Find out the truth so you can communicate it.

1. Universum Toolbox
Succeeding with talent
communication
1
Find out the truth so you can communicate it.

2. Who We Are
Present in 60 countries with
regional offices in New York
City, Paris, Shanghai,
Singapore and Stockholm.
Serving more than 1 700
clients globally, including
Fortune 100 companies.
Full service Employer
Branding partner, taking
clients from identifying
challenges, engaging talent
to measuring success.
Helping the world’s leading
organizations strengthen
their Employer Brands for
over 25 years.
Surveying more than
1.3 million career-seekers,
partnering with thousands of
universities and
organizations.
Thought leaders in Employer
Branding, publishing content
on C-suite level subjects.
Our Employer Branding
content is published yearly
in renowned media, e.g.
WSJ, CNN, Le Monde,
BusinessWeek.

3. Talent is Exposed to Vast Amounts of Information
Every Day and Capturing Their Attention Requires
Comprehensive Reach Across Channels
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of the world’s internet
traffic is from mobile
devices and we now
buy more smartphones
than “dumb” phones
20%
In early 2014 nearly
3 billionpeople were online
hours of video are
watched on YouTube
every month
6 billion
WhatsApp messages are
sent every day
27 billion
users worldwide and, in
the US, has a wider reach
than TV between 18-24
year olds.
1.2 billion
pictures are
shared on social
media every day
758 billion
Facebook has almost

4. 4
*Linkedin Whitepaper, Why Your Employer Brand Matters, 2012
**Talent Attraction Barometer 2012 (How does you organisation approach employer branding?)
***Boston Consulting Group, Creating People Advantage 2012, Mastering HR Challenges in a Two-Speed World
2.4xrevenue
growth
28%lower turnover
rates
50%savings
per hire
1.8xprofit margin
increase
Your Return on Investment
of fact-based Employer
Branding
Your Employer Brand matters more
Research shows that a company’s Employer
Brand is twice as likely to drive job consideration
as its corporate brand
Lower turnover
Companies with a strong Employer Brand have a
28% lower turnover rate than companies with a
weak Employer Brand*
A competitive advantage
Only 69% of companies work with Employer
Branding from a strategic perspective
Lower cost per hire
The cost per hire is more than twice as low
for companies with strong Employer Brands
Just as with a consumer brand, people associate various
factors with an Employer Brand. You can drive your
Employer Brand in the right direction by influencing these
associations.

5. ?
What to Know to Build Your
Communication Strategy
What does the media behavior of the talent you want
to attract look like?
Which communication channels are most effective
and allow you to get the most out of your
communication budget?
How would your target group prefer employers to
communicate with them in different channels?
What is happening in the digital world and how can
you leverage social media to get the most out of new
ways of communicating with the talent?
How can you improve your communication
activities based on the challenges you face?
How has talent learned about you as an employer?
Is this in line with your expectations?
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These questions will all be answered in
and you will have the operational tools to
plan your communication

6. Balancing Direct and Indirect Channels
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Decide on an overall communication level
based on the competitive landscape and your
attractiveness targets
Allocate between channels based on
communication goals and key challenges
Evaluate and adjust current messaging
Monitor what is being said about you
Support positive messages (internally and
externally)
Turn your employees into ambassadors
Build allies on campus
Leverage your corporate PR
Understand the influencers’ media consumption
Build a robust social media presence
Build robust
SOCIAL MEDIA
presence
DIRECT CHANNELS
INDIRECT CHANNELS
DIRECT CHANNELS

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On your agreed plan
How to communicate this
What you want to be associated
with
What you are associated with
The toolbox to evaluate
and optimize your
communication
KNOW
DECIDE
PLAN
ACT
• Evaluate the impact of your employer branding
efforts and better utilise your budget
• Improve the accept/reject ratio by living up to
the expectations of you as an employer
• Increase staff retention by recruiting the right
talents with the fit you need
• Use your culture as a recruitment asset
• Evaluate what makes you different compared to
your competitors
• Start the evaluation of what you want to be
associated with and how you are perceived
externally
Universum’s toolbox Succeeding with Talent communications
allows you to communicate the value of your Brand against
the external preferences and opinions of your target talent. It
is a strategic and operational tool that will help you identify
the right messages and selecting the right channels to be
first in line in the competition for talents

8. 8
The Toolbox Succeeding
with Talent
Communication consists
of
Tools & templates
 Guide: Designing the Right Candidate
Experience
 Checklist: Selecting the Right Media
Channels
 Guide: Planning Your Social Media
Activities
 Template: Defining Your Key
Message(s)
In this toolkit you will learn:
 How to create messages that cuts
through the clutter
 The 4 steps to developing and telling
your unique stories
 How to succeed with your
communication by creating “Talent
Personas”
 How to select the right communication
mix
 The basics of using social media the
right way
 The 5 keys to creating an outstanding
candidate experience

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Thanks…until next time
www.universumglobal.com