The Ferrero Employer Brand Journey

@DearKat

*The views expressed in this presentation are soley my own and do not represent the views or opinions of the Ferrero group*

“High pressure, lack of freedom (almost like a prison), lack of formal process but many unwritten norms and rules, lack of performance review and career development, WLB, not customer focused, no corporate culture (Brazil feels like a colony part of an empire; China that the company doesn't care about people), inadequate pay, jobs not well defined, missions don't correspond to promises, slow decisions”

Global Sourcing 2013/14

Candidates who will apply to Ferrero and get hired with no prompting

Baseline hires

ERP / Referrals/ Transfers

Direct Sourcing

Marketing**Third

party

Recruiter

s

Candidates who are known to current Ferrero employees

Candidates who are found by Ferrero Sourcers through media databases or social media

Candidates who are driven to Ferrero through Recruitment Marketing activities

No

/ Low

Cos

tHi

gh C

ost

XXX%

XXX%

XXX%

XXX%

XXX%

Candidates who are sourced by external recruitment agencies

** Total number of hires not accounted for as in some cases the source of the hire was unknown

• Leave trigger • Temporary

effects

• Leave trigger• Temporary effects

• Negative emotion

• Contagious

• Positive emotion• Long term benefit

LOVE HATE

MONEYPOWER

INCREASE

DECREASE

Anti-analysis

IdentifyMinimise

Manage out

Brand advocacyInternal pride

Candidate prideAlumni pride

Trade supportIndustry visibility

• Leave trigger • Temporary

effects

• Leave trigger• Temporary effects

• Negative emotion

• Contagious

• Positive emotion• Long term benefit

LOVE HATE

MONEYPOWER

To d

o:

Crea

te a

Fan

dom

An integrated approachEmployer Branding

Talent Acquisition

L&DTalent

Management Hiring

Managers Social

EVPA JOY TO

DISCOVER

This is the current output

11

3. PAPIRFLY

The system implementation: upload all approved toolkit materials ready for use.

2. TOOLKIT & GUIDELINES

A PDF document detailing logo usage and regulations in using the assets. This will also be available as an e book on my.ferrero

4. DIGITAL BRAND BOOK

An inspiration book of the employer brand. Aiming to make all employees feel proud to work at Ferrero

5. MOOD FILM

An inspiring video that can be understood in any language emotively expressing the new employer brand.

6. INTERNAL LAUNCH

All HR staff communication of the EVP. Alongside two all day workshops to train specific targets on the new brand.

11. MEASURING ROIThere is a solid KPI benchmark in place to ensure our effectiveness and ROI. Through measuring social sentiment analysis to in-house SWOT opinion to candidates perception.

Step 1:DRIVE

CONSISTENCY IN ATTRACTION

PROCESS

Step 2: ENFORCE A

UNIFORM EXTERNAL

PERCEPTION

Step 3: PUSH MASS AWARENESS

AND EDUCATION

Step 4: LEAD A DATA

DRIVEN APPROACH

CONFIDENTIAL

9. 2014/15: MEDIA PLANExternal strategy is high touch, high impact stunts responding to the target groups communication habits: millennial social & digital media will be bought

10. 2014/15: CAMPUS ACTIVITYExternal strategy is high touch, high impact stunts responding to the target groups communication habits.

7. CAREERS WEBSITE

A complete rebuild of ferrerocareers.com user responsive by content, language and device: mobile ready and scrollable content for the i-generation

1.EVP & CREATIVE BUILD

A PDF document detailing logo usage and regulations in using the assets. This will also be available as an e book on my.ferrero

STRATEGY CHANGESA large shift from paid media to earned

Summary of Ferrero Employer Branding Strategy 2014/15

Core objectives: Enhance competitiveness as employer to

attract and retain talents, especially in xxxx .

