Insights from Celebrated Employer Brands 03 32 28 12

Randstad Award 2015

standing out insights from celebrated employer brands 03 32 28 12

Standing Out: insights from celebrated employer brands

The annual Randstad Award survey is the simply paying top rates, the challenge is how largest independent employer branding to keep these people interested and motivated. study globally. Some 225,000 people from We look at how to move from a passive to an 08 around the world are asked what makes an active employer branding strategy. As social organization attractive to work for, what are media becomes an indispensable recruitment the most attractive sectors and whom they tool, we also look at why many organizations would most like to work for. are having to rethink how they engage with potential candidates and sustain the credibility The publication of 'Standing Out: insights of their employer brand. Further discussions from celebrated employer brands' marks the range from how to keep an established brand announcement of the 2015 Randstad Award fresh to the value of values in attracting top survey country winners and global winner. talent. This publication also looks at the results Featuring interviews with HR executives from of this year’s Randstad Award survey and employer brand is more six organizations that have consistently scored Randstad’s own perspectives on what makes an 04 critical than ever 04 highly in the Randstad Award survey, we organization attractive to work for. Rolls-Royce: power boost explore what makes an employer appealing to 08 for a famous brand prospective and existing staff. The organizations We would like to thank the executives from Patek Philippe: always were selected to cover a range of different Rolls-Royce, Sony Japan, Microsoft India, 12 something to strive for sectors, public and privately-owned. Patek Philippe, Janssen Pharmaceutica and the standing out in the Netherlands Organization for Applied Scientific 16 competition for talent Among the areas under the spotlight are how Research (TNO) for kindly sharing their insights. TNO: bringing to attract and retain the elite graduates, people 24 24 innovation to life with rare skills and other prized talent that can We hope that you find this publication Janssen Pharmaceutica: pick and choose where they work. Far from interesting and useful for your organization. 28 real people make better stories

the best of the best: 32 Global Randstad Award winners

Sony Japan: pushing 34 back the limits of the imagination

Microsoft India: 37 empowering people to 37 achieve more 05

The Randstad Award survey began life in Belgium in 2001 and in the subsequent years has expanded to cover some 225,000 respondents in 23 countries around the world. We asked Herman Nijns, Managing Director Randstad Group Belux and one of the main instigators of the research, to give his perspectives on how employer branding has evolved since 2001 and what role it plays now that many organizations are undergoing major restructuring and change. Randstad: employer is brand more

critical than ever

elgium’s economy was very much on some hard data behind what actually makes an the up in 2001; business confidence organization appealing to work for.” was rising, the labor market was tightening and job mobility was “The early development of the survey was Bincreasing sharply. A lot of skilled people very exciting as it coincided with employer could pretty much pick and choose where they branding’s move into the mainstream of worked,” says Herman Nijns. “At Randstad, business management,” says Mr Nijns. “When we were intrigued as to why some companies we began, employer branding was still a were much better at attracting talented relatively new concept and most companies candidates than others. Money was clearly a hadn’t yet started to actively manage it. But by key factor, but by no means the only one. We about 2005, employer branding was firmly on launched the Randstad Award survey to get the agenda and more and more organizations 06 Randstad Award 07

Herman Nijns were using the results of our survey to find research shows that the choice of employer handle as well as they could, is how they Managing Director out how they are perceived, not just by is a complex trade-off between multiple the light from within a company engage with unsuccessful candidates. “In Randstad Group Belux potential candidates, but also by people attributes. While pay is invariably important, simply focusing on the candidates who who might influence them such as family, the final choice may come down to an shines through to the outside make it through to the next stage of Herman Nijns started his career with Interlabor Interim in teachers and others in their profession.” aspect of the job that organizations may not selection, some organizations don’t provide Belgium in 1988. focus on quite so closely such as the working enough support and respect for the ones “One of the things our clients tell us they environment or work-life balance. Many that don’t make it through. Inevitably, this

In 2005 he became Managing find especially useful about the findings, of these determining factors vary greatly creates a bad impression, which can deter Director of Randstad Belgium and after the acquisition of is being able to gauge their own strengths between ages, sectors and types of work. A candidates from applying again and put off Vedior in 2008, Chief Executive and weaknesses against the organizations 40-year-old delivery driver tends to be much others they speak to. It’s therefore vital that Officer of the Randstad Group they compete against for talent. They more interested in long-term job security of organizations have set up dedicated Mr Nijns believes that the other key organizations write or speak to unsuccessful Belgium and Luxembourg can use these insights to shape their than a 25-year-old designer, for example.” teams and have created highly developed attribute that cuts across all strong candidates to explain why they haven’t Mr Nijns holds a Master's degree branding strategy and put together a communications campaigns across both employer brands is culture, both in the been chosen and what they could do to be in Economics, English and strong business case for investment. They “Since we began the survey, the traditional and social media,” Mr Nijns values an organization upholds and in more successful in the future,” he says. Danish. can also track public perceptions over time sophistication of employer branding continues. “But what we’ve found through what kind of contribution it makes to and hence judge whether their branding strategies has greatly increased. A lot the survey and our own experience is that society. “When employees are proud to art or science? strategy is proving to be successful or not,” the foundations for an effective employer work for an organization, again this shines So is employer brand an art or a science? says Mr Nijns. brand go beyond marketing and can only be through,” says Mr Nijns. “At a time when “The importance of values, culture and built up over the long-term.” many organizations are going through a behavior in shaping your brand definitely Since 2001, the research has expanded to lot of difficult restructuring, we’ve found makes this an art rather than a science,” cover the public as well as private sector Mr Nijns believes that one of the most that a favorable impression of the culture says Mr Nijns. “At the same time, there are organizations and has gradually taken striking and consistent findings is just and values of an organization is hugely ways you can measure the appeal of your in more and more countries. In addition how closely employer branding ratings important in helping to sustain its appeal brand. Our survey is one. Others include net to rating the perceptions of different correlate with employee satisfaction within to candidates and those that influence promoter scores and ratios of job offers to organizations and what respondents are an organization and the HR policies that them.” acceptances. It’s also useful to look at your looking for in their work, this year we also underpin it. “The light from within a budget for recruitment advertising as the asked people for their reasons for either company shines through to the outside,” why some fail? more effective your employer brand, the leaving or staying in their current job. We says Mr Nijns. “Employees tell their friends So what are the common failings in less you should need to spend.” also asked respondents if they use social about what it’s like to work at their employer branding? Mr Nijns believes that media to look for a new job and, if so, what organization and, thanks to social media and a lot of organizations are still uncertain So how does Mr Nijns see the future? channels are they using. professional networks, word quickly spreads. about their strengths and weaknesses and ”While labor mobility is increasing, it And these impressions aren’t just shaped how to influence them. “Everyone has an may be some time before we see the what works? by what employees say, but how they employer brand, whether they actively job mobility rates of ten or 15 years ago. So what makes a company attractive to behave with customers, suppliers and other manage it or not,” says Mr Nijns. “The Yet the kind of skills businesses need work for? “From the outset, the results stakeholders.” big question is are you getting the people are changing faster than at any time in demonstrate just how nuanced and often you want or are they going elsewhere? living memory and many organizations very personal the attributes of the ideal “At Randstad, the importance of behavior Having compared yourself against your are seeking to create a new vision employer are,” says Mr Nijns. “Rather is reflected in the value we place on competitors and identified your strengths, for the future. These developments than any one factor being dominant, the relationships with all our stakeholders,” you can build on them and focus your make understanding, shaping and Mr Nijns continues. “We know why this communications around them. Dealing communicating the employer brand more is so important from the results of our with some of the weaknesses may take critical than ever. For me personally, I think own employer branding and employee longer, but if you understand them you can the Randstad Award survey continues to satisfaction studies, which show how closely get on the right track,” says Mr Nijns. provide fascinating insights into what client and flexworker sentiment matches the people want from their work and how relative satisfaction among our corporate With regard to relationships, an area that employers can meet these aspirations,” employees.” Mr Nijns believes some organizations don’t he says. 09 Randstad Award 2015

