I frequently receive a lot of invitations for conferences and events about the employer branding. I recently organized discussions forums in this perspective too. Such as in the last year the Universum Advisory Board in KPMG and ENI Corporate. But I’ve to admit that sometime I decide to reject the participation. Especially when the level of the speakers involved is not so high. There are a lot of conferences out right now. Too many, imho. Some are really very improvised and built just for doing money. 

But, this time when Stamford Global contacted me to invite me as speaker to join their well known 3 days Summit named Talent For Tomorrow Summit, I thought that I couldn’t avoid to accept. 

The Talent For Tomorrow Summit is a 3-days event with a strong focus on the employees engagement, leadership and talent management themes and with the participation of a lot of world wide speakers, experts and Professors.

So, I liked the idea of talking about it here in order to tell you that it will take place on 23th, 24th, 25th of April at Vienna in Austria, the city of music, by Hilton Vienna Danube. 

The day one is dedicated to the Master Class. It's the socalled Pre - Conference. A very intensive full day of training with Dr. Peter Cappelli, an authority in the Human Resources Field. He is the author of the book "Talent on Demand" and, last but not least, Professor of Management at the Wharton School and Director of Wharton's Center for Human Resources. It will be very interesting learning something from him.

The 2nd day of the conference is the open day of the Summit with the participation of a lot of Professors and Top International Managers from all over the world about different hr subjects. 

Here by some interesting speeches taking place during the day:

Regarding me, I will be pleased to be there in order to do a speech about the latest and the hottest issues for the today's employer branding strategies.

In particular, my talks will be the beginning of the third day. In the early morning. Exactly at 9.30 am.

In other terms, I will talk with others about the communication of the Employer Value Propositions in the digital era in a glocal perspective. But here down you can discover more about how I decide to articulate the presentation: 

These are the points I will cover during my presentation as highlighted in the program.

1 - EVP Challenge: Do it the right thing!

2 - The Employer Branding Mix in the digital era: Where we are, What to do?

3 - Best Practices using the new web the EVP Communication

4 - Glocalyze your EVP: Employer Branding Strategies supporting today's imperative of being Global. 

That's all!

If you want to find more about the contents to be discussed, the attending spekers and how to take part of the conference, click here on the Talent For Tomorrow Summit web site 

See you there! For further information davide.scialpi@employerbrandingrevolution.com :) 

 

 

Once upon a time in the field of the employer branding a man named Davide Scialpi based in London and in the responsibility of managing an employer brandng international lab called Employer Branding Revolution...... ... ....stop, stop, stop, stop please!  jokin’, jokin’, just joking, guys! .. Off course, as you know, bloggin’ is like writing a personal diary but It’s not so great posting about our self in a stupid 1.0 way. It would be surely uninteresting and absolutely boring. This is not the way right now. This really means nauseating all the readers.

 

In an era like the one we live where anybody can say whatever they want about anything and anyone through social media , Content absolutely becomes the king. But it’s not so sufficient because People are looking for Valuable contents. So, in all frankness, telling about our self nothing great or useful doesn’t really care to anybody today. 

 

Unless you are able to communicate something really interesting and helpful for some through your daily life streaming. If it’s so, you’re cool. You’re my idol. Nothing saying. But just let me ask you: are you really able to do that daily? Nothing is impossible but off course it’s a very exacting and stressful duty. It takes a lot of time. Do you have so much time to spend everyday?

 

So, basically one thing is for sure: doing such a kind of introduction as starting point for a brand new blog post was just to point out that  it doesn’t really matter if you’re a brand or a person. What really counts today is telling a valuable story. At the moment, it represents one of the most growing imperatives in order to communicate as well to own target audiences your own real identity and how you can really help. 

  

Where the valuable story consists in just telling something able to create a positive identification in our target audiences. Something that makes sense. Something inspiring. Something Human. Something true. Something normal. 

 

Off course, this is valid both for the brand communications, for the employer brand communications and for the product brand communications.

 

In other terms, something that tells that behind compelling products and services there’re humans like me, like you, like anybody else. And that it can be capable to attract the people that you’re really looking for your organizational performances as potential employees or for your financial performances as potential clients!

 

As usual, just reaching the emotions and feelings of own targets people is the challenge. 

