employer branding perception is reality
Canada
Randstad Award results 2016 table of contents Randstad Award results 2016: Canada
01 02 03
introduction > employer branding > global insights >
04 05 0606
country insights > Randstad Award > appendix >
2 2016 Employer Branding: perception is reality Canada introduction
what is the Randstad Award?
3 2016 Employer Branding: perception is reality Canada what is the Randstad Award?
the world’s independently largest survey on conducted survey employer with more than branding 200,000 respondents
worldwide
truest reflection of valuable insights employer to help attractiveness for companies shape each country’s their brand largest employers
4 2016 Employer Branding: perception is reality Canada representative 25 countries sample covering 75% of the global economy aged 18 to 65 based on region, age and gender Australia Argentina Belgium sample comprised Canada China France Germany of students, employed and Hong Kong Hungary India Italy unemployed workforce Japan Luxembourg Malaysia Netherlands New Zealand interviews conducted online Poland Portugal Russia between September 23 Singapore Spain Switzerland and December 8, Sweden UK USA 2015
5 2016 Employer Branding: perception is reality Canada employer branding
6 2016 Employer Branding: perception is reality Canada why employer branding matters
‘Countries, companies, and employees all have slightly 10% 28% different needs. The employer brand should therefore seek to articulate and convey the rich lower payroll costs for lower staff turnover at and varied traits that make an companies with good companies with a organization unique.’ employer brand strong employer brand Jacques van den Broek, CEO Randstad indexed cost-per-hire is 46% 84% would leave their current job to work for a lower at companies with company with a better good/strong branding corporate reputation
7 2016 Employer Branding: perception is reality Canada Speaker notes
8 2016 Employer Branding: perception is reality Canada 4 steps to get the most of your employer brand
step #1 step #2 step #3 step #4 communicate your measure what you offer specify your EVP - take offerings to your look ahead - 3 year plan vs. what your employees target audience into (potential) employees - to anticipate future needs really want account reflect the reality of your employees
for a strong Employer Brand, create a credible Employee Value Proposition (EVP) and maximize its effect on the attraction, retention and engagement of talent in 4 steps
9 2016 Employer Branding: perception is reality Canada global insights
10 2016 Employer Branding: perception is reality Canada Canada results
what do Canadian workers want?
11 2016 Employer Branding: perception is reality Canada what do Canadian workers want? most important factors looked for in an employer salary primary factor determining the Canadian 67% 54% 50% market’s preference for a particular firm point at salary as seek long-term job look for a pleasant – but its importance important within security working atmosphere has decreased their top 5 financial health and
top 5 most important criteria training have gained importance salary & employee benefits 67 in the past year long-term job security 54 pleasant working atmosphere 50 job security good work-life balance 42 and financially healthy 35
conveniently located 34 atmosphere remain fairly stable interesting job content 34 compared to last career progression opportunities 33 year flexible working arrangements 32
good training 30
12 2016 Employer Branding: perception is reality Canada different profiles, different needs demographic differences
function women young higher 40% flexible working more looking for flexible talent more oriented educated arrangements working arrangements, towards global career more valued by employees with atmosphere, high salary prospects, diversity at more driven by job content, economist, and good workplace work, strong (global) career government, legal functions accessibility management and opportunities and social or social service innovation awareness workers
job content vs vs vs more important to people with a function in older consulting, men lower education, health, look more for financial workforce aged 45+ educated production or stability, innovation, strong more looking for good social services management and salary, job security and look more for job security, atmosphere, work-life international career financial stability balance less opportunities training and workplace important accessibility among people with economist or consulting function
