Keynote Speaker

Michal Kalinowski, CEO, Universum

Bio: Michal has an MSc in Business and Economics from Stockholm School of Economics and LSE. He began his professional career at Universum building the international business of the company and was appointed CEO of Universum International between 1995 and 1997. In 1998 he moved to London to work as assistant director of corporate finance at PwC for five years. In 2003 he returned to Universum and was appointed CEO for Universum Group. Michal has direct contact with top employers worldwide, who quite often consult him for strategic discussions regarding their global employer brand position and strategy. Michal advocates employer branding as a strategic process and talent attraction as a factor for competitive advantage.

Session Title: Communicating with Talent – Trends and Best Practice in Employer Branding

Session Description: After defining your employer value proposition, how you communicate with potential employees is a crucial step in attracting top talent to your organisation. But this is the most expensive step of the process. How can you ensure that your employer brand is communicated transparently, consistently and differentiates you from your competitors? Understand what channels young talent prefers to use to learn about employers. Universum shares data from the Communicating with Talent report – offering insight into how the company website should look and what students really think about employers communicating with them in social media.

The way top employers target talent continues to evolve. In the 1990s employers focused on general employer branding, ten years later demographic employer branding was the main approach. Now in 2011, there is an emerging trend of personality targeting. Understand how personality targeting can be integrated into your online recruitment efforts.