Employer Branding Strategy Jenni Hollbrink SCA, Anna Lindberg HR, Jeanette Johansson HR
To build an employer identity and to create a relationship with the people AZ wants to attract,recruit, develop, keepandcontinue.
McKinsey Research (2007) 24*7 media and digital age Lower ranking … Ad hoc EB activities
Purpose To position AstraZeneca as “Employer of Choice” in Sweden
Principles • Choose realistic messages that we can live up to • The Swedish Employer Branding plan shall harmonize with the Global Employer Branding plan • The strategy aims to reach effective targets in terms of understanding, attitudes and/or actions of the identified target groups.
Strategy IMAGE IDENTITY PROFILE
Objectives and Channels Information(Know) strategiska budskap kunskap Kommunikation (Feel) processen av budskap • attityder/förhållningssätt Relation (Do) ömsesidigt engagemang beteende/resultat
Key Message 1 AZ offers you a meaningful and challenging work in a dramatically changing environment. • We have87% employees proud of focusing on patient health • We invest 100 million SEK every day in research • We contribute to a quarter of Sweden´s net export
Key Message 2 AZ is dedicated to win in the right way through high ethical standards • We have a shared first position in Folksam´s Climate Index • 82% of our employees say they have a good work life balance • We have an individual bonus system based on performance as well as behaviours.
Key Message 3 AZ invests in organisational and individual knowledge and growth • We research, develop, produce and market pharmaceuticals providing a wide range of development opportunities • We are present in over 100 countries across the globe • We promote talents actively and each employee has their own individual development plan
TARGET GROUPS DESIRE TO SCOUT DESIRE TO START DESIRE TO STAY ATTRACT RECRUIT DEVELOP KEEP CONTINUE
Analysis Detailed Project Plan Timeline • Current Situation Report • Recruitment Status Report • Risk Analysis • SWOT analysis • GAP analysis • Target Group Analysis Planning/Do • Purpose • Strategy • Principles • Objectives • Messages • Channels • Activity Plan Review • Lessons learned • Focus 2004 vs 2006 ssh 2007 • Measure against GAP yearly • Measure against objectives quarterly Week 17 25 37 Presentation LÅB ACK
Summary • What is Employer Branding? • Why Employer Branding? • How….
The old activity plan Based on presentation in Exco November 2005 Note: only external recruitment related reputation work, Target Groups: school and university students.