Är ditt employer brand rätt positionerat?

NeedScope Employer Branding © TNS

Employer Branding Larissa Hällefors Mats Persson July 2, 2013

NeedScope Employer Branding © TNS

To build a strong Employer Brand, you need to accept the importance of emotion in career choice

1. To effectively attract and retain the right people you need a clearly differentiating way of talking and being

2. To be able to come across as unique you have to express emotion – magic is stronger than logic

3. To be able to express emotion consistently you need insight into the emotional needs and drivers of the candidates

Our approach to Employer Branding builds on 3 fundamental assumptions

Employer Branding, as all other forms of branding, demands a quest for uniquesness – being able to offer something that not other employers will offer

You will never be able to create uniqueness using rational

arguments only. Uniqueness is achieved through speaking to the emotional needs of stakeholders

and connecting them to the brand

Brands & Emotions = TRUE

NeedScope Employer Branding © TNS

Dynamic

Self-assured

Competent Careful

Friendly

Carefree Fun-lovers

NeedScope Employer Branding © TNS

A psychological model to explain Employee Needs

Feeling stable and secure while growing in their

current roles

Performance and achievement

Collaboration and life/work

balance

Having fun while exploring new opportunities

Don’t fence me in

Give me support and

guidance

I want to move upwards

Lets cooperate

NeedScope Employer Branding © TNS

Free Agents 10%

Achievers 14%

Experts 23%

Loyalists 25%

Team Players 19%

Enthusiasts 9%

NeedScope emotions – as personalities

Size of need segments

NeedScope Employer Branding © TNS

NeedScope Employer Branding © TNS

NeedScope Employer Branding © TNS

NeedScope Employer Branding © TNS

NeedScope Employer Branding © TNS

NeedScope Employer Branding © TNS

NeedScope Employer Branding © TNS

NeedScope Employer Branding © TNS

NeedScope Employer Branding © TNS

EMPLOYER BRAND A

EMPLOYER BRAND A

EMPLOYER BRAND A

NeedScope Employer Branding © TNS

EMPLOYER BRAND B

EMPLOYER BRAND B

EMPLOYER BRAND B

NeedScope Employer Branding © TNS

Employer Branding – process based on emotion

Description of the emotional needs and drivers - needstates

Description of how employer brands meets the needs

Decision about needstate(s) to focus on, influence on EVP

BRAND

Development of employer branding activation program

NeedScope Employer Branding © TNS

ADD (Needstate only)

KEEP (Shared)

LEAVE (Brand only)

Personality Intelligent, thinking Capable, skillful Helpful, friendly

Feelings Knowledgeable, capable Efficient Togetherness,

belonging

Corporate Image Leading in their field Global Popular to work for

Corporate Culture Responsible, high integrity Professional Team Oriented

Colleagues Experts, strong academic International Worked long with the

company

Benefits Working with the best

Influence work content

Developing through teamwork

If where to focus on EXPERTS EMPLOYER BRAND

NeedScope Employer Branding © TNS

Based on these insights, we provide answers to some of the most important issues of employer branding

Strategic

How to position our employer brand clearly, unique and differentiate

How to express the desired position in the Employee Value Proposition

Operational

Consistency in brand building – Corporate Brand & Employer Brand

Creates consistency across all external market communication touchpoints

Consistency - a clear and practical bridge between company culture, employer brand, corporate brand

Optimizing through greater efficiency in communication - making it easier to attract the right candidates

BRAND

NeedScope Employer Branding © TNS

If would focus on EXPERTS EMPLOYER BRAND

NeedScope Employer Branding © TNS

Employer Branding – process based on emotion

Description of the emotional needs and drivers - needstates

Description of how employer brands meets the needs

Decision about needstate(s) to focus on, influence on EVP

BRAND

Development of employer branding activation program

NeedScope Employer Branding © TNS

Kontaktuppgifter

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Larissa Hällefors Seniorkonsult, TNS Sifo larissa.hallefors@tns-sifo.se +46 (0)701-84 22 42 Mats Persson Seniorkonsult, The Core Company Mats.persson@thecorecompany.se +46 (0)708-35 39 90