TIPS  FOR  CREATING  AN  EMPLOYMENT  BRAND    

10  slide  deck  to  get  you  going  

 

CONSULTING  *  PLANNING    *  ACTIVATION  

INSPIRED  THINKING  

B2E  

Employment  Brand  

What  it  is  and  why  it’s  important          

   

             •  An  employment  brand  shapes  the  way  candidates  and  

employees  think  about  an  organisaNon    

•  It  helps  people  understand  the  culture,  what’s  expected  of  them  and  what  it’s  like  to  be  part  of  the  workforce  

•  Being  able  to  arNculate  the  mission,  vision,  culture  and  personality  of  the  organisaNon  in  a  genuine  and  consistent  way  helps  organisaNons  aSract  and  retain  high  performing  candidates  

•  A  robust  employment  brand  will  create  a  good  reputaNon  as  an  employer  of  choice                

             InvesNng  in  an  Employment  Brand  has    BIG  business  benefits    

What’s  its  Purpose  

•  Drive  growth  •  Achieve  business  objecNves  •  Reduce  risk  •  Increase  compeNNve  advantage  •  Improve  producNvity  

•  Reduce  costs  •  Retain  talent  •  ArNculate  values  •  MoNvate  &  engage  •  Increase  investor  interest  

             A  brand  value  is  created  and  reinforced  through  experiences              

The  Brand  Experience    

BRAND  VALUE  

EXTERNAL  EXPERIENCE  

INTERNAL  EXPERIENCE  

•  Product  experience  •  Service  •  ReputaBon  •  CommunicaBon  •  AdverBsing  •  Perceived  value  

•  Recruitment  process  •  Onboarding  •  Culture  •  Values  •  Reward  •  CommunicaBon  

             Engaging  hearts  and  minds  to  take  acNon              

How  it  Impacts  People  

•  I  want  to  be  part  of  it  •  I  feel  valued  •  I  care  for  the  company  •  I  care  for  our  customers    •  I  care  for  my  colleagues  •  I  am  engaged  

•  I  want  to  work  there  •  I  want  to  contribute  •  I  want  to  do  a  good  job  •  I  know  what’s  expected  •  I  am  empowered  •  I  am  rewarded  

•  I  want  to  work  there  •  I  believe  the  leaders  •  I  understand  what  is  

happening  •  I  am  informed  •  I  am  part  of  something  •  I  am  an  advocate  

             Is  the  organisaNon  able  to  arNculate  these  elements          

Employment  Brand  Building  Blocks  

To  create  an  effecNve  employment  brand  or  audit  it’s  effecNveness,  it’s  essenNal  to  gather  informaNon  from  all  stakeholders.    Benchmark  the  organisaNon  and  ensure  the  data  is  balanced.    Use  it  to  create  a  unique  value  proposiNon,  values,  personality  and  benefits  to  employee.    This  process  will  help  inform  business,  recruitment  and  HR  decisions.      

             Use  a  proven  methodology  to  gather  informaNon  and  create  the  strategy  before  acNvaNng  campaigns    

       

CreaNng  an  Employment  Brand    

STRATEGY  

ACTIVATE  MEASURE  

INSIGHT  

             Theses  acNviNes  will  help  create  a  robust  employment  brand        

Delivering  an  Employment  Brand    

1. Insight  •  Market  intelligence  •  CompeNtor  benchmarking  •  Candidate  percepNons  •  Employee  Insight  •  Employee  saNsfacNon  

 

2.  Strategy  •  Candidate  profiling  •  Talent  pooling  •  Employment  brand  development  •  Employment  Value  proposiNon  •  Brand  validaNon  •  Onboarding  •  Internal  communicaNons  •  Change  communicaNons  •  CommunicaNon  touch  point  mapping  

 

             Theses  acNviNes  will  help  create  a  robust  employment  brand        

Delivering  an  Employment  Brand    

3.  AcNvate  •  Recruitment  markeNng  •  Career  web  sites  •  Internal  web  sites  •  Media  buying  •  Candidate  sourcing  •  Social  media  •  CreaNve  campaigns  •  Learning  &  assessment  •  Internal  communicaNon  campaigns  

 

4.  Measure  •  Set  clear  objecNves  &  KPI’s  •  Recruitment  process  metrics  •  Screening  &  assessments  •  Costs  per  applicaNon/hire  •  Quality  of  applicants  against  •  Channels  &  plaborms  •  Media  performance  •  Onboarding  •  RetenNon    •  Employee  engagement/saNsfacNon  

 

             The  employment  brand  shapes  the  stories  you  tell  about  your  organisaNon  and  helps  focus  on  the  areas  of  importance      

     

Employment  Brand  Touch  points  

ASract   Change  Reward  Onboard   Exit  

•  Talent  Pools  •  Stand  out  from  the  market  •  Discover  what  other  organisaNons  are  doing  beSer  •  Understand  talent  percepNons  •  Clear  &  consistent  messages  •  Manage  business  needs  •  Be  an  employer  of  choice  •  Robust  inducNon  &  retenNon  •  Assess  and  give  feedback  •  Explain  change  and  what  it  means  for  employees  •  Invite  employees  to  input  to  the  culture      

Culture  

•  Create  2  way  communicaNon  •  Insight  about  the  culture  •  Encourages  the  right  behaviours  •  Clarity  for  managers  and  employees  •  Results  in  good  client  service  •  Tell  people,  tell  them  and  tell  them  again  •  Use  1-­‐2-­‐1,  group  and  digital  communicaNon  channels  •  Find  out  why  people  are  leaving  •  Helps  manage  organisaNonal  reputaNon  •  Facilitates  change  &  improvements  

Benefits  of  Manage  an  Employment  Brand  

             Advice  and  help  to  create,  manage  or  audit  an  employment  brand  for  your  organisaNon  or  a  client.        

Need  Help    

                   B2B  &  B2E  MarkeNng  Michelle@LuvTribe.com  07703  744446