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Universum CEO, Petter Nylander

Universum, World Leader in Employer Branding Services, has been acquired by StepStone an Axel Springer Company

Universum, the global leader in employer branding, has been acquired by e-recruitment firm StepStone which is part of Europe’s largest digital publishing house Axel Springer. The Stockholm-based global employer branding firm, with offices in six continents, has grown rapidly in the last few years and continues to run the world’s largest talent survey.

Founded in 1988, Universum works with over 2,000 employers from all over the world. The company provides services ranging from analytics to advisory and activation services for employer brands and has introduced new cutting edge digital solutions for the industry such as Access and Access Social. The firm has a multi-faceted portfolio of services to help companies become more attractive to talent. Among their clients are a significant portion of the world’s largest and most attractive employers.

“We have been careful in finding the right company to be acquired by. We have turned down more than one prospective buyer since we were looking for someone that has all the pieces we lack to accelerate the next steps in our development. We believe that Axel Springer and StepStone have the right ambitions and culture to do this successfully”, says Petter Nylander, CEO of Universum.

With its headquarters in Berlin, Axel Springer is the largest media house in Europe, active in over 40 markets, with a €3.3bn revenue in 2016. StepStone is a global e-recruitment firm within the media house. They also own newspapers such as Bild and Die Welt, Business Insider, Politico Europe, and eMarketer are investments in their digital portfolio.

Since 2013, Universum has been focusing on digitizing and internationalizing the business, before this shift in focus most of the revenue came from print content and advertising in the Nordic region. Today, the lion’s share of the incomes are digital, from Universum’s operations in 58 markets.

“Over the last five years we focused on two shifts: from regional to global and from traditional channels to digital and social. The next five years will be about integrating into the new structure, leveraging our new infrastructure and scaling with the help of their eco-system”, says Nylander.

The Universum brand will remain unchanged and continue to operate independently. The brand is renowned for its high-quality data gathering on employer attractiveness and is thus a reliable source for both employers and employees. Day-to-day business activities will also stay the same for Universum employees. However, Universum will benefit from the StepStone Group’s resources and will be able to offer its customers even better service in future.

Axel Springer’s and StepStone’s intent is to set up employer branding as a new business area, where Universum will be the engine.

“We are very impressed with Universum’s unique global position, its people, clients and powerful offering within Employer Branding based on its proprietary global data and analytics. We want to fast forward the success of Universum by combining our organizational assets and market knowledge” says Ralf Baumann CEO of StepStone an Axel Springer Company.

Lars-Henrik Friis Molin, founder of Universum: “I am very pleased to place Universum in the hands of Axel Springer and StepStone. For me, the time since the company was founded 30 years ago has been a fantastic journey. The fact that this journey has been such a success is mainly due to all of our talented employees. Together with Universum’s clients, can look forward to an exciting future with an even greater global presence. I have always been Universum’s biggest fan – and that will remain the case in future and will also serve on the Board of Directors for Universum in the years to come.”

Universum has been supported by Beringer Finance and business law firm DLA Piper in the negotiations with Axel Springer.

About Universum:

ACCESS THE NEW WORLD OF TALENT. Universum is a global leader in employer branding. Over the past 30 years, we have established ourselves in 50 markets globally and our diverse workforce is physically present in 20 countries. Our services include actionable research, strategic consulting, and data-driven communications and social media solutions for talent branding, sourcing, and analytics. We are a trusted partner to over 1,700 clients, including many Fortune 500 companies, as well as to global media partners that publish our annual rankings and trend reports. We work with over 2,000 universities, alumni groups, and professional organizations to gather insights from students and professionals in order to advise employers on how to attract and retain talent that fits their culture and purpose. On an annual basis, Universum surveys over 1,500,000 students and professionals worldwide. Find out more at www.universumglobal.com

Universum press contact

Jonas Barck

Tel.: +46 (0)70 6933388

Email: jonas.barck@universumglobal.com

The post Universum Has Been Acquired by StepStone appeared first on Universum Global.

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Universum, World Leader in Employer Branding Services, has been acquired by StepStone an Axel Springer Company

Universum, the global leader in employer branding, has been acquired by e-recruitment firm StepStone which is part of Europe’s largest digital publishing house Axel Springer. The Stockholm-based global employer branding firm, with offices in six continents, has grown rapidly in the last few years and continues to run the world’s largest talent survey.

Founded in 1988, Universum works with over 2,000 employers from all over the world. The company provides services ranging from analytics to advisory and activation services for employer brands and has introduced new cutting edge digital solutions for the industry such as Access and Access Social. The firm has a multi-faceted portfolio of services to help companies become more attractive to talent. Among their clients are a significant portion of the world’s largest and most attractive employers.

“We have been careful in finding the right company to be acquired by. We have turned down more than one prospective buyer since we were looking for someone that has all the pieces we lack to accelerate the next steps in our development. We believe that Axel Springer and StepStone have the right ambitions and culture to do this successfully”, says Petter Nylander, CEO of Universum.

With its headquarters in Berlin, Axel Springer is the largest media house in Europe, active in over 40 markets, with a €3.3bn revenue in 2016. StepStone is a global e-recruitment firm within the media house. They also own newspapers such as Bild and Die Welt, Business Insider, Politico Europe, and eMarketer are investments in their digital portfolio.

