Employer Branding EMEIA FSO EMEIA FSO | Recruitment Employer Branding EMEIA FSO

Executive Summary/Context The exciting growth of the business, the continuing need for the best talent and the stated desire to be ‘Employer of Choice’ is relenting, so the pressure on employer branding and recruitment marketing very much continues. Understanding our changing audience To ensure that we are fully aligned to the needs of our audience we have considered wide variety of research which explores motivations, decision-making criteria, habits and testing to validate our approach Deeper engagement with Host and FSO Markets Must deliver value. Keen focus on cost and to deliver maximum value to our markets whilst also striving to be market –leading in areas such as digital, content and social media The world of work is changing Generation Z are on their way into the Workforce. Are we ready?

Our EMEIA FSO Employer Branding Objectives Raise brand awareness of EMEIA FSO externally as an employer of choice. Increase consideration and attract high quality candidates to EMEIA FSO. Build engagement with the brand internally across our markets. Bring our purpose of BBWW in financial services to life across EMEIA FS. Deliver on 3 Attraction campaigns across EMEIA FSO: STEM, Future of Work (Gen Z) and D&I. Develop our technology and digital propositions: Phase 2 of website, social advocacy, SoMe etc. Showcase our internal people story to the outside world: Leadership, Awards, L&D, Career paths, Innovation. 4 1 2 3 5 6

Disruption & Innovation Financial Services Industry Solutions Regular content posted from EY individuals Roll out of employee advocacy platform Social media champions across business Continued digital training for our people Align with business calendar, ensure all talent events are covered throughout year Cultural calendar, learning events, inductions, milestone programmes New FSO content created regularly Development of monthly content calendar Sourcing new stories from the business Building our digital/technology content Launch and ongoing development of EMEIA FSO careers website Creation of campaign hubs to support branding activities Milestones sharing great work and commitment internally across all external FS markets x3 campaigns Future of Work (Gen Z) STEM D&I Launch and ongoing development of new EMEIA FSO Instagram account Creation of new content and sharing across markets – EMEIA presence Personal stories and social media takeovers across markets Updating Student Messaging Guide Launch of Student and Experienced Hire Collateral (Online and offline Ads, messaging guide, training guide, banners, posters, brochure etc.) D&I Content Refresh Align with business Careers Website Employee advocacy Instagram account Toolkit Launched Social Media Development Priorities Themes Purpose Flexible working Inclusion Mobility BBWW Global mind-set Technology & digital Diversity Culture Career Paths Disruption & Innovation Communities Financial Services Industry Channels Careers website Twitter Instagram LinkedIn (EY-wide account) Facebook (indirectly through markets) Employee advocacy tool and newsletter (provider TBC) Internal Channels: DNA, Discover, Yammer, networks etc. Campaign Development

Approach How will we translate this into what we do? 1 2 3 4 5 Tell a story Connect the people story to the EVP of EMEIA FSO; deliver the bigger picture to future employees. ‘Real’ Models Showcase leaders (not just partners) as role models, promote the right behaviours and reflect our ideal culture in our communications externally. People Centric Demonstrate the importance we place on our people – investment, development, recognition – throughout our communications. Brand Ambassadors Develop people proposition aligned to EB to drive more consistency across all people communications whether internal or external. Industry Leading We want to show that a career with EMEIA FSO will put you at the heart of tech innovation in a cutting edge sector (agile workforce etc.).

EMEIA FSO Employer Branding Model Belgium Channel Islands France Germany Ireland Italy Luxembourg Netherlands Portugal Switzerland Spain UK Austria Gibraltar Poland Nordics CONTENT & THEMES The FSO story – exceptional career stories D&I Flexible working/WOTF Disruption/industry leading Purpose CALL TO ACTION Download/view Share/comment Like/follow Newsletter Join community Job alerts Apply APPLICATION CONTENT Avature Taleo Owned (Twitter & microsite) Earned Advocacy* Spokespeople Share Story Spokespeople Video Web and live events PAID LinkedIn Email PR Add Nordics, Poland Talent touchpoints *ADVOCACY SPECIFICS Internal and external comms

Measuring success

Measuring success Application volume & quality of hire Listening Social media metrics – followers, engagement, growth, clicks, shares Google analytics – time spent on page, market visits, page views Number of brand ambassadors and champions Take up of employee advocacy platform Sources of hire New joiner survey Verbatim feedback, both internally and externally EMEIA Employer Branding & Marketing Strategy

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