36113133 employer branding ppt

8/13/2019 36113133 Employer Branding PPT

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Employer Branding

Brett Minchingtondefines Employer branding as the image of theorganization as a great place to workin the minds of currentemployeesand key stakeholders in the external market (activeand passive candidates, clients, customers and other keystakeholders).

Employer branding is about capturing the essence of a companyin a way that engages employees and stakeholders. It expresses anorganizations "value proposition" the entirety of theorganizations culture, systems, attitudes, and employeerelationship.


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Employer !randing" #ore $rin%iples

Insight

&o%us

'ifferentiation

!enefits

#ontinuity

#onsisten%y


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#ore $rin%iples

Insight ow do employees %urrently per%eie the employer

brand*

'o people hae a strong sense of the organization+spurpose and alues*

,hat behaiours are felt to be most %hara%teristi% of theemployees*

,hat %urrently dries peoples %ommitment and whatdemoralizes people*

,hy do people %hose to -oin the organization and whydo they leae*

,hat would be the reply of employees to the uestion/,hat kind of organization do you work for*


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&o%us $roide a fo%al point to the employees relation with the

organization.

0his %ould be either what the organization does or whatit plans to do.

0his %ould also be how the organization does it i.e. thealues1 style1 %ulture and personality of theorganization.

It is important to identify the %urrent fo%al point and ifneed be1 make a new fo%al point.

In either %ase1 it is important to make the fo%al point%rystal %lear to all employees.

#ore $rin%iples


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#ontinuity 2nderstand that %hange is not easy for anyone.

$eople will be more re%eptie to %hange if they %an see

where it has %ome from and not -ust where it is going. 3s far as possible1 stress on %ontinuity to the present

situation.

#onsisten%y

0his is going to be the most %riti%al fa%tor in building abrand that sustains itself oer the long run.

0here has to be a %onsisten%y in between what the

management is saying and the %hanges experien%ed by

employees within the organization.

#ore $rin%iples


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Employer !rand 4anagement

External

Reputation

Internal

Communication

Recruitment

& Induction

Team

Management

Performance

Appraisal

Senior

eadership

Ser!ice

Support

Internal

Measurement

Systems "or#ing

En!ironment

Re$ard &

Recognition

earning &

%e!elopment

alues

and CSR

Employer !rand

$roposition

Big

Picture'

Po

licy

oca

lPicture'practice

5our%e/ $i!The employer (rand mix


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%isco!eryAnalysis)

Interpretation &Creation

Implementation

&

Communication

Measurement

Maintenance &

*ptimi+ation

3 0ypi%al Employer !randing $ro-e%t


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'is%oery 5tage

"hat happens here

3t this stage youll get a firm fixon how your brand is per%eied byyour top management1 other

employees and your externaltalent markets).

6oull get a sense of how big atask the new brand fa%es. 6ouneed to deelop relationshipswith other 'is%oery dis%iplines1and prepare your business %ase.

6oull almost %ertainly hae someof the resear%h data you needalready. 'ont forget to measurethe %urrent performan%e.

Typical actions

5enior management workshop

Internal and external fo%usgroup

Employee surey

#andidate -ourney audit

!uilding rapport with

marketing7$87%ommuni%ations

teams

Ensuring topleel buyin

5ele%t external partners

3pply baseline metri%s


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3nalysis1Interpretation

9 #reation5tage

"hat happens here

0his is the %riti%al stage betweeninput and output.

6ou " or1 more probably1 yourexternal partner in the pro-e%t "will be %reating your brands:stem analysis1 %ells or its uniue:';3 and starting to build itfrom there.

6oull start to get a %lear pi%tureof interpretation what yourorganization stands for1 offersand reuires as an employer " itsdistin%tie alue proposition.

Typical actions

'efine brand attributes

'efine oerall employmentalue proposition

3sso%iate spe%ifi% behaiours

with ea%h attribute

:&lex attributes for ea%h talent

market segment


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Implementation 9

#ommuni%ation 5tage

"hat happens here

0his will be the stage that willshow%ase the brand to all keystake holders " internal and

external.!efore you rush to apply thebrand to your next bigre%ruitment push1 make sure thatyou %an delier what the brandpromises.

Ensure that the alue propositionis one your %urrent employees%an re%ognize and beliee in1 andthat the %andidates and willexperien%e full alignmentbetween what they expe%t andwhat they experien%e.

Typical actions

3pply brand to/

= indu%tion program material

= briefing for re%ruitment

%onsultan%ies

= interiew7assessment pro%ess

= talentattra%ting programs 9

materials1 in%luding website

>aun%h brand internally

#ondu%t a%tiities 7 workshops

to reinfor%e brand

5tart liing the brand


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4easurement1 4aintenan%e

9


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Benefits of Employer Branding

The ma,or (enefits of employer (randing include'-

= In%reased produ%tiity 9 profitability

= In%reased employee retention

= ighly ranked for Employer 3ttra%tieness

= In%reased leel of staff engagement

= >ower re%ruitment %osts

= 4inimized loss of talented employees

= Employees re%ommending organization as a preferred pla%e to work

= 4aintenan%e of %ore %ompeten%ies

= Employees %ommitted to organizational goals

= 5horter re%ruitment time= Ensured longterm %ompetitieness

= Improed employee relations

= 'e%reased time from hire to produ%tiity

Employer (rand management doesn.t replace anything you.re doing$ell already/ It ,ust (rings it all together to greater effect/


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5ome points about

Employer !randing

>ike all brands1 employer brands are essentially marketing %on%epts and%onstru%ts.

0he tools and methodologies of employer brand deelopment aresubstantially the same as those for %onsumer or %orporate branddeelopment.

Employer brands are at least as mu%h about retention and engagement asthey are about re%ruitment.

;eer trust anyone who tries to wrap employer brands in a %loak ofmystiue or -argon.

0heyre not -ust for the big1 glamorous 4;#s with their own highprofile%onsumer brands. 0heyre for eery lo%al authority1 %harity1 54E1goernment department1 a%ademi% organization that needs to re%ruit1retain and engage good people.

0he basi% differen%e between talent attra%tion the old way and the brandbased way is the introdu%tion of resear%h.

Employer brands %an support %orporate brands1 and i%e ersa. Eery employer brand is an inestment that should and must demonstrate a

return %omparable to other forms of business inestment. 0o proe a brands effe%tieness and demonstrate its 8


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5tarting a brand deelopment pro-e%t doesnt %ommit you to %ompleting it/you %an walk away at any stage1 and eery stage will yield its own alue.

'eeloping an employer brand proes that 8 %an handle big1 strategi%pro-e%ts and issues.

0he shortest realisti% time to deelop a brand is six to eight weeks/ in reality1

you should allow a lot longer. Its alue will last and grow for as many years1and probably longer. 0he biggest %ost element of an employer brand pro-e%t will be resear%h. 6ou already hae an employer brand1 be%ause your organization has a

reputation as an employer. It may not be the brand you want or desere1 butits there -ust the same.


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Employer Branding Case Studies

(#li%k on the i%ons below to iew ea%h %ase)


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Employer Branding - Again

ow a business builds and pa%kages its identity1 from itsorigins and alues1 what it promises to delier toemotionally %onne%t employees so that they in turndelier what the business promised to %ustomers.

'efinition/ >iby 5artain and 4ark 5%humann1 !rand fromthe Inside

36113133 employer branding ppt

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