Since 2013, Universum has been focusing on digitizing and internationalizing the business, before this shift in focus most of the revenue came from print content and advertising in the Nordic region. Today, the lion’s share of the incomes are digital, from Universum’s operations in 58 markets.

“Over the last five years we focused on two shifts: from regional to global and from traditional channels to digital and social. The next five years will be about integrating into the new structure, leveraging our new infrastructure and scaling with the help of their eco-system”, says Nylander.

The Universum brand will remain unchanged and continue to operate independently. The brand is renowned for its high-quality data gathering on employer attractiveness and is thus a reliable source for both employers and employees. Day-to-day business activities will also stay the same for Universum employees. However, Universum will benefit from the StepStone Group’s resources and will be able to offer its customers even better service in future.

Axel Springer’s and StepStone’s intent is to set up employer branding as a new business area, where Universum will be the engine.

“We are very impressed with Universum’s unique global position, its people, clients and powerful offering within Employer Branding based on its proprietary global data and analytics. We want to fast forward the success of Universum by combining our organizational assets and market knowledge” says Ralf Baumann CEO of StepStone an Axel Springer Company.

Lars-Henrik Friis Molin, founder of Universum: “I am very pleased to place Universum in the hands of Axel Springer and StepStone. For me, the time since the company was founded 30 years ago has been a fantastic journey. The fact that this journey has been such a success is mainly due to all of our talented employees. Together with Universum’s clients, can look forward to an exciting future with an even greater global presence. I have always been Universum’s biggest fan – and that will remain the case in future and will also serve on the Board of Directors for Universum in the years to come.”

Universum has been supported by Beringer Finance and business law firm DLA Piper in the negotiations with Axel Springer.

About Universum:

ACCESS THE NEW WORLD OF TALENT. Universum is a global leader in employer branding. Over the past 30 years, we have established ourselves in 50 markets globally and our diverse workforce is physically present in 20 countries. Our services include actionable research, strategic consulting, and data-driven communications and social media solutions for talent branding, sourcing, and analytics. We are a trusted partner to over 1,700 clients, including many Fortune 500 companies, as well as to global media partners that publish our annual rankings and trend reports. We work with over 2,000 universities, alumni groups, and professional organizations to gather insights from students and professionals in order to advise employers on how to attract and retain talent that fits their culture and purpose. On an annual basis, Universum surveys over 1,500,000 students and professionals worldwide. Find out more at www.universumglobal.com

Universum press contact

Jonas Barck

Tel.: +46 (0)70 6933388

Email: jonas.barck@universumglobal.com

The post Universum Has Been Acquired by StepStone appeared first on Universum Global.

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Stockholm, May 7th2018. The e-recruitment firm StepStone, an Axel Springer SE company, has completed the acquisition of Universum, the Swedish employer branding specialist. The relevant competition authorities have already approved the transaction.

Founded in Stockholm more than 30 years ago, Universum has expanded beyond its core Swedish market to become a global player. By offering innovative and data-driven employer branding services, the company now helps around 2,000 customers all over the world with the quantitative measurement, development, and communication of their employer brands. Universum will continue to operate as an independent, global company. As part of the StepStone group of companies, in the future, it will offer all StepStone customers even better and more customized solutions for attracting the right employees. Employing around 160 people, Universum has its headquarters in Stockholm and another eleven offices located throughout the world.

“Anybody who wishes to secure the services of the right employees in times of increasing competition must be able to conduct objective measurements and assessments of their employer brands based on facts and figures,” says Ralf Baumann, CEO of StepStone. “The approach of most companies in this area, however, is not yet professional enough, because in most cases the employer branding analysis is based on subjective perception rather than verifiable facts. By carrying out structured data collection and evaluation, Universum, provides the foundation for objectively measuring, assessing and developing the employer brand and communicating it in a way that is geared towards the target group. Large companies such as Unilever, Siemens, and PwC are already benefiting from these innovative services – and soon StepStone customers will also be able to take advantage of these services.”

“With the acquisition of Universum, StepStone has taken the next step towards becoming the leading international e-recruitment company,” says Dr. Andreas Wiele, President Classifieds Media at Axel Springer SE. “We warmly welcome the employees of Universum to the Axel Springer family.”

“We are delighted to be part of the Axel Springer and StepStone family,” says Petter Nylander, CEO of Universum. “For our customers, employees, and partners, this acquisition represents a unique opportunity to shape a future together in the analysis, development, and communication of employer brands. We are looking forward to strengthening our position, especially in Germany, Belgium, France and the UK, where StepStone is so successful.”

Lars-Henrik Friis Molin, founder of Universum: “I am very pleased to place Universum in the hands of Axel Springer and StepStone. For me, the time since the company was founded 30 years ago has been a fantastic journey. The fact that this journey has been such a success is mainly due to all of our talented employees. Together with Universum’s clients, can look forward to an exciting future with an even greater global presence. I have always been Universum’s biggest fan – and that will remain the case in future and will also serve on the Board of Directors for Universum in the years to come.”

Click here to read more about Axel Springer and its acquisition of Universum.

