Do you know how or where you are converting Talent to apply? Are you communicating the right things? Are you using the right channels? In this Webinar we look at the Talent Journey from Awareness to Application, looking at the benefits and pitfalls of different channels and how you can successfully communicate with your talent target groups.

1. From Awareness to Application - The Talent Journey
Webinar September 2014

2. Who We Are
Copyright Universum 2014
Worldwide presence
Universum has been helping the world’s leading organizations
strengthen their Employer Brands for the past 25 years. With regional
offices in New York City (Americas), Basel (Europe), Singapore (APAC) and
Stockholm (Nordics) we employ the industry’s top global knowledge
experts.
Global leader in Employer Branding
We serve more than 1.200 clients, including the majority of Fortune
100 companies, and annually release the World’s Most Attractive
Employers rankings.
Provide insight and knowledge
We survey more than 700.000 students and professionals annually in
50+ countries. The surveys are the foundation of our IDEAL Employer
Rankings, which are published yearly around the world in partnership
with the New York Times, Le Monde, BusinessWeek and other top
media outlets.
Spread the word
We publish more than 150 career publications in 10 countries and have
10 career sites with more than 1.500.000 visitors/month. We organize
40 events with over 3.000 participants in 14 countries.

3. Our Approach to Strategic Employer Branding
Are your activities
effectively building a strong
brand? Are you attractive
enough to meet your
recruitment needs?
What impressions do
current employees have?
What is perceived as
strengths and
weaknesses?
How can you improve your
career website and ads? Is
your intended message being
communicated effectively?
What should you emphasize
in the communication to
maximize its effectiveness?
What do you need to
reposition to create your
desired employer image?
How should you
communicate the employer
offering to the target group?
Which channels are most
effective?
What is important
and relevant to your
target groups? What
makes an employer
attractive?
Copyright Universum 2014

4. Copyright Universum 2014

5. The Age of the Internet of Everything (IoE)
Copyright Universum 2014

6. On top of that (or perhaps because of that)
we have our friends the Millennials…
Copyright Universum 2014 …and they want everything!

7. The Universum Drivers of Employer Attractiveness Framework
Copyright Universum 2014

8. Top attributes – Country variations - Business
India
1. A creative and dynamic work environment
2. Professional training and development
3. A friendly work environment
Indonesia
1. Leadership opportunities
2. Rapid promotion
3. High future earnings
China 1. Good reference for future career
2. Competitive base salary
3. Clear path for advancement
1. High future earnings
2. Challenging work
3. Good reference for future career
Japan
1. Professional training and development
2. A friendly work environment
3. Leaders who will support my development
Australia
1. Competitive base salary
2. A friendly work environment
3. High future earnings
Thailand
1. A friendly work environment
2. High future earnings
3. Professional training and development
Malaysia 1. A friendly work environment
2. Professional training and development
3. High future earnings
Singapore
1. Professional training and development
2. A friendly work environment
3. Good reference for future career
Hong
Kong 1. High future earnings
2. A creative and dynamic work environment
3. Professional training and development
Vietnam
EMPLOYER REPUTATION & IMAGE
PEOPLE & CULTURE
JOB CHARACTERISTICS
REMUNERATION & ADVANCEMENT OPPORTUNITIES
Copyright Universum 2014 Universum APAC Research 2014

9. Top attributes – Country variations – Engineering/IT
India
1. Professional training and development
2. A creative and dynamic work environment
3. A friendly work environment
Indonesia
1. Leadership opportunities
2. High future earnings
3. Rapid promotion
China 1. Good reference for future career
2. Competitive base salary
3. High future earnings
1. Challenging work
2. High future earnings
3. Good reference for future career
Japan
1. Secure employment
2. A creative and dynamic work environment
3. A friendly work environment
Australia
1. Competitive base salary
2. A friendly work environment
3. Competitive benefits
Thailand
1. High future earnings
2. Professional training and development
3. A friendly work environment
Malaysia 1. A friendly work environment
2. Professional training and development
3. A creative and dynamic work environment
Singapore
1. High future earnings
2. Good reference for future career
3. Enabling me to integrate personal interests
in my schedule
Hong
Kong 1. A creative and dynamic work environment
2. High future earnings
3. Professional training and development
Vietnam
EMPLOYER REPUTATION & IMAGE
PEOPLE & CULTURE
JOB CHARACTERISTICS
REMUNERATION & ADVANCEMENT OPPORTUNITIES
Copyright Universum 2014 Universum APAC Research 2014

