Se ha denunciado esta presentación.
Se está descargando tu SlideShare. ×

Employer Branding @ Atlas Copco

Anuncio
Anuncio
Anuncio
Anuncio
Anuncio
Anuncio
Anuncio
Anuncio
Anuncio
Anuncio
Anuncio
Anuncio

Eche un vistazo a continuación

1 de 74 Anuncio
Anuncio

Más Contenido Relacionado

Presentaciones para usted (19)

A los espectadores también les gustó (18)

Anuncio

Similares a Employer Branding @ Atlas Copco (20)

Más reciente (20)

Anuncio

Employer Branding @ Atlas Copco

  1. 1. Employer Branding Kristian Vandenhoudt Antwerp, April 14, 2013 Insert picture here and delete this rectangle
  2. 2. Kristian Vandenhoudt: facts in brief Legal • European Commission • Université 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. 3. Atlas Copco: facts in brief Established 1873 in Stockholm, Sweden Four focused business areas • Compressor Technique (HQ in Belgium !) • Mining and Rock Excavation Technique • Construction Technique • Industrial Technique Global presence Customers in more than 170 countries Employees 39 800 in 90 countries Annual revenues 2012 Market cap Feb 2012 BSEK 90.5 (BEUR 10.5) BSEK 222 (BEUR 25.8) Operating margin 21.6% © 2013 Atlas Copco, Kristian Vandenhoudt3
  4. 4. Great products © 2013 Atlas Copco, Kristian Vandenhoudt4
  5. 5. Customers in all industries 5 © 2012 Atlas Copco, Kristian Vandenhoudt
  6. 6. A strong brand portfolio 6 © 2012 Atlas Copco, Kristian Vandenhoudt
  7. 7. Customers everywhere Africa/Middle East 12% 30% Europe North America 20% South America 10% Asia/Australia 28% 7
  8. 8. First in Mind—First in Choice ® 8 © 2012 Atlas Copco, Kristian Vandenhoudt
  9. 9. Employer Branding Strategy A communication strategy towards current and potential employees to be “First in Mind, First in Choice” ® as an employer
  10. 10. How can we make potential customers choose our product? 10
  11. 11. Building a strong brand 11
  12. 12. How can we make potential employees choose our company? 12
  13. 13. Building a strong employer brand
  14. 14. Employer Branding 3 components target groups value proposition media
  15. 15. GAP Employer Branding EVP KAD Atlas Copco EVP EVP KAD Competitors Target Groups SWOT GAP
  16. 16. Employer Branding Target groups The Capacity Plan shows our manpower needs needs
  17. 17. Why do we need a Hiring Plan to complement the Capacity Plan? Employer Branding
  18. 18. The Capacity Plan shows our manpower needs The Hiring Plan shows our recruitment needs The Employer Branding Plan makes us first in mind, first in choice Employer Branding Target groups
  19. 19. Employer Branding IT, Finance, ... Sales Service technicians time Target groups Recruitment needs – Atlas Copco What is your Hiring Plan for the next 3 years? Capacity PLAN + hiring plan
  20. 20. Employer Branding Target groups Recruitment needs – Competition time Total Company C Company B Atlas Copco Who are your main competitors on the labor market? What are their Hiring Plans? Capacity PLAN + hiring plan
  21. 21. Employer Branding Target groups Available resources on labor market Technical Sales IT & Finance Available resources What factors influence the availability of target groups on the labor market in your region? time
  22. 22. Employer Branding Gap Need Available Available resources time Target groups Available resources on labor market
  23. 23. Employer Branding Target groups Internal manpower supply through internships and apprenticeships ... High turnover rate ... S W TO Increased inflow of women in technical education ... Gap between manpower need and market supply ... Define other Strengths, Weaknesses, Opportunities and Threats in relation to your target groups.
  24. 24. Employer Branding 3 components target groups value proposition media
  25. 25. GAP Employer Branding EVP KAD Atlas Copco EVP EVP KAD Competitors Target Groups SWOT EVP KADEVP EVP KAD