About Universum:

ACCESS THE NEW WORLD OF TALENT. Universum is a global leader in employer branding. Over the past 30 years, we have established ourselves in 50 markets globally and our diverse workforce is physically present in 20 countries. Our services include actionable research, strategic consulting, and data-driven communications and social media solutions for talent branding, sourcing, and analytics. We are a trusted partner to over 1,700 clients, including many Fortune 500 companies, as well as to global media partners that publish our annual rankings and trend reports. We work with over 2,000 universities, alumni groups, and professional organizations to gather insights from students and professionals in order to advise employers on how to attract and retain talent that fits their culture and purpose. On an annual basis, Universum surveys over 1,500,000 students and professionals worldwide. Find out more at www.universumglobal.com

Universum press contact

Jonas Barck

Tel.: +46 (0)70 6933388

Email: jonas.barck@universumglobal.com

About StepStone

People find their dream job with StepStone. With more than 18 million visits in March 2018, the StepStone platform is used more than any other in the competitive environment (source: IVW). StepStone employs more than 2,500 people and operates online job sites in other countries in addition to stepstone.de in Germany. The company was founded in 1996 and is an Axel Springer SE subsidiary.

Axel Springer SE press contact

Jorg Keller

Tel.: +49 (0)30 259177617

Email: jorg.keller@axelspringer.de

StepStone press contact

André Schaefer

Tel.: +49 (0)211 934935529

Email: andre.schaefer@stepstone.de

 

The post StepStone, an Axel Springer SE Company, Completes the Acquisition of Universum appeared first on Universum Global.

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What is the Gig economy?

The Gig Economy is a far broader concept than most people realize. It encompasses century-old professional roles such as self-employed management consultants and freelance journalists, but it was not until recently that the “Gig Economy” captured the public interest. Borrowing the word “gig” that in its essence means jumping from job to job with an uncertain future, the term Gig Economy is becoming ubiquitous in today’s society, where there is an increasing amount of people jumping from position to position.

Reinventing a practice that has been going on for centuries, the Gig Economy has been spurred on by P2P platforms, such as Uber, and TaskRabbit, which all offer the opportunity of working flexibly and freely.  As these ideas spread across the world, it changes and affects the new generational workforce, this is becoming more and more evident in the Nordics.

Why do people Gig?

This new labor market paradigm has now crept into everything from large enterprise marketing departments, health care centers, and even public organizations. Organizations that were once seen as dull and reluctant to change, now feel the need to adapt to the shifts in today’s workforce. Take the Swedish municipality Falun for example. To combat the stagnant number of full-time employees, they introduced an intra-organisational gig model where employees signed up for gigs around the local public functions. By offering more flexibility and the ability to try out different things,  full-time employment skyrocketed (SvD, 2017).

Why do people prefer flexibility over security?

We took the opportunity to talk with some gigging people working for Gigstr, a Swedish based company operating within the Nordic and British market, which focuses on matching gigging people with gigging tasks:
”Not returning to the same workplace every day makes me motivated. Discovering new work environments and being faced with new challenges on a weekly basis stimulates me. When gigging, I can choose what type of work I want to do, and build my work-week accordingly. Additionally, I meet more fun people out gigging than I do at my regular retail job.” – Gustav, 21, Stockholm, who Combines gigging with part-time work in a local grocery store.

”I started gigging full-time because I like the flexibility and the variation of the assignments. You gain precious experience from multiple industries and companies. And you get to know tons of outgoing people on the gigs.” – Victor, 27, Stockholm. Full-time gigger within marketing and PR.

What will happen to the Gig Economy in the future?

Much of what this new labor-market paradigm is all about goes in line with Universum’s research on Millennials and Generation Z. The new world of talent no longer appreciates an Employer Brand communicating work-life balance, to them work-life balance should be standard and thus other characteristics are more important when selecting their future employer.

Universum’s research shows that freedom, flexibility, and openness are the key characteristics that the new world of talent emphasize as important metrics within an employer.

The possibility to feel free and have flexibility in their job might be of their biggest interest; they are still afraid of not finding a job that matches their personality. Further, that they will get stuck in a job with no development opportunities. As one understands, the new world of talent reflects a lot more and are eager to have personal development in their career. Often they wonder how they fit in within the bigger purpose of businesses and how they emphasize being important to the overall development of their employer.

However, as much as they emphasize freedom in their work, they still emphasize job security and companies need to have an Employer Brand that offers both. At first, this can seem contradictory in the new world of talents behavior in their pursuit of freedom. However looking at the example of Falu Kommun, having a flexible workplace helps meeting their needs and captures the underlying needs of the next generation’s workforce.

What does this mean for companies and how can they prepare?

With the indisputable coming of the Gig Economy, how can you as an Employer prepare yourself? Most companies today work actively with Employer Branding and have a strategy in place to attract, recruit and retain talent. However many companies still struggle to get their Employer Branding right. Companies with a clear employer branding strategy gain the upper hand in the war for talent. However, even though many companies say that they work actively with Employer Branding, they struggle in getting their Employer Value Proposition right and don’t attract the right talent for their company.