 

But that’s not just useful to permit to your company to increase the possibilities that someone can get or read your classical information about who you are, what you do and what does it means working for you. Typically, it happens through welcome kits, company profiles, welcome books,traditional web sites in a funny 1.0 way. But you can also let it explore further to increase the possibility that someone can really take into consideration the idea of sending the application to you  as well as to tell a friend about you due to the fact of he’ll be clearly conscious about who are you, your personality, your character, your values, your history, the employees stories,your challenges, your value proposition in terms of work experience you really offer. In other words, how it is to work for the company.

 

He will know you in a different way from the reading papers just made of insipid and colourless informative words as companies do actually, both for their own employer branding and branding activiities. We really know that find the right information is important for making the right choices but we live in the age of the information overloading.

 

In a nutshell, if you don’t realize something new and attractive, your contents vehiculared through traditional communication and promotion tools will finished in the desert.

 

On the other side, you’ll even get another goal: avoiding that who doesn’t fit with the mood, the personality and the organizational objectives of your company can drop you the cv. Which means saving moneys, time and cognitives efforts with regards of the recruitment activities. That’s not so bad in this funny period we’re living. Ask your Ceo.

 

Showing what’s happens inside of your company in an unconventional way is really powerful to understand more about your company. 

 

To coinceve a great story, you’ve to focus your efforts on ensuring that:

 

- It’s Real. It’s close to the daily people life. It represents a story that we all lived at least one time. it’s human after all.

• It’s Personal 
• It’s Inspiring
• It’s truth, but possibly positive and contemporary
• It’s brand new
• It’s different
• It’s funny
• It’s interesting
• not false or adulterated
• It’s spontaneous emotion.
• not an illusion 
• It’s easy to understand so that simple copy.
• It’s well written
• It involves CEO’s, Line Managers as testimonials
• It involves employees with similar requirements to your target groups and even the Alumni that have reached the top in other companies and organizations by showing thus that you’are a good place where learning and where it is to be trained to win.

 

5 Reasons why for adopting the storytelling for your internal and external employer brand communication: 

 

• Finally a way to communicate as well what does it means working for your company. It helps people on the job market to address as well their decision making about their career.

• Increasing the possibilities to your targets people to decide to take into consideration the idea of working for you for the simple fact that they ramained attracted by your value propositions.

• Demonstrating definetely that behind the products and services there’re very normal and real people. It could be appreciated more than a picture of a fake professional as other companies use to do.

• One of the most valuable and alternative way to create and to address very important corporate contents. If applied to the employer brand communication or the internally or externally Employer Value Propositions communications it will be more powerful than the adopting it for pure marketing purposes. Just because you can tell about your company products and services not in a direct and unexplicit but in a roundabout way. So, they don’t perceive to be victims of a marketing activity too. 

• It’s a flow experience that permits to your readers, your listeners, your viewers, your visitors and your hearers to remember as well your story for a long time by reaching the scope, thus, of being top of mind. And this is really great.

 

Conclusions:

 

In nowadays, off course, Content is king but the Storytelling represents a valid and important model to organize it as well in order to address an effective message to your target audiences !!  Both for the internal and the external employer brand communication. 

 

So tell us your story now! 

Hey there, guys! How's it going there out?...I'm very pleased to blog you just another great post about the employer branding!

We're very proud to host another awesome employer branding specialist!

The name of the our brand new guest is Dominik A. Hahn. He is from Germany and he works on the employer branding for Allianz Germany one of the most important providers in the financial services field.

 

Here's his post so titled: 

 

The role of person-organization fit in Employer Branding!

 

We all know HR is not the only owner of Employer Branding. It‘s a mission the whole company should be involved in. Every company‘s activity that is visible externally may also be a signal of the company as an employer, thus influences the employer brand. 

 

But till this belief is being established within all the company‘s departments many years will pass by. The progressing demographic change likely turns out to be kind of a door opener for the claims and needs of HR when it comes to establish a company wide Employer Brand communication. But it‘s necessary that the departments, especially the hiring managers of course, have to feel the impact of the demographic change in their everyday life's. Only then HR will have them on their side.

 

Today fact is: Employer Branding solely belongs to HR. In many cases it‘s up to the HR-Marketing guys to define the Employer Value Proposition and to implement it into the HR-Marketing activities, that is the career website, career fairs, (print, online, mobile, social) media, cooperations with universities etc. 