  26. 26. What do we stand for as a company?  EMPLOYEE VALUE PROPOSITION Employer Branding Value proposition EVP is our DNA
  27. 27. Employer Branding Value proposition Work style and culture Global Innovative Career offerBusiness context Atlas Copco Employee Value Proposition (EVP) Well-known customers Caring culture Individual responsibility Development opportunity Internal career possibilities Number of nationalities Organizational history Patents Employee survey Testimonials Missions Training hours Key Performance Index Internal mobility Internal job market Local adaptation Local adaptation Local adaptation Local proofs Local proofs Local proofs Local proofs Local proofs Local proofs Adapt the Atlas Copco EVP locally.
  28. 28. Employer Branding Value proposition What EVPs do we have to compete with? Company CCompany BAtlas Copco What are the main differences with your competitors’ EVPs?
  29. 29. What are the expectations of our target groups?  KEY ATTRACTION DRIVERS career opportunitiestraining opportunitiessalary Employer Branding Value proposition Do you know the real KAD of your different target groups?
  30. 30. Employer Branding Value proposition Strong company culture ... EVP not distinct enough from competitor EVP ... S W TO Core values match expectations of young generations ... Weak image of industry in general ... Define other Strengths, Weaknesses, Opportunities and Threats in relation to EVP and KAD.
  31. 31. Employer Branding 3 components target groups value proposition media
  32. 32. GAP Employer Branding EVP KAD Atlas Copco EVP EVP KAD Competitors Target Groups SWOT
  33. 33. Employer Branding Media Which media do we currently use to communicate to our target groups?
  34. 34. Employer Branding Media Which media do our competitors use?
  35. 35. Employer Branding Media The better we know our target groups, the better we can select the right media Which are the preferred media of your target groups?
  36. 36. Employer Branding Media Centrally located head office with visible logo ... Website not clear to outsiders ... S W TO Teachers using Atlas Copco example in lectures ... Social media content difficult to control ... Define other Strengths, Weaknesses, Opportunities and Threats in relation to media.
  37. 37. Employer Branding GAP EVP KAD Atlas Copco EVP EVP KAD Competitors Target Groups SWOT
  38. 38. Employer Branding Action plan Target groups Value proposition Media Female, technical education Age 25-30 Caring culture: room for family & children Internet Publish female employee testimonial on website + send tweet Timing: after summer Cost: working hours + resources needed
  39. 39. Employer Branding Action plan + Budget + Timing + Measuring instruments + Budget + Timing + Measuring instruments Action 1 Action 2 Action 3, 4, ... + Budget + Timing + Measuring instruments + + =
  40. 40. Employer Branding
  41. 41. Weakness: no transparency on career opportunities Employer Branding - Belgium Action plan Target groups Threat = Technical education & jobs less attractive for females (only 10% of the engineer students in Belgium are females) Weakness : no testimonials on website, via PR, via direct contacts ambassadors (company visit) 41 1. Pleiades 2. Techno Girls 3. Female Mentorship Program 4. Female ambassadors
  42. 42. Company visit of Secondary school : 17 – 18 year old students who need to choose their further education ―Pleiades‖ event: Network event for employees ―Techno Girls‖: 10-12 year old girls discover how attractive industry can be 42
  43. 43. 43 Female Mentorship Program: interview with Marina Krassyuk and her mentor Paul Fringe Testimonials of female ambassadors
  44. 44. Weakness: no transparency on products, processes and applications Employer Branding - Belgium Action plan Target groups Weakness: closed company culture and less opportunities for potential employees to participate in customer events Threat: decreasing number of technical profiles as a result of weak image of technical industry 44 1. Product launches 2. Open Company Day 3. I-days