Rolls-Royce group

Rolls-Royce was ranked second in the 2014 Randstad Rolls-Royce is one of the most famous brand names in the world. But it Award UK survey, was only recently that the group began to develop an active employer with more than 60% of respondents branding strategy. Daniel Perkins, Global Employer Brand Manager, indicating they would explains how the group is seeking to bring renewed clarity, consistency want to work for the company. and impetus to its mission to attract top talent worldwide. high rankings Rolls-Royce was the first choice for the 18-24 age group, who are more interested in career e create power,” says Rolls- around our global operations is mounting, opportunities and Royce. While the cars that especially among graduates and school leavers. working for a global Rolls-Royce: originally made the name We’re also mindful of the greater mobility company and less famous are no longer among young graduates, which requires a Wmanufactured by Rolls-Royce, the group new kind of employee value proposition,” says concerned about pay and job security than continues to be one of the world’s leading Daniel Perkins. “We’ve always had an employer older workers. power systems companies, providing power for brand – everyone does, whether they manage aircrafts, ships and land applications. it or not – and we were performing well in top factors a range of popular surveys that specialize in Competitive salary power Employing 54,000 people worldwide, this is ranking engineering companies that people and job security a group that has always seen opportunity prefer to work for. But, the lack of an active were the two most as being at the heart of its mission. This employer branding strategy meant that we important factors commitment to nurturing talent is reflected weren’t conveying who we are and all that we for UK respondents. in the fact that around 30% of senior could offer in the most effective ways. We were The aerospace/ management started out as apprentices. Its potentially not engaging with or recruiting automotive sector for boost determination to make ‘better power’ through certain pockets of talent.” has been the most investment in innovation and sustainability popular to work in over the past three is reflected in their £1.2 billion annual R&D crystallizing the vision and values years. a famous brand budget, which contributes towards making Mr Perkins joined Rolls-Royce in 2011 to its engines and power systems cleaner and develop and drive a new and more active greener. employer branding strategy. “The development of our employer branding strategy has gone “Our name is a mark of quality that has always hand-in-hand with the creation of a more helped to open doors into new markets and dynamic and differentiated employee value attract some of the brightest and best people. proposition (EVP). I see the employer brand as But we recognize that competition for talent all the ways in which the EVP is communicated 10 Randstad Award 11

they’re interested in and shape our digital the basic questions we wanted to content around this. Alongside our work with schools and colleges to encourage young answer were why do people want people to study and take up careers in science, technology, engineering and mathematics, to work for us and what marks us social media engagement is helping to create a out from our peers valuable pool of talent for the future.” Daniel Perkins Global Employer Brand Manager, measures of success Rolls-Royce So how does Rolls-Royce measure success? “We to candidates and employees – if the EVP is the broadly in line with what we wanted to say look closely at where we stand in the various Daniel Perkins joined Rolls-Royce cake, then the employer brand is the icing,” he about the company but the messages were favored engineering employer rankings. We in 2011. says. articulated in various ways in the market. also track what kind of people are applying He had previously held a We recognized that how we communicated and from where as we seek to identify number of sales and business “One of the main catalysts for our move to needed refreshing,” he continues. untapped pools of talent and create a more development roles at EMAP an active employer branding strategy was the diverse workforce,” says Mr Perkins. “Our Publishing before moving to a recruitment advertising agency launch of the Rolls-Royce Corporate Passport, taking the brand into the market ultimate aim is to move recruitment from a that specialized in employer following the arrival of our new CEO in 2011. This research helped to shape the development reactive ‘we need to fill this post’ to a more branding and digital solutions. The Passport crystallizes everything we stand of an ambitious branding strategy and multi- proactive approach, in which we can work with for and want to achieve as a business and is channel communications campaign, which our colleagues in the business to judge future He worked with an extensive list of blue chip and public sector reaches out to both current candidates and given to every member of staff, whatever demands and draw on the talent pool created organizations, from HM Treasury position they hold or wherever they operate. the next generation of potential employees. by our employer branding to meet them. to Orange, delivering integrated By moving to a more active employer branding “We want to inspire potential recruits, while We know that we’ve been successful if the recruitment and sourcing strategy, we’re seeking to bring this same explaining what kind of people we want to recruitment advertising spend and time to hire campaigns with a key focus on employer brand development clarity and consistency to how we attract and attract and what they can do to make sure are going down.” and digital solutions. retain talent,” he continues. they’ve got what it takes, both in their outlook and their academic record,” says Mr Perkins. So what does Rolls-Royce’s move to an active laying the foundations employer branding say to other companies So how did Rolls-Royce prepare the ground for Building on the survey of employees’ that have yet to take this step? However the updating of its EVP and move to a more inspirations and aspirations, a key part of famous the name, you can’t trade on it active employer branding strategy? “We began the campaign is providing opportunities for indefinitely – a passive employer brand lets by surveying what our employees feel about employees to convey in their own words what seen as a positive attribute in some markets, a model Lego engine from a five-year-old others decide what you’re known for and can working for Rolls-Royce and auditing all of the working for Rolls-Royce means to them. but off-putting in others.” boy, who wanted to be an engineer when easily miss the changes and innovations that ways we communicate to potential recruits,” he grew up. We were so inspired by this, we are going on inside the business. Without says Mr Perkins. “The basic questions we Rolls-Royce has also developed a new building a talent pool for the future set up a team of apprentices and graduates active management, there is also a risk that the wanted to answer were why do people want recruitment marketing toolkit, with various As Rolls-Royce looks to the future, its employer to make a scale replica Lego model of our brand could become staid and remote. When to work for us and what marks us out from our messages formed around the common anchor branding strategy focuses on building a Trent 1000 passenger jet engine for the Rolls-Royce began to roll out its campaign, it peers. We also wanted to know whether our word of ‘create’. Mr Perkins and his team have community of followers within schools, Farnborough Airshow. This received national clearly had a head start in terms of recognition employees’ experience lived up to the promises been working with the group’s recruitment universities and social media. media coverage and became the centerpiece and good will, but is still pleased by how much we make in our marketing.” partner to ensure that the messages are for our recruitment roadshows,” says Mr interest it has been able to generate across rolled out in a consistent way worldwide. “We found that we had a huge amount Perkins. “By the beginning of 2015 we had various social media networks. What this “The results were positive in demonstrating “While we’ve set reasonably firm parameters of fascinating material on new research attracted more than half a million Facebook suggests is that potential recruits now form how proud our employees are to work for the for how these messages are conveyed in projects and innovations, which didn’t really followers, providing a wonderful audience for an important stakeholder community in their group. Our value ‘trusted to deliver excellence’ different markets, we recognize that some have an outlet until we started actively our stories. We also had more than 170,000 own right. Making the most of their potential fits very well around what inspires our people. customization is needed to reflect local communicating it through social media. A people following us on LinkedIn. We can requires strategies for engagement over the In turn, a lot of the communications were sentiments. For example, the word ‘global’ is catalyst for change was when we received track what they’re viewing to gauge what long-term. 13 Randstad Award 2015

