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Becoming an attractive employer for future employees

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. Purpose of the study. To discuss The strategy of becoming an attractive employer

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Becoming an attractive employer for future employees

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  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

  2. 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

  3. 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

  4. “ 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: Research Employer Value Proposition Communication Plan Communication Material Action Source: the Universum Group (external consultant) The importance of employer branding

  5. Research • External research The Universum Student Survey (2008) • Higher scores on • The employer reputation and image (4,14 / 5-point scale) • The people and culture (3,82 / 5-point scale) • Lower score on • The remuneration and advancement opportunities (3,04 / 5-point scale) • Challenges • offer of competitive salaries, opportunities for career development

  6. Statistics Norway’s Employer Attractiveness Source:The Universum Student Survey (2008)

  7. Internal research Statistics Norway’s employee job satisfaction survey (2010) • Overall satisfaction score • 78 per cent (slight improvement from the previous year (76 per cent in 2007) • 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) • Challenges • seek other work outside Statistics Norway(37 per cent)

  8. 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 • Reliability • Equality • Cooperation • Openness • Loyalty • Challenges • 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

  9. Communication plan • Top 5 - Preferred communication channels in Norway: • 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: • Articles in newspapers and magazines • Career fairs • Company websites • Advertisement in print media • Don't know Source:The Universum Student Survey (2008)

  10. 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

  11. 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

  12. 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

  13. 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.

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