10. Top attributes for 2014
BUSINESS
Attributes
A creative and dynamic work
environment
A friendly work environment
Good reference for future career
High future earnings
Professional training and
development
Secure employment
Top 5 attributes ENGINEERING
EMPLOYER REPUTATION & IMAGE
PEOPLE & CULTURE
JOB CHARACTERISTICS
REMUNERATION & ADVANCEMENT OPPORTUNITIES
Copyright Universum 2014 Universum APAC Research 2014

11. … and they’re slowly but surely taking over…
2.3 Billion Population worldwide! Turnover rate twice of older workers For an organization of 1000s of people the cost
of replacing Millennial could be millions annually
50 %
• Would
rather have
no job than
a job they
hate
80%
• Work
environment
more
important
than size of
their
paycheck
87%
• Say ability
to
learn/grow
is essential
to their ideal
job
80%
• Think they
deserve
more
recognition
than they
get
75%
• Are not
completely
satisfied
with their
jobs
33%
• Choose
recognition
over higher
pay
90%
• Think they
deserve
their dream
job
Universum Research 2014; http://pinoyyuppie.com/how-to-manage-millennials-in-the-workforce-
infographic/
Copyright Universum 2014

12. … comfortable with modern technology, they compel us to
change how we communicate our employer brands and attract
talent….
google.com/think
NOISE!!!!!
Info Overload!
Copyright Universum 2014

13. How can we
?
- Choosing the right Channels
- Communicating the right things
How can we CUT through the Noise?
- Choosing the right channels
Copyright Universum 2014

14. Reaching out to Talent – A world of Opportunities
Copyright Universum 2014

15. With so many options, how can we choose the right channels?
Questions to ask:
• What is my Goal, my Objective?
• What are the Communication Preferences of
my target group(s)?
• How many people can I reach out to through
this channel?
• Can I reach out to exactly my target group(s)?
• Can I track how effective the channel is at
achieving my goal?
• Can I leverage this channels whenever I need
to?
• Looking at my budget, can the channel deliver
results in a cost effective manner?
Copyright Universum 2014

16. • Career guidance websites
• Employer websites
• Job boards
• Live webinars with employers
•Mobile apps
• News websites advertisements
• Professional networks/communities
• Social networks/communities
• Targeted emails
• Advertisements in business magazines
• Advertisements in lifestyle magazines & other
periodicals
• Career guides/books
• Career magazines for students
• News print media advertisements
• Recruitment brochures
• University press & student organisation
publications
• Direct mailings
• Outdoor/billboard advertisements
• Radio advertisements
• TV advertisements
• Career fairs
• Employer presentations on campus
• Employer-sponsored events
• Informational interviews
• Lectures/case studies as part of curriculum
• Skills sessions organised by employers
• Student conferences
IN-PERSON OTHER CHANNELS
PRINT DIGITAL
With so many options, how can we choose the right channels?
Copyright Universum 2014

17. Different Channels are good for different things:
Can I reach out to exactly my target group(s)?
Can I track how effective the channel is at achieving my goal?
Can I leverage this channels whenever I need to?
Copyright Universum 2014

18. What are the Communication Preferences of my target
group(s)?
Print (76%)
Digital (86%)
In-person (75%)
Other (56%)
49%
47%
44%
36%
36%
36%
35%
35%
33%
32%
32%
32%
31%
30%
29%
27%
27%
25%
23%
23%
Career fairs
Employer websites
Social networks/communities
Career guides/books
TV advertisements
Career guidance websites
Career magazines for students
News print media advertisements
University press & student organisation publications
Recruitment brochures
Outdoor/billboard advertisements
News websites advertisements
Lectures/case studies as part of curriculum
Employer presentations on campus
Professional networks/communities
Advertisements in lifestyle magazines & other periodicals
Job boards
Advertisements in business magazines
Targeted emails
Employer-sponsored events
Students rely more and more
heavily on digital channels to
discover employers. It is
ESSENTIAL that your online
presence is Spot-On!
Fortunately these are also
most cost effective!
Copyright Universum 2014 Universum Research 2014

19. Social Media for Career… LinkedIn right?
• Which online networks/communities did students use most in
2014?
91%
68%
53%
43%
42%
26%
16%
16%
10%
9%
Facebook
YouTube
Instagram
LinkedIn
Twitter
Google+
Tumblr
Online network/community from my
university/career center
Pinterest
Weibo
Copyright Universum 2014 Universum Research 2014

20. Context in which Facebook is used by students
Career purposes only
Both social and career purposes
Social purposes only
0%
45%
55%
How often do students visit Facebook?
23 minutes
Average time
spent per visit
36%
39%
12%
8%
4%
2%
I’m constantly checking this
network
Several times per day
Once a day
A couple of times a week
A couple of times a month
More seldom
Facebook!
Copyright Universum 2014 Universum Research 2014

