1.
Branding
Beyond
Borders:
A
Quick
Guide
for
Interna7onal
Employer
Branding

2.
Recrui'ng
beyond
borders
and
the
globaliza'on
of
many
companies
has
created
a
brave
new
world
of
employer
branding.

3.
In
this
new
world
of
recruitment,
not
all
the
rules
are
the
same
and
research
must
be
thoroughly
ve=ed
and
compared
against
local
customs,
cultures
and
educa'onal
systems.

4.
From
the
execu've
level,
the
need
for
a
consistent
global
brand
is
clear.
71%
of
surveyed
CEOs
say
they
ac'vely
search
for
talent
in
different
geographies,
industries,
or
demographic
segments.
-­‐
PwC

5.
14%
of
CEOs
said
building
a
global
employer
brand
was
a
concern
today,
while
that
number
is
slated
to
double
by
2020,
a
mere
4
years
from
now.

6.
Conversely,
building
out
an
employer
brand
on
a
local
level
falls
from
24%
to
a
mere
15%
in
the
same
respec've
years.

7.
Building
a
successful
and
effec've
global
employer
brand,
DEMANDS
some
form
of
localiza'on.

8.
The
Employer
Branding
Core

9.
An
EVP,
or
Employer
Value
Proposi'on,
is
the
founda'on
of
a
strong
employer
brand.

10.
61%
of
hiring
execu'ves
surveyed
said
they
had
developed
an
Employee
Value
Proposi'on
to
establish
their
employer
branding
ac'vi'es.

11.
With
an
EVP,
you
will
want
to
focus
on
three
dis'nct
groups.

12.
Former
employees
can
be
a
candid
source
of
informa'on.
Incorporate
brand
related
ques'ons
into
your
exit
interview
process
where
applicable.

13.
Current
Employees:
Key
ques'ons
when
crea'ng
an
EVP:
Learning
ini'a'ves,
Cultural
norms
(unwri=en
rules),
Communica'on
prac'ces,
Free-­‐thinking,
Rewards,
Recogni'on,
Management,
Recruitment
process

14.
Prospec've
Employees:
Gather
intelligence
from
sources
like
Glassdoor,
Yelp
and
social
media
sites.
Informa'onal
interviews
can
work
to
your
advantage
during
career
fairs
and
in
conjunc'on
with
internship
programs.
Tip:
Few
are
as
honest
as
the
entry-­‐level
job
seeker!

15.
A
complete
EVP
will
be
a
simple
overarching
statement
that
captures
the
crux
of
your
employees’
experiences
and
employer
brand
commitment.
It
will
be
unique,
compelling
and
truthful.

16.
Example
Statement:
“ACME
strives
to
make
an
impact
in
its
employees’
lives
via
its
core
values.
Our
value
lies
in
our
values.”

17.
Research
The
Area

18.
From
embassy
and
tax
informa'on
to
Google
Translate,
you
can
go
much
further
with
a
keyboard
and
mouse
in
today’s
recrui'ng
age
than
ever
before.

19.
Research:
Cultural
Norms
Pay
&
Compensa'on
Drivers
Global
Migra'on
Trends

20.
Want
to
hire
globally
but
aren’t
quite
ready
to
find
a
local
consultant?

21.
Universum
Global
-­‐
Universum
focuses
on
crea'ng
research
specifically
suited
for
Employer
Branding
purposes.

22.
Tip-­‐
Leverage
resources
such
as
this
to
create
your
EVP,
do
compe''ve
analysis
and
determine
the
most
relevant
messages
for
prospec've
employees
based
on
their
loca'ons.

23.
Edelman
Trust
Barometer
Edelman
is
a
global
digital
agency
that
frequently
measures
messaging,
and
their
annual
Global
Trust
Barometer
is
a
useful
tool
for
understanding
economies
and
popula'ons.

24.
Tip-­‐
Leverage
resources
such
as
this
to
create
your
EVP,
do
compe''ve
analysis
and
determine
the
most
relevant
messages
for
prospec've
employees
based
on
their
loca'ons.

25.
Geing
to
Yes
Across
Cultures-­‐
This
is
a
series
of
videos
and
ar'cles
from
Harvard
Business
Review
that
gives
insight
into
specific
cultural
insights
that
can
help
during
key
nego'a'ons
(like
sales
and
recrui'ng).

26.
Tip
-­‐
You
can
be
fluent
in
a
language
and
s'll
miss
subtle'es
in
your
EVP
or
Employer
Brand.
If
you
disagree
with
a
candidate
in
Germany,
the
interview
could
turn
into
a
friendly
debate.
Do
the
same
in
Mexico
and
it
could
be
the
end
of
that
candidate’s
interest!

27.
Embassy
Websites
-­‐
While
embassy
websites
do
not
always
conform
to
a
clear
cut
template,
they
are
useful
for
cost
of
doing
business
templates
that
can
help
when
hiring
from
another
country.

28.
Use
these
embassy
guides
to
plan
out
your
strategy
and
build
a
list
of
helpful
contact.

29.
Iden'fy
Your
Key
Drivers

30.
Because
you’re
geing
the
chance
to
take
your
employer
brand
beyond
borders,
you
get
to
break
one
of
the
key
rules
of
employer
branding.