13 2016 Employer Branding: perception is reality Canada how do employers perform on important attributes? what candidates are seeking versus what employers score best on
understand what candidates/ potential talent in Canada employers in Canada score employees want seek… best on…
1. salary & employee benefits 1. financially healthy 2. long-term job security 2. strong management reinforce the priorities of the 3. pleasant working atmosphere 3. good training talent you are 4. good work-life balance 4. salary & employee benefits seeking 5. financially healthy 5. career progression opportunities 6. interesting job content 6. long-term job security 7. career progression opportunities 7. interesting job content validate the 8. good training 8. pleasant working atmosphere assumptions and 9. strong management 9. good work-life balance articulate the 10. environmentally & socially aware 10. environmentally & socially aware attributes of your organization
14 2016 Employer Branding: perception is reality Canada Randstad Award
most attractive employers
15 2016 Employer Branding: perception is reality Canada WestJet Airlines Ltd. in the Randstad Award Hall of Fame entered the Hall of Fame in 2016 as most attractive employer 2012, 2013 and 2014 in Canada
the it is the greatest is a distinction Randstad honor in granted only to x Employer companies Award Hall Branding as the worldwide up to honoree has 2016 – these
of Fame repeatedly been employers celebrates elected as the merited a outstanding most attractive distinction employer brand employer by a beyond the achievement large audience, annual Randstad amongst the from all Award as they largest demographics, in won three times employers in your country in five years your country
16 2016 Employer Branding: perception is reality Canada WestJet Airlines Ltd. is Hall of Fame Honoree from 2016 to 2017 with 78% name awareness and 56% attractiveness, WestJet Airlines Ltd. maintains highest 2016 attractiveness among Canada’s 2015 largest employers
2014 WestJet Airlines Ltd. will be 2013 eligible again in the 2018 Randstad Award 2012 edition 0 10 20 30 40 50 60 70 80
attractiveness WestJet Airlines Ltd. average attractiveness in Canada
17 2016 Employer Branding: perception is reality Canada top 20 most attractive companies attractiveness: among respondents who know the company (minimum 10% name awareness), percentage who would like to work for the company
Canadian Solar 1. Inc. 2. IBM Canada Ltd. 3. Air Canada
54.38% 51.77% 50.89%
Indigo Books & Music Costco Wholesale Canadian Pacific Railway 4. Inc. (Indigo, Chapters 49.08% 10. 45.71% 16. 43.97% Canada Ltd. Limited (CP Railway) and Coles) Fairmont Hotels & Pratt & Whitney Canada Transat A.T. Inc. 5. 47.87% 11. 45.34% 17. 43.54% Resorts Inc Corporation (AirTransat)
Toyota Motor PricewaterhouseCoopers 6. Bombardier Inc. 47.55% 12. 44.54% 18. 43.54% Manufacturing Canada LLP (PwC)
Coca-Cola Refreshments The Toronto-Dominion 7. 47.50% 13. 44.52% 19. Honda Canada Inc. 43.45% Canada Company Bank (TD Bank)
Thomson Reuters 8. 46.99% 14. Royal Bank of Canada 44.05% 20. Kraft Canada Inc 43.24% Canada Limited
Canadian National 9. 45.97% 15. Molson Coors 43.99% Railway Company (CN)
18 2016 Employer Branding: perception is reality Canada top 20 best known companies name awareness: to know the company enough to have an opinion/perception about it
McDonald's Wal-Mart Canada Restaurants Of 1. Corp. 2. Air Canada 3. Canada Limited
91.52% 91.35% 89.27%
Canadian Tire 4. Sears Canada Inc. 88.05% 10. Corporation, Limited 84.63% 16. Shell Canada Limited 83.07% (Canadian Tire) Costco Wholesale 5. Best Buy Canada Ltd. 85.99% 11. Dollarama Inc. 84.35% 17. 83.06% Canada Ltd.
Coca-Cola Refreshments 6. Kraft Canada Inc 85.52% 12. 84.00% 18. Bell Media 82.77% Canada Company
Home Depot of Canada Rogers Communications 7. Royal Bank of Canada 84.94% 13. 83.89% 19. 81.81% Inc. (Home Depot) Inc.
8. Bank of Montreal (BMO) 84.85% 14. Cineplex Inc. 83.31% 20. Maple Leaf Foods Inc. 79.58%
9. TELUS Corporation 84.66% 15. RONA inc. 83.22%
19 2016 Employer Branding: perception is reality Canada top 3 most attractive companies by attribute
1st position 2nd position 3rd position
The Toronto-Dominion Bank (TD Coca-Cola Refreshments Canada financially healthy Royal Bank of Canada Bank) Company
good training IBM Canada Ltd. Air Canada Bruce Power L.P.
Canadian Imperial Bank of long-term job security Royal Bank of Canada Bank of Montreal (BMO) Commerce (CIBC)
The Toronto-Dominion Bank (TD career progression opportunities IBM Canada Ltd. Ernst & Young LLP Bank)
Coca-Cola Refreshments Canada The Toronto-Dominion Bank (TD strong management Ernst & Young LLP Company Bank)
interesting job content Air Canada IBM Canada Ltd. Bombardier Inc.