Universum in partnership with the Employer Branding Academy offers an 8-week certified training programme in strategic employer branding. Our Employer Branding Academy is a methodical, tested & proprietary training program for HR and employer branding professionals who want to instantly increase their career value as a professional, build a world-class network of like-minded experts, and learn the exact skills they need to attract and retain the very best talent for their company in 2018 and beyond.

Want to learn more about the Gig economy and how it is shaping the talent landscape? Join our upcoming webinar in collaboration with Gigstr on May 8th. 

The post The Gig Economy – How it affects and changes the talent landscape appeared first on Universum Global.

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What is Employer Branding on Social media?

The war for talent is increasing, and the ability to understand how Millennials think and what attracts the digital natives of Generation Z becomes crucial. Generation Z is the first generation that is truly digital, meaning the first generation where smartphones are the standard and not a novelty.  As traditional branding efforts are moving from conventional to digital strategies, a corporations Employer Value Proposition must also follow suit. Thus, it becomes more important than ever to use Employer Branding on Social Media. The talent market is about to become even more competitive and to stay on top of the game for the race of the next generation workforce, one must act now. Thus, it becomes crucial when accessing the new world of talent, to understand how to stand out from the crowd while communicating with a generation used to having instant access to information. However, most companies don’t know where to start, how to tell their story and what to post on Social Media in order to attract and capture the interest of talent.

Why is Employer Branding on Social Media important?

It is not a secret that Social Media has been an important factor in the marketing strategy for corporations. However, Employer Branding within Social media is gaining more traction and is increasing in importance to attract and access the new world of talent. With the help of a strong Employer Brand, a company will be able to increase the number of quality applicants, reduce cost per recruitment and differentiate itself from competitors. As Social Media keeps growing in importance, with the new generation workforce using it for all kinds of communication, Social Media is becoming the number one tool to attract, recruit and retain talent.  However, Social media is not only about being active for the sake of having Social Media presence.  You also need a strategy in place as to when, how and why you should post something with a clear follow-up on what content is relevant to your audience. So how can you monitor your Employer Branding on Social Media to be able to attract talent? You need a tool to monitor your Employer branding on Social Media.

Five Key learnings from Access Social on Employer Branding on Social Media

Access social is Universum’s latest product that helps employers to monitor their Employer Branding on Social Media. With the help of Access Social, a company can alleviate two of their most significant concerns when using social media in their Employer branding: What stories should be told and how will those posts be perceived? Access social helps companies to Access the New world of Talent as it can provide you an assessment of what your Social Media posts communicate to your audience. Currently, Access Social is the only social media listening tool that focuses solely on monitoring Employer Branding communication on Social Media. We took the opportunity to speak to the product owner of Access Social, David Carlen, to understand the latest insights of Employer Branding on Social Media. “There is a new world out there, and the war for talent will intensify, and the ones who will lead the race will be those who understand Social Media.” Furthermore,  David emphasizes that every brand is unique and this needs to be communicated, thus that companies must take control over their Employer Value Proposition. However, from Access Social data, David emphasizes that there are some common traits to Employer Branding on Social media that gain more attention than others. “There are some key learnings that you need to consider when you are using Employer Branding on Social Media; the most important being that you need to monitor your content.” However, there are some common traits among companies who are at the top of high engagement scores with their Employer Brands on Social media, and these are:

Use video – using Video on Social Media shows higher engagement in comparison to other types of content, thus if you want to increase your engagement, you need to add video to your Employer Branding on Social Media

Select the right platform – Understand where your talent is interacting, for millennials and Generation Z, Instagram shows a lot higher engagement than Facebook and LinkedIn when it comes to dedicated followers. People that tend to follow on Instagram have a more genuine interest in the company

Be authentic – The best way to make talent understand your company is to show them how it is. Companies that have a thought-through Employer Branding Strategy on Social media shows their employees a lot. However, we know for a fact, that being authentic is difficult and has always been, just take a look at our Global VP Richard Mosley presentation on “authentic branding.”

Use Data – Looking at social, companies prefer to communicate their CSR efforts and the Inspiring Purpose of their company; however, these attributes might not be connected to your Employer Brand and something that is not on top of the list of our talent insights research

A strong Brand is not everything – Of course, a strong product/consumer brand contributes to the employer brand. However, it is not a given that you will see the giants in the top of Employer Branding Social Media performance. The important factor for your Employer Brand is that your Employer Value Proposition is presented in a way that speaks to the receiver

Curious to learn more about how to talk to Generation Z? You can find our full study here. Also look out for our upcoming e-book on Access Social and how Generation Z behave on Social Media!

Universum wants to make Employer Branding strategies available for everyone. Increase your understanding of all the challenges your company faces when it comes to attract, recruit and retain talent today by joining the largest employer branding community in the world.

The post Inside Access Social – Latest insights to Employer Branding on Social Media appeared first on Universum Global.

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What is Employer Branding on Social media?

The war for talent is increasing, and the ability to understand how Millennials think and what attracts the digital natives of Generation Z becomes crucial. Generation Z is the first generation that is truly digital, meaning the first generation where smartphones are the standard and not a novelty.  As traditional branding efforts are moving from conventional to digital strategies, a corporations Employer Value Proposition must also follow suit. Thus, it becomes more important than ever to use Employer Branding on Social Media. The talent market is about to become even more competitive and to stay on top of the game for the race of the next generation workforce, one must act now. Thus, it becomes crucial when accessing the new world of talent, to understand how to stand out from the crowd while communicating with a generation used to having instant access to information. However, most companies don’t know where to start, how to tell their story and what to post on Social Media in order to attract and capture the interest of talent.

