zde - APPS

Jak budují úspěšní zaměstnavatelé svůj Employer Brand?
Tomáš Rašner, Country Manager Universum ČR, CEO Studenta Media s.r.o.,
2015 | Czech Republic | Students | Business/Commerce
About Universum
EVERY YEAR
1.000.000
With over 25 years of experience
researching the field of Employer
Branding, Universum is a recognised
world leader with tried and tested
frameworks.
Universum is the thought leader in
Employer Branding, with local experts
in research, consulting and
communication solutions, offering highquality insights.
Universum annually conducts
quantitative and qualitative research
with over 1.000.000 talented individuals
to gather insights into their career
preferences, communication habits and
their perception of potential employers.
For our clients around the world,
Universum is a trusted partner
providing solutions and services to
develop, improve and implement
tailored Employer Branding strategies.
Universum’s unique global reach
ensures the comparability of research
results across markets. We partner
with approximately 2.000 of the top
academic institutions in the world.
Universum employs smart, friendly and
professional experts and consultants,
who work with our clients in long-term
partnerships.
2
Universum’s Global Reach
EUROPE
Austria Belgium
Czech
Republic
Denmark Finland
France
Germany Holland
Ireland
Italy
Norway
Poland
Russia
Spain
Sweden Switzerland
UK
Ukraine
KNOW
AMERICAS
Brazil
Canada
Mexico
DECIDE
DECIDE
USA
Covered by Universum in 2014
ACT
MIDDLE EAST & AFRICA
South
Africa
Turkey
UAE*
universumglobal.com
*We are also conducting a regional survey
in the Middle East, including Saudi Arabia,
Kuwait, Qatar, Lebanon, and Egypt.
studentamedia.cz
ASIA/PACIFIC
Australia
China Hong Kong
India
Indonesia
Japan
Malaysia
Singapore Thailand
Vietnam
3
About Universum
Some of the world’s most attractive employers
Some of the most trusted publishers
universumglobal.com
studentamedia.cz
4
ÚVOD A PŘEDSTAVENÍ
85 % studentů tvrdí,
že práce je součástí
jejich života a osobnosti
universumglobal.com
studentamedia.cz
5
2015 | Czech Republic | Students | Business/Commerce
What is Employer Branding?
Every company has an
Employer Brand,
whether they like it or
not
2,4x
revenue
growth**
1,8x
profit margin
increase**
A STRONG
E M P L O Y ER B R A ND
C A N A C H I E VE:
50%
28%
savings
per hire*
lower turnover
rates*
Source:
• *LinkedIn Whitepaper, Why Your Employer Brand Matters, 2012
• **Boston Consulting Group, Creating People Advantage 2012, Mastering HR
Challenges in a Two-Speed World
6
Jak vybudovat úspěšný Employer Brand v ČR?
TAKTIKA
STRATEGIE
PŘEDPOKLAD
Základní předpoklady
universumglobal.com
studentamedia.cz
•
EB jako strategický
cíl vrcholného
managementu
•
Reálná očekávání
•
Realizační tým
ÚVOD A PŘEDSTAVENÍ
Strategie
• Stanovení cílů a jasných KPIs
• Stanovení cílových skupin
• Data is the king!
universumglobal.com
studentamedia.cz
9
2015 | Czech Republic | Students | Business/Commerce
How do you build a strong Employer Brand?
ATTRACTIVE
CREDIBLE
YOUR
EXTERNAL
IMAGE
WHAT
TALENT
WANTS
DISTINCT
YOUR INTERNAL
IDENTITY
TRUE
COMPETITIVE
TRESHOLD
10
Nejvýznamnější parametry atraktivního zaměstnavatele
universumglobal.com
studentamedia.cz
11
ÚVOD A PŘEDSTAVENÍ
Strategie
•
•
•
•
Stanovení cílů a jasných KPIs
Stanovení cílových skupin
Data is the king!
Komunikační rámec
o být vidět a slyšet
o být vidět a slyšet správně
universumglobal.com
studentamedia.cz
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Taktika
•
•
•
universumglobal.com
studentamedia.cz
Efektivní
komunikace
Konzistence
Vytrvalost
www.universumglobal.com
www.universumczech.com
Děkuji za
pozornost!
Jste připraveni na další
kroky v oblasti
Employer Brandingu?