  45. 45. 45 Product Launches: as part of job event Improve image of Industry: I(ndustry)-Days Create transparency on our activities: Open Company Day (discover the secret of Compressor Technique)
  46. 46. PR Strategy : Story model 46 me rational emotional proximity significance p r o m i n e n c e conflict human interest unusualness timeliness newness world
  47. 47. 47 140 years Atlas Copco De Tijd – 22-02-2013 – Ad Value: € 4 461.76
  48. 48. 48 Engineers day & Equal Pay day L’Echo – 20-03-2013 – Ad Value: € 1 573.29
  49. 49. 49 Other actions De Tijd – 16-02-2013 – Ad Value: € 16 740.54 L’Echo – 23-02-2013 – Ad Value: € 11 314.39 Facebook: 141– Twitter: 27
  50. 50. 50 Other actions Kmo-insider.be – 25-01-2013 Chronique – 01-02-2013 – Ad Value: € 564.92 Engineeringnet.be – 27-02-2013 La Libre – 01-03-2013 – Ad Value: € 4 412.53 People Sphere – 01-12-2012 – Ad Value: € 11 758.04
  51. 51. Media coverage on prime time TV 51
  52. 52. Employer branding Belgium: www.meetatlascopco.be OBD ATV Jobevent Interview RL DM: Student work Technogirls Jobfairs Twitter Facebook
  53. 53. Social Media Strategy:
  54. 54. 54 Equal Pay Day + Day of the Engineer + Happiness Day
  55. 55. 140 year Atlas Copco 55
  56. 56. 140 year Atlas Copco 56
  57. 57. 140 year Atlas Copco 57 13/02 – 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. 58. Social Media Statistics - Facebook 58 *Like stats tot 24/03
  59. 59. Social Media Statistics - Twitter 59
  60. 60. Weakness: international multinational with strong focus on innovation Employer Branding - Belgium Action plan Target groups Threat: unknown by general public (Influencers) Weakness : old fashioned main building, B2B,… 60 1. Banner@Brussels Airport 2. Restyling HQ 3. Bannering on trailers 4. Use of corporate logo
  61. 61. 61 Positioning @ BXL Airport: “Imaging what you can do with air”
  62. 62. 62 Atlas Copco logo: Increase visibility by use of corporate brand Restyling main building @ Airpower: Make our facilities more attractive
  63. 63. Employer Branding - Belgium Action plan Target Group: Increase the interest for technical jobs via students & influencers Message: Share Atlas Copco technology, career- & development opportunities Media: Organize guest lectures & events, communicate via ambassadors & inspiring managers, Use Website & Social media as a knowledge portal 63 1. Schools as stakeholder 2. Job fairs & Job event 3. Guest lectures 4. Working principles 5. Sponsorship
  64. 64. 64 Job fairs and AC Job event: Network events between students & ambassadors Guest lectures: Share AC technology and processes at Universities or events.
  65. 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. 66
  67. 67. 67 Share Atlas Copco technology: Working principles & compressed air manual is used by teachers during colleges
  68. 68. Employer Branding - Belgium Action plan Target group: general public, employees & influencers Media: organize CR activities and set up action were employees become ambassadors. Communicate via social media and PR mainstream media (story model: Human interest) Message: Communicate on our Corporate responsibility projects and strengthen our employee engagement 68 1. Fan for life 2. CR world map 3. 10miles 4. ―Atlas Copco spotted‖
  69. 69. 69 Use of social media: Launch of EB Facebook page linked to corporate engagement of Atlas Copco
  70. 70. 70 Corporate responsibility of Atlas Copco: Interactive map with info on social projects around the world Project with Karin Holmquist to share our map in the Group and to manage the content.
  71. 71. 71 Belgian employees running for a good cause:
  72. 72. 72 ―Atlas Copco spotted‖: Employees post pictures from our products during their vacation on Facebook. Atlas Copco worldwide presence!
  73. 73. 73 Committed to sustainable productivity.

×