Why is Employer Branding on Social Media important?

It is not a secret that Social Media has been an important factor in the marketing strategy for corporations. However, Employer Branding within Social media is gaining more traction and is increasing in importance to attract and access the new world of talent. With the help of a strong Employer Brand, a company will be able to increase the number of quality applicants, reduce cost per recruitment and differentiate itself from competitors. As Social Media keeps growing in importance, with the new generation workforce using it for all kinds of communication, Social Media is becoming the number one tool to attract, recruit and retain talent.  However, Social media is not only about being active for the sake of having Social Media presence.  You also need a strategy in place as to when, how and why you should post something with a clear follow-up on what content is relevant to your audience. So how can you monitor your Employer Branding on Social Media to be able to attract talent? You need a tool to monitor your Employer branding on Social Media.

Five Key learnings from Access Social on Employer Branding on Social Media

Access social is Universum’s latest product that helps employers to monitor their Employer Branding on Social Media. With the help of Access Social, a company can alleviate two of their most significant concerns when using social media in their Employer branding: What stories should be told and how will those posts be perceived? Access social helps companies to Access the New world of Talent as it can provide you an assessment of what your Social Media posts communicate to your audience. Currently, Access Social is the only social media listening tool that focuses solely on monitoring Employer Branding communication on Social Media. We took the opportunity to speak to the product owner of Access Social, David Carlen, to understand the latest insights of Employer Branding on Social Media. “There is a new world out there, and the war for talent will intensify, and the ones who will lead the race will be those who understand Social Media.” Furthermore,  David emphasizes that every brand is unique and this needs to be communicated, thus that companies must take control over their Employer Value Proposition. However, from Access Social data, David emphasizes that there are some common traits to Employer Branding on Social media that gain more attention than others. “There are some key learnings that you need to consider when you are using Employer Branding on Social Media; the most important being that you need to monitor your content.” However, there are some common traits among companies who are at the top of high engagement scores with their Employer Brands on Social media, and these are:

Use video – using Video on Social Media shows higher engagement in comparison to other types of content, thus if you want to increase your engagement, you need to add video to your Employer Branding on Social Media

Select the right platform – Understand where your talent is interacting, for millennials and Generation Z, Instagram shows a lot higher engagement than Facebook and LinkedIn when it comes to dedicated followers. People that tend to follow on Instagram have a more genuine interest in the company

Be authentic – The best way to make talent understand your company is to show them how it is. Companies that have a thought-through Employer Branding Strategy on Social media shows their employees a lot. However, we know for a fact, that being authentic is difficult and has always been, just take a look at our Global VP Richard Mosley presentation on “authentic branding.”

Use Data – Looking at social, companies prefer to communicate their CSR efforts and the Inspiring Purpose of their company; however, these attributes might not be connected to your Employer Brand and something that is not on top of the list of our talent insights research

A strong Brand is not everything – Of course, a strong product/consumer brand contributes to the employer brand. However, it is not a given that you will see the giants in the top of Employer Branding Social Media performance. The important factor for your Employer Brand is that your Employer Value Proposition is presented in a way that speaks to the receiver

Curious to learn more about how to talk to Generation Z? You can find our full study here. Also look out for our upcoming e-book on Access Social and how Generation Z behave on Social Media!

Universum wants to make Employer Branding strategies available for everyone. Increase your understanding of all the challenges your company faces when it comes to attract, recruit and retain talent today by joining the largest employer branding community in the world.

The post Inside Access Social – Latest insights to Employer Branding on Social Media appeared first on Universum Global.

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  Attracting Tech Talent Featuring RBC How Royal Bank of Canada’s employer brand messaging strategy, paired with Universum’s unique insights on the talent market, delivered measurable results which set RBC apart from its industry competitors.

STOCKHOLM – March 15th, 2018 – Today, Universum and Royal Bank of Canada released a comprehensive case study detailing how RBC overcame one of the biggest obstacles faced by many of today’s employers, how to attract and retain Tech talent.  Our latest best practice case study lifts the lid on how Universum works with its clients and uncovers how Estela Vazquez Perez, head of Royal Bank of Canada’s Global Employer Brand, helped her organization achieve its goal of attracting top Engineering and IT talent.

Estela’s employer branding philosophy – based on a human-centric approach, robust market intelligence and the right employer brand management– provided a solid framework by which to tackle the problem. The strategic shift in RBC’s focus had a significant impact both internally and externally.

RBC’s Journey: From 89th to 68th place in Universum’s ranking of tech employers in Canada

RBC’s ranking as a top employer among tech talent in Canada jumped 25 ranking positions in 2017, setting it apart from all other banks in the country. Its employer brand approach has had a resounding effect, positioning RBC firmly in the talent marketplace. The consistent and captivating EVP was rolled out through RBC’s new careers website, employer of choice awards, editorial content, thought leadership, social media, and other talent marketing and communications channels.