21. 62%
Students looking for employers on
Facebook
Employers approaching students
on Facebook
52%
38%
How do students feel about it?
of the students have searched for
information about employers
through Facebook
of the students are following
employers on Facebook
of the students have received information from
employers on Facebook
I like it very much
I like it somewhat
I dislike it somewhat
I dislike it very much
24%
70%
6%1%
Facebook!
Copyright Universum 2014 Universum Research 2014

22. How about China?
• Which online networks/communities have students used the
most in 2014?
69%
68%
64%
61%
36%
32%
30%
27%
24%
23%
Weixin
Sina Micro Blog
Renren
Qzone
Baidu post board
dajie.com
Douban
Tencent Micro Blog
Sina Blog
Zhihu.com
Copyright Universum 2014 Universum Research 2014

23. Context in which Sina Micro Blog is used by students
Career purposes only
Both social and career purposes
Social purposes only
3%
58%
39%
How often do students visit Sina Micro Blog?
25 minutes
Average time
spent per visit
32%
26%
15%
19%
7%
1%
I’m constantly checking this
network
Several times per day
Once a day
A couple of times a week
A couple of times a month
More seldom
Weibo!
Copyright Universum 2014 Universum Research 2014

24. Employers approaching students
on Sina Micro Blog
51%
of the students have received information from
employers on Sina Micro Blog
I like it very much
I like it somewhat
I dislike it somewhat
I dislike it very much
How do students feel about it?
37%
53%
8%1%
67%
Students looking for employers on
Sina Micro Blog
86%
of the students have searched for
information about employers
through Sina Micro Blog
of the students are following
employers on Sina Micro Blog
Weibo!
Copyright Universum 2014 Universum Research 2014

25. With so many options, how can we choose the right channels?
Questions to ask:
• What is my Goal, my Objective?
• What are the Communication Preferences of
my target group(s)?
• How many people can I reach out to through
this channel?
• Can I reach out to exactly my target group(s)?
• Can I track how effective the channel is at
achieving my goal?
• Can I leverage this channels whenever I need
to?
• Looking at my budget, can the channel deliver
results in a cost effective manner?
Copyright Universum 2014

26. How many people can I reach out to through this channel?
Sources: http://www.slideshare.net/wearesocialsg/social-digital-mobile-around-the-world-january-2014?ref=http://www.digitalbuzzblog.com/slideshare-global-digital-statistics-
2014-stats-facts-study-presentation/; CEB, 2014; From Likes to Leads; Universum, 2014, Communicating with Talent; http://wearesocial.net/tag/vietnam/ Copyright Universum 2014

27. How many people can I reach out to through this channel?
Sources: http://www.slideshare.net/wearesocialsg/social-digital-mobile-around-the-world-january-2014?ref=http://www.digitalbuzzblog.com/slideshare-global-digital-statistics-
2014-stats-facts-study-presentation/; CEB, 2014; From Likes to Leads; Universum, 2014, Communicating with Talent; http://Copyright Universum 2014 wearesocial.net/tag/vietnam/

28. With so many options, how can we choose the right channels?
Questions to ask:
• What is my Goal, my Objective?
• What are the Communication Preferences of
my target group(s)?
• How many people can I reach out to through
this channel?
• Can I reach out to exactly my target group(s)?
• Can I track how effective the channel is at
achieving my goal?
• Can I leverage this channels whenever I need
to?
• Looking at my budget, can the channel deliver
results in a cost effective manner?
Copyright Universum 2014

29. SoMe
Maximizing your Budget & Outcomes
Print Traditional
Campus
Copyright Universum 2014

30. How can we
?
- Choosing the right Channels
- Communicating the right things
How can we CUT through the Noise?
- Choosing the right channels
- Communicating the right things Copyright Universum 2014

31. What is good content?
http://www.youtube.com/w Copyright Universum 2014 atch?v=Aq6y3RO12UQ

32. Why is this good content?
• Because they had a big budget!
• Because it’s a video!
• Because it’s Heineken (a big brand)!
• Because it’s just for entertainment!
Sure they had a big budget, sure Heineken is a big brand, sure it’s nice that it’s a video
and of course it’s entertaining… but that’s not really why this works.
Copyright Universum 2014

33. Why is this good content?
• Useful!
• I know what Heineken is looking for.
• I get insight into the culture and what it might be like working there.
• I get a glimpse of the people that work there.
• I get a glimpse of the office.
• They made it personable and genuine to capture our hearts and minds.
• It resonates with target groups appealing to something they care/worry/think about (besides
sports and beer):
• The experience of an interview.
• The feeling of really wanting that job.
• The fear of not impressing and failing in the interview.
• Inspiring!
• The candidate is portrayed as a “normal person” that went above and beyond to help = character is
relatable > others could see themselves following in his footsteps = “I as a normal person could
work at Heineken.”
• Entertaining!
• Despite being useful, the clip also has entertainment value by building on fun elements.
Copyright Universum 2014

