Understanding the Brazilian Talent Market

2

Brazil is unique.

-6%

-4%

-2%

%

2%

4%

6%

8%

10%

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

Annual GDP growth, 10-year trend

Colombia

Chile

Brazil

United States

Mexico

After a few years of growth, the economy is lagging

3

Overall, the

hiring outlook

is significantly

lower than in

previous

years.

Breakout copy to go here

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to go here just like this.

Breakout copy to go here

just like this.

44

Overall, despite the state of

the economy…

…Brazilian students are

optimistic about the future.5

%

20%

40%

60%

80%

100%

Brazil Spanish-speaking Latin America Rest of world

Strongly agree Agree

Neutral Disagree

Strongly disagree

Brazilian Millennials believe they’ll have a higher

standard of living than their parents.

7

2015 Brazil Rankings

Top 10 Employers

Business Undergraduates

1. Google

2. Banco do Brasil

3. Governo Federal

4. Apple

5. Petrobras

6. Banco Bradesco

7. The Coca-Cola Company

8. Itaú Unibanco

9. Rede Globo

10. Ambev

Top 10 Employers

Engineering Undergraduates

1. Petrobras

2. Governo Federal

3. Odebrecht

4. Google

5. Vale

6. Apple

7. Ambev

8. Eletrobrás

9. Camargo Corrêa

10. Microsoft

8

Iceberg

99

Although Petrobras still performs well in the rankings, its

attractiveness has been on the decline

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

20152014201320122011

Engineering

Business

IT

Percentage of Brazilian Students Choosing Petrobras as an Ideal Employer, Five-Year Trend 9

1010Associations with Petrobras, 2014 v 2015 (sorted by biggest difference)

And, students who chose Petrobras as an Ideal Employer are

still associating it less with key qualities

0 10 20 30 40 50 60 70 80 90

Prestige

Market success

Inspiring management

Corporate Social Responsibility

Respect for its people

Financial strength

Ethical standards2014

2015

11

11

Things will

happen, but

we can’t

simply turn

our backs.

Instead, we

need to take

ownership.

Best in Class Example: BP

You already have so many tools at your disposal:

14

Your Toolkit

Knowledge Truth Storytelling Channels

You already have so many tools at your disposal:

Your Toolkit

Knowledge

2015 | Brazil | Students | Business

16

• Source: BI Intelligence http://thenextweb.com/mobile/2013/06/13/whatsapp-is-now-

processing-a-record-27-billion-messages-per-day/#!sawFj

• See also: http://www.youtube.com/yt/press/statistics.html

Talent is exposed to tons of information every day

of the world’s internet traffic is

from mobile devices and we

now buy more smartphones

than ‘dumb’ phones

27 billionWhatsApp messages

are sent every daypictures are

shared on social

media every day

758million In early

2014 nearly

3 billionpeople

were online

20%

6 billionhours of video are

watched on YouTube

every month

Facebook has almost

1.2 billionusers worldwide

Gen Y’s Attention Spans are

MINIMIAL

That’s why employers with the best

CONTENT strategies win

0%

10%

20%

30%

40%

50%

60%

20152014201320122011

% c

ho

osin

g g

oal a

s o

ne o

f th

eir

to

p 3

To have work/life balance

To be secure or stable in my job

To be entrepreneurial or creative/innovative

To be a leader or manager of people

To have an international career

To be competitively or intellectually challenged

To be dedicated to a cause or to feel that I am serving a greater good

To be a technical or functional expert

To be autonomous or independent

Career goals of Brazilian business students, 2011–2015

18

19

Breakout session:

What do YOU think Millennials mean by “work/life balance”?

