you've established your evp. now how do you bring it to life?

Are you presenting at a breakout session?

Make sure your title slide is the right color.

To swap the slide master...

On the View tab, click Normal.

In Normal View, in the thumbnail pane on the left, click the

slide that you want to apply a layout to.

On the Home tab, click Layout, and then select the layout

that you want.

Keynotes &

general

sessions

Innovation

breakout track

Data &

Metrics

breakout track

Talent Brand

breakout track

Talent

Management

breakout track

Leadership &

Strategy

breakout track

Pipeline &

Recruitment

breakout track

title title title title title title title

You've established your EVP. Now how do

you bring it to life?

Natalie Mellin & Robert Käck Global Employer Brand Team

King

Claudia Tattanelli Chairman Strategic Board

Universum








that you want.

Keynotes &

general

sessions

Innovation

breakout track

Data &

Metrics

breakout track

Talent Brand

breakout track

Talent

Management

breakout track

Leadership &

Strategy

breakout track

Pipeline &

Recruitment

breakout track


How organizations tackle talent attraction and the

obstacles that stand in their way

Claudia Tattanelli Chairman Strategic Board

About Universum

For 25 years we’ have been committed to helping organizations globally to identify

challenges, understand and engage with talent and communicate and measure their success

Research and insights Analysis and strategy Communication and Activation

Employer Branding: Who Owns it?

More cooperation needed

THERE’S NO CLEAR

CONSENSUS ABOUT

WHAT MATTERS

MOST. IT DEPENDS

ON THE INDUSTRIES

53%

Energy

43%

Eng. Man.

28%

Banks

Industry highlights today

Employer branding objectives

WHAT ARE YOUR MAIN EMPLOYER BRANDING OBJECTIVES?

The 9 Steps to Building a Successful

Employer Brand

What is it?

The EVP is a unique set of offerings,

associations and values that will positively

influence the most suitable target candidates

and the internal target groups

What is it NOT? The EVP is not a tag line or a visual expression.

The EVP implementation is operational.

ATTRACTIVE

TRUE

VISIONARY

DISTINCT

SUSTAINABLE

EMPLOYER

VALUE

PROPOSITION

EVP: The Core of the Employer Brand

The goal: Consistency and Differentiation

• Management involvement is key

• Message must be authentic, differentiating, credible but also

visionary and attractive

• Define your communication strategy before content creation

• Localize/adapt

• Cooperation between marketing, HR and Communications is crucial

• Always maintain a consistent look and feel

• Track the success/development

Lessons Learned in building a strong

Employer Brand








that you want.

Keynotes &

general

sessions

Innovation

breakout track

Data &

Metrics

breakout track

Talent Brand

breakout track

Talent

Management

breakout track

Leadership &

Strategy

breakout track

Pipeline &

Recruitment

breakout track


Natalie Mellin & Robert Käck Global Employer Brand Team

Establishing your EVP

(and bringing it to life too)

A bit about us…

Trophies

• • Sweden’s Best Employer 2013, 2014

(Universum)

• • Best Employer Brand

• (CIPDs 2015 and RADs 2015)

as of Q2 2015

Stats

• Over 200 games in over 200 countries

• 340 million average monthly users

• Over 1,500 employees

A bit about us…

Behind our brand…

The year is 2013.

No more than 400 employees.

No EVP. No Employer Brand team.

Our wants. Our needs.

Grow our business without losing our

entrepreneurial spirit and passion for games.

Recruit the top talent and give them the best

working environment.

Define our EVP & build an

employer brand strategy

Our answer (the simple one).

Our answer (the serious one).

Get the management onboard to build an

employer brand:

• Understanding the business mission and vision

• Speaking the same language

• Finding your network

• Showing research & ROI

We researched and researched.

And researched some more…

1000+ minutes speaking with employees internally

300+ minutes speaking with potential candidates

63 days of research & analysis (including undercover

operations and 2 days spent with the founders

and leadership team)

Developed our EVP…

Passionate about games, you’ll unlock

the player in everyone. All in our fast-moving

world where to make fun, we have fun.

“King is a serious business that’s

not afraid to have fun” Riccardo Zacconi – CEO & Founder

Great! Now what?

HRBPs

Seriously Playful (Brand, EVP &

Values

Brand

Marketing

PR

Campus

Rec. Process

Induction

Onboard Process

IT

Values

Comp. Ben

Legal

Academy

Performance

Attract /

Recruit Exit

Develop

Motivate

Onboard

Processes Touch Points

Integrate. Integrate. Integrate.

• Map the touch points and priorities for your community

• Use the community lifecycle as a framework

• Sensor check against business strategy


Values

Attract / recruit


Values

Onboarding


Values

Motivate


Values

Develop


Values

Exit

An EVP shouldn’t be new.

It should be you.

“Focus on the culture, trust &

enable your employees.” King Employer Branding team

Potntial & existing

employees

BRAND EMPLOYER

BRAND

PR

Play nicely with others…

Potential & existing

employees Our players

Media & investors

BRAND EMPLOYER

BRAND

PR

We’ve built it. How do we maintain it?

• Recruit against values

• Manage talent development against values

• Listen to the community

• Measure and keep score

Show & tell. Seriously Playful style.

Careers sites

Values animation & gamification

Social

Diversity & inclusion

Refer-a-friend scheme

Employee handbook

King Challenge App

Rebranding - Q1 2013

Before…

Keeping consistent

If you take away one thing today.

If you take away one thing today.

OK. Four things.

• Get leadership engaged – Creating an EVP is not a HR

project it’s a company project.

• Culture matters and Employer Brand is not just about

attracting people to join.

• Hone your relationships with Marketing, Brand and PR.

• Track and adapt.

you've established your evp. now how do you bring it to life?

Recruiting & HR