1 Becoming an attractive employer for future employees
1 Becoming an attractive employer for future employees Workshop on HRM and Training in Statistical Offices 14 -16 September 2010, Geneva Heidi Torstensen Division for Human Resources, Statistics Norway 1
Purpose of the study • To discuss – – The strategy of becoming an attractive employer The importance of employer branding How Statistics Norway is perceived among students The most attractive communication channels 2
The strategy of becoming an attractive employer • In 2007 Statistics Norway decided upon a strategy for human resources as a sub strategy of the overall strategy document “Strategy 2007”. • Highlighted the importance of becoming an attractive employer: – must offer competitive salaries, particularly compared to other public bodies – focus on recruiting and retaining well-qualified staff – the importance of well qualified managers – opportunities for career development shall be emphasised – flexible working hours and the opportunity to work or continue education abroad shall be actively promoted 3
The importance of employer branding “ the image of the organization as an attractive place to work in the minds of current employees and key stakeholders in the external market ” (Minchington, 2005) Steps to ensure Employer Branding effectiveness: w Research w Employer Value Proposition w Communication Plan w Communication Material w Action Source: the Universum Group (external consultant) 4
Research • External research The Universum Student Survey (2008) w Higher scores on – The employer reputation and image (4, 14 / 5 -point scale) – The people and culture (3, 82 / 5 -point scale) w Lower score on – The remuneration and advancement opportunities (3, 04 / 5 -point scale) w Challenges – offer of competitive salaries, opportunities for career development 5
Statistics Norway’s Employer Attractiveness Source: The Universum Student Survey (2008) 6
• Internal research Statistics Norway’s employee job satisfaction survey (2010) w Overall satisfaction score – 78 per cent (slight improvement from the previous year (76 per cent in 2007) w High scores on – work in a good academic environment (84 per cent) – work tasks are useful (88 per cent) – proud to work at Statitstics Norway ( 74 per cent) w Challenges – seek other work outside Statistics Norway (37 per cent) 7
Employer value proposition • The objective of employer value proposition – is to define a set of values, associations and offerings that characterize company as an employer • Statistics Norway Personnel Policy 2001 decided on values • Challenges w w w Reliability Equality Cooperation Openness Loyalty – Values were created a decade ago and might need new focus – Values need to be better communicated to the external and internal audiences, as not all of the current and prospect employees can easily recall them 8
Communication plan • Top 5 - Preferred communication channels in Norway: w w w Company presentations on campus Company websites Career fairs Acquaintances employed by the company Career websites/Internet job boards • Top 5 - How the students attracted to Statistics Norway have learned about us: w w w Articles in newspapers and magazines Career fairs Company websites Advertisement in print media Don't know Source: The Universum Student Survey (2008) 9
Communication plan • Statistics Norway is planning to use preferred communication channels: – Company presentations on campus - in universities in Norway / Sweden – Company career website – currently in the process of development – Career fairs – career days at universities, various career events such as economist days, research days etc. – Career websites on internet – advertisements on popular career websites • Statistics Norway is collaborating with primary / secondary schools 10
Communication material • At career events: – Flyers, brochures, booklets, recent publishing – Face to face discussion by company’s representatives to prospect candidates • On the website: – Information about the company – Success stories from our employees • Articles in newspapers and magazines • Advertisements in print media 11
Action/measures • Statistics Norway can look at some of the measures when evaluating its employer branding activities: – Attractiveness among a specific target group – Number of applications with right profile received per position – Percentage of satisfied employees – Employee turnover – The image as a producer of statistics 12
Concluding points: • Statistics Norway has a high profile in media as the source for official statistics in Norway • Statistics Norway may benefit from this publicity as an employer • Employer branding for us is to emphasise Statistics Norway as an attractive employer with satisfied employees in a changing and learning environment. 13
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