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How Deloitte Approaches Global Employer Branding

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Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 How Deloitte Approaches GLOBAL EMPLOYER  BRANDING
Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Webinar  Tips  for  Attendees • You  can  connect  to  audio  using   your  computer’s  microphone   and  speakers.   • Or,  you  may  select  “Use  Telephone”   after  joining  the  Webinar. • All  lines  will  be  muted  to  avoid   background  noise. • You  can  ask  questions  at  any   time  by  typing  them  into  the   Questions  Pane.
Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Featured  Speakers Mike  Walsh Senior  Manager, Product  Marketing at  Glassdoor @MikeNWalsh Jennifer  Powell Talent  Acquisition Branding  Lead at  Deloitte @JPhillyPowell Tarek Dawas Global  Talent  Acquisition   and  Mobility  Leader  at   Deloitte @tdawas
Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 #GDChat
Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Agenda • What  Is  an  Employer  Brand? • Why  Invest  in  Your  Employer  Brand? • Deloitte’s  Global  Brand   • Action  Plan • Questions
Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 What  Is  an  Employer  Brand?
Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 An  Organization’s  Reputation  as  an  Employer
Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Today’s  Candidates’  Decision-­Making  Process
Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 would  not  take  a  job  with   a  company  that  had  a  bad   reputation,  even  if  they   were  unemployed! 69% Source: Allegis Group Services Study, August 2012 (1,010 US Workers)
Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 OK,  Employer  Branding  Is  Important! But What’s This About a… GLOBAL EMPLOYER  BRAND? LOCALIZED EMPLOYER  BRAND?
Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Why  Localize  Employer  Branding?   Because  One  Size  Doesn’t  Fit  All
Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Leadership   Opportunities The  Needs  of  Global  Talent  Pools  Differ Friendly   Work   Environment Mentorship Work  Life   Balance Compensation Stability Benefits
Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Lack  of  employer   brand  recognition   in  global  markets Lower  Applicant   Quality Increased Cost-­Per-­Hire  + Time-­to-­Fill Costly  implications   for  bad  hires  due   to  labor  laws What  is  the  cost  of   getting  it  wrong?
Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015
Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Deloitte  – Quick  Facts • Professional  services  firm:  Audit,  Consulting,   Tax  &  Legal,  Financial  Advisory  and  Risk  Advisory   • Over  225,000  people  in  110+  locations  worldwide,   but  we  are  a  network  of  47  independent  member  firms • History  of  inorganic  growth • Minimal  levels  of  business  advertising
Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Approx.  60,000  Hires  Per  Year  Globally Our  people 23% 40% 37% Asia  Pacific Americas EMEA 56%31% 2% 11% Campus Experienced  Hire Executive Other LevelGeography
Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Deloitte’s  Employer  Brand  2003 (consistency without alignment)
Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Deloitte’s  Employer  Brand  2006 (visually consistent, but not the message) Although  now  completely  compliant  with  identity  standards,  messaging  is  still  not  aligned.
Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Why  Is  This  Important? • War  for  talent • Boost  engagement  and  retention   • Strengthen  recruiting  outcomes   • Boost  the  bottom  line
Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 What  We  Did
Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Defining  Our  EVP Competitors’   Best  PracticesDeloitte’s   Corporate  Branding   Strategy Deloitte’s Current  Employer   Branding  Strategies Deloitte   Leadership Visions  and  Goals EVP Input  from  over  26,000   internal  (employees)   and  external  (candidate)   live  interviews  and   surveys  in  22  countries
Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Putting  It  All  Together Student  Hire  Collateral: It’s  your  future How  far  will  you  take  it? Experienced  Hire  Collateral: It’s  your  career Where  will  you  take  it? Green  Dot  Campaign: Standing  out  in  the  crowd.
Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Outcomes:  Global  Recruiting  Communications  Guide
Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Student  Collateral
Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Social  Media  Collateral
Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 The  Green  Dot
Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Our  Tone  and  Voice Having  fun  at  work?   Why  not?
Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Green  Dot  Recruitment  Campaign  – 2009
Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Localising  the  Message  Is  Critical Innovation Gender   balance Gender   balance Arab  Spring Prestige
Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015
Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015
Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Middle  East It’s  your  career, www.deloitte.com/m e/careers Like  Deloitte  Middle   East Get  a  head-­start  on   conquering  the   learning  curve @DeloitteME  and @DeloitteMEjobs
Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Global
Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Leveraging  Global  Platforms
Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Sharing  the  Social  Love
Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Sharing  the  Social  Love  on  Glassdoor
Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Building  on  Best  Practices
Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Deloitte  University  Going  Global Building  on  Best  Practices
Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Pulling  It  All  Together  – Driving  Global  Adoption
Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Collaborate,  Execute  and  Simplify • Make  it  easy  to  understand  and  execute • Partner  with  marketing  from  the  start • Get  key  stakeholders  to  lead  it  and  the  rest  will  follow • Raise  leadership  expectations  around  building  the  brand • Allow  for  flexibility  -­ EVP  emphasis  varies  locally
Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Behaviour  trumps  collateral • Materials  “start  the  conversation” • Educate  stakeholders • Focus  on  experience • Define  the  sandpit,  but  encourage  innovation  – it  can  come  from  anywhere!   • Global  brand;;  from  compliance  to  business  partner • Share  best  practices
Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Free  Resources:  employers.glassdoor.com
Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015
Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Questions?