Describing RBC’s impressive and rapid rise in the rankings, Universum’s Managing Director of Canada, Jason Kipps, said “Moving beyond just building awareness, the team at RBC has embraced a data driven approach to their employer brand and it is paying off.  Leveraging candidate research to differentiate themselves from their recruiting competitors was a critical step for RBC in improving their candidate attraction.  By focusing their EVP on the attributes that will compel their targeted talent to apply and working to correct misconception about what it is like to work at RBC, the bank now enjoys  a level of attractiveness  that was historically only experienced by start-ups and tech firms and is unheard of within Canadian financial institutions.”

Find out more information and download a free copy of the case study by visiting: www.universumglobal.com/rbccasestudy About Universum:

ACCESS THE NEW WORLD OF TALENT. Universum is a global leader in employer branding. Over the past 30 years, we have established ourselves in 50 markets globally and our diverse workforce is physically present in 20 countries. Our services include actionable research, strategic consulting, and data-driven communications and social media solutions for talent branding, sourcing, and analytics. We are a trusted partner to over 1,700 clients, including many Fortune 500 companies, as well as to global media partners that publish our annual rankings and trend reports. We work with over 2,000 universities, alumni groups, and professional organizations to gather insights from students and professionals in order to advise employers on how to attract and retain talent that fits their culture and purpose. On an annual basis, Universum surveys over 1,500,000 students and professionals worldwide. Find out more at www.universumglobal.com

The post Universum releases New Case Study “Bold Employer Branding for Financial Services” appeared first on Universum Global.

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Generation Z in Indonesia are most likely to select an alternate path to education or to join the workforce instead of pursuing a formal University degree

Jakarta, March 14th, 2018 – During the Learning Innovation Summit 2018 Rachele Focardi, Senior Vice President of Employer Branding and Talent Strategy for Universum, shared data on the first study of Generation Z’s career outlook and preferences ever conducted. Based on more than 44,000 respondents from 46 countries – among which 7,655 from Asia and 1,500 responses from Indonesia – the Universum study aims to uncover the career drivers of youth aged 15-18 to help governments and organizations understand their future workforce and address the challenges related to talent and skills shortage.

Gen Z is redefining the educational mold

The study highlights that 87% of Indonesian Gen Z surveyed are interested in finding out more about how companies offer education to people who choose not to pursue a university degree, and an astounding 94% would consider joining the workforce instead of getting a formal education at a college or university if an employer would train them in the field instead. This number is the highest across all of ASEAN countries.

As a result, Indonesian Gen Z like to see ads from employers on social media (73%) to a much greater extent than peers across ASEAN (50%), and 85% are open to being contacted about career opportunities and career paths within top organizations already know.

“What Indonesian organizations need to understand is that the talent market is about to become even more competitive and that the time to act is now. Gen Z will likely cause a decrease in the number of those attending college and by the time they are ready to enter the workforce they will have already been guided and influenced”  said Focardi. She continued “Educational Institutions need to reinvent themselves and rethink how they teach the skills that will be needed in the future, perhaps partnering more and more with government agencies and the private sector to deliver the best possible training. Similarly, governments and organizations must redefine their developments programs, start engaging talent much earlier, be prepared to think outside of universities when it comes to sourcing entry-level talent, and clearly define and communicate their purpose in a way that is in line with the values and expectations of Indonesian Gen Z.”

Another eye-opening finding is that for those who are considering a formal education, pure interest in the subject matter is the primary driver when choosing the course of academic study. Indonesian Gen Z does not plan to choose their major based on whether it will lead to higher earnings or whether it will allow them to have a fast career or work in a specific industry. They are much more interested in studying something they will enjoy, and that will make it possible for them to help others.

“This definitely warrants a formal approach to getting people, and particularly females, interested in pursuing STEM degrees starting from an early age, especially when considering that less than 15% of Indonesia Gen Z seem interested in pursuing an Engineering degree, and out of this, females account for only 6%. This comes at a time when organizations and governments around the world are facing significant talent shortages especially when it comes to technical skills,” 

“With an increasing number of industries embarking on their digitalization and automation journey, the scarcity of engineering talent will be more and more evident with the rise of this new generation. It will be critical for governments, organizations and educational institutions to rethink the way they encourage the young to pursue STEM degrees and help them understand the impact they will be able to have on the world if they do.”

The desire to contribute to the greater good also makes Indonesian Gen Z the most entrepreneurial of all 46 countries where the study was conducted. A staggering 88% of respondents say they would like to start their own company (compared to 55% global average) primarily to change the world for the better, to be their own boss and have the flexibility to spend more time with their family and doing the things they love.

“Most organizations are still struggling with the changes brought about by the Millennial generation, but few of them have their eyes on Generation Z despite them being on their doorstep,”  explained Focardi. She finished by stating “The talent landscape has significantly evolved over the last few years. Students no longer choose an employer based on the industry or corporate brand but based on its culture, its environment, and its purpose. They believe that work should be part of who they are – not just a way to make a living – and expect employers to embrace the complexity of their lives. How employers chose to display the right values, culture, and opportunity for intellectual and personal development and motivate them to do their best work will have a tremendous impact on an organization’s success. The race for Gen Z starts now, and anyone – governments or organizations – not thinking ahead will be left behind.”