Patek Philippe watches excite a passion among connoisseurs that no other Patek Philippe timepiece can match, reflecting generations of fine craftsmanship and artistic Patek Philippe was flair. But are young people brought up in today’s fast-paced world still prepared seen as the most to put in the long years of apprenticeship and on-the-job honing of skills needed attractive company to work for in Switzerland to make one of these watches? We asked Director of Human Resources, in the 2014 Randstad Daniel Rochat, to explain Patek Philippe's enduring appeal to new recruits. Award survey. high rankings Almost 70% of n November 2014, the world’s most expensive methods and this has been vindicated by the fact respondents who watch was sold at auction – the winning bid that our products are now more prized than ever,” said they know Patek was more than $20 million. Set in 18 carat says Daniel Rochat, who had a background as a Philippe would like to yellow gold and weighing half a kilogram, the watchmaker and engineer before he moved into HR. work for the company. Ibespoke Supercomplication was made for Henry Patek Philippe had high rankings Graves, an American financier, between 1925 and This sense of heritage is reflected in the company’s among the 20 most 1933. Yet it is not the precious metal that makes famous advertising slogan: “You never own a attractive companies this watch so special. What really sets this exquisite Patek Philippe. You merely look after it for the in Switzerland for its timepiece apart is that it is the most intricate ever next generation.” And this is no idle boast as the strong management, produced without the aid of computer technology. company takes pride in being able to repair any of career opportunities Its 24 ‘complications’ (the watchmaker’s term for its watches, the earliest of which date back to the and pleasant working features and functions that go beyond simply 1830s. While much of the work and training is still atmosphere. telling the time) range from Westminster chimes to carried out in Geneva, the company has developed an astronomical map of New York. global service capabilities, which include a new top factors watch repair school in Shanghai. Switzerland was the The maker was Patek Philippe of Geneva. And only country where today, its watches are still produced with the same At the same time, technology plays an important a pleasant working innovation, aesthetic ambition and mechanical role in the business, be this 3D printing of atmosphere was the precision that make them the pinnacle of haute prototypes or the computer-operated machines top factor for choosing Patek Philippe: horlogerie. It takes more than a thousand steps used to make working parts too minute for even to work for a company. to construct a single timepiece, with everything the finest craftsman to create by hand. Competitive salary and benefits package, and still made in-house and a huge array of different long-term job security always skills required. From conception to completion, what makes employees tick? followed in second and there are some 1,800 people working on the The obvious challenge is how to attract and third place. products in Geneva. They stretch from designers retain the people with the select skills upon something to and engineers, through to watchmakers, jewelers, which the product relies. This is a career that enamellers, engravers and finishers. calls for supreme patience and dedication. It takes four years to study for a technical degree trusting to tradition in watchmaking, and then many more years of “Watchmaking reached a crossroads in the 1970s hands-on experience before you can consider with the arrival of digital quartz technology. While yourself ready for a ‘complication’. It could be many others went down the digital quartz route, decades before you can move on to working strive for we chose to stick with traditional mechanical on the most intricate ‘grand complications’. In 14 Randstad Award 15

a world of tech-driven immediacy and instant is always something more to learn and an it has a high profile within the technical schools rewards, finding people who are prepared to opportunity to go further in their career. At the from which a lot of the craftspeople are sourced, put in all this time can be difficult. Companies summit are the grand complications, which are it is less well-known than other watchmakers taking part in the latest annual Deloitte Swiss the supreme test of the designer and craftsmen’s elsewhere. Drawing on the findings of the Watch Industry Study cited shortages of qualified expertise, and what all the years of training and Randstad Award survey, one of Mr Rochat’s labor as among the three biggest risks they face, experience are building up for,” says Mr Rochat. priorities is to increase the company’s visibility ranking alongside weaker foreign demand and The company sets high store on preserving and among university students, from which a lot of the the strength of the Swiss Franc. Thierry Stern, who passing on some of the rarer skills in areas such people engaged in marketing, logistics and other took over from his father as President of Patek as watch enameling, which otherwise would be business processes are sourced. Philippe in 2009, highlighted the challenge in an in danger of dying out. interview with Fortune magazine in 2014, when Even if skilled people are available, ensuring that Daniel Rochat Director of Human Resources, he said: “It’s not easy to say to a young person: a rare level of intimacy potential recruits have the necessary passion and Patek Philippe SA. Geneva ‘You need 15 years to apprentice before you can When so many luxury brands have been dedication remains a challenge for Mr Rochat even start to be a little good’.” swallowed up by conglomerates, Mr Rochat and his team. “We have a presence on social After holding several positions believes that the other big attraction of Patek media. But what we really value are face-to-face as General and Operational Yet, the numbers enrolling on college Philippe is that it is still an independent family- interactions. We meet and talk with potential Director of industrial firms in watchmaking courses and apprenticeships have run business. “Family ownership enables us to recruits at our factory many times, as that is the areas such as electronics and medical, Daniel Rochat resolved actually been rising in recent years. The 2014 maintain a clear strategic vision and strong and only way to really get to know the candidates to orientate his career in the Randstad Award survey found that watchmaking enduring values,” he says. Alongside stated values as people, what motivates them and whether management of human capital, is the most attractive industry to work for in that one would expect in such an enterprise, they have the zeal to put in all the many years of a longtime passion of his. Switzerland and all three of the most popular such as attention to aesthetics, service and fine training and preparation,” he says. There are no

His expertise in the field of employers were watchmakers (Patek Philippe was workmanship, Patek Philippe places strong formulaic questions or interview techniques that Human Resources was proven number one, with Swatch in second place and emphasis on ‘emotion’. Among customers this is would single out someone who has what it takes. with Givaudan Suisse SA as Rolex in third). reflected in the commitment to repair any watch Mr Rochat believes that you can only see the Human Resources Director for in recognition of what it might mean to the passion if you look into their eyes. Switzerland and HR business partner for Global Operations So what gives watchmaking such an enduring owner and the associations it holds. Within the (Fragrances) in 16 different appeal in Switzerland? It isn’t money. For all but workforce, the emotion is reflected in the close lasting appeal countries. a few at the summit of their profession, salaries relationships between owners, management and So what can other organizations learn from tend not be as high as bankers, teachers or other staff. “Despite being a global enterprise, family Patek Philippe? This is clearly a rare and unusual Mr Rochat joined Patek Philippe in 2007 as Director of Human professionals. But watchmaking can offer a kudos ownership enables us to operate on a human company, whose attractions can’t really be Resources. As an experienced that no other industry can match. “Clocks and scale,” says Mr Rochat. Patek Philippe’s high fitted into conventional descriptions of an manager benefiting from a watches are very much part of our heritage here employee satisfaction and low turnover rates are employer brand. Yet in a world of automation background in watchmaking and micro-technology in Switzerland and there is still a lot of status a testament to these close bonds. and immediacy, what Patek Philippe’s appeal engineering, he is now working attached to making them,” says Mr Rochat. “But as an employer does show is that many people towards the development of we recognize that we are competing with other Nonetheless, Patek Philippe knows that it still cherish the opportunity to bring time, skills within the organization, luxury brands for the best people.” the more people want to work for us. And it’s cannot take its position for granted. One of craftsmanship and devotion to their work. It relying on a strategy based on adherence to values in order to not just the engineers and craftsmen who want the challenges the company faces is that while is hard to see how the talent model would help employees of this family- the product is king to be part of our brand, but people in marketing, work without the watchmaking heritage and owned company produce the So what gives Patek Philippe the edge over other logistics and other support functions as well.” concentration of technical schools focusing on finest watches in the world. watchmakers? “I think what has helped to mark the necessary skills that exist within Switzerland. us out is the passion for our products and all taking the career to the next level the more we can set our Therefore, this is a triumph of local tradition the artistry and ingenuity that go into them,” If the employer brand is built around the product, in a globalized world. Ultimately, this is about says Mr Rochat. This passion is the essence of the employer value proposition is founded on craftsmanship apart, the higher the chance to do something that nobody else Patek Philippe’s employer brand. “The product is the opportunity to always strive for something our expectations, the more has done, even if it takes decades to win the king,” says Mr Rochat. “The more we can set our more. “People work towards different levels of opportunity – that takes a passion that only craftsmanship apart, the higher our expectations, complication, so wherever they are now, there people want to work for us people who have it would really understand. 17