• Financial support for parental

leave

• Flexible working conditions

(i.e. home office)

• No interruption of leisure time

(i.e. weekends)

• Recognition and respect for

employees

• Flexible working hours

• Offering external activities (i.e.

events, sports)

• Consideration of private

interests in holiday planning

• Offering child care

• Acceptance of parental leave

• Adequate time for recovery

after

• No requirement for overtime

work

• Opportunities for part-time

work

• Convenient work location

• Enough leisure time for my

private life

• Overtime compensation

How Brazilian Millennials define work/life balance

20

0% 10% 20% 30% 40% 50% 60% 70%

Enough leisure time for my private life

Recognition and respect for the employees

Flexible working hours (e.g. not limited to office hours)

Convenient work location

Overtime compensation (monetary or by leisure time)

No interruption of my leisure time (e.g. on holiday or at the weekend)

Flexible working conditions (e.g. home office)

Offering external activities (e.g. sports, cultural events)

Adequate time for recovering after working peaks

Consideration of private interests in the holiday planning

Financial support for parental leave

Opportunities for part-time work

No requirement for overtime work

Acceptance of parental leave

Offering child care

What about FGV

business students in

their 3rd & 4th year…?

54%

43%

33%

33%

23%

39%

42%

24%

33%

12%

26%

37%

36%

24%

16%

Brazil

Spanish-speaking Latin America

Rest of world

Millennials are afraid of not realizing their career

goals

That I won’t realize my

career goals

That I will get stuck with

no development

opportunities

That I won’t get a job that

matches my personality

That I will underperform

That the work climate will

be too tough

22

We ask students about 40 qualities they look for in an

employer… EMPLOYER REPUTATION & IMAGE

JOB CHARACTERISTICS

PEOPLE & CULTURE

The attributes of the employer as an

organization• Attractive/exciting products and services

• Corporate Social Responsibility

• Environmental sustainability

• Ethical standards

• Fast-growing/entrepreneurial

• Financial strength

• Innovation

• Inspiring management

• Market success

• Prestige

The social environment and attributes of the

workplace• A creative and dynamic work environment

• A friendly work environment

• Acceptance towards minorities

• Enabling me to integrate personal interests in my

schedule

• Interaction with international clients and colleagues

• Leaders who will support my development

• Recognizing performance (meritocracy)

• Recruiting only the best talent

• Respect for its people

• Support for gender equality

The contents and demands of the job, including

the learning opportunities provided by the job• Challenging work

• Client interaction

• Control over my number of working hours

• Flexible working conditions

• High level of responsibility

• Opportunities for international travel/relocation

• Professional training and development

• Secure employment

• Team-oriented work

• Variety of assignments

REMUNERATION & ADVANCEMENT OPPORTUNITIES

EXTRINSIC INTRINSIC

HA

RD

SO

FT

The monetary compensation and other

benefits, now and in the future • Clear path for advancement

• Competitive base salary

• Competitive benefits

• Good reference for future career

• High future earnings

• Leadership opportunities

• Overtime pay/compensation

• Performance-related bonus

• Rapid promotion

• Sponsorship of future education

universumglobal.com

The CULTURE of a company is much more

important to Millennials than a company’s reputation

and image.

24

In general, Brazilian business students are looking to start their careers on a solid foundation…

24

Business Students - 2015

1. Clear path for advancement

2. Professional training & development

3. Good reference for future career

4. Leaders who support my development

5. Secure employment

6. Recognizing performance (meritocracy)

7. A creative and dynamic work environment

8. Respect for people

9. High future earnings

10. Market success

2525

Engineering Students - 2015

1. Good reference for future career

2. Clear path for advancement

3. Professional training & development

4. High future earnings

5. Secure employment

6. A creative and dynamic work environment

7. Recognizing performance (meritocracy)

8. Leaders who support my development

9. Opportunities for international travel / relocation

10. Innovation

… As are Engineers

26

Students at elite universities are much less concerned about job

security; more focused on finding a challenging job

0%

10%

20%

30%

40%

50%

60%

70%

Challenging work Opportunities for international travel/relocation Team-oriented work Clear path for advancement Secure employment

Attributes with biggest difference in importance by university tier, Brazilian

business & engineering students

27

This is a relatively new development.

When we look back just a few years…

28

Attributes related to future career prospects and job security

have become more attractive for students

Merit bonus

Challenging work

Competitive salary

Sponsorship of future education

Prof. training & development

Leadership opportunities

Secure employment

Market success

Financial strength

Clear path for advancement

High futureearnings

-40% -30% -20% -10% 0% 10% 20% 30% 40%

Positive values / to the right: more important in 2015

Negative values/ to the left: less important in 2015

Attributes with largest change in importance to Brazilian business & engineering students from 2012 to 2015

You already have so many tools at your disposal:

Your Toolkit

Knowledge Truth

Unfocused and

inconsistent candidate

conversations

A confusing and

diluted employer

brand

It’s not about mirroring what talent wants…

A lack of differentiation

from the competition

Low conversion

rates & high

turnover

30

?31

Who influences your target group the most when gathering

information about potential employers?

