[PPT] - Employer Branding 01 July 2020 Jan Back & Devin Lincoln PowerPoint Presentation

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Employer Branding

01 July 2020

Jan Back & Devin Lincoln

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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

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Setting the Scene Vision and Strategy

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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

rganisation uses to find, attract, engage and nurture talent before

they apply for a job, also called the pre-applicant phase of talent acquisition.

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08 July 2020 e

➢ 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

Strategy and Vision

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Our Role

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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.

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Different expressions based on a shared foundation

Leveraging the global work but being tailored to match talent drivers in the market/region by SET area, country, talent segment or department. Enabling expression of identity allowing for differentiation but laddering back up to the Global EVP.

How a Global Employer Brand will Work – Tailored Locally

Already developed

Global EVP/Employer Brand + SET + priority talent

segments. Our global

attraction story defining our culture and what we offer as an employer leveraging our values and global messages defined.

AZ Global EVP + messaging + employer brand visual SET Level EVP + messaging Country-wide messages

Film mini- series

Södertälje Campus Site Branding Project West Chamber

f Commerce

Workshops/ branding EBA Network Social media calendar

HUB/country EB initiatives (tailored to country market)

IT

Early Talents Quality

R&D HR

SET area EB initiatives (tailored to all talent segment areas)

Oddwork seminars/ campaigns Campus Ambassadors Commercial

Operations

SET Priority talent segments EVP + messaging

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Role of the Employer Brand & Recruitment Marketing Team

Define and articulate the AstraZeneca EB in a compelling way Own and be the Ambassadors, Advisors and Custodians of the EB Create, deploy & embed a global EB toolkit for use in all aspects of TAq

(frameworks/packs/templates)

Create content for

nline channels

Train local teams in all aspects of EB, social media and drive standards locally Create & Execute recruitment marketing campaigns against the workforce plan to drive attraction

Implement measures, metrics and drive ROI To build a strong employer brand for AZ, ensuring we are a destination for top talent to attract and retain the best/right people.

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Employer Branding Activity

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EVP plays a role in shaping AstraZeneca’s reputation It needs to reflect the business of today and our future

Today is a different landscape, the pace and urgency is still there, but there’s more focus around our Purpose – so this has been a focus in the refreshing of our EVP. An EVP is the promise you make to your people, current and future. It helps to:

Set us apart from our competitors
Position us as the employer of

choice to our desired target groups

Support us in attracting, recruiting,

and retaining the best talents

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.

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Digital Careers site

Re-launched August 2019
Fully integrated with Workday
Recruiting for external job posting
Job search optimised and enable candidate job alerts

Digital Careers site

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Our First-Ever Global Employee Referral Programme Brings:

Simplification Business Intelligence Cost Savings Shared Identity

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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.

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Employer Brand Toolkit

EB toolkits

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Dedicated to being a Great Place to Work

08 July 2020

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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.

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08 July 2020 Name 18

Background – The challenge
Why package the purpose?
How was this done?
The packaging & deliverables
Results
Top 3 tips

Lightning in a bottle: Packaging your purpose

Case study from Sweden

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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- represented on the external market.

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.

The Challenge

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Why package the purpose?

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How was this done?

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The Packaging & Deliverables

Update careers Site & Job Boards Organic Campaign

(internally & externally)