Snapshot 2015: Talent Insights & Trends

SINGAPORE | STUDENTS | TOTAL POPULATION Building an effective communication strategy towards Talent
ABOUT UNIVERSUM

What sets us apart?

With over 25 years of experience Universum annually conducts For our clients around the world,
researching the field of Employer quantitative and qualitative Universum is a trusted partner
Branding, Universum is a research with over 1 000 000 providing solutions and services
recognized world leader with tried talented individuals to gather to develop, improve and
and tested frameworks. insights into their career implement tailored Employer
preferences, communication habits Branding strategies.
and their perception of potential
employers.

Universum is the thought leader in Universums unique global reach Universum employs smart,
Employer Branding, with local ensures the comparability of friendly and professional experts
experts in research, consulting research results across markets. and consultants, who work with
and communication solutions, We partner with approximately our clients in long-term
offering high-quality insights. 2000 of the top academic partnerships.
institutions in the world.
Universum in the media & our clients

Our media partners publish Universum rankings and our thought leadership content:

Our client list includes some of the worlds most attractive employers:
About the survey

TOTAL NUMBER OF 9,304

RESPONDENTS

9,304
Engineering/Natural
Respondents are from 3,760

4
Sciences
Business/Commerce 3,147
FUTURE EMPLOYEES shared
their views on career and UNIVERSITIES and represent Humanities/Liberal Arts/
1,746
employer with us. 105 DIFFERENT areas Education
of study. Health/Medicine 360

IT 222

Law 69

29,952
With their

EVALUATIONS about
employers, we help major
brands understand their
prospective talent.
 Vital questions

Every company has an Employer A STRONG EMPLOYER BRAND CAN ACHIEVE:

Brand, whether they decide it or not:
What are you currently doing to
control your Employer Brand?
What would students say your
brand is?
Do you think your
consumer/corporate brand
2.4x 1.8x 50% 28%
REVENUE PROFIT SAVINGS LOWER
hurts or helps you? GROWTH MARGIN PER HIRE TURNOVER
INCREASE RATES

Source: LinkedIn Whitepaper, Why Your Employer Brand Matters, 2012

 SINGAPORE

Most Attractive Employers 2015 - Business

For more rankings go to http://universumglobal.com/rankings/singapore/

EMPLOYER RANK PERCENT TREND EMPLOYER RANK PERCENT TREND

2015 2015 2015 2015

Google 1 21.43 0 Barclays 16 6.37 -7

Singapore Airlines 2 19.08 0 Unilever 17 6.16 -2
Walt Disney Company 3 14.06 3 Facebook 18 6.13 17
J.P. Morgan 4 13.50 -1 Procter & Gamble (P&G) 19 5.87 -2
PwC
5 12.07 -1 Bank of America Merrill Lynch 20 5.79 -6
(PricewaterhouseCoopers)
EY (Ernst & Young) 6 11.08 -1 L'Oral Group 21 5.42 0
KPMG 7 10.75 1 Citi 22 5.28 -4

Marina Bay Sands 8 9.43 11 The Coca-Cola Company 23 5.15 15

Resorts World Sentosa Bloomberg 24 5.14 1
9 9.23 7
(Universal Studios)
Apple 10 8.97 1 Credit Suisse 25 5.09 -2

Deloitte 11 8.14 -1 Deutsche Bank 26 4.86 -4

Goldman Sachs 12 8.08 -5 Morgan Stanley 27 4.85 -3

DBS 13 7.76 -1 LVMH 28 4.81 3
Singapore Tourism Board
OCBC Bank 14 7.04 -1 29 4.78 3
(STB)
Monetary Authority of
15 6.66 5 United Overseas Bank (UOB) 30 4.76 -2
Singapore (MAS)
 SINGAPORE