34. So we don’t all have Heineken’s budget…How can we
make our mark?
We need to communicate the right things!
Identifying great Content:
What you offer as an
employer.
What is attractive to
the specific target
groups?
What are your
competitors doing?
Copyright Universum 2014

35. Virtual guides to your office
Employee testimonials Live webinars/Q&As
Talent
Facebook pages
Behind-the-scenes-looks at
company innovations
Online contests
?!
How can we communicate the right things?
Best practice examples

36. Examples: Employee Testimonials
universumglobal.com

37. Examples: Behind the Scenes
universumglobal.com 37
CSC drives the innovation of tomorrow
Karolina joined CSC in October 2013 in our new Junior
Manager Graduate Program. With passion for
innovation and on the outlook for a challenging and
interesting work environment, CSC was the perfect
match.
Why did you choose CSC?
CSC has all key characteristics I have been looking for
in an employer: global and innovative with a challenging
but rewarding work environment and all of that in a fast
paced IT industry.
I have always wanted to work for a global company,
because I believe it offers numerous opportunities for
personal and professional development. For me, a
global company means a multicultural, international
work environment, which to me is like fresh air. While
choosing my second master degree: Management of
Innovation and Business Development I had aspirations
to work for a highly innovative company in the future, as
I was looking for a work environment, which
required not only high qualifications but also a great
degree of flexibility in adapting to new and constantly
changing conditions.
Supercomputer Powers NASA's Climate Research
Currently, the NCCS Discover computing cluster ranks in the
top 100 of the world’s supercomputers and is a leader
among those systems focused on climate and weather
research.
The center, based at NASA’s Goddard Space Flight Center,
integrates supercomputing, visualization and data interaction
technologies to support research for more than 500
scientists at NASA centers, and researchers at laboratories
and universities around the world.
“The computer is the climate scientist’s tool — the better the
tool, the better the scientific results, and the greater the
understanding of what’s happening in the complete Earth
system,” says Phil Webster, head of Goddard’s
Computational and Information Sciences and Technology
Office. “A key challenge for us is to build better machines
because what we need doesn’t exist.”
Analyzing the world’s climate and creating global
climate models demands a supercomputing capability
that continually pushes the leading edge

38. Examples: Facebook Talent Pages
universumglobal.com

39. Examples: Online Contests
universumglobal.com
Step 1: Follow
Users follow @IBMCampus on WeChat and get
an instant push about the activity.
Users reply keywords following the instructions.
Users send photo and their comment to get their
customized poster.
Step 2: Enter
Users fill out their school,
major and cell number to
confirm joining the prize
winning mechanism.
Step 3: Play
Users start to answer questions, and they get more
badges as they move on to more stages. The game
can be shared in WeChat moments and spread out
to users’ friends with a poster displaying the badges
they earned.

40. The Talent Journey is changing the HR function! Recruiters need to
become more like marketers and they need new skills:
• Ideation;
• Copywriting;
• Art direction;
• Art production;
• Media planning;
• Campaign management and optimization;
• ROI tracking;
• Etc…
…Will headhunters still exist by 2050?
Bottom line:

41. Our approach to managing the Talent Journey
universumglobal.com

42. CONTACT
Marielle Reussink
Head of Activation Solutions APAC
marielle.reussink@univeresumglobal.com
+65 81810672
76 Circular Road; #02-01 Singapore 049430
Through Marielle’s daily interactions with talent, educational institutions and
employers and her experience in strategy, social media and marketing, she
helps organizations to understand how to engage and attract talent
successfully, especially Millennials.
Based on Universum’s extensive insights into the career preferences of talent
across the region, Marielle develops and executes communication and
engagement strategies and campaigns with her team for a wide range of
Fortune 500 clients. Through her innovative multi-channel talent
engagement solutions, Universum has more than doubled its research in
APAC in just 1 year and has successfully entered 5 new markets.
Having lived in 6 countries across 3 continents, Marielle draws on her international
experience consulting clients. Before Universum she worked at large, global
organizations, such as Wolverine Worldwide, Systagenix, (previously part of Johnson
& Johnson) and Vodacom (Vodafone South Africa).
Marielle completed her Master’s Degree in Management in London at the University
of Kingston. She is fluent in both English and German and also speaks French,
Afrikaans and Dutch.