................................................................................24 Figure2:In2014whatareyourplansforexpenditureonemployerbrandingactivities?..........................24 Table2:InsidetheregionaldataInvestmentplansforemployerbranding..........................................25 EmployerBrandStrategy..................................................................................................................................26 Figure3:Hasyourcompanydevelopedaclearemployerbrandingstrategy?...........................................26 Table3:InsidetheregionaldataStatusofemployerbrandstrategy...................................................27 EmployerBrandingInitiatives...........................................................................................................................28 Figure4:Whichactivitiesareyoucurrentlyundertakingtoenhanceyouremployerbrand?....................28 Table4:InsidetheregionaldataWhichactivitiesareyoucurrentlyundertakingtoenhanceyour employerbrand?......................................................................................................................................29 Achievingemployerbrandingobjectives..........................................................................................................30 Figure5:Howimportantarethefollowinginordertoachievingyouremployerbrandingobjectives?....30 Table5:InsidetheregionaldataAchievingemployerbrandingobjectives..........................................31 Attractingtalent...............................................................................................................................................32 Figure6:Howimportantdoyoubelievethefollowingemployerbrandattributesareinattractingnew talenttoyourcompany?..............................................................................................................................32 Table6:InsidetheregionaldataThemostimportantemployerbrandattributestoattracttalent...33 2
  • EmployerBrandingChallenges.........................................................................................................................34 Figure7:Whatarethechallengesyouhaveencounteredinmanagingyouremployerbrandprogram?...34 Table7:InsidetheregionaldataChallengesinmanagingtheemployerbrandprogram.....................35 Whatsimportant?............................................................................................................................................36 Figure8:Whichofthefollowingismostimportanttoyou?.......................................................................36 Table8:InsidetheregionaldataWhatisimportanttopeople?...........................................................37 EmployerBrandMetrics...................................................................................................................................39 Figure9:Whatmetricsdoesyourcompanyusetomeasurereturnoninvestment(ROI)ofyouremployer brandstrategy?.............................................................................................................................................39 Table9:InsidetheregionaldataMetricsusedtomeasurereturnoninvestment(ROI)oftheemployer brandstrategy..........................................................................................................................................40 Employerbrandcommunications.....................................................................................................................41 Figure10:Whatisthemaincommunicationmediumyourcompanyisplanningtousetocommunicate yourEmployerBrandduring2014?..............................................................................................................41 Table10:InsidetheregionaldataCommunicatingtheemployerbrandin2014.................................42 MostEffectiveEmployerBrandingInitiatives..................................................................................................43 Figure11:Whichactivityhasbeenmosteffectiveinenhancingyourcompanysemployerbrand?.........43 Table11:InsidetheregionaldataMosteffectiveemployerbrandinginitiatives................................44 Majorbenefits..................................................................................................................................................45 Figure12:Whatarethemainbenefitsyouhavegainedfromyouremployerbrandprogram?................45 Table12:InsidetheregionaldataMainbenefitsofemployerbranding..............................................46 AppendixA:EmployerBrandExcellencePathway......................................................................................47 AppendixB:EmployerBrandExcellenceFramework..................................................................................49 Additionalresources..................................................................................................................................51 3
  • MessagefromtheChairman/CEO ItiswithgreatpleasureIpresentEmployer BrandInternationals2014EmployerBranding GlobalTrendsStudyReport.Ouraimisto connectwithleadersfromdevelopedand emergingnationstodiscovertheiropinionsand insightsonemployerbrandingandhowitisbeing appliedinsidetheirorganisationstoattract, engageandretaintalent. EmployerBrandInternational(EBI)iscommitted totheadvancementoftheemployerbrand conceptthroughourglobalresearch,training, consulting,eventsandpublicationsagenda.We believeYourEmployerBrandisyourcompetitive advantagewheresuccessinbusinessis increasinglybeingdeterminedbythevalueof yourcompanysintangibleassets. Todaysmostsuccessfulcompaniesarethose withtheBESTPEOPLE,notjustthebest products. Thisreportprovidescomprehensiveinsightinto thecurrentstatusandfutureambitionsof organisationsinemployerbranding.Itpresents keyfindingstoidentifyhowemployerbranding hasevolvedoverthepastfiveyearsaroundthe world. Webelievetheresultsofthissurveywillprovide leaderswithfurtherclarityonhowtodevelop andimplementanemployerbrandstrategythat buildscompetitiveadvantage.Itwillalsoprovide insightsintowhichinitiativesdelivermostvalue toorganisationsandhowtheseinitiativesare beingmeasured. Ipredicttheroleoftheemployerbrandmanager willbecomemorecommonplaceinthecoming years.Wearenowseeingmorejob advertisementsforemployerbrandspecialistsat companiessuchasGoogle,Starbucks,Adidas, Philips,VolvoCars,EY,IBM,HSBC,Amazon, UnitedHealthGroupandIKEA.Mostrecently Facebookplacedanadvertisementforaleaderto managetheirglobalemployerbrandingfunction. Ibelievewewillseethistrendcontinuingacross allsectorsinthenextfewyears. OverthepastsevenyearsIhavepresentedat conferencesandconductedemployerbrand masterclasseventsinmorethan50citiesin28 countrieswiththousandsofleadersanditis pleasingtolearnthatcompaniesarebecoming morestrategicintheirapproachtoemployer branding. EmployerBrandInternationalsmissionisto buildemployerbrandleadershipcapability aroundtheworld.Weareconfidentgraduates fromourCertificateinEmployerBrand Leadershipcoursewillplayakeyrolein inspiringanewgenerationofleaderswhowill goontoleadtheemployerbrandstrategyin globalandnationalcompanies. EmployerBrandInternationalwillcontinueto pushtheboundariesofemplo