In year 2 the focus is to increase brand advocacy internally through

employee referrals and social reach. To increase earned media

and decrease paid media

Step 1:HELP

OURSELVES BY MAKING

EXISTING ATTRACTION CHANNELS

WORK HARDER

Step 2: INCREASE

SOCIAL MEDIA PRESENCE AND

ENCOURAGE EMPLOYEES

WOM & REFERRALS

Step 3: LOW COST GUERILLA

MARKETING ON CAMPUS FOR

XXXXXXAWARENESS

Step 4: LEAD A DATA

DRIVEN APPROACH. DRIVE THE

VISION 2020 HOLD HR

ACCOUNTABLEKPIS

Attract enough candidates for

Ferrero to meet DIRECT hiring

numbers

Enhance employer brand perception & increase quality of

applications

Increase understanding and

appreciation of Ferrero EVP values

To INCREASE the employer rankings especially XXXXX

It is envisioned extra European countries in PS5

will represent xxx of the growth.

In order to achieve this

goal developing a reputation as

abest employer of choice is a key business

need to attracting talent.

TRIUMPH?

16

Vision 2020Global KPIs

CPH

• By 2020 ..... of our hires will be a result of employer branding• By 2015 ....... of hires will be a result of employer branding

REACH

• By 2020 our combined reach as an employer will be.......• By 2015 our digital reach will be .......

TTF

• By 2020 our average time of hire will be .....weeks & .... touchpoints• In 2015 will be begin measurement of time to hire

RANK• By 2020 we will rank in ........ the ...........................• In 2015 we will gain positioning in each focus market

QOF

• By 2020 our staff turnover in extra Europe will be reduced to just ......• In 2015 we will begin destination employee to combat turnover

How we are measuringC

OST

per

hire

from

mar

ketin

g vs

3 p

arty

recr

uitm

ent • Monster ATS

• MediaCOM tracking

• Candidate survey via CEB RED dashboard

REA

CH

: How

man

y ca

ndid

ate

touc

hpoi

nts

do w

e ha

ve? • Google

analytics: website traffic

• Social traffic: via Linkedin

• Monster ATS via applications

• YouTube reach and videos viewed and shared

• Glassdoor analytics

• Media tracking TI

ME

to h

ire, a

stre

amlin

ed re

crui

tmen

t pro

cess • Monster ATS

• NB: Monster recommend recruiting standards such as job vacancies are posted 24 hours from notice to assist this KPI.

EXTE

RN

AL

per

cept

ion

& c

andi

date

rank

ing • Universums

World’s Top 50 Employers

• Employer awards: Randstad, best companies, trendence

• Klout competitor benchmark

• Market research such as Reputation institute

• Radian 6 to measure social sentiment

QU

ALI

TY o

f hire

and

impa

ct o

n re

tent

ion • CEB RED

dashboards new hire survey: both employee and hiring manager

• CEB departure view looking into exit information

• Retention rates via SAP reporting

• CSR report of turnover

• The Culture fit assessment

Some early results (2013-2014)

Before (day dot) After (current day)

34 612 Linkedin followers 100 000+ LI followers (organic)292% increaseMinimum 2.9% engagement

3 country EofC awards 21 individual country rankings#21 Forbes most reputable#55 Universums worlds most attractive#31 trendence Europes 500

5 target universities (Germany) 2000 target universities (9 markets)

Candidate campaign testing

Internal campaign testing

84.18% more than 7/10 likely to

recommend us

44.85% 9-10 likely to

recommend us

The fandom begins

“I would like to work at Ferrero a lot!!!! I believe and I see!!”

“As a former Employee (22 years since departure) I am thrilled to hear this News. I have often Boasted of the Amazing place Ferrero was to Work at in the 90's. I have missed being apart of the Ferrero Family & am

PROUD of its success”

“Is an honor working with a company the size of Ferrero that supports young people and contribute to

our continued growth and development. Also, is a company where you can feel like you're at home,

working with a beautiful family. Grazie mille Ferrero!”

“Glad I made the jump and came on board! :)”

“great brands, great products, fantastic company, congratulations”

I LOVE YOU !! Bravi e grazie mille

“I am very proud to be associated with a company which is doing great works for society”

“I love to work with Ferrero family”

#teamferrero

“Ferrero is the ultimate definition of joyful discovering of unique experience. It is unique to be with forever”

- Employee Survey – October 2014 -

*The views expressed in this presentation are soley my own and do not represent the views or opinions of the Ferrero group*