1. Employer Branding EMEIA FSO
EMEIA FSO | Recruitment
Employer Branding EMEIA FSO

2. 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?

3. 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

4. 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

5. 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.).

6. 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 PR
Add Nordics, Poland
Talent
touchpoints
*ADVOCACY SPECIFICS
Internal and external comms

7. Measuring success

8. 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

9. Thank you