L A H O R E   H R   F O R U M

Power Recruitment:BuildingYour Employer Brand

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BuildingYour Employer Brand

Monis RahmanJanuary 13, 2010

The Role of HR

Attract / RecruitMotivate Train Grow Manage RetainMotivate, Train, Grow, Manage, Retain

tract 

cruit

Manage

Motivate

Grow

Retain

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Rec

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A‐Grade people attract A‐Grade People B‐Grade people attract C‐Grade People

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C‐Grade people do not attract anyone

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How do you attract talent?

Awareness? gMoney? Benefits? Responsibility? nd

ing

Responsibility?Culture? Lifestyle? B

ran

Lifestyle?Challenge?Growth? ye

r B

Innovation?Management?

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mpl

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Professionalism? Fiscal Health?

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Employer Branding at Work

1,200,000R d P f lRegistered Professionals

24,000E l /C iEmployers/Companies

5,200,000Job Applications Processed

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Bank A:

589Applications

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Bank B:

3 127Applications

3N A S E E B 3,127Applications

Brand Building: Understand Your Customer

Self Actualization

Recognition

Social  Affiliation

  I N C

Safety and Security

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Physiological

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Brand Building: Understand Your Brand Identity

Physique PersonalityCoolSupportive

RuggedMasculine Physique Personality pp

OptimisticGood natured

ReliableStrong

Relationship CultureTrustedResponsibleRelaxedOpen

FriendlyCaringHelpfulSocial

  I N C

B   N E T W O R K S 

Reflection Self ImageSeriousHard Working

High StandardsDecent

5N A S E E B Reflection Self-Image Educated

SophisticatedMotivationalInspirational

Employer Branding: Idea #1 Create Awareness

Corporate Career PortalCommunicate Culture Values OpportunitiesCommunicate Culture, Values, Opportunities Build relationship with potential employees Post job vacancies and collect CVsPost job vacancies and collect CVs

Facebook, Twitter F e ue tly u date Frequently updateCreate buzz and excitementCommunicate events initiatives milestonesCommunicate events, initiatives, milestonesGet employees involved as brand ambassadors

C di i hM k i

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Coordinate with Marketing Project softer human sideNewspapers job portals hoardings get theword outB 

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Newspapers, job portals, hoardings – get the word out Participate in events – job fair, exhibitions, etc.N

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Employer Branding: Idea #2 Hire the Best

Be selective Being hired by your company should be like getting an award Being hired by your company should be like getting an award Interview scientifically, surgically, strategically Rewardmerit in selectionReward merit in selection Spread the word that you are highly selective

Do ’t i o e eje ted a li a tDon’t ignore rejected applicants They will tell others about their experience Sendprofessional letterswith decision Send professional letters with decisionAcknowledge applications as your receive them

G d l d l

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Good people attract good people Leverage employee branding to create employer branding

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Employer Branding: Idea #3 Treat Employees Well

Employees are your brand ambassadors Policies should be fair transparent and clearly communicated Policies should be fair, transparent and clearly communicated Recognize and reward achievers publically Provide growth and learningProvide growth and learningMinimize politics Build atmosphere or empowerment vs. fearp p Benefits should be above average Build a culture

Turn departing employees into branding assetsHR should facilitate departures on a “good note”  I

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p gDisgruntled employees can be a branding liability

Let employees build their personal brandsB   N E T W O R K S 

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Let employees build their personal brands Employee branding will enhance employer brandingN

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Employer Branding: Idea #4 Stay Connected  

Know what employees wantConduct regular surveysConduct regular surveysUnderstand latest compensation trendsUnderstand latest technologies,methods, processesUnderstand latest technologies, methods, processes

Remove unnecessary hierarchyMa a e e t hould e ula ly talk ith e loyeeManagement should regularly talk with employees Employees should regularly be asked for feedback Involve employees in decisionmaking Involve employees in decision making

Communicate, Communicate, Communicate

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Employer Branding: Idea #5 An Inspiring Workplace

Office environment should inspire emotional energy Lighting LightingWall hangings / postersDecorationDecoration

Highlight your achievements E i o e t hould hi hli ht u e e Environment should highlight successes Environment should highlight values

What will a new employee think when he walks in?

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Top Employer Brands of Pakistan

Conducted by ROZEE.PK for 2009 ‐ 2010 13 753 fully completed surveys 13,753 fully completed surveys 60 questions Top ofmindTop of mind

Respondent profile P ofe io al 66% Professionals 66% Students 20%Unemployed 14%Unemployed 14% 68% between 22 and 29 years old 21% between 30 and 40 years old  I

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y 86% male vs. 14% female 29% Karachi, 27% Lahore, 22% Islamabad

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Top Employer Brands of Pakistan

25%

Overall Respondents

20%19%20%

14%15%

11%

10%10%

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6% 5% 5% 5% 5%5%

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0%Telenor Pakistan  Mobilink GSM  Unilever Pakistan  United Nations 

Organization Nestleʹ  Engro Pakistan  Microsoft  Ufone GSM  Pakistan Tobacco 

Company (PTC) Bank Alfalah 

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Top Employer Brands of Pakistan

29.23%14 29%

Unilever Pakistan

Mobilink GSM

Employed Respondents  by Location : Karachi  

14.29%9.61%

8.29%7.72%6.90%6.57%

Mobilink GSM

Procter & Gamble Pakistan

Telenor Pakistan

Engro Pakistan

Pakistan State Oil (PSO)

Microsoft Corporation.Employed Respondents by Location Islamabad

Employed Respondents by Location : Lahore

6.49%5.83%5.09%

Shell Pakistan

GEO TV Network ‐ Jang Group

Axact Pakistan26.85%

18.77%

16.99%

7.27%

Telenor Pakistan

Mobilink GSM

United Nations

Pakistan Tobacco …

Employed Respondents  by Location : Islamabad

20.00%

19.04%17.71%

10.48%

Nestleʹ Pakistan

Mobilink GSM

Telenor Pakistan

Unilever Pakistan

Employed Respondents  by Location : Lahore  7.12%

6.75%

4.97%

3.86%

3.78%

OGDCL

Ufone GSM

Schlumberger

Microsoft Corporation.

PTCL

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7.53%6.13%

5.24%

5.17%4.43%

Bank Alfalah

Warid Telecom

Microsoft Corporation.

United Nations

JGC Descon

3.64%Unilever Pakistan

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4.28%Wateen Telecom

13N A S E E B

Conclusion

Employer branding is key to attracting top talent Top talent is key to building aproductive organization Top talent is key to building a productive organization

Manage R

Attract 

Recruit

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Motivate

Grow

T i

Retain

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A R Train

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Thank You!Thank You!

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