 

If you think this is what Employer Branding is all about, you‘re damn wrong! Sorry! Employer Branding is not about having cool pics, movies and fancy websites. It's not about having just a cool and appealing employer brand.

 

Employer Branding is about enabling potential applicants to decide wether they fit to an organization in terms of personal values and technical skills or not!

 

Let us just take a quick look at the process of job/employer choice decision:

 

From am psychological point of view this process is basically quite similar to the decision process when it comes to buy certain products. But it‘s much more significant for the potential applicant‘s future life! As a consequence he definitely seeks for as much information as he possibly can to minimize the uncertainty. 

 

Breaugh and Starke (2000, S. 418) confirm that: “It has been well documented that during the job search process individuals frequently lack information about job and organizational attributes.“

 

From many empirical studies we know: It‘s the subjective estimation of fit between the potential applicant and the organization that highly influences the job or employer choice decision. 

 

Bretz and Judge (1992, S. 17) say: „job applicants make entry decisions on the basis of perceived fit“. 

 

 

         The heart of Employer Branding is relevant information

 

So what does that means for HR? The answer is quite simple: provide information! Show to potential applicants who you are as a company, as an employer. Talk to them, turn your inside out. And do that on various ways. On your website, via videos, via direct vis-a-vis-communication. Yes, you‘re right. This cries out for a lot of work. And it‘s kind of a shift for HR-Marketing. Indeed, it‘s still marketing, but much more in a PR and storytelling way (have you now asked yourself, if your HR colleagues do have the skills to do such a ‘journalistic‘ work? But hey, that‘s another story ...).

 

What are the advantages for you as HR or as an organization in general? 

 

Well, sad to say that there‘s just one to mention. But wait, it‘s a big one!

 

The more information you provide to potential applicants, the better applicants can estimate the (personal and technical) person-organization fit. This again produces four circumstances which are crucial to HR and Employer Branding:

 

Increase of employer attractiveness: „(...) individuals are attracted to an organization based upon a perceived congruency between their own personality and that of the organization“ (Schein & Diamante, 1988, S. 170).  

Increase of probability of application: Many studies found evidences that (an estimated) organizational attractiveness is strongly related to the probability of application (cf. Cable & Judge, 1994; Judge & Bretz, 1992; Cable & Turban 2001; Rentsch & McEwen, 2002). 

Getting the ‘right potentials‘: Not only since Ed Michaels proclaimed the so called ‘war for talents‘ (Michaels, Handfield-Jones & Axelrod, 2001) companies are trying to get the best and talented candidates. Have you ever considered if those really are a perfect fit to your company? Actually, you want ‘the best candidates among the suitable ones‘, right?! Only those self-select into your firm and share your company‘s goals, values and culture. 

Higher motivation and job satisfaction: a perceived match between the individual and the organization leads to much more motivation and job satisfaction and as a result to a longer employment with the company (cf. Larsen & Philipps, 2002).

 

 

                              More interaction for a better fit

 

As you can see, the reasons why you should have a closer look to the theory of person-organization fit are not the weakest ones ... But maybe you‘re asking yourself how to achieve this kind of match between job seekers and your company. I just want to give you a few hints on hat point:

• In general: Make your communication with the candidates more interactive! Just look at your career website. Isn‘t a classic top-down communication? It kind of screams ‘Either you read this bunch of information or you should go away and never come back!‘ Have you already integrated your social media efforts into your website? Have you ever thought of an interactive FAQ and a comment functionality? Not to mention the possibility to personalize the website to present exactly that kind of information on the landing page the job seeker is looking for?

• Or have you even considered to reorganize your website to a (career) community? Try to step back and let our colleagues interact with potential applicants (c‘mon, you should admit that you could‘nt answer technical questions by the visitors of your career booth, could you?!). And yes, Employer Branding is also marketing, but please discard the marketing approach in your Employer Branding communications. We‘re talking about getting high potentials and still try to catch them with boring marketing phrases?!

 

Once we were speaking about Employer Branding and the person-organization fit, we always have to look carefully at our recruiting communication, too. Usually it‘s your recruiters with which the applicants are first in contact. Turban, Forret and Hendrickson (1998) figured out that potential applicants interpret the recruiter‘s behavior as signals that inform about unknown job and company characteristics. 

