Understanding Millennials' Career Goals and Employer Preferences in the Middle East

ConnectIn Dubai
May 1, 2014
Claudia Tattanelli

Universum’s Global Reach | Insights & Knowledge
Japan
China
India
RussiaGermanyItalyFrance
Turkey
Spain
Canada
USA
Brazil
Mexico
Singapore
Hong Kong
Norway Sweden Finland Denmark AustriaSwitzerlandPolandHolland
Australia
UK
Vietnam
Indonesia
Malaysia
Philippines
UkraineBelgium Czech RepublicLuxemburgIreland
ASIA/PACIFIC
EUROPE
AMERICAS
South Africa
UAE
universumglobal.com
Saudi Arabia Lebanon Egypt Kuwait Qatar

1 Key Items On Companies Agenda 2014
2 The 9 Steps for Building a Strong Employer brand
3 Understanding Your Target Group
What are the key trends we see among Millenials preferences?
Who are their most attractive employers and why?
4 Going from Good to Great in 2014
Exploration of tactics and best practices to improve your employer
brand and activation strategy
universumglobal.com

universumglobal.com
Key Items on Companies Agendas
Public information
Attractiveness in your target audience
Challenges in the Recruitment Funnel
What is attractive within your target audience
Brand perception of you as an employer
Competitor analysis
What communication channels are most efficient
Translating complex
brands to the employer
branding space
Leveraging the strength of
a global brand locally
Understanding and capturing
Millennial´s- Differentiation
Developing Long-Term
Relationships with Millenial´s
Future Proofing the
company’s success with Top
Talent
Global workforce planning,
Creating your own Global
Talent Pools
Effectively Using Social
Media to Engage in
Conversations with
Millennial`s
Diversity and Inclusion
Assessing cultural fit
Translating complex brands
to the employer branding
space

The 9 STEPS to Building a
Successful Employer Brand

Road Map to Success: The 9 STEPS to Building a
Successful Employer Brand
universumglobal.com

7
The world is changing at a
Rapid Pace….
And you need to keep up
Future-proof your brand
with top talent

Market Transitions Underway
universumglobal.com
Music
News
Technology
Books
TV
Movies
Airlines
Banking
Retail
Autos
Healthcare
Pharma
Public Sector
Service Providers
Utilies
MORE
STRESSED
LESS
STRESSED
FMCG
Accounting

Having talent with great ideas can make a big difference…
Founded 1889
$13.3 Billion Revenue
63,900 Employees
13 Employees
2003
Filed for
bankruptcy…
Founded 2010
Acquired for $1 Billion by
Facebook
30 Million Users
April 2012
20122012
or
Jan Apr

Locating your Talent - Repatriate Overseas Talent to Home
Markets
Global Mobility
- Enable talent diversity and broader perspectives
- Ensure stronger talent leadership and communication skills
- Build a sociocultural understanding of multiple markets
Shift from tactical to strategic
recruiting
- Acquire unique skillsets and competencies
- Global mindsets
- Securing top performers who tend to study
abroad
51%
Of the students
studying in their
home country plan to
go abroad to
continue studying
universumglobal.com

Different
preferences
Different backgrounds & educations
Different
salary
expeactations
Different profiles and skills
Different perceptions
Different lives
and priorities
Gen Y, Millenial´s –
One Generation, but very different across the World
universumglobal.com

Millennials | Who are they?
2.3 Billion Population worldwide!
Turnover rate twice of
older workers
For an organization of
1000s of people the cost
of replacing millennials
could be millions annually
50 %
• Would rather
have no job
than a job
they hate
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
universumglobal.com

universumglobal.com
Your target group’s mind | Let’s go back 10 years
Competitor analysis
In 2008, students wanted to...
“Feel dedicated to a cause” and Work
for a company with a “good reputation”
and a “friendly work environment”
Public informationIn 2003, students wanted to...
“Pursue education or certification”
“Become leaders or managers of
people”
“Build a sound financial base”

universumglobal.com
What is on Millenial’s mind
Competitor analysis
In 2008, students wanted to...
“Feel dedicated to a cause” and Work
for a company with a “good reputation”
and a “friendly work environment”
in 2014…
“Feel secure or stable in their job”
“Work for a company that is an inclusive,
friendly environment that has respect for its
people ”
A company who enables “innovative, creative
and dynamic thinking”
Want to work in true global challenging work
environments or for themselves