31.
Rule
#1
“Don’t
try
to
be
all
things
to
all
people…”
This
is
the
polar
opposite
of
what
a
great
EVP
and
employer
brand
are
supposed
to
do.
So
why
do
we
get
to
break
this
rule?

32.
Okay,
perhaps
we
don’t
get
to
break
it.
But,
we
DO
get
to
bend
it
based
on
targeted
recruitment
loca'ons.

33.
Your
research
+
Your
EVP
and
Employer
Brand
=
Your
localized
campaigns

34.
The
only
person
qualified
to
lead
those
campaigns
is
your
localized
brand
manager,
transla'ng
your
global
brand
(both
culturally
and
linguis'cally)
into
something
that
will
resonate
with
the
local
audience.

35.
Recruitment
Channels
-­‐
We’re
not
changing
the
overarching
employer
brand,
so
much
as
changing
HOW
we
communicate
it
for
the
local
market.
Successful
channels
and
campaigns
can
change
from
loca'on
to
loca'on.
Global
Job
Boards,
Social
Media
Networks
(Facebook,
Viadeo,
Xing),
Print
Media
or
Tradi'onal
Media,
Recruitment
Agencies,
Job
Exchanges

36.
Common
Differen'ators
-­‐
Those
who
want
to
brand
beyond
borders
should
also
focus
on
which
of
their
differen'ators
will
set
them
apart
from
compe''on
in
the
country
from
which
they
are
trying
to
recruit
and
hire.
Some
common
differen'ators
that
have
different
effects
on
job
seekers
around
the
globe:
Compe''ve
or
outstanding
compensa'on,
Benefits
and
Stability,
Work-­‐
Life
Balance,
Innova've
Career
Track,
Happiness
and
Engagement,
Pres'ge
and
Brand,
Friendly
Work
Environment

37.
Top
3
Reten'on
Drivers
for
the
Global
Workforce
Base
pay/salary,
Career
growth
opportuni'es,
Trust/confidence
in
senior
leadership

38.
A
social
media
campaign
about
your
friendly
work
environment
may
work
incredibly
well
in
Mexico
but
fail
in
the
Netherlands.

39.
Distribu'on
of
Your
Brand
-­‐To
note:
There
are
also
cost
differences
to
adver'sing
within
different
locales
to
be
acutely
aware
of.
Na'onal
media
in
the
United
States
can
skew
quite
expensive
due
to
the
size
of
the
country,
while
digital
media
seems
much
less
expensive.
In
other
countries,
VAT
and
accessibility
to
media
are
vastly
different
than
the
United
States.

40.
Keep
your
global
recruitment
marke'ng
and
branding
budget
in
line
with
projec'ons.

41.
Think
Mobility

42.
Once
you’ve
established
your
Employer
brand,
Researched
your
desired
loca'ons
using
some
(or
all)
of
the
tools
we’ve
discussed
here,
Created
localized
campaigns
around
your
employer
brand
messaging,
Started
looking
into
pricing
for
those
campaigns

43.
It’s
'me
to
take
distribu'on
to
a
whole
new
level.

44.
Mobile
recrui'ng
is
“baked-­‐in”
to
their
campaigns
from
the
get-­‐go,
which
means
it
needs
to
be
built
in
to
your
employer
branding
ini'a'ves
to
be
authen'c
and
resonate
with
local
popula'ons.

45.
Did
you
know?
Research
by
Employer
Brand
Interna'onal
found
social
media
(58%)
to
be
the
No.
1
channel
for
communica'ng
the
employer
brand
while
only
21%
are
using
a
mobile-­‐op'mized
career
website
to
communicate
their
employer
brand.

46.
Bo=om
Line
-­‐
If
your
campaigns
can’t
be
viewed
on
a
smartphone
and
your
jobs
can
only
be
applied
to
from
a
desktop,
you
are
severely
limi'ng
your
op'ons
in
a
new
loca'on
and
you
could
inadvertently
be
ruling
out
younger
candidates
from
Genera'ons
Y
and
Z.

47.
Building
an
employer
brand
that
transcends
borders
requires
a
dis'nc've
process.
Employer
branding
best
prac'ces
for
domes'c
recruitment
provide
the
founda'on,
but
it’s
the
cultural
research,
establishment
of
EVPs
and
effec've
messaging
tailored
to
a
specific
interna'onal
audience
that
brings
home
successful
global
employer
branding
campaigns.

48.
Beyond
is
proud
to
be
the
exclusive
U.S.
partner
for
The
Network,
a
global
alliance
of
52
job
boards
in
over
130
countries.
In
this
role,
Beyond
serves
as
a
single
point
of
contact
for
mul'-­‐na'onal
businesses
in
the
U.S.
market.
Enlist
the
help
of
our
global
hiring
experts
to
enter
the
interna'onal
recruitment
market
with
a
localized
recruitment
brand
and
a=ract
highly
engaged
candidates
from
around
the
world.
See
how
we
can
help:
www.beyond.com/interna'onal

49.
Ready
to
find
your
global
employer
brand
niche?