Indigo Books & Music Inc. pleasant working atmosphere Canadian Solar Inc. Fairmont Hotels & Resorts Inc (Indigo, Chapters and Coles)
salary & employee benefits Ernst & Young LLP IBM Canada Ltd. Bombardier Inc.
Canadian Imperial Bank of good work-life balance Canadian Solar Inc. Bank of Montreal (BMO) Commerce (CIBC)
environmentally & socially aware (CSR) Canadian Solar Inc. Agropur Coopérative Progressive Waste Solutions Ltd.
20 2016 Employer Branding: perception is reality Canada top 3 most attractive companies by gender, age and education
1st position 2nd position 3rd position
men Canadian Solar Inc. IBM Canada Ltd. Bombardier Inc.
Indigo Books & Music Inc. women Fairmont Hotels & Resorts Inc Air Canada (Indigo, Chapters and Coles)
The Toronto-Dominion Bank (TD Indigo Books & Music Inc. 18 - 24 years Air Canada Bank) (Indigo, Chapters and Coles)
25 - 44 years Canadian Solar Inc. IBM Canada Ltd. Air Canada
45 - 65 years Canadian Solar Inc. IBM Canada Ltd. Stantec Inc.
Pratt & Whitney Canada high school and lower Canadian Solar Inc. Air Canada Corporation
post-secondary IBM Canada Ltd. Canadian Solar Inc. Air Canada
graduate studies IBM Canada Ltd. Cargill Limited Fairmont Hotels & Resorts Inc
21 2016 Employer Branding: perception is reality Canada top 3 most attractive companies by geography
1st position 2nd position 3rd position
Eastern Canada Canadian Solar Inc. IBM Canada Ltd. Air Canada
Western Canada Stantec Inc. Canadian Solar Inc. Suncor Energy Inc.
22 2016 Employer Branding: perception is reality Canada Randstad Award
most attractive sectors
23 2016 Employer Branding: perception is reality Canada Randstad Award attractiveness grid attractiveness by name awareness
high high name awareness and low attractiveness high name awareness and high attractiveness
• indifferent players • dominant players • limited choice among less qualified/ less • can choose among wide range of well motivated potential employees qualified/ highly motivated potential • optimise
employees • defend
nameawareness low name awareness and low attractiveness low name awareness and high attractiveness
• low profile players • niche players • very limited choice among less • limited choice among well qualified/ qualified/less motivated potential highly motivated employees employees • build • attack
low attractiveness high
24 2016 Employer Branding: perception is reality Canada attractiveness local sector respondents who know one or more companies operating in a particular sector
sector
100% high
retail non food finance
retail food
food trade & FMCG transport & logistics
hospitality and entertainment motor vehicle & parts media & telecommunication
nameawareness 38% insurance high tech manufacturing energy services industry & manufacturing
healthcare engineer & construction raw materials
0% 25% 30% 35% 40% 45% 50%
low attractiveness high
25 2016 Employer Branding: perception is reality Canada top 10 most attractive sectors attractiveness: among respondents who know one or more companies operating in a particular sector, percentage who would like to work for the companies within the sector
transport & motor vehicle & high tech 1. logistics 2. parts 3. manufacturing
46.70% 40.90% 40.12%
4. finance 39.11%
5. services 38.99%
6. food trade & FMCG 38.88%
7. engineer & construction 37.02%
8. raw materials 36.67%
9. energy 36.18%
media & 10. 33.63% telecommunication
26 2016 Employer Branding: perception is reality Canada top 3 most attractive sectors by attribute
1st position 2nd position 3rd position
financially healthy finance food trade & FMCG retail food
good training transport & logistics finance motor vehicle & parts
long-term job security finance transport & logistics services
career progression opportunities finance services engineer & construction
strong management finance motor vehicle & parts food trade & FMCG
interesting job content transport & logistics high tech manufacturing engineer & construction
pleasant working atmosphere finance transport & logistics motor vehicle & parts
salary & employee benefits motor vehicle & parts transport & logistics energy
good work-life balance finance motor vehicle & parts food trade & FMCG
environmentally & socially aware (CSR) finance food trade & FMCG motor vehicle & parts
27 2016 Employer Branding: perception is reality Canada top 3 most attractive sectors by gender, age and education
1st position 2nd position 3rd position
men transport & logistics motor vehicle & parts high tech manufacturing
women transport & logistics finance services
18 - 24 years transport & logistics finance high tech manufacturing
25 - 44 years transport & logistics finance motor vehicle & parts
45 - 65 years transport & logistics motor vehicle & parts high tech manufacturing
high school and lower transport & logistics motor vehicle & parts food trade & FMCG
post-secondary transport & logistics motor vehicle & parts finance
graduate studies raw materials transport & logistics engineer & construction