The SOFTENING OF VALUES
PHYSIOLOGICAL
NEEDS
universumglobal.com

17
WORK/LIFE Balance is # 1 Career
goal of students globally
An employer who is seen to provide
work life balance is seen to offer much
more than just flex time it´s more about
offering a friendly working enviroment
,respecting your employess and their
differences it´s all about providing an
inclusive enviroment

Attractive career goals per market | Business students
4
2 2
3
2
3
2
1 1
4 4
6
3 3
4
2
5 5
1
4
5
1 1 1
6 6
3
8
3
2
Saudi ArabiaLebanon Kuwait Egypt UAE Global
To be a leader or manager of
people
To be entrepreneurial or
creative/innovative
To have an international
career
To have work/life balance
To be secure or stable in my
job
universumglobal.com

Attractive career goals per market | Saudi vs. UAE
Nationals
2
44
2
3
7
1 1
5
3
Saudi or Saudi Arabian (Saudi Arabia)Emirati (United Arab Emirates)
To be entrepreneurial or
creative/innovative
To be a leader or
manager of people
To have an international
career
To have work/life
balance
To be secure or stable in
my job
universumglobal.com

What do Millennials mean when they think about work/life
balance?
Universum has identified these four
key areas within the Drivers of
Employer Attractiveness that
students associate with work/life
balance in their careers.
universumglobal.com

Diversity Best Practice – Danone
http://www.danone.com/en/for-you/candidates/meet-our-people/diversity-as-a-
source-of-performance/

Best Practice: Emirates NBD promoting Inclusive
Environment & Respect for its People
Emirates NBD
highlights its
employees on its
career page,
showcasing
diversity, respsect
for its people and
an inclusive
working
environment, all of
which are
extremely
important to talent
in the Middle East.

23
YOUR TARGET GROUP’S MIND | ENTREPRENEURIAL SPIRIT | BUSINESS STUDENTS
26%
20% 20% 19%
17%
14% 14%
Countries with the highest
share of students who
would like to work for a
start up or start their own
business
UAE has a high share of
students who want to work for
a start up or start their own
business after graduating
1. OPTIMIZE EVP and
MESSAGING TO INCLUDE
CULTURE AND PURPOSE AND
CREATE TRUE
DIFFERENTIATION
2. STIMULATE
INTRAPRENEURSHIP,
EMPOWERMENT AND SOCIAL
RESPONSIBILITY

Ducati’s International
Program appeals to students
looking for innovation in their
career choices as well as
students interested in
international opportunities.
http://www.ducati.com/start_up_europe.do
Best Practice Example –AUDI ”Start Up Europe” Program

TOP OF MIND ASSOCIATIONS – TOP EMPLOYERS IN UAE
25universumglobal.com
95%of students are
interested in doing an
internship
Compared to others, Business Students Prefer:
• Job orientation/training
• Opportunity for full-time employment
• Good employer reference
Most Attractive Internship Opportunities to all
students:
1. Job orientation/training
2. Opportunity for full-time employment
3. Teamwork
4. International internship opportunities
5. Good employer reference
Compared to others, Engineering Students Prefer:
• Job orientation/training
• Opportunity for full-time employment
• Teamwork
What are students looking for in
an internship?

Coca Cola Internship Program Competition
universumglobal.com
NESTEA® The Recruit® competition consists
of several promotional challenges, marketing
presentations and interviews. Winners receive
internship with Coca-Coal, tuition for 1 year
and a band will perform at university.
• Competition resonated with men and
women students alike
• Received lots of PR buzz around
competition on facebook, careers page,
Twitter

STUDENTS PREFERENCES
53%
18%
35%
15%
12%
20%
15%
25%
30%
5%
25%
1 year or less 2 years 3 years 4 years 5 years or
more
Students attracted to you All students
Of the students
attracted to you
expect to stay at the
most 2 years at
their first
employment
HOW LONG DO STUDENTS EXPECT TO STAY AT THEIR FIRST
EMPLOYER?

