Employer Branding Strategy Retain, Develop and Recruit 31.05.2013 NCE Klyngesamling Side 1
Background Norway lack 16 000 engineers A huge challenge for Nexans Norway Employer Branding require a leadership mindset and engagement towards talent management, retention and recruitment! We need to have a clear Employer Branding Strategy to support activities to retain, develop and recruit new talents. Employee retention is much about People management and how we treat our employees. If we take care of the inside, the inside will take care of the outside (Harold Burson). Side 2
Employer Branding Norway's Ideal Employers 2012 The results of the Norwegian Student Survey reveal how students perceive organizations as employers in Norway. The research functions as a basis for decision-making when choosing target groups, messages and channels for future employer branding campaigns, and as a control instrument for measuring the appeal an organization has over its specific target groups. The rankings below reveal how attractive an employer is amongst students, and indicates a company s position in relation to other ideal employers in the recruitment market. The rankings enable employers to track and set targets for measuring their level of employer attractiveness. Fast Facts About Our Research - Norway Number of participants in 2012: 8,503 respondents Number of universities targeted: 26 leading universities Number of individual employer evaluations: 29,271 Field period: October 2011 to March 2012 Our rank amongst the Technical Students: 2013: No 65 2012 : No 70 2011 : No 86 2010 : No 91 Harold Burson (Co-founder of Burson-Marsteller) : If you take care of the inside, the inside will take care of the outside. Side 3
Employer Branding What is Employer Branding? Employer Branding (EB) = long term, companies do EB even in periods when they are not recruiting, in ways to keep their image constant even in times of low recruitment activity Recruiting = temporary, demand-driven HR activities. Successful recruiting depends on a solid Employer Branding base and a correct perception of the brand and what it offers. Employer Branding is a process that should refer to Nexans true values (walk the talk) and support the main goal: To have a strong appeal on current and future ideal employees. We want to have a well known employer brand and be an employer of choice.. Nexans should be ranked as the top 50 Companies to work for through Universum ranking in 2015! Side 4
Retain and Develop Definition: Employee retention is defined as a systematic effort by Nexans to create and foster an environment that encourages current employees to remain with the organization Goal: Be recognized as an employer who value people. Our goal is to enhance Nexans ability to retain skilled employees. Retention activities strengthen our ability to retain the Nexans workforce, through recognition, flexible work arrangements, work-life balance, employee engagement, health and safety and Competency Development Enabling employees to grow The golden rule of retention: Have fun at work! Balance work with home life Side 5
Retain and Develop Nexans retention activities: Development Plans for all employees Management training Talent Management Technical training International company Flexible work hours Company cabins Company sports team (17 activities) For new foreign hires Relocation support Side 6
Employer Branding Nexans Employer Branding key initiaties: Studentblog (www.energistudentene.no) increase awareness and interest among students and future employees. Nexans Ambassadors tell their stories in contact with students, at different students fairs and seminars in Norway, Sweden and selected countries ineurope represent Nexans values. Summer internship to engineering students. Master thesis to selected students Continuous communication with educational institutions through different channels Side 7
New design Side 8
www.energistudentene.no Side 9
www.energistudentene.no Side 10
Career pages on Internet Side 11
Career pages on Internet Side 12
Recruit Definition: Recruitment refers to the process of attracting, screening, selecting, and onboarding a qualified person for a job in Nexans. Goal: Our goal is to recruit the right people, with the right competence to the right time. This will be done by supporting activities that attracts customer oriented talents who can develop and produce the best solutions for Nexans. Side 13
Hvordan skal Nexans vinne kampen om talentene - Rekrutteringsstrategi Bemanningsutvikling og rekruttering: hva er status? Nexans Halden har i perioden fra 2010 til i dag ansatt ca 80 faste operatører og 50 ingeniører/sivilingeniørere! Anslått behov for Nexans Halden 2013/14 ca 30-40 nye ingeniører/sivilingeniører Nyutdannet og mer erfarne (spesialister). Side 14
DN.no: Knallhard kamp om ingeniørene Hvordan skal Nexans vinne kampen om talentene - Rekrutteringsstrategi - Ingeniørstudenter i Norge vasser i jobbtilbud. I går kjempet National Oilwell, Aker MH, Agder Energi og over 100 andre teknologibedrifter om studentens gunst på NTNU. Både Ingeniør Compagniet og Manpower Professional Engineering rapporterer om en betydelig økning i etterspørselen etter ingeniører. - Veksten er "formidabel og omtrent tre ganger så stor som i fjor sommer. Redd vi taper kampen om ingeniørene - Rekrutteringsselskapene mener vi må gjøre oss mer attraktive for utlendingene Side 15
Hvordan skal Nexans vinne kampen om talentene - Rekrutteringsstrategi DN.no: Plukker ingeniører på LinkedIn, Facebook og Twitter - Head Energy har siden mai hentet 3 av 4 nyansatte ingeniører fra sosiale nettverk. Alle lederne i selskapet har kontraktfestet at de må være aktive på LinkedIn og Twitter. Bruk sosiale medier til rekruttering. - PR consulting - når vi skulle arrangere egen rekrutteringsdag søkte mange kandidater direkte til oss på bakgrunn av annonse på sosiale medier. - Sosiale medier er et naturlig og akseptert sted å fortelle historiene ( hvorfor velge oss som arbeidsgiver) Aker Solution har mer enn 500 followers på Facebook. Side 16
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Recruit The recruitment goals will be reached through the following key initiatives: Professionalize use of social media like LinkedIn in the recruitment process. Participate in international recruitment fairs. Increase the focus on international recruitments Development of a good on boarding process for new hires. Expansion of cooperation with international engineering consultant companies. Development of a reward policy supporting employees who help recruiting new workers (key positions). Development of a professional introduction, mentoring and training program in place Establishment of sponsor program for new employees. Side 18
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AT THE CORE OF PERFORMANCE Thank you for your attention www.nexans.no www.nexans.com www.nexans.mobi Side 20