 

Oh, we definitely have to talk about the impact of signaling theory for Employer Branding next time, i guess ... But for this time please keep in mind: Now it‘s you and your company that apply for the future employees, not the other way round!

 

 

 

About the author:

Dominik A. Hahn, M.A., is consultant HR-Marketing at Allianz Germany. He is responsible for all print, online and mobile communications in terms of Employer Branding. On his private blog (German only!) he writes of Employer Branding, recruiting and (social media) marketing. You can also contact him on LinkedIn, Xing or via Twitter.

 

 

 

Bibliography

 

Breaugh, J.A. & Starke, M. (2000): Research on employee recruitment: So many studies, so many remaining questions. Journal of Management, 26 (3), 405-434.

 

Bretz, R.D. & Judge, T.A. (1992): The relationship between person-organization fit and career success [WWW Document]. Available under: http://digitalcommons.ilr.cornell.edu/cahrswp/295/ [Date of access: 7th of March 2012].

 

Cable, D.M. & Judge, T.A. (1994): Pay preferences and job search decisions: a person-organization fit perspective. Personnel Psychology, 47, 317-348.

 

Cable, D.M. & Turban, D.B. (2001): Establishing the dimensions, sources and value of job seeker’s employer knowledge during recruitment. Research in Personnel and Human Resources Management, 20, 115-163.

 

Judge, T.A. & Bretz, R.D. (1992): Effects of work values on job choice decisions. Journal of Applied Psychology, 77 (3), 261-271.

 

Larsen, D.A. & Phillips, J.I. (2002): Effect of recruiter on attraction to the firm: implications of the elaboration likelihood model. Journal of Business and Psychology, 16 (3), 347-357.

 

Michaels, E., Handfield-Jones, H. & Axelrod, B. (2001): The war for talent. Harvard: Harvard Business Press.

 

Rentsch, J.R. & McEwen, A.H. (2002): Comparing personality characteristics, values, and goals as antecedents of organizational attractiveness. International Journal of Selection and Assessment, 10 (3), 225-234.

 

Schein, V.E. & Diamante, T. (1988): Organizational attraction and the person-environment fit. Psychological Reports, 62, 167-173.

 

 

 

 

Che bello è essere sé stessi,

Che bello è essere positivi,

Che bello è esprimere la propria personalità e la propria competenza nella massima totalità,

Che bello non conformarsi a logiche e schemi imposti dal sistema e da altri,

Che bello è essere diretti,

Che bello è rincorrere il sogno e non il profitto,

Che bello è ascoltare gli altri,

Che bello è aiutare gli altri,

Che bello è usare il Plurale Maiestatis,

Che bello usare il condizionale insieme al Plurale Maiestatis, 

Che bello è dire questo lo so fare, questo non lo so fare,

Che bello sbattersi per poter dire: ce l'ho fatta senza aver chiesto nulla a nessuno!

Che bello è dire: Lui se lo merita!

Che bello è non fregare gli altri,

Che bello è emozionarsi,

Che bello è non vendere qualcosa ma parlare di qualcosa o raccontare qualcosa,

Che bello è non soffrire di Egotismo,

Ma soprattutto, Che bello è non essere cinici!....Il cinismo e la mancanza di etica portano sicuramente a risultati nel breve, ma non a dormire bene e a stare bene con noi stessi nel lungo!

Sono una delle cause che danneggiano la nostra Personal Brand Reputation!

Competenze, Network, Posizionamento e relative Strategie di Comunicazione Mediatica  sono caratterische fondamentali per promuovere al meglio la propria professionalità o il proprio personal brand. Ma i comportamenti e gli atteggiamenti che ci contraddistinguono e connotano veramente come persone nel lavoro e nelle relazioni sociali incidono più di ogni altra cosa sulla nostra Reputazione e di conseguenza sulle nostre probabilità di Successo.

Se ne avete voglia, condividete pure il vostro pensiero...

I know very well I have been absent for 3 months! And I know very well even that in the digital and information overloading era this is damn not acceptable and justifable. But I’m really self - conscious about it. No panic, It’s not my intention neglecting this blog.

But, off course, it can happen to anyone of us to live some periods where it’s better to stop posting. To have a break, in other terms. it’s also because of the fact that it's not my main job. I'm a consultant about employer branding and branding, you know.