Randstad Award 2015: standing out in the competition for talent

As labor mobility continues to rise, the Randstad Award survey 2015 provides fascinating insights into what makes employees want to look for a job elsewhere, what encourages them to stay and which organizations are the most attractive to work for. To what extent is pay the decisive factor? Could work-life balance and flexible working arrangements actually trump salaries in making people want to stay with their current employer? Why does the use of social media for job searching vary so much by country? What role does a strong employer brand play in helping an organization to stand out in a competitive labor market? 18 Randstad Award 19

he annual Randstad Award survey is the largest independent employer branding study globally. Some description of online respondents what is your top 5 of most important criteria when choosing an employer? 225,000 working age respondents respondents % Tin 23 countries (covering some 75% of the global sample 226,578 100% global industries) were interviewed for the latest study about what makes an organization gender appealing to work for and what are the most men 110,788 49% attractive sectors. women 115,790 51% age Respondents are first asked to rank the top five attributes they look for when choosing 18-24 years old 32,096 14% to work for an organization. They then pick 25-44 years old 127,118 56% the organizations they know from a random 45-65 years old 67,364 30% list of 30 of the 150 largest companies in their country and, based on their perception of the education organization, whether they would like to work higher education (master) 75,636 33% for them. Finally, they evaluate each selected higher education (bachelor) 65,894 29% organization on factors ranging from pay, secondary education and lower 83,683 37% training opportunities and career progression to the strength of its values, management and no diploma/other 1,365 1% financial health.

core values searched by core values attributed to potential talent in 23 largest employers in 23 countries countries

Additional questions in the 2015 survey included: When economies are in the doldrums, people • have you changed or do you plan to change prize job security above all. But as economies potential employees search… employers score best on… employers in the past/next 12 months? pick up and people become more confident • what factors contributed to your decision to about their prospects, they are likely to be 1. salary & employee benefits 1. financial health change employer? more selective about what they want from 2. long-term job security 2. strong management • what factors contribute to your decision to their job. 3. pleasant working atmosphere 3. good training look for another employer? 4. job content 4. career prospects • what factors make you stay with your current The renewed confidence in economic 5. financial health 5. salary & employee benefits employer? conditions worldwide had already seen pay • did you/do you use social media when overtake job security in last year’s Randstad 6. work-life balance 6. job content applying for a job and, if so, which sites? Award survey. As optimism continues to rise, 7. career prospects 7. long-term job security the latest findings show that people are now 8. strong management 8. pleasant working atmosphere even more discerning in seeking out work 9. good training 9. corporate social responsibility confidence spurs stronger competition that supports their career goals and fits in 10. corporate social responsibility 10. work-life balance So what do the latest findings reveal about with their lifestyle. While salaries and job sentiments within the labor market? security remain important, the gap with other 20 Randstad Award 21

prominent factors such as a pleasant working atmosphere, work-life balance and career what makes people join, stay and leave progression has narrowed. If we look at the have you changed employer in the past year or different generations, training, job content and would you consider changing in the next 12 months? international opportunities are key attractions leavers potential leavers no.1 no.2 no.3 for younger workers (25 and under). Work-life global 13 global 21 balance is especially valued by people in the joiners salary / benefits job security working atmosphere Russia 19 37 middle of their working life (25-44), while salary India Hungary 18 China 32 and security gain in importance in later years. stayers work-life balance competitive salary flexible working India 18 Singapore 30 Singapore 17 Russia 25 leavers lack of career growth low compensation work-life balance issues While the shift to a more aspirational and USA 16 Hong Kong 24 selective approach to the choice of employer Hong Kong 16 Argentina 22 potential leavers low compensation lack of career growth lack of recognition/ reward is fairly universal, it’s especially marked in the New Zealand 16 Hungary 22 markets that had been worst affected by the Australia 15 Poland 21 UK 15 UK 21 global economic downturn and are now seeing Sweden 15 New Zealand 20 signs of recovery, such as Italy and Spain. The Poland 14 Australia 18 clear implication is that organizations now need China 14 Italy 18 attractiveness global sectors worldwide (*) to work harder to retain their top performers, Argentina 13 Canada 18 especially as what respondents believe leading Canada 13 France 17 employers offer doesn’t quite match the priorities Switzerland 13 Sweden 17 France 11 17 of the talent they’re seeking to attract. It’s USA Germany 10 Switzerland 16 especially noticeable that while salary, job security Belgium 9 Spain 16 and pleasant working atmosphere are the top Spain 9 Netherlands 16 three criteria for potential employees, they’re Italy 9 Germany 15 much lower down the list of what employers Netherlands 8 Japan 14 score best on in the survey. Japan 7 Belgium 13

itching to move With greater choice comes increased job mobility. with their employers (46% putting it in their people have opportunities to keep learning Thirteen per cent of respondents in the survey left top three), with compensation (32%) and and aspiring. These findings are echoed in their jobs voluntarily in the past 12 months. Even flexible working (29%) next on the list. Work- the interviews with HR executives carried out more (21%) would consider looking for a new life balance and flexibility are especially valued for this latest edition of ‘Standing Out’. For employer in the next year. The desire for change by the experienced personnel, who can be example, Microsoft India, the most attractive is especially marked in the fast growth economies most important to retain. And while flexibility employer in its home market and winner of of India (37% considering a change) and China is seen as more important by women than the 2015 Global Randstad Award, believes that (32% considering a change), though in almost men, the gap is marginal. The clear implication the license it gives its employees to explore all countries there is a significant increase in the is that you can’t just rely on top rates of pay and experiment has been crucial in enabling proportion who are looking to switch from those to secure the talent you need. While pay it to buck the high turnover rates in India. that have left in the past year. needs to be competitive, creating a pleasant Similarly, Sony Japan sees its encouragement and supportive working environment can be to staff to explore the limits of their The main reasons why people have left or plan just as important in attracting, and certainly imagination – even if sometimes they fail – as to switch are lack of career opportunities, and retaining, high performers. vital in attracting, retaining and nurturing the insufficient compensation, but waning interest innovators it needs now that the country’s in the job and work-life balance issues also rate In both attracting and retaining the most declining birth rate and shift away from jobs highly. Work-life balance is by far the most qualified and prized talent, the survey also for life have intensified competition for smart important factor in encouraging people to stay underlines the importance of ensuring that young graduates. 22 Randstad Award 23