Your target group’s mind | What makes an employer
attractive
in the region
x
“Do’s”
AND “DONT’S”
universumglobal.com

Business/Commerce Engineering/IT
Employer Rank Employer Rank
Google 1 Google 1
Saudi Aramco 2 Saudi Aramco 2
SABIC 3 Schlumberger 3
Microsoft 4 Microsoft 4
Procter & Gamble 5 SABIC 5
Zain 6 IBM 6
Ernst & Young 7 Qatar Petroleum 7
KPMG 8 General Electric 8
HSBC 9 Intel 9
Nestlé 10 Oracle 10
Kuwait Oil Company 11 Cisco Systems 11
PepsiCo 12 Dar Al-Handasah 12
Mobily 13 Sony 13
Unilever 14 Shell 14
Samba fgroup 15 General Motors 15
SABB 16 Kuwait Oil Company 16
Coca-Cola Company 17 ExxonMobil 17
PwC 18 Siemens 18
L'Oréal 19 HP 19
Al Rajhi Bank 20 Procter & Gamble 20
The most attractive employers in MIDDLE EAST - TOP 20
universumglobal.com

Business/Commerce Engineering/IT
Employer UAE Nationals Non Nationals Employer UAE Nationals Non Nationals
ADNOC 1 4 ADNOC 1 1
Emirates (Airline) 2 2 Mubadala 2 14
Mubadala 3 12 Etisalat 3 10
Emaar 4 6 Emirates (Airline) 4 8
Etihad Airways 5 3 Google 5 2
Etisalat 6 11 Emaar 6 5
Dubai Airport 7 10 Etihad Airways 7 13
Google 8 1 DUBAL 8 28
ADIB 9 14 ENOC 9 16
Microsoft 10 5 Microsoft 10 3
Al Futtaim 11 13 NPCC 11 26
Dubai Islamic Bank 12 26 Emal 12 55
Jumeirah Group 13 20 TOTAL 13 12
Emirates NBD 14 36 Abu Dhabi Aviation 14 33
ENOC 15 33 Dolphin Energy 15 37
Abu Dhabi Aviation 16 54 Dubai Airport 16 19
DUBAL 17 60 Schlumberger 17 4
Ernst & Young 18 6 Aldar Properties 18 35
IKEA 19 25 General Electric 19 18
KPMG 20 15 Intel 20 10
The most attractive employers in UAE - TOP 20
universumglobal.com

universumglobal.com
TOP 10 IDEAL EMPLOYERS FOR NATIONALS
1. ADNOC
2. Mubadala
3. Etisalat
4. Emirates (Airline)
5. Google
6. Emaar
6. Etihad Airways
8. DUBAL
9. ENOC
10. Microsoft
1. ADNOC
2. Mubadala
3. Etisalat
4. Emirates (Airline)
5. Google
6. Emaar
6. Etihad Airways
8. DUBAL
9. ENOC
10. Microsoft
1. Saudi Aramco
2. SABIC
3. Schlumberger
4. Google
5. General Electric
6. Microsoft
7. Baker Hughes
8. Qatar Petroleum
9. Intel
10. IBM
1. Saudi Aramco
2. SABIC
3. Schlumberger
4. Google
5. General Electric
6. Microsoft
7. Baker Hughes
8. Qatar Petroleum
9. Intel
10. IBM
UAE
NATIONALS
SAUDI
NATIONALS

How Can My Organization Gain a Talent Advantage?
THEY USE THE RIGHT
ACTIVATION STRATEGY
To be able to communicate to
your target group your value
proposition, you need a
strong activation plan that
allows you to achieve your
goals, while being sure that
you cover your target group
(reach), that your message
resonates (impact) and that’s
it’s consistent (frequency).
THEY HAVE A STRONG
VALUE PROPOSITION
To influence the brand,
employers need an Employer
Value Proposition (EVP)
which should be attractive to
the target group, true – which
means that it’s recognized
internally, distinct – giving the
organization an edge, and
sustainable – meaning that
it’s supported by the top
management.
Successful Organizations build the right Employer Brand by succeeding in two
areas:
Successful Organizations build the right Employer Brand by succeeding in two
areas:
universumglobal.com

