causality: attracting followers with your employment brand
DESCRIPTION
There are a relative few companies that fundamentally understand how to recruit and retain truly great employees. However, it's something every company can do. This presentation walks you through the basic concepts behind employment branding and why you need to embrace it now while the available talent pool is swelling.TRANSCRIPT
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)causality )))) the art of attractingpassionate followers with your employment brand{ }
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SITUATION ANALYSIS
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*40.6%*Average Total Separation Rates for 2005, US Dept of Labor
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*40.6%*Average Total Separation Rates for 2005, US Dept of Labor
*55.2%*Average Total Separation Rates for the retail industry in 2005, US Dept of Labor
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*40.6%*Average Total Separation Rates for 2005, US Dept of Labor
*55.2%*Average Total Separation Rates for the retail industry in 2005, US Dept of Labor
30% – 150%Cornell University Saratoga Institute
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*40.6%*Average Total Separation Rates for 2005, US Dept of Labor
*55.2%*Average Total Separation Rates for the retail industry in 2005, US Dept of Labor
9%
Calculating the High Cost of Employee Turnover, Yves Lermusiaux Taleo Research
30% – 150%Cornell University Saratoga Institute
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*40.6%*Average Total Separation Rates for 2005, US Dept of Labor
*55.2%*Average Total Separation Rates for the retail industry in 2005, US Dept of Labor
9%
Calculating the High Cost of Employee Turnover, Yves Lermusiaux Taleo Research
30% – 150%Cornell University Saratoga Institute
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SOURCE: HRMagazine, March 2005
UnskilledUneducated
.
Moderate Skill & Education
Highly Skilled & Educated
The Shrinking Labor Layer Cake
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SOURCE: HRMagazine, March 2005
UnskilledUneducated
.
Moderate Skill & Education
Highly Skilled & Educated
The Shrinking Labor Layer Cake
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➡The workforce is
devolving rapidly
•Workers over age 50 will make up more than half the workforce
by 2011 - and close to 80% by 2018.• Managing Demographic Risk, Harvard Business Review February 2008
•For every worker entering the U.S. labor force today, three are
leaving – By 2012, four will be leaving; in 2017, six.• D. Mark Hornung, The New York Times September 10, 2006
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➡Lean management trends
have made it worse
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➡Lean management trends
have made it worse
•As employees get older and retire, businesses can face
significant losses of critical knowledge and skills, as well as
decreased productivity. The demographic trend has been
exacerbated by the relentless focus on cost reduction that’s
become the business norm. -Managing Demographic Risk, Harvard Business Review February 2008
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➡Few companies are doing
anything about it
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➡Few companies are doing
anything about it
•Current responses to this challenge largely fall into two distinct -
and equally ineffective - camps. The first, and by far the most
common, is to do nothing: anticipate no needs at all; make no
plans for addressing them (rendering the term “talent
management” meaningless).-Talent Management for the 21st Century, Harvard Business Review March 2008
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➡Begin building that
pipeline today
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➡Begin building that
pipeline today
• Organizations that do a better job finding and deploying their human
capital can increase productivity and be better positioned to succeed in the
face of new labor market realities. Workforce planning and building
pipelines for future hiring needs — instead of reacting to openings
when they are already beyond mission critical — can help employers
stay one step ahead. -Information and Networking for Recruiters, Electronic Recruiting Exchange, August 2005
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➡ As worker demographics change, so do their attitudes toward work
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➡ As worker demographics change, so do their attitudes toward work
•The most important question in the mind of younger
workers: “What’s in it for me?”
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➡ As worker demographics change, so do their attitudes toward work
•The most important question in the mind of younger
workers: “What’s in it for me?”
•Work/Life balance is extremely important for younger workers
(Gen Y/Millenials)
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➡ As worker demographics change, so do their attitudes toward work
•The most important question in the mind of younger
workers: “What’s in it for me?”
•Work/Life balance is extremely important for younger workers
(Gen Y/Millenials)
•Gen Xers are beginning to emerge as managers
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Loyalty
22EARLY%
MID 38%
LATE 54%
The Urban Institute, 2006 data
Percentage of employers attributing certain traits to workers, by career stage. }{
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What it means to work here, Harvard Business Review March 2007
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What it means to work here, Harvard Business Review March 2007
➡5 Different ways people view their jobs
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What it means to work here, Harvard Business Review March 2007
➡5 Different ways people view their jobs
• Improving oneself via a predictable path
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What it means to work here, Harvard Business Review March 2007
➡5 Different ways people view their jobs
• Improving oneself via a predictable path
•Being a valuable part of a team
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What it means to work here, Harvard Business Review March 2007
➡5 Different ways people view their jobs
• Improving oneself via a predictable path
•Being a valuable part of a team
•Looking for excitement - fast paced environment & lots of
opportunity
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What it means to work here, Harvard Business Review March 2007
➡5 Different ways people view their jobs
• Improving oneself via a predictable path
•Being a valuable part of a team
•Looking for excitement - fast paced environment & lots of
opportunity
• Just in it to pay my way
(view a job as a means to an end)
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What it means to work here, Harvard Business Review March 2007
➡5 Different ways people view their jobs
• Improving oneself via a predictable path
•Being a valuable part of a team
•Looking for excitement - fast paced environment & lots of
opportunity
• Just in it to pay my way
(view a job as a means to an end)
•An opportunity just to make money
(working at a job just because of a good salary, ie lawyers)
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have you ever had a job that you just
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have you ever had a job that you just
Hated?Monday, March 23, 2009
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why?