Additional Findings

61% of Indonesia Gen Z believe they will enjoy a higher standard of living than their parents, and their greatest fears regarding their work life is that they will mix up their personal and professional lives by working too much (38%) and that they will not find a job that matches their personality (25%) and the most important aspects of inspiring leadership are Vision, Mission and Values (69%) and positive attitude (44%).

82% of GenZ in Indonesia use on average three social media channels; predominantly Facebook (82%) and Twitter (42%). While across ASEAN 69% use YouTube, in Indonesia only 27% say they do.

Parents are the most significant influencers when it comes to decisions regarding education and careers according to Indonesian Gen Z (74%), friends come second at only 24%. Company representatives (3%) are the least likely to influence their career choices.

About the Universum Gen Z Study

While dozens of research initiatives explore Generation Z’s values as consumers, few explore its attitudes about work. A new research study from Universum asks close to 50,000 high school students about their future careers, their thoughts about higher education, and their attitudes towards work and life. This reports highlights insights hiring companies can use to attract and retain the next generation of digital natives. The results are based on the answers of 44,800 students youth aged 15-18 years. This includes high school students, a small fraction of youth who have already started their university studies and youth who already have a job. Each respondent is asked questions about the most significant influences on their career choices, what they look for in an employer, how they differ from the generations already making up the workforce, how gender plays a role in their outlook, how they want to be communicated with. The study provides global trends and country-specific and regional comparison.

More about the Gen Z study:
  • Created with over 25 years of experience, extensive research within HR, focus groups and communication with both companies and industry
  • Global perspective – local
  • Conducted via an online survey from July 10th to August 31st The online link was distributed via social media platforms where Gen Z was expected to be found.
  • Targets Adolescents across the globe born between 1997 and 2000
  • For a more narrow focus, only youth who can imagine getting a degree in higher tertiary education were considered for the
  • In order to provide companies with reliable data Universum set targets per country and gender of the Global population weighting (by number of people in the countries who have access to the internet) and a local gender weighting are used to compensate for discrepancies from the targets
  • More information about the study can be found at https://universumglobal.com/product/generation-z-grows/
About Universum:

ACCESS THE NEW WORLD OF TALENT. Universum is a global leader in employer branding. Over the past 30 years, we have established ourselves in 50 markets globally, and our diverse workforce is physically present in 20 countries. Our services include actionable research, strategic consulting, and data-driven communications and social media solutions for talent branding, sourcing, and analytics. We are a trusted partner to over 1,700 clients, including many Fortune 500 companies, as well as to global media partners that publish our annual rankings and trend reports. We work with over 2,000 universities, alumni groups, and professional

The post The Race for the Next Generation of Talent: Generation Z in Indonesia appeared first on Universum Global.

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With less than three months left until May 25th, many employers are worried about how GDPR will affect their daily operations and processes, and ultimately, their capabilities to maintain a healthy and compliant talent pipeline. Therefore, Universum asked its partner company Wintrgarden to contribute with some GDPR pointers and tips for HR.

What is GDPR, and what does it mean for Talent Acquisition?

In short, GDPR is a new set of data privacy rules aiming to strengthen EU citizens’ control of their personal information. While the regulations affect all kinds of personal data processing, e.g., the way that vast social networks and internet giants map their users, Human Resources and especially Talent Acquisition will be profoundly affected.

HR is a people business, and with all the digital tools used to source and engage candidates, GDPR raises the bar for what’s considered compliant Talent Acquisition practice. Traditionally, employer branding and talent pipelining occur across many different channels, with data of potential hires often being maintained in various databases, spreadsheets and across recruiter mailboxes. Under GDPR, the way companies manage talent prior to them becoming applicants needs to change, and any employer relying on more than active applications will require tools for handling their pipelines.

What exactly are these new requirements?

One of the fundamental requirements of GDPR is that of active consent. Processing (e.g., collecting, storing, accessing, transferring) of personal data (any information that can be used to identify an individual, such as a name, email, or even photo) is only permitted after the data subject has actively accepted clearly articulated data privacy terms. Such terms must understandably outline what data is being processed, by whom, for what purpose, and for how long. Furthermore, it must be clear how the candidates can update or withdraw their information, and this process must be as simple as the initial process of giving consent.

GDPR will also require more from employers when it comes to internal organizational measures. Generally, companies will need to appoint a Data Protection Officer, and the requirements on documentation, reporting and access control are strengthened.

Is GDPR all about compliance and making the lives of recruiters more difficult?

The new regulations and the risk for hefty fines in case of non-compliance (up to €20M or 4% of global annual turnover, depending on which is higher) are certainly intimidating at first glance. However, the required process and technology upgrades also provide Talent Acquisition with an excellent opportunity to take candidate sourcing and communication to provide Talent Acquisition with an excellent opportunity to futureproof candidate sourcing and communication

GDPR is forcing a shift in the HR Tech industry. From traditional Applicant Tracking and Recruitment Marketing tools that focus on unsolicited outbound sourcing, towards digital models based on active consent and transparency, such as Talent Relationship Management (TRM). Talent Acquisition teams that adapt to this new landscape can benefit from improved data relevance and candidate experience, ultimately strengthening their Employer Brands. In effect, one could argue that GDPR brings the sense of urgency needed to take Talent Acquisition to the next level.