Most Attractive Employers 2015 Engineering/Natural

Sciences
For more rankings go to http://universumglobal.com/rankings/singapore/

EMPLOYER RANK PERCENT TREND EMPLOYER RANK PERCENT TREND

2015 2015 2015 2015

Google 1 16.61% 1 Boeing 16 4.99% 0

A*STAR 2 14.11% 1 Nestl 17 4.91% 16
Singapore Airlines 3 12.12% -2 Microsoft 18 4.87% 0
ExxonMobil 4 10.68% 1 Defence Science Organisation
19 4.80% 5
(DSO)
Rolls-Royce 5 10.26% -1 Singapore Technologies
20 4.38% -5
GSK (GlaxoSmithKline) 6 9.85% 3 Engineering
Resorts World Sentosa
21 4.30% 0
Shell 7 9.66% 0 (Universal Studios)
J.P. Morgan 22 4.26% 5
Ministry of Education (MOE) 8 8.23% -2
3M 23 4.16% 0
Apple 9 7.16% -1
Facebook 24 3.97% 8
Procter & Gamble (P&G) 10 7.04% 3
Johnson & Johnson 25 3.96% 17
Ministry of Health (MOH) 11 6.86% 1
United Nations 26 3.85% NEW
Unilever 12 6.52% 5
DBS 27 3.72% 2
Walt Disney Company 13 6.08% -2
Pfizer 28 3.71% -6
Keppel Corporation 14 5.58% -4
Ministry of Defence (MINDEF) 29 3.62% -9
Defence Science & Technology
15 5.49% -1 Novartis 30 3.55%
Agency 13
Why arent certain potential
employers considered attractive?

Good company but need more Not as prestigious as the rest.

graduate outreach.

I do not have the relevant skills to The working environment is not as

take up the job. dynamic or fun compared to the
others.

Very stressful work environment . They are not as relevant to my

current degree.
 Key market highlights

Job security and Work-life balance Friendly work Students are

stability are valued continues to be the environment is a increasingly looking
assurances. top career goal for significant pull to work for a good
students. factor. cause or to serve a
greater good.
Who are you talking to?
Gain a better understanding of your potential talent

MOST PREFERRED
TOP CAREER GOALS
AVERAGE EXPECTED INDUSTRIES
ANNUAL SALARY 1 To have work/life balance

39,879
1 Banks
2 To be secure or stable in my 2 Educational and Scientific
job Institutions
(SGD)
3 To be dedicated to a cause 3 Media and Advertising
or to feel that I am serving
a greater good
Building a successful
Employer branding strategy
FOUR KEY LEARNINGS

Management involvement
1 If you do not have buy in from management and your CEO, you will not succeed with bringing the EVP to life
internally, it needs to start from the top. Their involvement in the entire journey is crucial.

Not only based on internal findings

2 The most common mistake organizations make is basing an EVP on their internal identity. The true piece of the EVP
is of course extremely important and a starting point for the EVP development, but not ensuring that it is attractive,
distinct and credible for you to be talking about will set you up to fail.

Localize/adapt
3 You have to understand that your EVP needs to be articulated in different ways to different target groups. Not
understanding for example how innovation is to be articulated to a senior executive and to a factory worker is also
something that will make you less successful in launching it.

4 Track success and development

Universum assists employers to do this, although a lot of organizations that we speak to unfortunately do not do
that. You need KPIs and goals for the Employer Branding and EVP work.
How do you build a strong
Employer Brand with Universum

Understanding Understand your Prioritize Preferences and

of needs current position current image

Review business Identify opportunities in Decide where to put Employ the Universum
plan and workforce the recruitment funnel primary focus Drivers of Employer
plan Attractiveness

Define and track the

Strategic Measure and
Content creation performance of our EVP
activation plan evaluate
your USPs

Develop unique and Prioritize, decide and Is your messaging Define success, set
authentic content activate attractive, credible, and track KPIs
distinct and
sustainable?

Test and tailor Action Follow up

(and refine)

Test and localize Activate your Track performance

your communications messaging and revise strategy
accordingly
Now youre ready to kick-start your Employer Branding. Want to know more?

Our consulting services can guide you through a more strategic approach to Employer Branding:
http://universumglobal.com/business-solutions/consulting

Our research can help you make more effective, fact-based decisions:
http://universumglobal.com/business-solutions/research/