employer branding & evp- nhrdn presentation

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2011 @ People in Business India Private Limited 1 Employer Brand Management 14 th September 2011 Mervyn Raphael Performance Consulting International 1

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What brands a company in the eyes of the employees, what a company must do to improve it and many more...

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Page 1: Employer Branding & EVP- NHRDN presentation

2011 @ People in Business India Private Limited 1

Employer Brand

Management

14th September 2011

Mervyn Raphael

Performance Consulting International

1

Page 2: Employer Branding & EVP- NHRDN presentation

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Some issues we shall explore in the

next few minutes…

Why is Employer

Branding

relevant?

What is

Employee Value

Proposition?

Understanding

Employer Brand

Management

Becoming an

Employer of

Choice

2011 @ People in Business India Private Limited

Page 3: Employer Branding & EVP- NHRDN presentation

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The talent perspective

“Leaders of companies that go from good

to great start by getting

the right people on the bus,

the wrong people off the bus,

and the right people in the right seats”.

Jim Collins – ‘From Good to Great’

2011 @ People in Business India Private Limited

Page 4: Employer Branding & EVP- NHRDN presentation

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The big question

Do you have the right kind of bus,

to attract and engage the right people?

2011 @ People in Business India Private Limited

Page 5: Employer Branding & EVP- NHRDN presentation

2011 @ People in Business India Private Limited 5

Defining employer brand management

There’s a difference between having an employer brand

and proactively managing it.

The role of the Employee Value Proposition (EVP) is to:

define what you most want people to associate with you as

an employer.

The role of employer brand management is to:

ensure that employee communication and experience

is consistent with your EVP

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Page 6: Employer Branding & EVP- NHRDN presentation

2011 @ People in Business India Private Limited 6

Orie

nta

tion

Process

„Touchpoints‟

Working

Environment

Proposition, Branding and Management

„Employer

Branding‟ +

Communication

Employer Brand Management(Delivering a consistent brand experience

through every employee „touch-point‟).Master Brand

Vision / Mission

Personality

Values

Employee Value

Proposition (EVP)

(Defines what you most

want people to associate

with you as an employer).

• The EVP provides a common platform for employee communication (external and

internal), but can only be fully effective if it helps to shape the employee experience.

Everyday

Behaviours

Underpinned

By

Employer

Brand

Experience

(Creative

expression)

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Page 7: Employer Branding & EVP- NHRDN presentation

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For example:

Diversity of talent

Meaningful work

Career development

Collaborative teamwork

Performance management

Global citizenship

Open, honest managers

Diversity of talentDiversity of talent

Meaningful Meaningful work

Career development

Career development

Competitive & differentiated total rewards

Competitive & differentiated total rewards

Competitive & differentiated total rewards

Collaborative teamwork

Collaborative teamwork

Performance managementPerformance management

Global citizenship

Global citizenship

Open, honest managers

Open, honest managers

work

Em

plo

yer

Bra

nd

Man

ag

em

en

t

EVP

Employer

Branding

2011 @ People in Business India Private Limited

Page 8: Employer Branding & EVP- NHRDN presentation

2011 @ People in Business India Private Limited 8

Creating a brand

insight platform

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Page 9: Employer Branding & EVP- NHRDN presentation

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Defining attributes

• Building blocks for the employer brand ‘platform’ / EVP

• Answer the key question – what makes you special?

• Typically 3-5 defining attributes per EVP

• Differ from core values in terms of being:

– More benefit-led for employees (addressing both the ‘give’ and ‘get’)

– More distinctive / more compelling (vs. generic / obvious)

– More in-tune with the customer brand / key organisational capabilities

• Play to the ‘organisation at its best’

2011 @ People in Business India Private Limited

Page 10: Employer Branding & EVP- NHRDN presentation

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Defining attribute - Example

“The Power to Perform”

• Description: The freedom and support to perform at your best

• Desired employee profile (the give):

– Self motivated, can-do attitude;

– The drive to make it happen for customers and the business’

– “There’s always a way”

• Benefit to employees (the get):

– Clear expectations, supportive managers;

– clear ownership, scope for personal initiative.

– “I can make a difference”

2011 @ People in Business India Private Limited

Page 11: Employer Branding & EVP- NHRDN presentation

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Target definition and scoping

• What kind of people will be right for your organisation?