28 2016 Employer Branding: perception is reality Canada top 3 most attractive sectors by geography
1st position 2nd position 3rd position
Eastern Canada transport & logistics motor vehicle & parts finance
Western Canada transport & logistics energy high tech manufacturing
29 2016 Employer Branding: perception is reality Canada appendix - table of contents Randstad Award results 2016: Canada
01 02 03 survey design > sample description > country insights >
04 0605 06
additional insights > employerREMAS > branding > employer branding >
30 2016 Employer Branding: perception is reality Canada survey design main survey
01 what attributes are important to you when choosing to work for a a random list of companies is company? shown to all respondents respondents rank their top 5 attributes, in order of most to least important, from a list of 17 choices with the question: ‘do you know this company?’ 02 which of the following companies do you know? respondents select companies they know from a random list of 30 companies per respondent next, only those who know the company are asked: 03 based on your perception of this company, would you like to work for it? ‘would you like to work for this company?’ = question 1 2 3 4 5 that determines the most attractive employer
(strongly) disagree (strongly) agree next, the respondents rate each company on 10 04 do you think this company performs well on these attributes? functional attributes financially healthy good training long-term job security an annual award is granted career progression opportunities to recognize the most strong management job content attractive employer work atmosphere 1 2 3 4 5 salary & employee benefits work-life balance environment and society (CSR) (strongly) disagree (strongly) agree
31 2016 Employer Branding: perception is reality Canada survey design additional insights
01 how many hours per week do you have to work according to your current employment contract/agreement?
02 how many hours per week do you actually work, any type of overtime included?
03 how do you feel about your current work schedule? • I am happy with the work schedule I currently have • I am willing to work more hours if I receive additional pay • I am willing to work more hours even if I do not receive additional pay • I am willing to work fewer hours, but also earn less
04 for what reasons would you like to work less hours per week? respondents select multiple options from a list
05 for what reasons would you like to work more hours per week? respondents select multiple options from a list
06 how do you feel about flexible hours and the ability to choose your working hours yourself? • standard workweek with the same work hours every day • work different hours every workday at my convenience • work less days in a week and more hours in a day • work more days in a week and have more time off another week
07 how do you feel about working remotely? • work in the office • work remotely occasionally when more convenient • work remotely a fixed number of days per week • work remotely all the time
32 2016 Employer Branding: perception is reality Canada
description of online respondents 6th edition of the Randstad Award Canada
7,401 potential employees gender age aged between 18 and 65
men 3,550 18 - 24 years 985 based on respondents' women 3,851 25 - 44 years 3,970 perceptions of the 150 largest employers 45 - 65 years 2,446 interviews conducted online between September and December 2015
study level high school and 1,876 production 862 lower post-secondary 4,831 office 2,364 graduate studies 587 manager 1,157
33 2016 Employer Branding: perception is reality Canada description of online respondents details
sector function region agriculture, forestry, fishing 82 commercial, marketing 343 Eastern Canada 5,233 automotive/vehicles 127 economist, consultant 63 Western Canada 2,168 construction 267 education 343 banking/finance/insurance 289 engineer, architect 162 FMCG (fast-moving consumer goods) 40 finance, insurance, accounting 336 human resources 58 government worker 255 industrial/manufacturing 244 HR, recruitment officer 86 IT 327 IT specialist 417 consulting 106 legal 24 mining / resources 52 life science professional 81 non-profit (NGO/public services) 126 logistics worker 94 healthcare 437 health occupations 330 public administration (government) 233 production, manufacturing 390 education 412 purchasing 77 pharmaceutical 62 administrative 399 chemical 36 services 577 power/utilities 54 social, community service 138 telecommunications 107 other 536 real estate or rental 66 retail trade 372 wholesaleservices (business trade 89 services/cleaning/entertainment/recre 278 ation)media 61 transport/logistics/warehousing 148 travel/leisure/hospitality 147 other 431
total 4,651 total 4,651 total 7,401
34 2016 Employer Branding: perception is reality Canada country insights
what do Canadian workers want?
