1. It is not just putting up
Employer Branding
It is not just putting up
some happy faces
in your job ads! 1

2. 2

3. SA focused on soft skills
Started strategy in 1972
when competitors talked about
speed of their airplanes...
SA focused on soft skills
“We want to attract people who are friendly,
and able to empathize with our customers.”
Christopher Cheng, Senior Vice President of Human Resources 3

4. So a key word is: Other key words are: “...empathize with customers”
Christopher Cheng
Senior VP of HR
Other key words are:
“...mindful of expectations”
“...built around training” 4

5. employee value proposition with on-going training
Main strategy
Christopher Cheng
Senior VP of HR
Sustaining a strong
employee value proposition
with on-going training
Ref: 5

6. 6

7. Dutch HR Consulting Multinational
Dedicated Employer Brand Research Centre 7

8. Focus: soft skills “Workers increasingly take into
James Foley
Senior Director
Employer Brand
Randstad Sourceright
“Workers increasingly take into
consideration the softer benefits,
which means employer branding
is more important than ever
in attracting desirable talent”
Ref: 8

9. Free research reports IT Engineering Life Sciences Financial Services
James Foley
Senior Director
Employer Brand
Randstad Sourceright IT
Engineering
Life Sciences
Financial Services
Free research reports
Ref: 9

10. What is the bottomline? 10

11. Focus on
soft skills! 11

12. Soft Skills-Building Strategy 12

13. Soft Skills-Building Strategy
● Long term 13

14. Soft Skills-Building Strategy
● Long term
● Frequent 14

15. ● Fit employees' lifestyle
Soft Skills-Building Strategy
● Long term
● Frequent
● Fit employees' lifestyle 15

16. ● Fit employees' lifestyle
Soft Skills-Building Strategy
● Long term
● Frequent
● Fit employees' lifestyle
▪ Not all classroom
▪ But a mix of classroom & online 16

17. 17 17

18. Aka “Blended Learning” 18 18

19. Aka “Blended Learning”
• Occasional classroom
• Frequent, short cellphone lessons
• Long-term 19 19

20. Example 20 20

21. 21 21

22. For HR: 22 22