Attracting Tech Talent Featuring RBC
How Royal Bank of Canada’s employer brand messaging strategy, paired with Universum’s unique insights on the talent market, delivered measurable results which set RBC apart from its industry competitors.
STOCKHOLM – March 15th, 2018 – Today, Universum and Royal Bank of Canada released a comprehensive case study detailing how RBC overcame one of the biggest obstacles faced by many of today’s employers, how to attract and retain Tech talent.
Our latest best practice case study lifts the lid on how Universum works with its clients and uncovers how Estela Vazquez Perez, head of Royal Bank of Canada’s Global Employer Brand, helped her organization achieve its goal of attracting top Engineering and IT talent. Estela’s employer branding philosophy – based on a human-centric approach, robust market intelligence and the right employer brand management– provided a solid framework by which to tackle the problem. The strategic shift in RBC’s focus had a significant impact both internally and externally.
RBC’s Journey: From 89th to 68th place in Universum’s ranking of tech employers in Canada
RBC’s ranking as a top employer among tech talent in Canada jumped 25 ranking positions in 2017, setting it apart from all other banks in the country. Its employer brand approach has had a resounding effect, positioning RBC firmly in the talent marketplace. The consistent and captivating EVP was rolled out through RBC’s new careers website, employer of choice awards, editorial content, thought leadership, social media, and other talent marketing and communications channels.
Describing RBC’s impressive and rapid rise in the rankings, Universum’s Managing Director of Canada, Jason Kipps, said “Moving beyond just building awareness, the team at RBC has embraced a data driven approach to their employer brand and it is paying off. Leveraging candidate research to differentiate themselves from their recruiting competitors was a critical step for RBC in improving their candidate attraction. By focusing their EVP on the attributes that will compel their targeted talent to apply and working to correct misconception about what it is like to work at RBC, the bank now enjoys a level of attractiveness that was historically only experienced by start-ups and tech firms and is unheard of within Canadian financial institutions.”
Find out more information and download a free copy of the case study by visiting: www.universumglobal.com/rbccasestudy
ACCESS THE NEW WORLD OF TALENT. Universum is a global leader in employer branding. Over the past 30 years, we have established ourselves in 50 markets globally and our diverse workforce is physically present in 20 countries. Our services include actionable research, strategic consulting, and data-driven communications and social media solutions for talent branding, sourcing, and analytics. We are a trusted partner to over 1,700 clients, including many Fortune 500 companies, as well as to global media partners that publish our annual rankings and trend reports. We work with over 2,000 universities, alumni groups, and professional organizations to gather insights from students and professionals in order to advise employers on how to attract and retain talent that fits their culture and purpose. On an annual basis, Universum surveys over 1,500,000 students and professionals worldwide. Find out more at www.universumglobal.com