35 2016 Employer Branding: perception is reality Canada most important job attributes viewed by potential employees in Canada what are the most important criteria to potential employees when choosing an employer?
criteria most important top 5 most important 2016 2015 2014
salary & employee benefits 28 67 70% 73%
long-term job security 14 54 53% 56%
pleasant working atmosphere 8 50 50% 51%
good work-life balance 7 42 44% 43%
financially healthy 6 35 32% 33%
conveniently located 7 34 35% 34%
interesting job content 6 34 38% 36%
career progression opportunities 3 33 34% 37%
flexible working arrangements 5 32 30% 29%
good training 3 30 27% 27%
strong management 2 19 19% 17%
quality products/services 2 16 15% 14%
strong image/strong values 2 13 14% 14%
environmentally & socially aware (CSR) 2 13 11% 10%
diversity management 1 12 11% 10%
uses latest technologies 1 10 9% 8%
international/global career opportunities 1 8 9% 9%
36 2016 Employer Branding: perception is reality Canada attributes viewed by gender what are the most important criteria to potential employees when choosing an employer?
criteria viewed by gender – ranked by occurrence in top 5
salary & employee benefits long-term job security pleasant working atmosphere good work-life balance financially healthy conveniently located interesting job content career progression opportunities flexible working arrangements good training strong management quality products/services strong image/strong values environmentally & socially aware (CSR) men diversity management women uses latest technologies international/global career opportunities
0 10 20 30 40 50 60 70 80
37 2016 Employer Branding: perception is reality Canada attributes viewed by age what are the most important criteria to potential employees when choosing an employer?
criteria viewed by age – ranked by occurrence in top 5
salary & employee benefits long-term job security pleasant working atmosphere good work-life balance financially healthy conveniently located interesting job content career progression opportunities flexible working arrangements good training strong management quality products/services strong image/strong values environmentally & socially aware (CSR) 18 - 24 years diversity management 25 - 44 years uses latest technologies 45 - 65 years international/global career opportunities
0 10 20 30 40 50 60 70 80
38 2016 Employer Branding: perception is reality Canada attributes viewed by education level what are the most important criteria to potential employees when choosing an employer?
criteria viewed by education level – ranked by occurrence in top 5
salary & employee benefits long-term job security pleasant working atmosphere good work-life balance financially healthy conveniently located interesting job content career progression opportunities flexible working arrangements good training strong management quality products/services strong image/strong values environmentally & socially aware (CSR) high school and lower diversity management post-secondary uses latest technologies graduate studies international/global career opportunities
0 10 20 30 40 50 60 70 80
39 2016 Employer Branding: perception is reality Canada additional insights
workplace flexibility
40 2016 Employer Branding: perception is reality Canada how much do Canadian employees actually work? 30% of Canadian employees report working more than 40 hours per week, especially men
average weekly hours worked by gender according to their contract (fulltime, 22% 37% part time), Canadian >40 hours employees have to work resp. 41 and 21% 29 hours on average 40 hours 26% per week 29%
31-39 hours in reality, Canadian 20% workers report 27% working on average average average <31 hours 17% 41 and 30 hours per 34 hours 38 hours week (fulltime, part time) average weekly hours worked by other sub groups
manager 40 hours 45 - 65 years 37 hours graduate studies 39 hours 30% report working office 35 hours 25 - 44 years 36 hours high school and lower 36 hours more than 40 hours production 35 hours 18 - 24 years 33 hours post-secondary 36 hours per week
41 2016 Employer Branding: perception is reality Canada how do employees perceive their work schedule? younger people and production workers more inclined to work more at higher pay
current work more at work more at 56% of Canadian work less % employees prefer… schedule higher pay same pay employees are happy with their current work schedule
total 56% 38%
men 57% 37% 38% would like to women 54% 38% work and earn more while 3% would 18 - 24 years 50% 42% work more at same 25 - 44 years 55% 38% pay 45 - 65 years 58% 34%
production 55% 40% office 55% 39% manager 56% 35% 4% would like to work less and are high school and lower 57% 36% willing to earn less post-secondary 55% 38% graduate studies 56% 38%