A closely related motivation, highlighted in both China and the survey and the interviews, is the desire to work-life make a difference to society, especially among do you or would you use social media to find a job? India are the elite graduates who can pick and choose use social media 1 2 3 balance is by where they work. This might be new medicines at global 49 Facebook Google+ LinkedIn Janssen Pharmaceutica, cleaner and more efficient far the most among Hungary 75 Facebook Google+ Blog Oldalak engines at Rolls-Royce or safer bicycles for older Argentina 72 Facebook Google+ LinkedIn important the giant people at TNO, the Dutch research organization. Italy 71 Facebook LinkedIn Google+ China 69 Google+ Facebook Twitter factor in most attractive sectors Spain 66 Facebook LinkedIn Google+ economies India 66 Facebook Google+ The most attractive sector to work in globally is LinkedIn encouraging once again IT. However, while the sector scored Russia 59 VK Google+ Professionali.ru Netherlands 59 LinkedIn Google+ where social highly in the key attributes of pay and career Facebook Sweden 52 Facebook LinkedIn Google+ people to stay progression, it was much lower on work-life Germany 51 Facebook Google+ Xing media job balance and flexibility. This suggests that it may Belgium 49 Facebook LinkedIn Google+ with their need to do more in these areas to appeal to Hong Kong 49 Facebook WhatsApp Google+ searching is the broadest pool of talent, especially high- Switzerland 48 Facebook LinkedIn Google+ employers performing women and people in the middle of Singapore 46 LinkedIn Facebook Google+ USA 42 their careers. Facebook LinkedIn Google+ especially Canada 40 Facebook LinkedIn Google+ Poland 40 Facebook Google+ GoldenLine prevalent The technology and industrial sectors have seen New Zealand 40 Facebook LinkedIn Google+ strong rises in both rating and ranking. At the UK 39 Facebook LinkedIn Twitter other end of the spectrum, sectors with low France 34 Facebook LinkedIn Viadeo attractiveness and recognition scores will need Australia 34 Facebook LinkedIn Google+ to work hard to enhance their appeal. A key part Japan 26 Facebook Line Twitter of our follow-up to the Randstad Award survey findings is engaging with clients to show them Our interviews highlight the value of social organization. As competition for talent increases, how their relative attractiveness compares to media in not only reaching out to potential a compelling employer brand can thus boost peers within their sector and identifying ideas for candidates in the short-term, but also creating your ability to attract, engage and retain a improvement. a more proactive approach to recruitment high-performance workforce. As social media in the long-term. This includes connecting becomes an indispensable recruitment tool, an social media job seeking with high school and university students and engaging and authentic social media presence Nearly half of job seekers now use social media encouraging them to think about working for could be especially important in enabling your to look for work. The most commonly used the organization in the future. Rolls-Royce now organization to convey its culture and connect media are Facebook (56%), followed by Google+ has more than half a million Facebook followers, with a broad network of potential candidates. (38%) and LinkedIn (34%). Twitter (27%) is used for example, which it sees as a ‘valuable pool of less frequently to find work and only a small talent for the future’. What comes through strongly in both the group uses Instagram (9%). interviews and the survey findings is that just the value of employer brand as people’s motivations and aspirations are Hungarians and Argentineans are the most likely The findings of this year’s Randstad Award exceptionally varied and individual, an employer to use social media in their job hunt. China and survey once again underline the importance of brand is highly nuanced and multi-dimensional. India are among the giant economies where an effective employer brand. Countries, companies and even people within social media job searching is especially prevalent. them all want something slightly different and Japan is notably much lower, reflecting a cultural The employer brand is the essence of what the employer brand should therefore seek to wariness of self-promotion, though attitudes are makes people want to work for you or articulate and convey the rich and varied traits gradually changing. drives them away – the billboard for your that make the organization unique. 24 Randstad Award Randstad Award 2015

TNO: bringing TNO TNO was ranked number one in the innovation 2014 Randstad Award Netherlands survey in the not- for-profit and public sectors, with 44% of respondents indicating they would want to work for the organization.

high rankings TNO scored above to life average among 35-54 year-olds, From intelligent bicycles to edible algae and healthier bread, the Netherlands who tend to favor Organization for Applied Scientific Research (TNO) exists to provide practical a good working atmosphere, pay solutions for the challenges facing business and society. Irene van den Broek, and benefits and job HR Director, explains the distinctive appeal of what is the Netherlands’ most security higher than younger colleagues. attractive non-profit organization to work for and the role HR can play in fostering The organization also rated above average with university graduates and those magine talking late into the night about the don’t create knowledge for its own sake, but with a secondary world’s problems you would like to solve or for practical application.” education. how to apply the latest scientific discoveries within innovative new products. While most Among the research projects that made top factors Iof us go back to our day jobs the next morning, international headlines over the past year is a TNO’s interesting the 3,000 employees of TNO get paid to turn new electric smart bike, which is due to come job contents and a their ideas into practice. onto the market in the next two years. One strong management of the key aims is to enable older people to were the two most TNO works with industry and government on carry on enjoying cycling, while cutting the important factors for assignments designed to promote economic high accident rate among this age group – Dutch respondents. growth and the wellbeing of society. Its nearly 70% of fatal cycling accidents in the The care sector focus includes sustainability, healthy living, Netherlands involve people over 65. Drawing has been the most developing commercial applications for on developments in automotive safety, the popular to work in new technologies and providing solutions bike’s computer operated anti-collision system over the past three to congestion, pollution and other urban collects signals from an array of cameras years, with the challenges. “Our mission is to create innovation and electronic sensors to alert riders to the public sector being with purpose,” says Irene van den Broek. “We imminent danger of an accident. the second-most attractive sector over the past two years. 26 Randstad Award 27

research. “We use social media and our website operating as five autonomous divisions covering Projects being carried out in partnership Projects being undertaken by TNO’s automotive branch include improving life boat safety. The picture shows a life to give a broader view of the many different key focus areas such as industry or healthy with industry include the development of boat landing in the water from a great height. These boats are deployed on oil rigs for use in an emergency. One of projects we’re involved in,” says Ms van den living to a matrix structure in which everyone TNO's tests was to measure the impact on the human body of such a drop. HealthBread, a bread that feels and tastes Broek. “Rather than just concentrating on from across the organization is encouraged like white bread, but is as least as healthy as the dry technicalities, we want to convey the to collaborate. “We’re constantly looking for wholemeal bread. The product was developed inspiration and passion behind these projects. ways in which developments in one area can to help overcome consumers in many parts of One of the ways we do this is by asking the be applied in another; this cross-fertilization is Europe’s reluctance to eat wholemeal bread, project leaders to explain what they’re trying a key priority. We recognize that some of the even though it has more health promoting to achieve in their own words.” best innovations emerge at the intersections dietary fibre. Other ground-breaking between fields,” says Ms van den Broek. In a developments include new ways to extract Does being a non-profit organization help or recent example, TNO’s healthy living team food, chemicals and pharmaceutical products hinder their ability to attract the people they was approached by a group of carers, who from different types of algae, which could need? “We pay reasonably well, but would had found that at least two hours of their day provide a huge boost for sustainability and never be able to match the salaries of some was being spent pushing wheelchairs; time create thousands of new jobs in the country’s of the bigger ‘for profit’ corporations in the that could be better spent on actual care. As a biotech sector. Building on TNO’s pioneering country. But I don’t think money is the main result, the healthy living team is now working work in the field of nanotechnology, projects motivation for a lot of the people we want with its colleagues in automotive on plans for a getting underway in 2015 include developing to attract,” says Ms van den Broek. “At the self-driving wheelchair. cost-effective techniques for the production of same time, a big part of our work is carried nano-composites, which TNO is coordinating out in partnership with private sector clients, TNO is now looking to extend this collaborative in partnership with around a dozen private so our people also need to have a commercial approach by taking on more of a coordinating companies. outlook. Overall, I think we can position role within multi-agency projects. It’s also ourselves as offering the best of the academic looking to share researchers especially in areas communicating the buzz and business worlds.” where qualified people are in short supply “There is a constant buzz around TNO,” says such as econometrics or where there would be Ms van den Broek. “When you talk to our collaborative development possibilities for people to move from project to people about their work you see a sparkle in TNO is mindful of how funding, research and project in different organizations. their eyes: they have an intrinsic motivation for the career paths for the scientists, engineers the work they do because it contributes directly and other people it’s looking to attract are making it happen to the social and environmental challenges our all changing and has been reshaping its So what can other organizations learn about society is facing. That’s what TNO’s employer organizational structure and offerings to employer branding from TNO? This is an brand should be. Join us and you can make it Irene van den Broek recruits to reflect this. organization with a compelling employee HR Director, TNO happen.” value proposition (EVP) built around the “Few recruits are looking for a job for life and chance to bring innovation to life and

