1. Secrets to a Great EmployeeValue PropositionAt the heart of your employer brandstrategy should be your employeevalue proposition (EVP). YourEVP is an employee-centred approachthat is aligned to existing, integratedworkforce planning strategies because ithas been informed by existing employeesand your external target audience. Inits simplest form, your EVP is a set ofassociations and offerings provided byyour organisation in return for the skills,capabilities and experiences an employeebrings to your organisation.A unique, relevant and compellingEVP that is well-communicated can bethe difference between why talent chooseyour organisation compared to any one ofyour competitors.One of the most effective EVPdefinitions I have found was developedby BASF. Their global EVP is based onHUMANresources34 j u l / a u g 2 0 1 1by Brett Minchingtonthe following core aspects: As the worlds leading chemicalcompany, we offer intelligentsolutions both for our customers andfor a sustainable future. We connect people with very differenttalents worldwide and offer them avariety of opportunities. And for us, our employeesperformance counts as well as theirpersonality.In addition, BASF developed EVPrules and the regions were empoweredto select specific EVP focal points theyconsidered most important for theirregion. With respect to each regionalcommunication of the EVP, the globalEVP represents the umbrella that ensuresthe overall consistency of BASFsemployer communication. It allowscustomisation as necessary in order toreally meet the needs of the target groupsapproached in a particular region.Defining your EVPTo define your EVP you should conductin-depth research to determine themost important attributes your targetaudience is seeking from an employmentexperience, why employees chose tojoin your company, why they stay andwhich employment attributes you couldimprove. As a minimum the researchagenda should include 1) research acrossthe entire employee population usinga reliable online survey tool and 2)focus groups of employees chosen fromhomogenous segments of your workforce,eg by division, region of job tenure. Youshould also include a sample of new hireshrtoolbox

2. hrtoolboxHUMANresourcesj u l / a u g 2 0 1 135Figure 1: Influencers of employment choiceGender(0-3 months) in your sample as this iswhen the perception vs reality test of theemployment experience is most evident.Your research outcomes should: Define the driving motivators ofattraction, engagement and retentionof current employees and determineany gaps between the aspirations,expectations and perceptions ofleaders and employees about theemployment experience Determine perceptions of yourorganisation as a great place to work,amongst your external target audienceAccessing relevant secondary researchwill save you time and money whentrying to understand the employmentneeds of your external target audience.In a 2010 global study by EmployerBrand International (EBI) to determinewhich employer brand attributes have thestrongest influence on employment choice(see figure 1), we found the strongestinfluencers of employment choice bygender include: working for a companyBrett MinchingtonChairman/CEOEmployer Brand Internationalwith a strong reputation, the opportunityto work with thought leaders, beingrewarded for good performance, andworking for a company that has a cultureof innovation. Interestingly the study alsofound a friendly work environment wassix times a stronger influence for femalescompared to males!This type of research can inform thedevelopment of your external facingEVP and make it clear that the sameEVP does not necessarily work acrossall of your employee segments. It isimportant to understand the implicationsof these differences. For example, ifyour workforce has a high percentageof females it is important to assessyour policies, systems and processes todetermine if they work towards creating afriendly working environment. Failure todo so could result in an important valueproposition being overlooked.A picture is worth a thousandwordsOn completion of your EVP research youshould bring together your results into anEmployee Lifecycle Engagement Map,a consolidated picture of how your EVPimpacts on talent attraction and retention.The Map will inform managers ofthe key moments of truth for yourEVP along the employee lifecycle. Themap focuses efforts on aligning values,behaviours and actions with your EVPand is reflective of information revealedduring the research process. Rewardingmanagers for delivering on your EVP willassist in building a culture of leadershipfocused on delivering a positiveemployment experience aligned with theneeds of your talent.This story first appeared in HR FuturesMagazine. 