The concept of this blog is to be an open diary where writing what I really feel to tell without seeing the calendar or following content programs and where unleashing my own creativity. 

Honestly, to tell you the thruth, in the mean time, many things have changed. I started my own business. I decided at a certain point of my life to avoid to work as consulant for someone else. I just needed to get back to be entrepreneur. To come back to feel good vibes and emotions again!.

Now I can say this: I feel the Adrenaline. I feel the adrenaline of working on My projects. And all this permits to me to say: My life It’s never been so compelling! To have an idea, You can see what you plan and design whit your own eyes. No more stupid things to do. No more unskilled people around you. I feel Free! Totally free to do what I prefer in terms of strategies and managerial choices. This is just damn great and awesome! :)

So, as I told you, I just launched my own company here in UK ( United Kingdom). Its name is Reinventa Dee Oceans LTD.

It’s a consulting firm specialized within the Employer Branding, Corporate Branding, Product Branding field, based in London at 6 Beaufort Court , Admirals Way ( Canary Wharf) and with mandates in UK, US and EUROPE. ITALY inclusive! :) 

In other words, we help companies ( small, medium and large size companies ) communicate their own corporate value proposition, product value proposition and employer value proposition both online and off line. But we also help B2B services providers in the consulting field sell more and implement innovative business development activities.

A brand new adventure is just begun, my friends! Let's row!! Let's row!! Let's row!!

I'll tell you more deeply in the next posts about the story and the reason why Reinventa Dee Oceans is so called. In other terms, all the details about the the Naming process strictly related to the Branding process.

Please note also that in few days,The Reinventa Dee Oceans web site will be out! Stay tuned! ..And that’s NOT all! We feeI that a brand new Revolution is coming! ..maybe into the employer branding world! maybe! 

Davide Scialpi , Head of the employer branding strategy consulting department at Reinventa Dee Oceans LTD.

As you know, usually into my blog I used to post regularly insights and thoughts about employer branding, by hosting in some cases inspiring people. Not only high value opinion leaders, managers or consultants well-known into the field but also very innovative guys that comes from other worlds and able in some way to give brand new inputs in a lateral perspective as Kotler desires in order to permit to improve the decision making of who is in charge for doing this particular function. 

 

For this one, you can image there’s no time and no space to write about what I do personally in terms of activities. But this time I cannot avoid to do it.

 

and so that?

 

well, this time I cannot avoid to communicate that soon, the 30th of November, I’ll be at the Faculty of Communication Science of IULM University in Milan ( Italy ) to do a lesson into the course of Corporate Communication and Digital Languages.

 

An University Course about Digital Marketing and Communication owned and managed by Marco Camisani Calzolari Professor.

 

But who is Marco Camisani Calzolari ?

 

Phisically, You can see him in the image of the post above. But let me introduce you him from the professional point of view!

 

Marco Camisani Calzolari is recognized as an expert about Internet in Italy. 

 

He is the founder and Ceo of several companies into the Internet world. In particular way, He manages Speakage, a B2B consultancy firm on digital marketing and communication that helps italian companies or organizations to realize Social Networks,  Web Platforms, Mobile Apps and so on. 

 

He realized a lot of extraordinary web sites for communities. For instant, the great web platform WWW.FORZASILVIO.IT by which The Prime Minister Mr. Silvio Berlusconi talks to his fans! the official network.

 

 

He is actively in Internet since 1995. And recently he published the book IMPRESA 4.0 / Entreprise 4.0 in Italian. 

 

 

 

A book about How to set today an effective Digital Marketing and Communication Strategy for small, medium and large size companies.

It’s a very big honour for me. Because I consider him among the best communication experts on the market. 

 

 

Hey there, guys! How're 'u doing?.. another High Value Guest Post is come!!! 

This time we decided to host a very unconventional girl Charlotte Bryldt Theisen! Employer Branding Responsable of Dong Energy Denmark! and she says:

 HR, what are you doing to your recruitment process?

 

 

About the author of this post:

Charlotte Bryldt Theisen is the Lead Employer Branding Specialist in DONG Energy A/S, one of Northern Europe’s largest energy companies. She has worked with employer branding and the candidates experience for several years as well as being responsible for diversity and inclusion. 