“We’re looking for people who are at the top Irene van den Broek joined that suits us as there clearly isn’t a place on the make a positive contribution to society. In TNO as HR Director in 2009. of their classes, but also versatile enough to “As an organization dedicated to finding executive board for every graduate we recruit. return, it wants people who understand the apply their expertise in many different areas. when you talk smart solutions for complex problems, we also Prior to that she worked for Five to ten years would be a good amount of realities of business and project funding. And we know that excellent people attract recognize the importance of being innovative ABN AMRO Bank for 25 years, time to spend with us, but if people want to While TNO has a reasonably good media holding a number of positions other excellent people. If potential recruits to our people in the way we seek to attract recruits. Examples join us for shorter periods we can also cater for profile, it recognizes that its people are the including HR Director and hear about us from people they respect, include the interactive gaming sessions during secretary to the Board of ABN that. This flow-through of talent helps to bring best ambassadors for its EVP. Rather than they’re more likely to be interested. That’s about their our on-site days for graduates.” AMRO bank in Singapore. in new ideas and refresh the organization. In ‘selling’ TNO, HR’s key role is to develop a why our leading people spend so much time turn, people like to have TNO on their CV and culture, structure and environment capable of in campuses explaining who we are and what work you see Some of the media stories involving TNO tend can act as our ambassadors when they leave,” nurturing innovation and finding solutions. we do. We’re fortunate in the fact that a lot a sparkle in to focus on its testing work in areas such as says Ms van den Broek. As such, it is a clear case of why effective HR of our researchers also hold posts within the product safety and pollution, which misses a lot policies are the most important foundation country’s universities,” says Ms van den Broek. their eyes… of the more exciting innovations and original Organizationally, TNO has moved from for a strong employer brand. 28 Randstad Award 2015

Janssen Pharmaceutica

Janssen Pharmaceutica: Janssen was the fourth most attractive company to work for in the 2014 Randstad Award Belgium survey (three of the top five real people were pharmaceutical make companies). high rankings Janssen was in the top better three for competitive salary and employee benefits, long-term job security, interesting job content, good training and good work-life balance.

top factors The three most stories important factors in choosing a company mploying 4,600 people in Belgium to be known as Belgium’s ‘Pharma Valley’. to work for in Belgium (including 1,600 research scientists and The Randstad Award survey consistently were salary and 1,600 production personnel), Janssen shows that this is the sector that people in the employee benefits, is one of the largest pharmaceutical country most want to work in. Pharma ranks long-term job security Eresearch and manufacturing subsidiaries number one in attractiveness in key criteria and pleasant working within the global Johnson & Johnson group ranging from salaries and career progression atmosphere. (employing 150,000 people worldwide). Its to interesting job content and concern for the medical breakthroughs stretch from the environment and society. revolutionary fentanyl anesthetics developed As one of the world’s leading pharmaceutical companies, Janssen Pharmaceutica recognizes that values are vital by its founder, Dr Paul Janssen, in the early “We’re fortunate to be part of a well- 1960s to a new generation of bone marrow developed collaborative ecosystem that brings in engaging with the highly sought-after talent upon which the business relies. Its successful employer branding cancer drugs currently under trial. Its together universities, hospitals, governments, campaign is built around the real life stories and experiences of employees, giving it an authenticity and impact that production facilities make more than 60% scientific bodies and companies like ourselves. of the active pharmaceutical ingredients for These strong roots are helping to attract both an agency-devised marketing campaign would find very difficult to match. Gert Quintiens, Talent Acquisition Johnson & Johnson worldwide. investment and the best scientific brains into Manager, and Tim De Kegel, Senior Director Public Affairs & External Communication, discuss the Belgium,” says Tim De Kegel. Janssen Pharmaceutica is one of the 29 importance of keeping it real in attracting people who want to make a difference. research-based international pharmaceutical Clearly, it’s people who make the medical companies operating within what has come breakthroughs and it’s people who guarantee 30 Randstad Award 31

salaries are clearly important. But the doctors and scientists we need to sustain innovation also stories are want meaning in their careers and to work for companies that share their values. An example best told by of the challenge we face is how to convince a the people medical doctor that they can make as much of a difference to people’s health by developing who live them new medicines in our research facilities as they would by treating patients in a clinic or hospital. Pharmaceutical companies aren’t always the first thought when a doctor qualifies.”

Like any large and profitable multinational group, pharmaceutical corporations can often come across as remote and unfeeling to a new changing market realities generation of young graduates in search of While stressing the importance of values, values and meaning. Mr De Kegel and Janssen recognizes the demands of the tough Mr Quintiens therefore believe that one of Gert Quintiens market in which it operates. “We’re competing Janssen’s great differentiators in attracting and Talent Acquisition Manager with other clusters worldwide. We need to retaining talent is its founding ‘credo’. The credo remain innovative. As health budgets come sets out its responsibilities to the people who use Gert Quintiens is a recruitment under ever greater pressure, we also need to be its products, its staff, suppliers and investors. specialist with over 13 years as cost-efficient as possible,” says Mr De Kegel. of experience for Johnson & Johnson/Janssen Pharmaceutica “Our credo is the touchstone for every decision, of a company through social media. in Belgium and the “We need to focus our resources on our rather than a document that sits on the shelf. It is Netherlands. core strategic priorities. Developing the best also reflected in our employee value proposition “We want people to feel that what they do is new medicines is clearly part of this. But we