42 2016 Employer Branding: perception is reality Canada what motivates employees to work more? higher pay and promotion are main motivators to work more among both male and female workers
feelings about overall current work motivators to work more 41% 4% schedule increase income 85% take a next step in career (promotion) 27% fulfill potential/personal development 20% happy with current schedule 56% have more influence at work 14% willing to work less develop a greater self-esteem 8% willing to work more escape from daily home activities 5%
gender age education men motivated to work younger people more promotion and personal more by increasing their motivated to work more development motivate influence and promotion, by developing greater more higher educated to women more by increasing self-esteem, increasing work more their income influence and promotion
43 2016 Employer Branding: perception is reality Canada what motivates employees to work less? work-life balance and leisure are main motivators to work less
feelings about overall current work motivators to work less 41% 4% schedule healthier work-life balance, less stress 69% free time for myself 67% spend more time with children 36% happy with current schedule 56% sports, leisure, hobbies 33% willing to work less care for family member/relative 18% willing to work more education, study, training 15% do volunteering work (social purpose) 9% start up or run own business 7% gender age education men motivated more to younger workforce more higher educated more work less by making time inclined to work less to motivated to work less for study or own business, make time for study or to have more time for women more by family, older people to themselves, leisure or decreasing stress or social take care of family education purposes members
44 2016 Employer Branding: perception is reality Canada are flexible work schedules becoming the rule? 30% of Canadian employees would prefer variable working hours every day
longer standard variable variable workday, 44% of Canadian hours hours every workdays shorter % employees prefer… workweek workday every week employees prefer a workweek standard hours workweek
total 44% 30% 18%
men 45% 29% 18% 30% would like to work variable hours women 43% 30% 19% every workday
18 - 24 years 47% 29% 15% 25 - 44 years 46% 31% 16% 45 - 65 years 40% 28% 23% 18% prefer to work production 52% 23% 18% longer days and office 46% 30% 17% shorter weeks and manager 47% 32% 16% 5% prefer to work variable workdays high school and lower 50% 24% 19% every week post-secondary 43% 31% 19% graduate studies 38% 39% 15%
45 2016 Employer Branding: perception is reality Canada telecommuting, benefit or burden? 33% of Canadian employees want to work remotely at least part time
telecommute work in the telecommute telecommute a fixed office every every 33% of Canadian occasionally number of % employees prefer… workday workday employees prefer to days weekly work from the office every day while 65% prefer total 33% 33% 15% 17% telecommuting
men 34% 34% 12% 17% women 31% 32% 17% 17% 33% prefer 18 - 24 years 34% 35% 16% 13% telecommuting 25 - 44 years 36% 33% 13% 16% occasionally and 45 - 65 years 26% 32% 17% 21% 15% prefer a fixed number of days production 34% 30% 14% 18% office 41% 33% 12% 12% manager 41% 36% 10% 13% 17% prefer high school and lower 30% 28% 18% 22% telecommuting every post-secondary 34% 35% 14% 16% workday graduate studies 35% 40% 13% 11%
46 2016 Employer Branding: perception is reality Canada REMAS
Randstad Employer Attractiveness Score
47 2016 Employer Branding: perception is reality Canada Randstad Employer Attractiveness Score (REMAS) concept
total sample: 100%
70 respondents out of 100 know the company know the company: 70/100 = 70% = name awareness 70%
would 25/70 would like to work for the like to company work for: 25/70 = 36% = attractiveness 36%
would not 15/70 would not like to work for like to the company work for: 15/70 = 21% = detractors 21%
REMAS = attractiveness – detractors = 15%
48 2016 Employer Branding: perception is reality Canada top 20 most attractive companies (REMAS) REMAS: among respondents who know the company (minimum 10% name awareness), percentage who would like to work for the company minus percentage who would not
Canadian Solar 1. Inc. 2. IBM Canada Ltd. 3. Air Canada
41.99% 31.87% 29.47%
Indigo Books & Music 4. Inc. (Indigo, Chapters 28.44% 10. Bombardier Inc. 23.10% 16. Ernst & Young LLP 19.60% and Coles) Thomson Reuters PricewaterhouseCoopers 5. 27.64% 11. Molson Coors 22.45% 17. 19.51% Canada Limited LLP (PwC)
Fairmont Hotels & Costco Wholesale Toyota Motor 6. 26.79% 12. 22.13% 18. 19.30% Resorts Inc Canada Ltd. Manufacturing Canada
Coca-Cola Refreshments Canadian Pacific Railway 7. 25.51% 13. 21.37% 19. Magna International Inc. 19.16% Canada Company Limited (CP Railway)
Pratt & Whitney Canada 8. 24.29% 14. Honda Canada Inc. 21.03% 20. KPMG LLP 19.08% Corporation