34
Going from Good to Great
Your EVP and MESSAGING CONTENT:
How do I leverage my global brand locally?
How do I set myself apart from the
competition?
Which messages are more relevant to top
talent?
The importance of authenticity

Generation WHY – On a Quest for Reason
85%
of students globally say
that their job will be a
part of who they are
universumglobal.com

Projecting a Purpose Driven Brand
GOOGLE & UNILEVER PURPOSE DRIVEN EXAMPLES
universumglobal.com
Evolving from a culture driven brand to a purpose driven
brand…
Example: Google Email Signature & Unilever Linkedin Page

https://www.googlesciencefair.com/en/

Best Practice: Johnson & Johnson
ACTIVATION – SOCIAL MEDIA
https://www.youtube.com/watch?v=yGS0H1fCdVw#t=89
J&J has a clear
message of purpose
–
“Feed your
passion” on its
careers Facebook
page and “Be Vital”

Microsoft: Best Practice in CSR Initiatives
http://www.microsoft.com/about/corporatecitizenship/en-us/youthspark/youthsparkhub/
“Microsoft YouthSpark is committed to helping
young people capture opportunity. Use our
programs to learn skills, to prepare for the jobs
of the future, even to start your own business.
YouthSpark was created for you.”
“YouthSpark helped
me recognize my
passion for computer
science,
and now I'm using my
skills to help other girls
discover theirs.”

Best Practice – Leadership
40http://www-03.ibm.com/systems/z/education/academic/masterthemainframe/index.html

Best Practice – International Appeal
universumglobal.com

universumglobal.com
2. Global values translated in local
messages
1. Differentiation
Relevance to Resonance: Going
from explaining to audience what
you do to why you do it
3.
Summary --- Developing your Messaging & EVP“
My ideal internship would
be with GE’s Health
Imagination Branch or the
Coca Cola Ethos Project….
I want the opportunity to be
part of an initiative that is
doing extraordinary things”
Student
1.

Moving from RELEVANCE TO RESONANCE
universumglobal.com
http://new.ted.com/talks/simon_sinek_how_great_leaders_inspire_actionXXX
Key Question
to Ask:
Why are we
Here?
All members of an organization know what they do, and some
know how they do it, but most don't know why they do it. Apple
RESONATES with people and with potential hires because they
focus on WHY.

44
Going from Good to Great
Activation Strategies
How should you communicate with top
talent?
How do you stand out from your peers in
the recruitment process?
What is critical to embrace in the coming
year?
How do you increase awareness among the
target group?

The Universum Recruitment Funnel
ACTIVATION
• The awareness percentage is calculated as 100% minus the
share of students who are not familiar with your company as
an employer.
How
Visual Profile
Story telling
Clear EVP
Facts & Figures
Who
Why
What
Questions to ask Type of Communication
Awareness
Consideration
Desire
Application
Emotional
communication
Rational communication
Impact
Emotional
communication

The Universum Recruitment Funnel
• The awareness percentage is calculated as 100% minus the
share of students who are not familiar with your company as
an employer.
How
Visual Profile
Story telling
Clear EVP
Facts & Figures
Who
Why
What
Questions to ask Type of Communication
Awareness
Consideration
Desire
Application
Emotional
communication
Rational communication
Impact
Emotional
communication

BUDGET 2014
• Print channels ___
• Digital channels ___
• In-person channels ___
• Other channels ___
……………………………..100
%
BUDGET 2015
• Print channels ?
• Digital channels ?
• In-person channels ?
• Other channels ?
……………………………..100
%
You can optimise your communication budget by using the information. This means that
the final distribution of the budget across different channels and across different markets
is focused on addressing key challenges in the attraction and recruitment process.
An optimised communication budget secures optimal cost efficiency and focus.
WHAT IS YOUR
CHALLENGE?
Awareness
Consideration
Desire
Application
universumglobal.com

The importance of Social Media
Public information
2013
Online and Social Media!
Will get a bigger pie of the
communication budget:
Online spend will increase from 29%
to 30% and Social media will get
26% of the budget (up from 16% in
2012)
2015
Corporate Website is King!
86% says it will use it to promote their
employer brand
Social Media Spend will jump
16%
Budget in 2012
26%
Budget in 2015
Which of the following communication channels will your organization use to promote its employer brand
during 2013?
How is your communication budget allocated this year? How will it be in 3 years time?