This post is part of the collection High Value Guest Post about Employer Branding for Davide Scialpi  - The employer branding blogger!!

http://davidescialpi.posterous.com   

For opening the brand new season 2011/2012 I decided to host into the blog some great and innovative guys in a High Value Guest Posts series, as we usually say. 

The first Guest Post to start is by Christian Ippolito. But who is Christian Ippolito ? 

                          Ok Let me introduce you this innovative guy!

CHRISTIAN IPPOLITO is a PHD in Commodity Science from University of Rome - La Sapienza into the fields of “Technology and Innovation for Sustainable Production” and “Ethical Business Management”  . He is also a Teaching Assistant at Roma Tre University for Environmental Management Systems in the courses of “Technology and Innovation for Sustainable Production” and “Ethical Business Management”. Graduated Cum Laude in Economics, as hobby he loves to do Surf!  You can find more about him here on his Linkedin Profile.

CHRISTIAN  for us decided to blog about Employer Branding and Corporate Social Responsability!! here down in a post named...

THE SINERGIES BETWEEN EMPLOYER BRANDING and CORPORATE SOCIAL RESPONSABILITY: 

" Corporate social responsibility has long been – and partly still is – considered a scarcely important topic for an enterprise’s success. Rather, hardcore, neoclassical-inspired economists such as Friedman (whose ideas on this subject are well known) have harshly criticized those who maintained that the role of corporations within society cannot be limited to profit maximization.

The recent financial crisis and more generally a series of scandals that have hit and sometimes disrupted big companies such as BP, Enron, Mattel, Nike and many more, have however shown that, in the long term, the lack of interest for social issues can lead to considerable image damage, the more so in a world where information is being exchanged in real time between potential customers.

In the perspective of employer branding we obviously consider potential recruits, not customers. Irresponsible or scarcely transparent behavior can hence negatively affect also the pool of job seekers that might be interested in working for a company.

The more widespread consciousness of citizens and therefore of potential recruits thus amplifies the importance of CSR for EB and vice versa.

For those firms that seek to attract qualified human resources, it is fundamental to make their EB strategy a part of a wider CSR and sustainability strategy.

This however is more easily said than done as true integration of CSR at the strategic level is still a widely unresolved problem, even in many big corporations that are quite ahead in the CSR consciousness path. On the other hand, this should not discourage top management as this would lead to an incomplete exploitation of the CSR investments made. 

Where to start from to maximize the synergies between CSR and EB then?

Setting up a management system that is tailored on the enterprise’s characteristics is certainly the first step to be taken. This means that the top management will have to radically rethink the social role of the firm, understanding that it is an open system which interacts with society through a complex network of links and that its prosperity depends on the quality of the relationships it is able to create. It therefore appears dangerously short-sighted to maintain that the corporate world should not worry about its social role.

The integration of CSR in a company’s strategy is hence an important move to attract the “best” job seekers. However it won’t be sufficient to simply emphasize the enterprise’s focus on sustainability. In other words, CSR and EB cannot be limited to PR and advertising.

The reason being that, even though potential recruits are certainly interested in working for companies with a strong social commitment – which can be an indicator for particular attention to people’s needs, it should not be forgotten that it is crucial to move the focus of all EB-oriented sustainability initiatives onto the job seekers and on the role they can play inside the company as change agents, stressing the possibility they are being offered to make a difference in the firm’s social and environmental sustainability.

Only this way the management can hope to attract the most dynamic and ambitious candidates, those that will be able to support sustainable value creation in the long term. "

The CHRISTIAN IPPOLITO'S POST about Employer Branding and Corporate Social Responsability for Davide Scialpi - The Employer Branding Blogger - http://davidescialpi.posterous.com 

Nel precedente post Gli employer dei sogni per gli studenti di economia italiani abbiamo per l’appunto scoperto quali sono i 60 Top Employer per quella che si considera essere la nuova classe imprenditoriale. Il tutto secondo l’Indagine Universum Student Survey realizzata per l’appunto da Universum Group, gruppo da oltre 20 anni leader al mondo nella consulenza per l’employer branding aziendale, entrando nelle facoltà di economie di oltre 26 Università Italiane. I rispondenti in generale e in totale quest’anno sono stati circa 8500 mentre le valutazioni più di 27000.