of ‘only for professionals who care’,” says Mr De vital,” says Mr Quintiens. “Rather than having an He is now leading an in-house can outsource non-core functions such as Talent Acquisition team Tim De Kegel Kegel. “Our employer branding surveys confirm agency develop a series of visuals and slogans, we providing recruiting services catering,” says Mr Quintiens. Is HR strategically Senior Director, Communications how important these commitments are to new asked all our employees how they would want for various Johnson & Johnson core? While he appreciates that in some & Public Affairs recruits and existing employees. I think a lot of to convey the company to potential recruits. The operations in Belgium and the companies it might not be, he believes that Netherlands. Tim De Kegel has been Senior companies are coming to recognize the vital result is a new cross-media campaign in which in-house HR is very much part of the ‘core‘; in Director, Communications the quality and safety of production. Janssen’s importance of values and are looking to create our employees are our ambassadors, telling their He has led his team in a business that is so dependent on recruiting & Public Affairs of Janssen founding principle is that the faster it can find a the same kind of framework. But this can take own individual stories about what it’s like to work its transition from being talented graduates and which operates in a Pharmaceutica in Belgium ‘recruiters’ to full business solution, the faster people can be cured – “our since 2012. time to make an impact within the organization, for Janssen. They talk about their aspirations, for market undergoing significant disruption and partners. He has also led the patients are waiting,” said Dr Paul Janssen. so we’re fortunate in having a credo that’s example. They might also talk about what they do change. “We need to be close to the business Janssen Employer Branding He is responsible for promoting “Our guiding mission is to find new products already embedded for over 70 years.” to maintain a work-life balance.” project and has been closely and be able to keep pace with the constant and protecting the Janssen and bring them to market as soon as possible,” involved in the development of developments within and around it,” he says. brand and reputation internally the Janssenjobs.be site and the says Gert Quintiens. “From IT and logistics to and externally within Belgium keeping it real How does this employee-centered campaign fit “Life at Janssen” blog section. engineers, scientists and indeed, HR, we can all At a time when people are constantly with the wider employment brand of the parent So what can other businesses learn from come together to support that goal.” He is responsible for all bombarded with marketing and can easily Johnson & Johnson group? “Our approach has Janssen? Well, first and foremost, values have external communication and public affairs strategy and become cynical about what corporations are always been very closely integrated. Johnson & never been more vital, especially among the the value of values execution across the company. telling them, the search for authenticity goes Johnson reshaped its employer brand last year top tier graduates that could probably find a “While the presence of so many other He also oversees employee hand-in-hand with the yearning for greater and our new campaign was actually the model job anywhere, but really prize the opportunity pharmaceutical companies brings many benefits, communication efforts. meaning. The importance of open dialogue has for this. There is a growing realization that stories to make lives better. The other main it also creates intense competition for the talent been heightened by the ease with which people are best told by the people who live them,” says differentiator is authenticity. People trust and we need,” continues Mr Quintiens. “Competitive can communicate their thoughts and experiences Mr De Kegel. respond to people like themselves. 32 33 the best of the best: The Randstad Award is presented each year go to Microsoft for winning the 2015 Global each and more than 30% employed outside Global Randstad Award winners to the most attractive employer in various Randstad Award. Congratulations also to the home country. Respondents were then countries around the globe. The Award now runner-up Sony and third prize winner asked which of these companies they would covers 23 countries. Winners have benefited Samsung. like to work for. Sixty eight per cent said from the positive impact on the quality and Microsoft, ahead of Sony and Samsung in quantity of applicants. To select the global winner, respondents second and third places respectively, the from 22 countries (excl. Luxembourg) positions they also held last year. When Since 2014, Randstad also asked around the world were given a list of the 50 the leading global companies were rated respondents to rate the most attractive largest global companies, operating in more on a range of strengths, Microsoft scored 1 employer worldwide. Our congratulations than 25 countries, with the same name in strongly across the board.

Microsoft most attractive global companies by attribute

1st position 2nd position 3rd position

salary & employee benefits Microsoft PwC Accenture 2 career progression opportunities Microsoft Accenture General Electric Winners have Sony pleasant working atmosphere Microsoft Tata Consultancy Services Accenture benefited from long-term job security Microsoft General Electric GDF Suez

the positive impact good work-life balance Microsoft Tata Consultancy Services Johnson & Johnson on the quality financially healthy Microsoft Coca-Cola PwC and quantity of applicants. interesting job content Microsoft IBM Sony 3 good training Microsoft IBM PwC Samsung strong management Microsoft PwC Samsung most attractive global company worldwide environmentally & socially aware (CSR) Microsoft General Electric Tata Consultancy Services 34 Randstad As one of the biggest and longest Award established electronics and 2015 Sony: pushing back entertainment groups in the world, Sony isn’t just competing for creative Sony Group talent with its global peers, but also a high rankings growing array of nimble new start- Respondents in the ups. According to Kazushi Ambe, the 2014 Global Randstad Award Corporate Executive SVP, in were given a list of charge of Human Resources, Sony the 50 largest global limits companies. Sony was of the offers the brightest recruits the best seen as the second of both worlds. On the one side are most attractive, with just under 60% the broad opportunities and resources of respondents imagination of a major corporation. On the other, indicating they would like to work for the is encouraging employees to explore company overall and the limits of their imagination. Even over 60% among graduates and young if this means that sometimes they people (18-24 years fail, as long as it becomes a positive old). Sony was rated first for interesting job learning experience, Sony is there to content. back them up. top factors Globally, the top three rom the Walkman® to the PlayStation®, factors for choosing to generations have grown up with Sony’s work for a company iconic products. But Sony knows that were a competitive it needs to keep innovating to survive salary and benefits Fand thrive. The fate of Kodak and Blockbuster package, long-term job security and a provides a sharp reminder of how quickly even pleasant working market leaders can crumble if they fail to keep atmosphere. pace with a world of unrelenting change.

It’s therefore a great testament to Sony’s constant striving for the new and the original that after nearly 70 years in business its ability to revolutionize our lives is as strong as ever. Its R&D team are pushing back the boundaries in areas as varied as biotechnology and virtual reality. “Our mission is to inspire and fulfill curiosity among our customers and our employees,” says Kazushi Ambe. “We want to attract people with the curiosity that inspires them to explore new ideas 36 Randstad Award we give our people a lot of Microsoft India: 2015

autonomy and try to create an Microsoft India environment that is dynamic empowering Microsoft was the Kazushi Ambe and fun most attractive Corporate Executive SVP, in charge people to employer overall of Human Resources, Sony Group according to the Kazushi Ambe joined Sony in “Crucially, we can also give our people more competitive strength, he recognizes that Indian Randstad 1984. license to devise and try out new ideas than attitudes to careers are changing as young Award 2014. they would in a small start-up,” he continues. people look to move around more frequently He took up his current post “We can ensure they have the necessary than previous generations. “While longer high rankings as Corporate Executive SVP, in infrastructure to develop their innovations and careers can bring benefits to Sony and our achieve It was also the top- charge of Human Resources, in 2014, having worked in senior won’t mind if they fail. In fact, we welcome employees, this should never be the sole ranked organization for competitive salary positions in Japan and the US. a certain amount of failure as an inherent objective. We welcome the fact that people more and benefits, career part of the creative process. The history of want to gain fresh experiences. We like to stay progression, financial technology shows that greatness is often borne in contact, and many people eventually rejoin health and strong out of failure. You might not get it entirely us,” he says. management. right first time. But if you can keep searching and refining, the breakthrough will come. By one Sony top factors contrast, smaller companies generally need to Employing around 140,000 people, Sony Group Competitive salary turn ideas into revenue very quickly or they go operates across many sectors and geographic and benefits, financial out of business, so there often isn’t that same markets. How does it seek to sustain cohesion health and long-term and make dreams come true – the only limit is level of freedom and license.” within its workforce? “While our headquarters, job security were the their imagination.” main R&D operations and financial services three areas that were Mr Ambe emphasizes the importance of are in Japan, our film division is based in most important for Mr Ambe recognizes that competition for the Sony’s culture and working environment in Los Angeles, music in New York and we Indian employees bright and creative talent has never been more fostering inspiration. Its approach can be seen have manufacturing and service capabilities when choosing an intense. And this competition isn’t just coming in the creation of so-called curiosity labs, from worldwide. But we are not a portfolio business. employer. from the company’s traditional peers; there are which a lot of its most cutting-edge ideas have We have a core set of values and direction, a multitude of smaller enterprises able to offer sprung. “We give our people a lot of autonomy embodied in the ‘One Sony’,” says Mr Ambe. a level of intimacy and creative freedom that and try to create an environment that is “The One Sony isn’t just a slogan; it can be seen may not be available in a larger firm. dynamic and fun.” in the amount of people who move around the group through to the development of group- “We want people that are looking for a winning strategy wide digital platforms. We look for cross- challenge. And to attract them we have to It’s certainly a winning strategy. Sony ranks as over opportunities in R&D and people across India has one of the highest employee turnover rates of any major economy, offer challenging careers,” says Mr Ambe. the second most attractive company to work different divisions are constantly sharing ideas.” “The breadth of development opportunities for in the world in the latest Randstad Award with attrition within the technology sector being especially high. But Microsoft including experiences in different businesses survey. The Global Randstad Award findings So what can other large organizations learn has successfully bucked this trend. Rohit Thakur, Head of Human Resources, and mentoring we can offer is world- have consistently showed that Sony rates from Sony? Well, first and foremost, curiosity renowned. Only few if any competitors especially highly among graduates and young keeps you young. Sony is one of the most believes that money alone can’t guarantee employee satisfaction and retention, can match this. We want people to have people (18-24 years old). attractive companies to work for in the world you have to take the time to understand their aspirations and empower them confidence. We have confidence in their ability because it encourages its people to keep to keep achieving more. And to do this, Microsoft is challenging traditional to deliver our strategic goals, and they in turn While Mr Ambe sees Sony’s ability to attract dreaming and gives them the capabilities to enjoy the confidence we place in them.” today’s bright young people as a key fulfill these dreams. hierarchies, career paths and performance management techniques. 38 Randstad Award 39

