talent brand management (2)

Talent BrandingA Step-by-Step Guide for Creating and

Managing a Powerful Talent Brand.

Talent BrandingCreating the emotional connectivity between

human capital and the employer.

Talent BrandingIs a marketing campaign directed to prospective

employees, staff, and other key stakeholders.

Talent BrandingMessaging that reminds targets and employees of their close alignment with the company’s mission,

vision, values, and goal achievement.

Talent BrandingA talent brand exists only as a set of beliefs and

associations in the minds of prospective employees and active staff.

Benefits~ Improves Recruitment and Retention Rates

~ Improves Engagement~ Markets HR’s Value Throughout the Company

Benefits~ Casts a “halo” over company’s consumer brand(s)

~ Leads to a Better Workplace~ Substantial Indirect Contribution to Profitability

ElementsI. Managing Company Reputation

II. Managing Company CultureIII. Managing Value Proposition/Total Rewards

Company ReputationElement I

Company ReputationUNDERSTAND COMPANY CULTURE, MISSION AND VISION

~ Conduct research with applicants, customers, and employees to learn their perceptions of

the company’s identity and goals.

Company ReputationUNDERSTAND COMPANY CULTURE, MISSION AND VISION~ Compare perceptions to the employer’s desired image.

Company ReputationESTABLISH THE EMPLOYER BRAND

~ Perform a gap analysis of where you are vs. want to be.

~ Form a diverse team and ask them to create an appropriate brand.

~ Make sure the brand is realistic and attainable.

~ Ask employees to imagine how the brand may be perceived internally and externally.

Company ReputationPARTNER HR WITH MARKETING AND PR DEPARTMENTS

~ Talent branding: a marketing campaign for “internal” audiences.

~ Manage PR with customers and potential employees in mind.

Company ReputationPARTNER HR WITH MARKETING AND PR DEPARTMENTS~ Collaborate on improving messaging for all recruitment

materials, advertising, and the career website.

~ Select promotional media.

~ Perform a gap analysis of where you are vs. want to be.

~ Form a diverse team and ask them to create an appropriate brand.

~ Make sure brand is realistic and attainable.

~ Ask team members to imagine how the brand may be perceived internally and externally.

Company ReputationPROJECTING THE EMPLOYER BRAND IN RECRUITING

~ When interviewing, be punctual, polite and friendly.

~ Be honest and do not raise expectations that cannot be fulfilled.

~ Promptly inform them of your hiring decision.

Company ReputationEVALUATE BRAND EFFECTIVENESS

~ Select specific metrics to gauge impact of the brand on recruiting and retention.

~ Are your objectives being met?

~ Regularly survey employees to measure and confirm their perception on the brand and brand-building activities.

Company CultureElement II

Company CultureUNDERSTAND COMPANY CULTURE, MISSION AND VISION

~ Conduct research with employees to make sure they understand the company’s identity and goals.

Company CultureDEFINE BRAND-LED CORPORATE GOALS & OBJECTIVES~ Make sure business goals and objectives are building the branded customer experience that the firm wants to attain.

Company CultureDEFINE BRAND-LED CORPORATE GOALS & OBJECTIVES

~ Perform appropriate research to ensure the customer (external) and employee (internal) brand values are aligned.

Company CultureDEFINE BRAND-LED CORPORATE GOALS & OBJECTIVES~ Make sure business goals and objectives are building the branded customer experience that the firm wants to attain.

Company CultureDEFINE BRAND-LED CORPORATE GOALS & OBJECTIVES

~ Perform appropriate research to ensure the customer (external) and employee (internal) brand values are aligned.

Company CultureDEFINE BRAND-LED CORPORATE GOALS & OBJECTIVES~ Alignment is when a brand promise to external customers does not compromise commitments to internal customers.

Company CultureEVALUATE PERCEPTIONS OF INTERNAL BRANDS

~ Survey employees to find inconsistencies between brand objectives and employee perceptions.

~ Learn if employees feel managers reward and appreciate their efforts to fulfill the company’s mission.

~ Segment the target groups into appropriate training and development processes, or change HR policies to align the

marketing strategy with the HR policies.

Company CultureCREATE AN ON-CULTURE INTERNAL BRAND

~Instill the talent brand into the corporate culture by formalizing it into HR’s planning, job analysis, recruitment

and selection processes.

~Formalization will align employee behaviors with the company’s goal and objectives.