What should HR do before May 25th?

  • Take control of your current data: Start mapping out where you are storing personal information today and ensure your processing is GDPR compliant. Don’t be afraid to contact your legal rep to get a professional opinion.
  • Review and rewrite your data privacy terms: Make sure you have a solid rationale for processing data and clarify how candidates can update or withdraw their information. Data Privacy Terms are your pledge towards the candidates, not just a box they tick, so you also need to walk the talk.
  • Now is the time to get a TRM tool: Moving to a GDPR-proofed talent pipelining tool is the quickest way to acquire the technical support needed to achieve compliance.
  • Join Universum’s webinar on modern Talent Pipelining in collaboration with Wintrgarden: Click Here.

The post Maintaining a Talent Pipeline Under GDPR appeared first on Universum Global.

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Universum and Siemens release comprehensive case study detailing the transformation of the German multinational firm’s EVP.

STOCKHOLM – February 15th 2018, Today, Universum and Siemens released a comprehensive case study detailing the transformation of the German multinational firm’s Employer Value Proposition.  This best practice case study lifts the veil on how Universum works with its clients and chronicles the journey we took with Siemens on this project.

In 2008, Siemens launched an Employer Branding campaign, however as time passed the emphasis on Employer Branding was overshadowed by a strong focus on marketing communication.Just like in many other companies, for a long time Siemens had pictured Employer Branding as a talent acquisition topic, with a strong focus on recruitment. Due to the increasing strategical need for companies to be positioned as attractive employers to work for, Siemens realized that a more inclusive approach was needed.

Christoph Knorn, Siemens’ Global Director Employer Branding, describes the challenges: “Somebody who isn’t aware of what a company stands for will never have this company top of mind when thinking of an employer of choice. We learnt that many students and young professionals, and even more concerning a share of our own employees had no idea what Siemens really stood for as well as the opportunities offered by Siemens. This is fatal when facing the future: If fewer and fewer people know what a company stands for, the company will eventually become less and less interesting to people.”

In 2014 Rosa Riera started working as Head of Employer Branding and Social Innovation and broadened the scope of Employer Branding at Siemens. Rosa Riera explains, “To me Employer Branding is not only about recruitment, it also comprises a strong element of employee engagement and employee identification. Besides that it underpins the ‘Master Brand’. It is a symbiosis of HR- and communication topics – coupled with business needs.”

Universum’s rankings which represent the most attractive employers for students and young professions indicated that Siemens was still doing well in many markets. However, it was around this time that Siemens started showing the first signs of global decline in popularity in the rankings. The employer brand decreased slowly but steadily – a development which deeply concerned Siemens.

Riera explains, “We were convinced that we still had a great offering for the labor market – as our products make a true impact on society as a whole and help many people. The effects our solutions had were enormous, but the talent market was not aware of this. In the past we didn’t manage to convey this effectively in our story telling. We wanted to change this moving forward.”

Over the last 13 years, Roger Manfredsson, Vice President of Global Sales & MD of EMEA at Universum, has advised the biggest companies in the world on how to become a relevant and highly attractive employers. Describing working with Siemens towards the creation of their new EVP, Manfredsson said “Siemens has used an approach to Employer Branding that is world-leading and cutting-edge. They have connected all the necessary dots, to truly succeed with the quest of becoming a very attractive and relevant employer, for top-talents around the world.” He continued “You can find all the processes, actions and decisions they have made in this case study.”

Find out more information and download a free preview of this report by visiting: www.universumglobal.com/siemenscasestudy

About Universum:

Universum is a global leader in employer branding. Over the past 30 years, we have established ourselves in 50 markets globally and our diverse workforce is physically present in 20 countries. Our services include actionable research, strategic consulting, and data-driven communications and social media solutions for talent branding, sourcing, and analytics. We are a trusted partner to over 1,700 clients, including many Fortune 500 companies, as well as to global media partners that publish our annual rankings and trend reports. We work with over 2,000 universities, alumni groups, and professional organizations to gather insights from students and professionals in order to advise employers on how to attract and retain talent that fits their culture and purpose. On an annual basis, Universum surveys over 1,500,000 students and professionals worldwide. Find out more at www.universumglobal.com

About Siemens:

Siemens AG (Berlin and Munich) is a global technology powerhouse that has stood for engineering excellence, innovation, quality, reliability and internationality for more than 165 years. The company is active in more than 200 countries, focusing on the areas of electrification, automation and digitalization. One of the world’s largest producers of energy-efficient, resource-saving technologies, Siemens is a leading supplier of efficient power generation and power transmission solutions and a pioneer in infrastructure solutions as well as automation, drive and software solutions for industry. The company is also a leading provider of medical imaging equipment – such as computed tomography and magnetic resonance imaging systems – and a leader in laboratory diagnostics as well as clinical IT. In fiscal 2016, which ended on September 30, 2016, Siemens generated revenue of €79.6 billion and net income of €5.6 billion. At the end of September 2016, the company had around 351,000 employees worldwide.

The post Best Practice Case Study: Siemens’ Development of a New Employer Value Proposition appeared first on Universum Global.

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