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➡3 Reasons a Job is Miserable•Anonymity•Irrelevance•Immeasurability
3 Signs of a Miserable Job, The Table Group 2007
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3 Signs of a Miserable Job, The Table Group 2007
•Irrelevance - People who have no idea how their work affects other people won’t find fulfillment in their jobs.
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JOINING A GROUP JOINING A CAUSEVS
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JOINING A GROUP JOINING A CAUSEVSGETTING A JOB
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JOINING A GROUP JOINING A CAUSEVSGETTING A JOB JOINING A CAUSE
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we’re looking for a few good men.
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"History and experience has taught us that chasing and pursuing high-profile names isn't necessarily the way to go. We're going after players that fit our system and our overall philosophy. Some people term that second-tier or next-level. We don't see them as that type of player." Bill Belichick - CEO January 8, 2004 The Boston Globe
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"Under Belichick, the system is the star," said Michael Roberto, a
Harvard Business School specialist in management and decision-
making. Roberto says the Patriots avoid flashy players with big egos
because they want people who will do what it takes for the team to win. "If you pulled some of these
guys out and put them on another team it is not clear they would do
as well," Roberto said.
Bill Belichick - CEO January 8, 2004 The Boston Globe
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Talk to more than a dozen Googlers at various levels and departments, and one powerful theme emerges: Whether they’re designing search for the blind or preparing meals for their colleagues, these people feel that their work can change the world.
Fast 50 Fast Company, March 2008
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Talk to more than a dozen Googlers at various levels and departments, and one powerful theme emerges: Whether they’re designing search for the blind or preparing meals for their colleagues, these people feel that their work can change the world.
Fast 50 Fast Company, March 2008
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organizing the world’s information.
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Fast 50 Fast Company, March 2008
Our hiring process is legendary.
Google still gets 100 applicants for every
open position.
Reading Google’s Mind Harvard Business Review, April 2008
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Reading Google’s Mind Harvard Business Review, April 2008
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Reading Google’s Mind Harvard Business Review, April 2008
Google places a high value on the intellect
and opinions of employees. Likewise,
giving them budgeted time for innovation shows
high regard for their creativity.
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Knowledge WorkersReading Google’s Mind Harvard Business Review, April 2008
Google places a high value on the intellect
and opinions of employees. Likewise,
giving them budgeted time for innovation shows
high regard for their creativity.
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Consumer Brand
EmployerValue
Proposition
Core Values
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TheEmployment
Brand
Consumer Brand
EmployerValue
Proposition
Core Values
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ValueThe Employer
Value Proposition
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Value
Perceived value from the external labor market
The Employer Value Proposition
Rational benefits and emotional connection to your company
*Based on Center for Creative Leadership Research
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THE EMPLOYMENT
BRANDshould win the minds and hear ts of the right candidates by
connecting on a rational and emotional level. By creating an
affinity with the candidate that is much stronger and more
relevant than just functional core benefits alone, employment
branding will screen in like-minded individuals who align with
our company’s core values.
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TOP TALENTYOUR BRAND
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TOP TALENTYOUR BRAND
Help Wanted Mindset:“We Are Looking For Good People”
New EVP Mindset:“Good People Have a Reason to Look at Us”
< flow of communication >
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Now Hiring Banner
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The Ultimate Great Seafood Sale
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The Ultimate Great Seafood Sale
Old
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The Ultimate Great Seafood Sale
OldDiseased
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The Ultimate Great Seafood Sale
OldDiseasedDarwin Award-winning
Monday, March 23, 2009
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The Ultimate Great Seafood Sale
OldDiseasedDarwin Award-winningLove Canal Seafood
Monday, March 23, 2009
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Now Hiring
Bad foodwith mediocre servicefrom the dregs of the teenage workforcewho’ll probably spit in your burger
Now Hiring: anybody who can fog a mirror.
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a “job” is a commodity that can be sold.
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a “job” is a commodity that can be sold.
Monday, March 23, 2009
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a calling is
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a calling is completely different.
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a calling is completely different.
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Could it beIodine deficiency in Africa is a seriously big problem, particularly among children. Our solution was a
small but clever one: a refined iodized salt solid in small affordable packet that would not last long
enough to degrade in the sun. Understanding the needs of different communities is just one of the
many challenges we face. If you think you could rise to it, then visit www.unilever.com/careers
Monday, March 23, 2009
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Consumer Brand Who we are as a company
Employment BrandConnects who we are and what we do with who our employees are
Help WantedWhat most everyone else does
RecruitmentRational and emotional screen-in of the RIGHT people
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EMPLOYMENT BRAND
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CANDIDATE EMPLOYEE
EMPLOYMENT BRAND R
ET
EN
TIO
N
RE
CR
UIT
ME
NT
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thank you
Monday, March 23, 2009