f any company can be said to have to generate new ideas is its annual ‘hackathon’, country,” says Mr Thakur. “Obviously we have shaped the modern world it is Microsoft. where employees come together to devise the advantage of Microsoft’s global brand in If the Internet is the roadway of modern solutions for issues facing business and society. attracting people to the company. But at least communication and commerce, then The resulting initiatives include working with 30% of our recruiting comes from employees IMicrosoft provides the engines. Microsoft NGOs and the government’s Digital India program recommending us to their friends, which India is one of the fastest growing subsidiaries to help bring internet connections to poor and underlines the point about the internal and within the group, with operations spanning IT, remote villages. “We get a lot of feedback saying external employer brands being in sync.” research, engineering, customer support and that our people find these kind of opportunities global delivery consulting. very energizing. It also helps to keep the company knowing what good looks like young – even after 40 years we still have the Looking ahead, one of the key priorities for Rohit Thakur “Our commercial brand is built around helping freshness and ambition of a start-up,” he says. Mr Thakur’s team is the development of HR Head of Human Resources, Microsoft (India) customers to achieve their true potential, and analytics. “HR has a growing amount of data our employee brand is the mirror of this. It free to make their own choices at its disposal; we want to be able to analyze Rohit Thakur joined Microsoft doesn’t matter if employees have been with us Trusting people to know what’s best for them and use this information to create the same in September 2012 and is for two weeks or 20 years, we want them to and for the company is also central to Microsoft’s kind of competitive intelligence we’re seeing on responsible for leading HR priorities and developing feel there is always more to achieve and there employee value proposition. “We clearly want the customer side of the business. This includes HR initiatives that support are always new horizons to explore,” says Rohit accountability, but we also value autonomy,” says improving our ability to anticipate future Microsoft’s operations across Thakur. Mr Thakur. “We want people to have a real say workforce needs and proactively respond as part India. over how they meet their objectives and develop of our growing role as strategic partners within In this role, his focus includes Mr Thakur believes that employer brand is both their careers.” the business,” he says. “We’re already one of aligning the organization’s HR external and internal, and the two have to be in the early adopters in this area and we’re now strategy with business objectives, sync. Today’s connected employees will naturally To reinforce dialogue and empowerment, working with our specialist global team to take building a culturally aligned and diverse organization, talent share their views about the company they work Microsoft no longer uses traditional performance this forward.” development and management, for and therefore the employer brand should ratings within its employee appraisal and and implementing effective provide a true reflection of what the company planning process. Instead, line managers hold So, what kind of monitoring and analysis does HR policies and systems across is really like. But more than this, customer ’connect conversations’ with their staff to the company use to assess the effectiveness of its the company’s 6,000 strong employee base in India. Prior satisfaction is invariably aligned with employee discuss their impact, their aspirations and what employer brand? “We look closely at employee to Microsoft, he spent 11 years satisfaction and the effectiveness of the HR the company can do to support the employee satisfaction and turnover. We also monitor the at GE. policies within an organization. “We need in realizing his or her goals. To assess impact, number of acceptances and rejections we get to ask ourselves what can we do to provide employees are asked: for graduate recruitment offers and how this meaningful and rewarding opportunities and • what they believe they’ve achieved, compares to our peers. Another important what kind of culture and environment would • what they’ve learned from others and these aspirations by offering a breadth of to assess the strengths and weaknesses of the source of information is the Randstad Award support this?” says Mr Thakur. • what they’ve given to others. opportunities to its people. This includes having team and work with the manager to help them research. It’s very useful to have independent the chance to work in different divisions of the develop their engagement skills. The emphasis analysis that we can take to the board to support everyone has a voice Microsoft also encourages employees to use the company or take up posts in other parts of the we put on these kind of management and our business case in this area,” says Mr Thakur. Dialogue is at the heart of the ‘can do’ meeting with their manager as an opportunity world. team building programs recognizes that people culture Microsoft is looking to promote. “The to discuss anything about their work, good or don’t leave companies, they leave managers.” It’s certainly a successful formula. In 2014, hierarchies within a lot of Indian companies bad. “In this way, our people know that we take Just as important is helping managers Microsoft India won the ‘Most Attractive are quite rigid, but we prefer a flatter and their opinions seriously and that they can keep to become comfortable with the idea of communicating the brand Employer’ in the Randstad Award for the fourth more collaborative structure. By recognizing growing with Microsoft. And this isn’t just moving employee empowerment rather than simply An open dialogue is equally important to how consecutive year. It also has one of the lowest that people at all levels of the organization up the career ladder, but exploring opportunities giving instructions. “This is an important part the employee brand is communicated. “As attrition rates in its industry. There are many have great ideas and encouraging them to to move in different directions or fulfill personal of our culture,” says Mr Thakur. “We look you might expect, we have a strong presence reasons for its appeal, but one of the most contribute these ideas, we can help to foster an ambitions,” says Mr Thakur. closely at how managers are promoting our on social media, which helps us to engage important differentiators is its determination to entrepreneurial ‘challenger’ mindset,” says Mr culture and values and provide help where with potential recruits and hear what the ensure that its employees can keep aspiring and Thakur. Among the ways Microsoft is looking Clearly, it’s vital that Microsoft can meet needed. For example, specialists can come in buzz is on the university campuses around the can keep learning. Randstad is one of the leading HR services providers in the world, with around 29,000 corporate employees and around 4,400 offices in 39 countries. Randstad employs more than 500,000 people every day and generated revenue of €17.2 billion in 2014.

Randstad’s resourcing capability gives us a unique 360-degree perspective on workforce trends. We share our extensive knowledge of the current labor market through research studies and guidance on emerging best practice, which includes the Randstad Award. By doing so, we hope to provide our clients with the benefit of our professional experience and enable them to stay ahead in an increasingly complex, competitive and fast moving employment market.

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