Insights from Celebrated Employer Brands 03 32 28 12
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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.