Employer Branding

ACI World HR Forum Calgary Canada

9 Sept 2012

Director, This Is...

Why would anyone want to be employed

by you?

Employer Branding ...

Employer of choice Business drivers What kind of people are you looking for? War for talent (supply and demand)

involves actively selling the experience of working for an organisation by focusing on what makes the experience both positive and distinctive

What differentiates you? Positive brand image is critical Then develop USP

Pay, conditions, flexible working, careers, status, location, prospects???

Ask employees/survey

This forms the basis of the psychological contract

Psychological Contract

Defines the mutual expectations between employee & employer

Needs constant renegotiation

How are employers dealing with employee aspirations for pay, conditions, working time, job security, career prospects

How are employees responding to employer requirements for delivery, commitment, loyalty, high performance

How this is changing in the current world?

Generally implicit rather than explicit

Culture and leadership make a huge difference ... Things that can have an impact

Clear strategic direction Selection of top management Leadership competences Management structure clarity Salary structure Career development paths Training and education Motivation and engagement Recognition and advancement Political interference

And above all, talented people want the opportunity to make a difference To do a job which is meaningful, challenging, worthwhile To have a degree of autonomy To have trust in and respect for their leaders and their organisation

The 1990s saw great interest in something called the ‘psychological contract’ – then that idea seemed to crash and burn. Maybe it didn’t; maybe the phoenix from the ashes was employer branding

Helen Rosethorn, CEO Bernard Hodes Group