• (Shorthand) target profile examples:

“Natural communicators with a passion for technology”

2011 @ People in Business India Private Limited

Page 12: Employer Branding & EVP- NHRDN presentation

2011 @ People in Business India Private Limited 12

Attracting Gen Y

General characteristics:

• Highly networked / informed

• Freedom and independence

• Work-life balance / Flexibility

• Advanced technology

• Social / Environmental responsibility

• Continuous feedback

• Confidence to job-hop until they find the right fit

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Page 13: Employer Branding & EVP- NHRDN presentation

2011 @ People in Business India Private Limited 13

Proposition

Development

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Page 14: Employer Branding & EVP- NHRDN presentation

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Core EVP Positioning

The core positioning

Corporate Brand

Proposition

Defining attributes

The heart of the employer brand proposition

Sometimes derived from the corporate / customer brand (above)

Or the more employee focused defining attributes (below)

2011 @ People in Business India Private Limited

Page 16: Employer Branding & EVP- NHRDN presentation

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• Target propositions need to be aligned and adapted to reflect:

– Regional / divisional strengths

– The specific needs and aspirations of different target groups

CORE EVP

TVP

Division

TVP TVP

Region Talent Group

EB attributes / themes

A B C D E

Brand

DNA

Tailoring the „umbrella‟ proposition

Defining attributes

Additional target specific attribute

2011 @ People in Business India Private Limited

Page 17: Employer Branding & EVP- NHRDN presentation

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Case Study 1: A Fast growing

organization in the QSR sector

2011 @ People in Business India Private Limited

Problem Statement:

• This organization was facing an attrition challenge and also needed to plan its HR

strategy to look at trebling its growth in the next 3 years. A large proportion of the

employees in this organization were in the age group of 18 to 22 years . Attracting

people in this age group was not a challenge, however, retaining and engaging them

was very difficult with stiff challenge from the BPO and Retail sector for hiring this target

group of employees.

A Snapshot of Our Approach

• Identified the aspirations of the young workforce taking into account their socio-

economic backgrounds.

• Aligned these aspirations with what the company was doing well, and with the vision of

the company to arrive at the EVP

• Identified the Brand Busters to ensure that all causes of attrition are mitigated or

nullified

• Used the Brand Signature to create a pull for the right profile

Page 18: Employer Branding & EVP- NHRDN presentation

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Case Study 2: Leading Global

Financial Services Player

Problem Statement:

• One of the world’s largest bank began its operations in India some years back. This

company is one of the best paymasters in the industry and also offers challenging

opportunities to employees. However, every year a sizeable chunk of the employees left

the organization (voluntary/involuntary). This has caused a sense of insecurity within the

current employees. Also, in the job market, this has led to a lack of a pull factor and

fewer people are expressing interest in joining.

A Snapshot of Our Approach

• Collaborating with the Senior Leadership team to identify the right profile for the

company (who would be the right passengers on the bus).

• Re-pitching the company as a career investment for ‘entrepreneurial people’ and as a

place where they have an opportunity to build an “Organization for Tomorrow”.

• Identifying an approach to build an emotional connect with the current employees by

asking the manager to take ownership for the outcomes and move away from

transactional management.

• Building internal strengths to generate a positive brand image in the eyes of the

prospective employees while lowering the negative perception alongside.

2011 @ People in Business India Private Limited

Page 19: Employer Branding & EVP- NHRDN presentation

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Case Study 3: One of India‟s largest

Business Conglomerates

Problem Statement:

• This business group operates across 7 industry sectors with multiple locations in India

and globally. The company was finding it a challenge to change the market perception of

a slow company to one of high growth in the market place. Younger employees felt

stifled with the culture and did not tend to stay with the company. In addition, the

company needed to attract graduates from the IIM/ IIT’s to partner in the journey for

exponential growth.

A Snapshot of Our Approach

• In-depth analysis of organization’s brand perception across sectors to identify strengths

and gaps

• Workshops to identify distinctive and differentiating EVP for the entire group (built on the

strengths of the group). This resulted in EVP for the entire group as well as for group

companies.

• Analysis of process touch points to enable the translation of the EVP into reality.

The Group is currently engaged in implementing the Employer Brand Plan to translate the

brand promise into actual employee experience, based on our inputs.

2011 @ People in Business India Private Limited

Page 20: Employer Branding & EVP- NHRDN presentation

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Questions…

2011 @ People in Business India Private Limited

You can reach me at [email protected]