3. Certificate inEmployer Brand LeadershipAbout Employer Brand InternationalEBI provides research, advisory and thoughtleadership in employer branding throughstrategic consulting, conferences/training,publications, research and global think-tanks.EBIs expert services are providedthrough an international network of expertemployer brand Senior Associates. EBIsGlobal Advisory Board consists of leadingcorporate professionals and academicsfrom around the world.Why choose to study the Certificate inEmployer Brand Leadership? Study for an in demand leadership skill Case study approach to supporttheoretical frameworks Real world application Flexible study options Supportive learning environment Access to the worlds most extensiveemployer branding learning resources Alumni support1. Since 2007 EBI has trained thousandsof managers in employer branding inmore than 50 cities in 28 countries.2. Access to an employer branding globalcommunity of 3500+ members.3. Course is supported by world classlearning resources including books,handbooks and global research reports.4. The first course of its kind offered inpartnership with educational institutions,business and the community.5. Accredited by EBI5 QUICK FACTSEnrol Today!www.employerbrandinternational.com 4. WELCOME FROM THECHAIRMAN/CEOWelcome to the Certificate inEmployer Brand LeadershipCourse a contemporaryleadership program formanagers around the world.Since 2007, Employer BrandInternational has conductedtraining for thousands ofmanagers in employer brandingin more than 50 cities in28 countries including Australia, Belgium, Denmark, France,Germany, Italy, Russia, UAE, UK, and the USA.Employees are fast becoming central to the process of brandbuilding and their behavior can either reinforce a brands advertisedvalues or, if inconsistent with these values, undermine the credibilityof your messages. Employer branding is a whole of businessconcept concerned with the attraction, engagement and retentioninitiatives targeted at enhancing your companys employer brand.The contest amongst employers to attract and retain talented workerstakes place in a world where changes in the political, economic,social and technological environments and concerns about acompanys environmental footprint is driving widespread change inemployment patterns. Today, competition for the best employeesis as fierce as competition for customers and market share.The course brings together a talented team of academics,strategists and corporate leaders to create an inspiring learningexperience in the growing field of employer branding.Our emphasis is on assisting you to develop leadership,communication, problem solving and team building skills, whichwill enable you to better understand and deal with the complexissues of management in a changing business environment.In selecting students we look for high quality people with the potentialto not only benefit but also contribute to the learning experience.Whilst practical in orientation, your learning experience will includenetworking with like minded professionals around the world tosupport a solid theoretical grounding in employer brand leadership.Organizations that can attract and retain the best minds byleveraging a unique, relevant and distinctive employer brandwill have a competitive edge in the marketplace.We look forward to welcoming you and wishyou the very best with your studies.Brett MinchingtonChairman/CEOEmployer Brand InternationalPROGRAM STRUCTURECORE MODULE ATHE BUSINESS CASE FOR EMPLOYER BRANDINGStudy Unit 1: The Fundamentals Of Employer Branding (EBLFU)CORE MODULE BBEST PRACTICE IN EMPLOYER BRANDINGStudy Unit 2: Employer Brand Leadership Principles & Practices(EBLPP)Study Unit 3: Employer Brand Strategic Management (EBLSM)Study Unit 4: Employer Branding Mapping & Competitor Analysis(EBLCA)Study Unit 5: Employer Brand Analytics & Reporting (EBLAR)Study Unit 6: Contemporary Practices in Employer Branding & SocialMedia (EBLSM)Study Unit 7: Employee and Customer Experience (EBLCE)CORE MODULE CTHE FUTURE FOR EMPLOYER BRANDINGStudy Unit 8: Employer Branding Social Responsibility (EBLSR)Study Unit 9: Future Trends in Employer Branding (EBLTD)Study Unit 10: Employer Branding Case Study Analysis (EBLCS)HOW TO APPLYApply online atwww.employerbrandinternational.comor to enquire please email Andrea at:andrea@employerbrandinternational.comPlease direct all courseenquiries to:Ms Andrea FieldingP +61 8 8443 4115F +61 8 8443 4149ALUMNI SUPPORTThe EBI Employer Branding Global Community is an important part ofthe life and community of the School, as it forms an integral part of theSchools business relationships.The network is diverse, including students and graduates who work andlive locally, interstate and overseas.With more than 3500 members, the EBGC supports members invarious ways: Fostering global networking opportunities Informing the business community of latest trends in employer brandingwww.employerbrandinternational.com