Canadian National Transat A.T. Inc. 9. 23.39% 15. 20.54% Railway Company (CN) (AirTransat)
49 2016 Employer Branding: perception is reality Canada sectors ranked by REMAS REMAS: among respondents who know one or more companies in the sector, percentage who would like to work for these companies minus percentage who would not
2016 2015 2014
1. transport & logistics 24.27% 18.63% 20.22%
2. motor vehicle & parts 14.23% 13.19% 11.28%
3. high tech manufacturing 12.78% 17.05% 13.17%
4. services 12.42% 11.18% 7.37%
5. food trade & FMCG 11.41% 13.10% 8.23%
6. finance 10.87% 9.80% 8.21%
7. raw materials 10.48% 10.97% 12.71%
8. engineer & construction 8.47% 3.97% 9.21%
9. energy 6.15% 10.55% 7.65% NA: sector was not 10. insurance 3.72% 1.96% -2.54% surveyed
50 2016 Employer Branding: perception is reality Canada sectors ranked by REMAS REMAS: among respondents who know one or more companies in the sector, percentage who would like to work for these companies minus percentage who would not
2016 2015 2014
11. media & telecommunication 2.38% 0.71% -2.05%
12. healthcare 0.63% 8.11% 9.96%
13. industry & manufacturing -0.13% -2.34% -4.51%
14. retail food -2.92% -4.55% -7.93%
15. hospitality and entertainment -5.62% -7.63% -9.39%
16. retail non food -8.78% -5.38% -8.12%
NA: sector was not surveyed
51 2016 Employer Branding: perception is reality Canada employer branding
52 2016 Employer Branding: perception is reality Canada improve your pulling power a step-by-step guide to building a powerful employer brand
make a commitment and get started
decide who get a plan make keep is responsible of attack sure evolving you can find out deliver how you compare with competitors
work out consider the bring the review your where you entire talent brand to vision, values, stand today pool life & start strenghts & weaknesses spreading the word
53 2016 Employer Branding: perception is reality Canada 5 tips for building a stand-out employer brand
1. it’s a strategy, not a 2. clearly define your EVP: 3. assign ownership: who task: often organizations defining the employee value is responsible for employer mistake employer brand proposition requires a clear branding? Make sure your building as a specific task understanding of your organization is clear on who such as planning a social corporate values and culture, is the ultimate owner — and network campaign. But, and the drivers and most often it needs to be led it’s a long-term strategy, motivators of your by the CEO throughout all so make sure you employees. Make sure you levels of the company. approach it with a clear take the time to invest in vision in mind. internal and external stakeholder feedback.
4. apply and measure: 5. ask the experts: if you once you have developed a don’t see the results you strategy, make sure you desire or are not even sure measure your branding how and where to get efforts and assess the results started, consider bringing in to ensure you are on the external employer branding right track. expertise to help identify the gaps.
54 2016 Employer Branding: perception is reality Canada Securing the budget
Example EVP ROI
• Increase careers site visits • Size of candidate pipeline How can you secure the budget to allow you to • Number of social media start an EVP project? Business leaders will expect followers/likes a measurable set of returns – the more clearly • Careers sites applications/% conversion they are defined, the greater the chance that • Increase in referrals senior management will sign off. Therefore your • Offer to acceptance ratio EVP should focus on the attraction and • Number of hires made via direct engagement piece – the area that will give you a sourcing return on investment (ROI). • Decrease time to hire • Decrease cost of hire/recruiting costs • New hire satisfaction • Number of hires exceeding probationary period • Increase retention • Diversity fulfillment
55 2016 Employer Branding: perception is reality Canada Interesting facts on employer branding Source: 2016 Randstad Sourceright Talent Trends Survey top 3 areas of investments in candidate experience 67% 53% 74% of HR leaders rate their think this is because of of employers plan to 1. conducting training organizations' ability to their strong reputation/ enhance their for hiring managers attract talent as good employer brand candidate experience or excellent
2. improving internal and external communications standards and feedback mechanisms 82% are more focused on building their employer brand than two years ago
what are they focused on? %
investing in their careers website 64 social media presence & talent community 62 management 3. improving the internal communication of their employer brand 55 jobseeker experience recruitment marketing events 49 on the careers websites development global EVP and core messages 44
56 2016 Employer Branding: perception is reality Canada