Communications.» Employer Branding. Becoming an Employer of Choice

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1 Communications» Employer Branding Becoming an Employer of Choice

2 » Recruitment and retention Managers and candidates have different perspectives on the same topic What recruiters think: We are a family-owned company. How do we stand out from other family businesses? We are an innovative company. Why don t our candidates see us like this? Do Social Media help us in recruitment? If so, how should we proceed? Our company is very successful in several countries. People know us in our domestic market, but international candidates don t even recognize us. What do we have to do? How do I recruit 30 experienced engineers in the coming six months? We don t even have a product brand. Why do I need an employer brand? How do I keep my best talents? Is remuneration the key?

3 What candidates think: You might offer many different training courses and development opportunities, but will my supervisor give me a chance to take them? A high salary is fine, but I care more about working in a job that I enjoy and with people that I like. How experienced is my manager? What could he teach me? I love my job. And I love my children. How do I get the right balance between my work and private life? The job offer sounds attractive. But what about sustainability at this company? Will I have a chance to work in an international environment? What are the career prospects for me as a woman It is important to get both perspectives and needs aligned to safeguard your company s future.

4 Communications» Why employer branding? Employer brands play a crucial role in the HR strategy by» clearly setting out what you stand for (employer identity) and what you expect from our employees.» attracting, developing and retaining the most talented employees in a highly competitive marketplace.» communicating your value proposition (EVP) to current and potential employees that match your region and chosen target group. Identity Motivation Retention Behavior Image Recruiting Behavior Expectation Value Proposition Employer Brand Target Group Specific Employer Value Propositions Design Experience Internal (employees, executives) Extern (candidates, opinion leaders, public)

5 » How to develop an employer brand? I. Analysis II. Employer Brand III. Creative Concept IV. Implementation V. Monitoring» Employer Identity Strengths/Potentials» Target Groups Expectations of an ideal employer» Competitors HR communication messages» Design of employer brand Vision Mission» Definition of target group specific EVPs» Development of creative concept» Development of different HR communication tools (print, online, event etc.)» Internal roll-out HR» External roll-out Recruiting campaigns» Monitoring and analysis of defined KPIs» Qualitative feedback from business departments Instruments» Internal and external studies» Desk research» Workshops» Different brand models in line with the corporate/product brand» Extension of Corporate Design Manual for HR» HR communication concept» Change communication concept» Traffic on the career websites» No. of unsolicited application» Interviews» Media planning» Online questionnaire etc.

6 » A selection of Kienbaum s studies and reports Kienbaum Communications has published a wide range of studies on diverse HR topics that can offer invaluable insights and benchmarks for projects» Young CXO study 2013 in cooperation with Haniel» Graduate study 2013 (12th edition) in cooperation with partners» High potentials study 2011/2012 (11th edition) Kienbaum Management Consultants» HR Strategie & Organisation Kienbaum-Studie 2012/2013» Benchmarks for International HR» HR strategy & organization 2012/2013» Trainee study 2011/2012 (2nd edition) in cooperation with Haniel» International employer brand study 2011» Benchmarks for international HR 2011 (2nd edition) Kienbaum Communication Communication» Social media study (students, graduates) 2010» Internationale Employer Brand-Studie 2011» Social Media-Studie Private soziale Netzwerke im Personalmarketing und Recruiting Erwartungen der Kandidaten-Zielgruppen 2010

7 » Our employer branding services for the entire employee lifecycle Exit & Alumni Image & Attraction Development & Retention Employee Lifecycle Search & Selection Onboarding & Integration

8 » About us Founded» 1964 We combine over 45 years of HR and marketing expertise with Employees» 42» Strategic, communicative, and implementation competence» Expertise in press and media work Locations Certification» Gummersbach (HQ)» Dusseldorf, Hamburg, Berlin» The specific knowledge of diverse industries through our Kienbaum-wide industry practices» And the highly integrated problem-solving skills of the Kienbaum Group» EN ISO 9001 (1995) Finland Sweden Russia Finland Denmark U.K. Sweden The Czech Republic The Netherlands Russia Poland Germany Denmark Austria France The Netherlands Italy U.K. Hungary Romania The Czech Republic Croatia Poland Switzerland USA Spain Germany Turkey Japan China Austria France Mexico Italy Hungary Romania Croatia Switzerland Spain Turkey Thailand Singapore Brazil

9 » Our services at a glance Employer Branding & HR Marketing» Analysis and definition of attractive employer brands as well as continuous brand building» Development of HR marketing and recruiting strategies and their integration in external and internal campaigns Executive Consulting» Design of online strategies for employer branding and recruiting Online & Interactive» Career websites Web 2.0 activities Social Media strategies SEO, SEM Management Consulting Communications Conceptual design and implementation of internal and external solutions: Communication & PR» Corporate Communications» Change Communications» Board Communications» Employer PR» Corporate Publishing» Event Management Media planning & insertion Media planning, consulting, procurement, and handling:» Managing central and local employer branding and recruiting budgets» Developing and supporting traditional and below-the-line media activities

10 » Kienbaum offers a unique combination: HR consulting and a communications agency under one roof As an integrated employer branding specialist, Kienbaum Communications supports companies on their way to becoming a First Choice Employer, from consultancy support and the development of the employer brand to the execution of individual personnel marketing measures. Focus Products Kienbaum Group Kienbaum Communications Kienbaum Executive Consulting Kienbaum Management Consulting Brand development and management Online & Interactive, Social Media Employer Branding & Personnel Marketing Development of campaigns Talent marketing, university marketing PR/brand communications Change communications Media planning and insertion Monitoring, Controlling Recruiting Recruiting strategy Recruiting organization and processes/ssc/coe Executive search HR strategy and planning Retention HR strategy and planning Change Management HR strategy and planning Talent management

11 Kienbaum Communications GmbH & Co. KG Ahlefelder Strasse 47 D Gummersbach Germany kienbaum-communications.de

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