Kathrin Menges HR Asia Pacific 2011 Conference Employer Branding as a Competitive Advantage Elena Efremova June 6th, 2013, Kiev HR Wisdom Summit

Elena Efremova HR Wisdom SummitSeite 219/08/ Status Quo and Recent Findings 2.Employer Branding Campaign 3.Employer Branding Tools Agenda

Elena Efremova HR Wisdom SummitSeite 319/08/2015 International development opportunities Dynamic / flexible work environment Innovative products Market success Creative working environment Challenging and varied work Exciting products Emphasis on Work-Life-Balance Pays performance orientated CSR Career will really take off Source: Universum Graduate Survey 2009 (business students) Positions of the key attraction drivers Candidates preferences

Elena Efremova HR Wisdom SummitSeite 419/08/2015 Global Open for change Innovative Performance- orientation Successful Social Well-Known Traditionhuman Ambitious Exciting Trust Likeable Financial solidity Better than average Worse than average Well-Known Secure Competitors: Procter & Gamble, L‘Oréal, Beiersdorf, Unilever Source: Gruppe Nymphenburg 2010 (n = 391) Company Image Henkel External Perspective Business Students

Elena Efremova HR Wisdom SummitSeite 519/08/2015 Global Open for change Innovative Performance- orientation Successful Social Well-Known TraditionHuman Ambitious Exciting Trust Likeable Financial solidity Worse than average Secure Well-Known Source: Gruppe Nymphenburg 2010 (n = 115) Company Image Henkel Henkel Intern-Alumni Perspective Competitors: Procter & Gamble, L‘Oréal, Beiersdorf, Unilever Better than average

Elena Efremova HR Wisdom SummitSeite 619/08/2015 Emphasis on individual development Career will really take off Working in international Teams Challenging and varied work Pays performance orientated Creative Working Environment Emphasis on Work-Life-Balance Offers international development opportunity High demands on applicants Worse than average Employer Image Henkel External Business Students Perspective Better than average Source: Gruppe Nymphenburg 2010 (n = 115) Competitors: Procter & Gamble, L‘Oréal, Beiersdorf, Unilever

Elena Efremova HR Wisdom SummitSeite 719/08/2015 Emphasis on individual development Career will really take off Working in international Teams Challenging and varied work Pays performance orientated Creative Working Environment Emphasis on Work-Life-Balance Offers international development opportunity High demands on applicants Worse than average Employer Image Henkel Henkel Intern-Alumni Perspective Better than average Source: Gruppe Nymphenburg 2010 (n = 115) Competitors: Procter & Gamble, L‘Oréal, Beiersdorf, Unilever

Elena Efremova HR Wisdom SummitSeite 819/08/2015 Open for change Performance- orientation Ambitious Career will really take off Challenging and varied work Offers international development opportunities Working in international teams Global Exciting Employer Characteristics : Focus areas for HR communication Brand Core Employer Brand Henkel Employer Brand What should we stand for in the future

Elena Efremova HR Wisdom SummitSeite 919/08/ Henkel Employer Branding Campaign The Brand Essence Our Employer Identity - we are …  … passionate about winning  … self-confident, optimistic and proud  … flexible and open for change  … united in the unique Henkel Spirit of reliability, fairness and respect Our Promise – Henkel offers …  … a performance-driven culture with a fair team-spirit  … multiple challenging and excellent global career perspectives  … a portfolio of exciting brands and technologies “We value, challenge and reward our people.”  Employer Branding Campaign

Elena Efremova HR Wisdom SummitSeite 1019/08/2015 Henkel Employer Branding Campaign The Idea of the Campaign The 10 Henkel EB ambassadors of the campaign represent... all business sectors 7 different functions 8 nationalities the excellent career perspectives at Henkel     The campaign shows Henkel employees  …in day-to-day situations – in the morning, on the way to the office, in the break  …expressing the passion about their work – living for the business challenges

Elena Efremova HR Wisdom SummitSeite 1119/08/ Status Quo and Recent Findings 2.Employer Branding Campaign 3.Employer Branding Tools Agenda

Elena Efremova HR Wisdom SummitSeite 1219/08/2015 Employer Branding Image Ad “Getting started in the morning.“

Elena Efremova HR Wisdom SummitSeite 1319/08/2015 Employer Branding Image Ad “Getting started in the morning.“

Elena Efremova HR Wisdom SummitSeite 1419/08/2015 Employer Branding Image Ads “Getting started in the morning.“

Elena Efremova HR Wisdom SummitSeite 1519/08/ Employer Branding Image Ad “On the way to my office.“

Elena Efremova HR Wisdom SummitSeite 1619/08/2015 Employer Branding Image Ads “On the way to my office.“

Elena Efremova HR Wisdom SummitSeite 1719/08/2015 Employer Branding Image Ads „Back to business.“

Elena Efremova HR Wisdom SummitSeite 1819/08/2015 Employer Branding Image Ad “Back to business.“

Elena Efremova HR Wisdom SummitSeite 1919/08/2015 Employer Branding Image Ad “Back to business.“

Elena Efremova HR Wisdom SummitSeite 2019/08/2015 Employer Branding Image Ad “Back to business.“

Elena Efremova HR Wisdom SummitSeite 2119/08/ Status Quo and Recent Findings 2.Employer Branding Campaign 3.Employer Branding Tools Agenda

Elena Efremova HR Wisdom SummitSeite 2219/08/2015 Internal EB tools: - Internal EB campaign - Referral program - Internal recruitment ad´s - Billboard advertising (Henkel sites) - TV screens (Henkel cafeteria) - Poster / city-lights (Henkel buildings) - Onboarding package External EB tools (e.g.): - Career website - Videos - Recruitment ads - EB image ad - Career brochure - Booth / roll-ups (career fairs) - Campus presentation Employer Branding Tool Box Employer Branding Tool Box Integrated consistent communication

Elena Efremova HR Wisdom SummitSeite 2319/08/ External EB Tools Career Website

Elena Efremova HR Wisdom SummitSeite 2419/08/2015 Internal EB Tools Internal Roll-Out & Engagement

Elena Efremova HR Wisdom SummitSeite 2519/08/2015  Objective and benefits - Internal: further enhancement of identification and engagement - External: high credibility of employees as ambassadors  Keep it simple – focus on attraction & ambassador´s role   powerful tool for the campaign roll-out to create internal awareness “Current employees are the most trusted channel for external candidates.” Internal EB Tools Henkel Referral Program

Elena Efremova HR Wisdom SummitSeite 2619/08/2015 Employer Branding: Conclusion  Henkel employees act as authentic role models  Ambassadors represent the diversity of our workforce  Dynamic and brisk claims  Campaign addresses the career expectations of our target group  Strong alignment with Corporate Branding

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