~ Formalization will help employees deliver the brand promises that are deeply-rooted in the brand ethos.

Company CultureRECEIVE CONFORMITY FROM MANAGEMENT

~ Building a talent brand starts at the top of the org chart, not at the bottom.

~ Ensure senior management buys-in to the talent brand to convey authenticity and consistency.

~ Managers must be living examples of the talent brand and eager to work with other employees to build and represent

the brand’s identity.

Company CultureMEASURE THE TALENT BRAND’S EFFECTIVENESS

~ Use surveys to learn if the firm’s values and talent brand are aligned with those of employees and customers.

~ Do line-level and top-level employees perceive the culture the same?

~ Are customers seeing the employment culture, exhibited by employee behaviors in the delivery of the

service/product?

Total Value PropositionElement III

Total Value PropositionIs a positioning statement explaining a company’s unique value to employees.

Total Value PropositionUNDERSTAND THE COMPANY’S CULTURE, MISSION, & VISION~Before undertaking any talent-branding activities, make sure

the organization’s identity and goals are fully understood by all internal customers.

Total Value PropositionANALYZE THE SITUATION AND DDEFINE OBJECTIVES

~Asses strategic and tactical opportunities and challenges of total compensation, and learn what must be communicated.

Total Value PropositionANALYZE THE SITUATION AND DDEFINE OBJECTIVES

~Set communication SMART goals that are audience-specific, relevant and tide to the business’ overall needs.

Total Value PropositionSELECT TARGET AUDIENCES & DETERMINE KEY MESSAGES~ Conduct research with all employee cohorts to understand

their perceptions of the total compensation package and employment experience.

Total Value PropositionSELECT TARGET AUDIENCES & DETERMINE KEY MESSAGES

~Tailor messages to different employee segments (e.g., part-time vs. full-time).

Total Value PropositionSELECT TARGET AUDIENCES & DETERMINE KEY MESSAGES

~ Make sure all communications are “on message,” comprehensible, appropriate in style and tone, and are

error-free.

Total Value PropositionCHOOSE THE APPROPRIATE COMMUNICATION CHANNELS

~ Use multiple channels to best deliver information about total rewards to employees.

Total Value PropositionWRITTEN COMMUNICATION

~ Ideal for communicating complex info to be referred to over time and for any audience size.

~ No guarantee that employees will comprehend the information.

~ Diverse workforces may present language challenges.

Total Value PropositionFACE-TO-FACE COMMUNICATION

~ Most effective for changing employee behavior since it provides instant feedback through verbal and non-verbal cues.

Total Value PropositionFACE-TO-FACE COMMUNICATION

~ Difficult to execute consistently due to variables such as ability of speaker, different locations, various audiences, etc.,.

Total Value PropositionINTERACTIVE TECHNOLOGY

~ Can be cost-effective and almost limitless in terms of location and accessibility.

~ Difficult to execute consistently due to variables such as ability of speaker, different locations, various audiences, etc.,.

~ Effectiveness may vary due to employee preferences and capabilities with using technology.

~ For an online total rewards system, consider creating a website and other interactive platforms to show the total value of

the rewards package. Multiple platforms helps balance the communication needs and preferences of employees and the

business.

Total Value PropositionDEVELOP & IMPLEMENT THE TALENT BRANDING PLAN

~ Reinforces the overall corporate mission and values that serve the total rewards philosophy.

Total Value PropositionDEVELOP & IMPLEMENT THE TALENT BRANDING PLAN~ Summarizes key findings from surveys and quantitative research, action items, cost estimates, and evaluations.

Total Value PropositionDEVELOP & IMPLEMENT THE TALENT BRANDING PLAN

~ Specifies what information is delivered to and by whom; when and how the messages will be communicated; and at what cost.

Total Value PropositionEVALUATE TOTAL REWARDS BRANDING ACTIVITIES

~ Survey employees to learn if they are (1) aware of all aspects of the total rewards package, and (2) whether they understand the

value associated with their rewards.

Total Value PropositionEVALUATE TOTAL REWARDS BRANDING ACTIVITIES

~ Consider forming a team of internal communicators to regularly reassess the needs of prospects and staff, and to help ensure that the Total Rewards Package is understood and consistently meets

employee expectations.

Thank You!For more information visit

www.wsballas.com-- or call -- Bill Ballas

442.274.2131 | 925.989.4276

talent brand management (2)

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