 

Abbiamo, in altre parole, trovato che le Banche, in modo particolare Unicredit ed Intesa San Paolo, sono indiscutibilmente al primo posto tra i punti di arrivo di questa nuova generazione di studenti di economia. La ragione del successo è che appaiono in sostanza come solide e porti sicuri.

 

Anche se come abbiamo visto Google, il più famoso ed utilizzato motore di ricerca al mondo di recente sceso in campo anche con un suo proprio social network Google+ per portare avanti quella che ormai si può definire una vera e propria battaglia senza esclusione di colpi rivolta nei confronti di Facebook, è lì, dietro i due colossi bancari Italiani, e per di più in forte ascesa. Al punto che si prospetta per il 2012 un forte testa a testa anche lato studenti di economia per la prima posizione.

 

Ad ogni buon conto i Brand del lusso continuano senza tema di smentita a piacere in maniera particolare. E’ da evidenziare, tra le tante curiosità, che per la prima volta non compare fra le prime 15 aziende indicate come ideali dove lavorare dagli studenti di business una società di consulenza manageriale. A calare in qualche modo è anche poi come detto l’appealing dei Brand Made in Italy lato produzione industriale e consumer. Altre considerazioni più strutturate elaborate dal sottoscritto Davide Scialpi le potete trovare nell’intervista rilasciata per L’Espresso nel mese di aprile 2011 e che trovate qua.

 

In questo post invece siamo qui a vedere com’è andata la situazione lato studenti di Ingegneria / Information Technology e Scienze Naturali.  Siamo qui a capire cioè quali sono i datori di lavoro più ambiti dove lavorare secondo questo ulteriore segmento di popolazione del mercato del lavoro verso cui le aziende prestano particolare e maggiore attenzione per i propri fabbisogni di personale.

 

Eccovi qua i primi 30 Top Employer dove quest’ultimo segmento degli studenti di Ingegneria, IT e Scienze Naturali Italiani sogna di lavorare in maniera maggiore nel 2011. Ed Anche in questo caso andremo chiaramente e simpaticamente di Promossi e Rimandati proprio come a scuola: 

 

 

A trionfare è stata Google, il colosso di Mountain View il quale ha letteralmente scardinato dalla prima posizione la Ferrari di Maranello che dal 2008 era in cima alla classifica delle preferenze degli studenti di Ingegneria, IT e Scienze Naturali. Un cambiamento epocale. Segno che l’approccio verso la scelta di un luogo di lavoro sta cambiando. Si inizia a pensare in maniera seria a come massimizzare la conoscenza su cui s’è investito tempo, sforzi e denaro e meno alla ricerca di uno status quo in Brand tradizionalmente scelti per motivi di prestigio. Optando, cioè, per quelle aziende che a ben vedere valorizzano di più il sacrificio accademico fatto in quanto vere e proprie aziende del non tangibile e per l’appunto basate sulla conoscenza. E che chiaramente propongono servizi e prodotti intangibili innovativi molto appealing per questa nuova generazione di persone pronte ad entrare sul mercato del lavoro.

 

Nelle posizioni più alte del Ranking Ideal Employer sale Microsoft di 2 posizioni subito dietro ad Enel. Scende invece leggermente Eni dalla 4 alla 6. In quinta posizione rimane stabile invece Nokia. In ascesa in maniera serrata Ikea e Ducati. Più 4 posizioni per entrambe rispettivamente posizionate in 8ottava e in 9nona . Brutte cadute al ribasso invece per IBM, Fiat e BMW.

Un passo in avanti sontuoso lo fa Oracle che si piazza in 21 esima posizione guadagnandone ben 12 rispetto al 2010. Insieme ad essa non sono da meno Vodafone e Pirelli che migliorano il risultato dello scorso anno collocandosi a stretto contatto al 27esimo e 28esimo gradino. Perde preferenze anche in questo ranking l’azienda dei Fratelli Barilla. Questa volta la discesa è di sole 2 posizioni. Migliora di molto la sua attrattività come luogo di lavoro invece la nostra compagnia di bandiera, ovvero Alitalia.

