creating a compelling evp
TRANSCRIPT
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STANDING OUT FROM THE VANILLA
STANDING OUT FROM THE CROWD AS AN EMPLOYER OF CHOICE
EMPLOYER BRANDING / EVP = IDENTIFYING, COMMUNICATING AND BUILDING, THE STAND OUT
QUALITIES YOU WANT TO BE ASSOCIATED WITH AS AN EMPLOYER TO ATTRACT AND RETAIN THE
BEST TALENT TO DELIVER YOUR VISION AND STRATEGY
.
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WHY EVPS SO OFTEN GO WRONG
SKIN DEEP EVAPORATION
BRAND SOUPSTRATEGIC DISCONNECT OVERLOAD
POOR IMPLEMENTATION
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2. PILLARS
3. TAILORED MARKETING CONTENT / CREATIVE MAGIC
4. TANGIBLE ACTION TO ALIGN CHOSEN EMPLOYEE LIFECYCLE / “TOUCH POINTS”. WITH “SIGNATURES” AND “CONVERSATION STARTER MOMENTS”
EVP AS A STRATEGIC ENABLER
Purpose drivenExperience the
commitment and shared sense of responsibility to
deliver our mission
Clutch powerFeel part of a family
and collaborate across the global LEGO community
Action abilityBe accountable, deliver what you
promise and unlock your talent in the
best interest of the company
Systematic creativity
Combine your experience and
imagination to find the best solutions –
now and in the future
SUCCEED TOGETHER1. CORE POSITIONING
Not “just” a toy company – now regarded as a world leader in innovation and collaborative working – with the employer reputation to match.
Signature – Open innovation
“GIVE/GET” DEAL EXAMPLE. SYSTEMATIC CREATIVITY
• Ability to contribute fresh thinking• An everyday approach to work that will
stretch your thinking and imagination.• Frequent learning and development
opportunities.
GIVE• Fresh flexible thinking and
openness to change.• Continuous improvement• Preparedness to take on tough
challenges...
GET
7
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THE FIRST PHASE IS RESEARCH AND INSIGHT
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The starting point is to identify the key critical talent types you need to attract and retain to deliver on your strategy and ambition.
Using these talent types there are then 4 “exam questions” to explore:
What are their current perceptions of your company/sector at the moment as a potential/current employer?
What do you need to offer (“give”) as an employer to attract these key talent segments to join or stay with you?
What are the strengths/gaps with what you offer at the moment? (For internal staff this needs to include employee journey feedback insight and feedback)
Who are you competing against to attract them and what are they offering?
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2
3
4
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NEXT IS TO WORKSHOP
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Summary of senior leadership needs
and wants
The employee journey
Current state analysis.“brand busters”
“strengths”“Momentum builders”
“gaps”
ON THE WALL
Talent personas
External talent view
Clearly setting out answers to the 4 “exam questions”
1 2 3 4 1 2 3 4
Talent personas
Internal talent view
Clearly setting out answers to the 4 “exam questions”
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THEN TO DEVELOP THE RIGHT MODEL
1. CORE POSITIONING
2. Pillars
Key focus: The one major
quality we want to be famous
for + that also reflects want key
talent want
3-4 qualities that further
define your employer brand
theme and priorities. Often
expressed as “Give Get” or
“People Deal”
Pillars often dialled up
and down depending on
target talent segment
e.g. Retail, Technology,
Investment banking etc.
VARIANT 1No central proposition – 2-4
pillars given equal weight
FAMILY/FRIENDS
FLEXIBILITY FUTURE
VARIANT 2
Manifesto
VARIANT 3
At Global we work hard, play hard and always have the
courage to do it differently, we want to be the best at
everything we do. We don't have a mission statement; we
have an Obsession Statement...
Here’s to the obsessive ones who strive to make each detail right, here's to the
obsessive ones who listen late at night, here’s to the obsessive ones who bust a
gut to deliver for our customers, here’s to the obsessive ones who have the
courage to say when something isn’t good enough, here's to the obsessive ones
who have the humility to receive those comments well, here’s to the obsessive
ones who don’t walk by anything they can put right themselves, here’s to the
obsessive ones who dare to try the never been tried before, here’s to the
obsessive ones consumed with this crazy love affair called Global, here’s to us.
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THEN DESIGN AND IMPLEMENTATION
Recruitment & Orientation
e.g. Career
fairs
e.g. Linked in
e.g. PR, thought
leadership
e.g. Job descriptions
e.g. Alumni
1. Creative targeted - marketing and communications
2. Aligning actual employee experience
Needs to be far more than just a great careers website!
Quick wins – followed by 2-3 years of implementation
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Employee comms
Engagement Performance management
Learning & Development
Reward & Recognition
Ways of working
Working Environment
and tools
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Bring everything up to hygiene standards and then bring out signature moments
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THANK YOU
Oliver Strong, Managing Partner – Please connect on Linked In
www.intelligent-emotion.com