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How Deloitte Approaches Global Employer Branding

  • 1. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 How Deloitte Approaches GLOBAL EMPLOYER  BRANDING
  • 2. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Webinar  Tips  for  Attendees • You  can  connect  to  audio  using   your  computer’s  microphone   and  speakers.   • Or,  you  may  select  “Use  Telephone”   after  joining  the  Webinar. • All  lines  will  be  muted  to  avoid   background  noise. • You  can  ask  questions  at  any   time  by  typing  them  into  the   Questions  Pane.
  • 3. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Featured  Speakers Mike  Walsh Senior  Manager, Product  Marketing at  Glassdoor @MikeNWalsh Jennifer  Powell Talent  Acquisition Branding  Lead at  Deloitte @JPhillyPowell Tarek Dawas Global  Talent  Acquisition   and  Mobility  Leader  at   Deloitte @tdawas
  • 4. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 #GDChat
  • 5. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Agenda • What  Is  an  Employer  Brand? • Why  Invest  in  Your  Employer  Brand? • Deloitte’s  Global  Brand   • Action  Plan • Questions
  • 6. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 What  Is  an  Employer  Brand?
  • 7. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 An  Organization’s  Reputation  as  an  Employer
  • 8. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Today’s  Candidates’  Decision-­Making  Process
  • 9. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 would  not  take  a  job  with   a  company  that  had  a  bad   reputation,  even  if  they   were  unemployed! 69% Source: Allegis Group Services Study, August 2012 (1,010 US Workers)
  • 10. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 OK,  Employer  Branding  Is  Important! But What’s This About a… GLOBAL EMPLOYER  BRAND? LOCALIZED EMPLOYER  BRAND?
  • 11. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Why  Localize  Employer  Branding?   Because  One  Size  Doesn’t  Fit  All
  • 12. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Leadership   Opportunities The  Needs  of  Global  Talent  Pools  Differ Friendly   Work   Environment Mentorship Work  Life   Balance Compensation Stability Benefits
  • 13. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Lack  of  employer   brand  recognition   in  global  markets Lower  Applicant   Quality Increased Cost-­Per-­Hire  + Time-­to-­Fill Costly  implications   for  bad  hires  due   to  labor  laws What  is  the  cost  of   getting  it  wrong?
  • 14. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015
  • 15. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Deloitte  – Quick  Facts • Professional  services  firm:  Audit,  Consulting,   Tax  &  Legal,  Financial  Advisory  and  Risk  Advisory   • Over  225,000  people  in  110+  locations  worldwide,   but  we  are  a  network  of  47  independent  member  firms • History  of  inorganic  growth • Minimal  levels  of  business  advertising
  • 16. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Approx.  60,000  Hires  Per  Year  Globally Our  people 23% 40% 37% Asia  Pacific Americas EMEA 56%31% 2% 11% Campus Experienced  Hire Executive Other LevelGeography
  • 17. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Deloitte’s  Employer  Brand  2003 (consistency without alignment)
  • 18. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Deloitte’s  Employer  Brand  2006 (visually consistent, but not the message) Although  now  completely  compliant  with  identity  standards,  messaging  is  still  not  aligned.
  • 19. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Why  Is  This  Important? • War  for  talent • Boost  engagement  and  retention   • Strengthen  recruiting  outcomes   • Boost  the  bottom  line
  • 20. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 What  We  Did
  • 21. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Defining  Our  EVP Competitors’   Best  PracticesDeloitte’s   Corporate  Branding   Strategy Deloitte’s Current  Employer   Branding  Strategies Deloitte   Leadership Visions  and  Goals EVP Input  from  over  26,000   internal  (employees)   and  external  (candidate)   live  interviews  and   surveys  in  22  countries
  • 22. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Putting  It  All  Together Student  Hire  Collateral: It’s  your  future How  far  will  you  take  it? Experienced  Hire  Collateral: It’s  your  career Where  will  you  take  it? Green  Dot  Campaign: Standing  out  in  the  crowd.
  • 23. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Outcomes:  Global  Recruiting  Communications  Guide
  • 24. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Student  Collateral
  • 25. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Social  Media  Collateral
  • 26. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 The  Green  Dot
  • 27. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Our  Tone  and  Voice Having  fun  at  work?   Why  not?
  • 28. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Green  Dot  Recruitment  Campaign  – 2009
  • 29. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Localising  the  Message  Is  Critical Innovation Gender   balance Gender   balance Arab  Spring Prestige
  • 30. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015
  • 31. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015
  • 32. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Middle  East It’s  your  career, www.deloitte.com/m e/careers Like  Deloitte  Middle   East Get  a  head-­start  on   conquering  the   learning  curve @DeloitteME  and @DeloitteMEjobs
  • 33. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Global
  • 34. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Leveraging  Global  Platforms
  • 35. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Sharing  the  Social  Love
  • 36. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Sharing  the  Social  Love  on  Glassdoor
  • 37. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Building  on  Best  Practices
  • 38. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Deloitte  University  Going  Global Building  on  Best  Practices
  • 39. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Pulling  It  All  Together  – Driving  Global  Adoption
  • 40. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Collaborate,  Execute  and  Simplify • Make  it  easy  to  understand  and  execute • Partner  with  marketing  from  the  start • Get  key  stakeholders  to  lead  it  and  the  rest  will  follow • Raise  leadership  expectations  around  building  the  brand • Allow  for  flexibility  -­ EVP  emphasis  varies  locally
  • 41. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Behaviour  trumps  collateral • Materials  “start  the  conversation” • Educate  stakeholders • Focus  on  experience • Define  the  sandpit,  but  encourage  innovation  – it  can  come  from  anywhere!   • Global  brand;;  from  compliance  to  business  partner • Share  best  practices
  • 42. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Free  Resources:  employers.glassdoor.com
  • 43. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015
  • 44. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Questions?