Employer Branding 01 July 2020 Jan Back & Devin Lincoln
Agenda 1 Setting the Scene 2 Vision and Strategy 3 Our Role 4 Employer Branding Activity 5 Great Place to Work 6 Lightning in a Bottle 7 3 Top Tips
Setting the Scene Vision and Strategy
Setting the Scene… What is Employer Branding Employer brand describes an employer's reputation as a place to work, and their employee value proposition, as opposed to the more general corporate brand reputation and value proposition to customers. What is Recruitment Marketing Recruitment marketing refers to the strategies and tactics an organisation uses to find, attract, engage and nurture talent before they apply for a job, also called the pre-applicant phase of talent acquisition.
e 08 July 2020 Strategy and Vision ➢ We push the boundaries of science to deliver life-changing medicines ➢ Today the 3 strategic pillars are: 1. Great place to work 2. Deliver growth and therapy area leadership 3. Accelerate innovative science ➢ Values: - Follow the science - Put patients first - We play to win - We do the right thing - We are entrepreneurial
Our Role
EBRM Partners • Each Hub has a Employer Brand and Recruitment Marketing Partner. • Main responsibilities include building the employer brand as well as localising to different markets. • A key objective is to take AstraZeneca’s internal culture and package this to display who we are from the inside out and build awareness and attractiveness for the AstraZeneca employer brand.
How a Global Employer Brand will Work – Tailored Locally AZ Global EVP + messaging + employer brand visual Already developed Global EVP/Employer Brand + SET + priority talent segments. Our global SET Level EVP + messaging attraction story defining our culture and what we offer as an employer leveraging our values and global messages SET Priority talent segments EVP + messaging defined. Different expressions Country-wide messages based on a shared foundation HUB/country EB initiatives (tailored to country market) Leveraging the global work but Södertälje West Chamber Oddwork Film mini- Campus Site Social media Campus of Commerce being tailored to match talent EBA Network seminars/ Ambassadors series Branding Workshops/ calendar campaigns branding Project drivers in the market/region by SET area, country, talent SET area EB initiatives (tailored to all talent segment areas) segment or department. Early IT HR R&D Enabling expression of identity Quality Operations Commercial Talents allowing for differentiation but laddering back up to the Global EVP.
Role of the Employer Brand & Recruitment Marketing Team To build a strong employer brand for AZ, ensuring we are a destination for top talent to attract and retain the best/right people. Create, deploy & Own and be the Define and articulate embed a global EB Ambassadors, the AstraZeneca EB toolkit for use in all Advisors and in a compelling way aspects of TAq Custodians of the EB (frameworks/packs/templates) Train local teams in Create & Execute all aspects of EB, recruitment marketing Create content for social media and campaigns against online channels drive standards the workforce plan to locally drive attraction Implement measures, metrics and drive ROI
Employer Branding Activity
Employer Value Proposition (EVP) Refresh Why its Important EVP, is in tandem with our Employer Brand, and can be the determining factor in retaining or losing talent. EVP plays a role in shaping It needs to reflect the AstraZeneca’s reputation business of today and our future An EVP is the promise you make to your people , current and future. It Today is a different landscape, the helps to: pace and urgency is still there, but • there’s more focus around our Set us apart from our competitors Purpose – so this has been a focus • Position us as the employer of in the refreshing of our EVP. choice to our desired target groups • Support us in attracting, recruiting, and retaining the best talents
Digital Digital Careers site Careers site • Re-launched August 2019 • Fully integrated with Workday • Recruiting for external job posting • Job search optimised and enable candidate job alerts
Our First-Ever Global Employee Referral Programme Brings: Simplification Business Intelligence Cost Savings Shared Identity
LinkedIn ➢ We have a centralized global contract – all product purchasing is carried out centrally ➢ We monitor and manage product utilisation (Recruiter Licences) – ensure max usage ➢ We post content globally to our 1 million+ followers, strengthening our brand Glassdoor and Indeed ➢ It is essential for our employer brand that we understand what the external market thinks about AstraZeneca as an employee, therefore we are also partners of Glassdoor and Indeed ➢ On these platforms we have a company profile pages & employee reviews that describe their work and experience ➢ We monitor the company profile pages, as well as actively respond to employees reviews ensuring we are engaging with our talents and listening to their feedback.
Employer Brand Toolkit EB toolkits
08 July 2020 Dedicated to being a Great Place to Work
At AstraZeneca, everything we do is underpinned by our dedication to being a Great Place to Work because we recognise that our people are our greatest asset and know what’s possible with a talented and diverse team that believes in what science can do.
Lightning in a bottle: Packaging your purpose Case study from Sweden • Background – The challenge • Why package the purpose? • How was this done? • The packaging & deliverables • Results • Top 3 tips 18 Name 08 July 2020
• AstraZeneca is one of the largest employers in Sweden and we need to be positioned as the employer of choice in this location. • Inclusion & Diversity remains a key priority and is valued highly internally amongst our employees, but under- The represented on the external market. Challenge • Our locations cause us challenges and an ever- increasing set of competitors means we have to work that little bit harder to attract and engage relevant talents. • “Post & Pray” method is a thing of the past and we must invest in attracting passive candidates who are unaware of our attractive employment opportunities. 19
Why package the purpose?
How was this done? 21
The Packaging & Deliverables Priority #1 BRAND AWARENESS Priority #2 Applications Update careers Site & Sponsored Job Boards Campaign Organic Campaign (internally & externally) 22
Projection vs results June 15th June 29th Awareness Video plays: Video plays: 224 430 1 200 000 414 979 1 200 000 Desire 3-second video 3-second video 36 298 views: 240 000 64 072 views: 240 000 50% video views or Ideal 50% video views or more: 50 000-100 000 16 108 28 863 more: 50 000-100 000 Landing page views: Application Landing page views: 2 809 12 000-15 000 12 000-15 000 4 921 UNIVERSUM
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Top 3 tips 1. Do your homework. Inventory and interviews of your people to identify the gaps 2. Understand what the external market wants & what you have to offer…the “sweet spot” Follow the heart – use Pathos in your communication 3. 25
Thank you! 26
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