Engagement
universumglobal.com
“If you think you’re a leader, but no one is following you,
you’re actually just going for a walk.”

universumglobal.com
1. Global Internships
2. Interesting dinners – discuss relevant
topics with inspiring members of the
organization
3. Engage in Social media – an optimal
tool for storytelling and for spreading
authentic stories about the workplaces.
It is a necessary part of building and
maintaining relationships.
4. Case Competitions – give top talents
the opportunity to be intellectually
challenged
5. Tours of Corporate Offices – show
your innovations and corporate culture
through tours for talent to visit your
offices
2.
Go beyond traditional channels
to appeal to top talent and above
all… dare to be different
Tell them about the cool stuff
you are doing – they want to
know!
Utilize both a High Tech High
Touch approach
1.
3.
ACTIVATION Tactics for Attracting Top Talent
4. Adapt messages and channels to
your target audience !

L’Oreal On Campus
universumglobal.com

Dare to support talent with game changing ideas…
universumglobal.com

The Game-Changers care about your “stars” and what you
do…
Top talent like Rockstars & Causes
• Intel Rockstar - http://www.youtube.com/watch?v=tzsa4Byrso0
• GE Ecoimagination - http://www.ge.com/about-us/ecomagination

EY and Pepsi
Best Practice
Mobile optimized careers site points
directly to many important topics
right on its homepage.
There is also ways to INTERACT
with the company via Facebook,
Linkedin, Twitter and learn more via
alternate channels than career
website.
universumglobal.com

P&G Careers Page
universumglobal.com
Clear links
to social
media
Compelling
messaging:
INNOVATIO
N
CHALLENGE
S!
Interactive Videos

Best Practice: Emirates Airlines, Localizing Messaging
http://www.emiratesgroupcareers.com/fl
ash/mediaplayer/media_player.aspx?vid
eo=National_REC_update_Final.mp4
UAE National Career
Opportunities Website
Website dedicated to
career opportunities for
UAE Nationals at
Emirates Group. Best
Practice in Localizing
Message to Target
Audience and what is
appealing to specific
groups of students in
each country, area of
study, nationality and
age group.

universumglobal.com
There are some truly brilliant
people at these companies – I want
to interact with them”
Student, UK
“I am inspired by the individual
people at the companies – that’s
what makes an employer attractive.
The idea that I could be working
with these people.”
Student, Singapore
Employ your star players in the
recruiting process
By showcasing your A-players, you
will see that other top talent will come
to you.
4.
ACTIVATION Tactics for Attracting Top Talent (2/2)
“A-players are attracted to other A-players”
5. Build life long relationships-keep
engaged with your alums

THE 70-20-10 MODEL: A TRUE BEST PRACTICE
• *Source: Coca-Cola 2020. Initiative; Charles Jennings;
• Fuse Universal;
http://money.cnn.com/2005/11/28/news/newsmakers/sch
midt_biz20_1205/
10% Are we tracking
“what’s next”?
Are we staying
on the cutting-
edge of online
branding?
Are we
executing
against core
online and offline
activities?
IDEAL SHARE OF
BUDGET
THINK ABOUT
OVER
THE
HORIZO
N
INNOVATIVE
CORE
20%
70%
universumglobal.com

CONTACT
Claudia Tattanelli
Claudia.tattanelli@universumglobal.com
ARE YOU READY
FOR THE NEXT STEP
IN THE WORLD OF
EMPLOYER BRANDING

Understanding Millennials' Career Goals and Employer Preferences in the Middle East

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