• Which of the following sources influence you the most when gathering information about potential

employers? Please select a maximum of 3 alternatives.31

THOSE WHO KNOW YOU

BEST ARE THOSE WHO

COME FROM THE INSIDE

KEY IMPERATIVE FOR

INDIRECT CHANNELS

58%

52%

52%

33%

22%

18%

16%

12%

10%

Current students from my school who haveworked/are working at the employer

Professors at my school/university

Other people I know who have worked/areworking at the employer

Alumni from my school who have worked/areworking at the employer

My friends

My parents

Career services at my university

My classmates

Other

32

Internships…

are very popular among

Brazilian talent

are not as effective as

they could be

48%

…but only half of

them believed it was

effective at seeing what

it’s like to work at the

company full time.

48%

Nearly half of Brazilian

students in their last 2

years of school

participated in an

internship last year…

Only 50%

of Brazilian students

were likely to

recommend the

company to a friend.

You already have so many tools at your disposal:

35

Your Toolkit

Knowledge Truth Storytelling

Brands are about people.

37

38

L’Oreal

39

Johnson & Johnson

Universal Activation Campaignssample outputs for Johnson & Johnson Brazil

40

Some best practices for telling GREAT stories…

41

A few tips:

Quotes that reveal the benefits of working

at your company.

Behind-the-scenes look at your company!

Blog posts

Thought leadership and advice from your

top management

Photos celebrating interns and their

contributions

Video testimonials conveying authentic

messaging

Celebrating your internal rock stars

You already have so many tools at your disposal:

42

Your Toolkit

Knowledge Truth Storytelling Channels

43

There are many channels to choose from…

Digital channels are especially popular for learning

about employers69%

51%

43%

43%

41%

39%

37%

36%

36%

35%

33%

31%

31%

28%

27%

26%

25%

24%

22%

20%

Social media

Job boards (sites where job openings are posted)

Employer websites

Career guidance websites

Employer advertisement in social media

Employer advertisements in newspapers

Career magazines/guides/books

Employer advertisements on news/business-related websites

University press & student organisation publications

Employer advertisements on TV

Lectures/case studies as part of curriculum

Employer advertisements in business magazines

Employer presentations on campus

Brochures presenting career possibilities at a company/organisation

Outdoor/billboard advertisements

Blogs

Career fairs

Employer-sponsored events

Targeted messages/notifications via email

Employer advertisements in lifestyle magazines & other periodicals

Print

Digital

In-person

Other

2015 Universum Talent Survey – Brazil, Business Students

45

Why so much social? Social media is…

Highly relevant

Cost-effective Measurable

Brazilians LOVE social media!

48Which online networks/communities do you use? Please select as many as applicable and add others that are not

listed; Which channels do you use in general to learn about potential employers? Choose as many as applicable.

Which online networks/communities have students used the

most in 2015?

of the students have

learned about potential

employers through social

media.

77%

96%

67%

64%

61%

56%

28%

26%

26%

24%

14%

Facebook

YouTube

Skype

LinkedIn

Instagram

Google+

Snapchat

Twitter

Online network/community from myuniversity/career center

Tumblr

1 in 5 posts in 2014 was about

Attractive Products & Services

blueberry | Employer Branding Analytics | 2014 in review

Knowledge

Truth

Storytelling

Channels

Understand your Target

Knowing about your target

talent will enable you to

better understand them and

connect more effectively

Know Thyself

What’s true internally in

your organization is what

you should offer to the

external world. Why are you

still with your company?

This tool is right at your

fingertips – use it!

Content is King

Employee testimonials are

some of your best

ammunition… and they’re all

around you! Harness the

stories and share them with

the external world

Leverage Scale

There are so many

channels available to you –

social has the reach, scale,

low cost and measurability

to help you get more with

less

How do I get started?

Thank you!

Questions?

55