 

Qui invece il ranking delle aziende ideali dove lavorare secondo gli studenti di Ingegneria, Information Technology e Scienze Naturali dalla posizione 31 alla 60:

 

Il balzo in avanti più forte arriva proprio in corrispondenza della posizione 31 dove si piazza la Lindt, quella del cioccolato. Le posizioni guadagnate sono ben 33. Rimanendo in ambito produzione dolciaria e food non lesina sconti neanche la Nestlé che sale di ben 13 posti passando dal 51esimo gradino del 2010 al 38esimo del 2011. 

Eon è decisamente fra le nuove entrate più alte. Collocandosi direttamente in 33 esima posizione subito dietro a Procter & Gamble in discesa di 3 posti ma subito davanti ad una rivale, cioè Edison che perde ben 17 posizioni rispetto all’anno scorso.

Perdite di attrattività le fanno registrare anche Intesa San Paolo  in calo di 9 posizioni rispetto al 2010. STMicroelectronics ne perde addirittura 17 passando dalla 31 alla 48. Stesso discorso per Roche che perde ben 13 posizioni andandosi a piazzare in 50 esima posizione. In calo anche Novartis che cade di 9 posti. In salita invece Accenture e Unicredit che guadagnano rispettivamente 7 e 10 posizioni guadagnando altrettanto rispettivamente la numero 43  e  quella 42.

 

Se volete saperne di più su tutte le altre posizioni, cliccate qui e troverete le 100 su 130 aziende preferite in assoluto dove lavorare dagli studenti di Ingegneria,IT e Scienze Naturali Italiani.

The first thing I pay attention in my life of entrepreneur is keeping ethics in carrying out my business activities. Achieving results by respecting everyone and everything is the goal fixed in my mind. Something hard, you could say. For someone a ridiculous thing for joking and smiling on. Impossible to conceive for someone else. A real, fantastic and compelling challenge to live, for others.

 

All that I know and I think is that if this really happens the satisfaction you can prove is not a so normal satisfaction, but something that goes beyond the standard. Something special. Unconventional emotions. A thing tried by a few people. For this reason something awesome.

 

Everyone should pursue that goal. But many people used to think that if you’re able to avoid to follow the rules by fucking the system and the others you’re the one or the coolest. I don’t want to accept this paradigm. For me, it’s a behavior drived by the ignorance.

 

So, it’s not a coincidence that Pricewaterhoucoopers in its book about risk management said “The ignorance is the cause of illegal or not ethical practices!”, by explaining even that these behaviors can create serious problems to the achievement of the corporate strategy objectives.

 

Off course, we are obviously able to understand that doing these actions could represente for a company a an incradible potential boomerang able to create serious risks with a potential negative impact on our own business performances both in the short term and in the long term.

 

But, by coming to us , as you know, as usual every year, we ( Universum, the leading group in the employer branding field) realize in Italy the Universum Student Survey.

The most important research that analyzes the career preferences and expectations of more than 8.500 students from the faculties of Economics, Engineering and Humanities of  26 among most popular Italian Universities and that elects the most attractive employers for their.

 

Here's  all rankings for this year 2011 with the list of the employers where the Italian students dream to work, divided for the following areas of study : Business, Engineering/Information Technology and Humanities.

 

According, therefore, to the previous considerations about the ethical approach, in this post I focused my curiosity on this point:

 

“Trying to discover which company was considered as the best with the regard of the ethical standards in its way of doing business by Italian engineers”

 

Even because, as you know, Engineers pay more attention than others to these social impacts generated by the business activities. For their companies like these represent the first choices and, for sure, better considered as starting point for the their own career.

 

Immediately behind ABB that reached the success, The Barilla Brothers Corporation, famous for pasta and cookies, that gained the 2nd position followed by EON in third position , from energy industry!

 

This is the ranking in which every company should aspire to be the first in class! The reason why of it ? it's rooted to the increased importance that stakeholders and the community give to it, as we know.

 

However, we’ve to admit it, in general across the world based on our researches the preferences for this attribute that may well connote the employer attractivness are a bit lowered. It seems to be that globally there is a reverse in considering this attribute as a key factor in the decision making about the place to work. Notwithstanding that many Universities have started launching a lot of courses esclusively dedicated to Business Ethics and such as.

 

 

In this sense, we can say, that the worldwide crisis that we live since 2009 has led to scale down the students expectations. They are just now focusing more less the before on intangible benefits and more on the tangible benefits.