simon barrow eb 30 min key note

8/9/2019 Simon Barrow EB 30 Min Key Note

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Simon Barrow, ChairmanPeople in Business

12 Great Newport Street, Tel +44 20 7632 5910

www.pib.co.uk

Your Employer BrandBringing the best of brand management to people at work

Hoofddorp, Netherlands

4th November 2010


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2

Introduction to People in Business

• Originated ‘employer brand’ concept in early 90’s conducting thefirst research on the discipline with London Business School

• First boo on the sub!ect in "00#

• $# years hands%on e&perience

in employer brand de'elopment

and implementation

• (lobal networ of employer brand consultants) research and

resourcing specialists

• *ecent employer brand clients include+ ,oca%,ola) -O.) /SB,)

/) 1B2) 3ohn Lewis) .oia%Siemens) 4() *BS and Sy


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3

Brand relationships

•owerful consumer brands pro'ide a focal point for+

Aspiration 5When I’ve really made it I’ll drive a Mercedes6

Identit 5The devil and I both wear Prada6

!n"a"ement 5My Nike’s make me feel like running 6

Advocac 5Let’s meet at Starbucks6

#rust $ %oalt 5When the new i!od comes out I’ll be the first in line6


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#he emploer brand relationship

• owerful employer brands play a similar role+

Aspiration 5It’s a com!any I’d love to have on my "# 6

Identit 5I’m !roud to tell !eo!le where I work 6

!n"a"ement 5I’m committed to going the e$tra mile6

Advocac 5I tell !eo!le it’s the coolest !lace to work on the !lanet 6

#rust $ %oalt 5It would take a lot to get me to leave6

http://www.google.com/


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&

'ustomer

(alue

Proposition

!mploee

(alueProposition

'orporate Brand

)NA

7hy should consumers consider you8

7hy should they come bac for more8

7hy should people !oin you8

7hy should they stay8

7hy should they commit8

7hat shines through e'erything

the organisation does and says8

%m!loyee e$!erience

"onsumer e$!erience

*ar+etin"

H

%eadership

Inte"rated brand mana"ement


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-

(ision

.hared /bective

.ervices (ision

'ore

'ompetencies

/r"anisational

(alues

Brand (alues

A di"ital vision for everone

#o be at the heart of 21st centur livin"

orld Beatin" 'ustomer .ervice

!cellence'ooperationHonest

espect!mpoerment

!ntertainin"'reativeInnovative 'hallen"in"

orld Beatin"

'ustomer .ervice

Accountabilit

Problem Analsis 5

)ecision *a+in"

!mpath

!nthusiasm and

Passion

)evelopin" our

People

Passion for

!cellence#eam Plaer

'lose to

'ustomer

'onnected(alues its People

Passionate about the

business

6riendl$ Helpful

%eadin"

!d"e 5 A"ile

'redible 5

'onfident

.uccessful 5

Profitable

'ultural

'haracteristics

!stablishin" clarit


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!cellence

'ooperation

espect

!mpoerment

!ntertainin"

'hallen"in"

orld Beatin"

'ustomer.ervice

Accountabilit

Problem Analsis

5 )ecision *a+in"

!mpath

!nthusiasm

and Passion

)evelopin" our

People

Passion for

!cellence

(alues its People

Passionate about thebusiness

#he full loaded proposition

Honest

'reativeInnovative

'onnecte

d6riendl$ Helpful

%eadin"

!d"e 5

A"ile

'redible

and

'onfident

.uccessful 5

Profitable

A di"ital vision for everone

#o be at the heart of 21st

centur livin"

orld Beatin" 'ustomer.ervice

#eam Plaer

'lose to

'ustomer


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Business case

• strong employer brand reputation attracts more top :uality

candidates

8

Source& "or!orate Leadershi! "ouncil 'ttracting and (etaining "ritical Talent Segments study

2ore acti'e

!ob seeers+

containfewer top

:uality

candidates

Less acti'e

!ob seeers

contain greaterproportion of

top :uality

candidates


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Principles for !B success

$;


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h the !B needs such care

'ustomers !mploees

Life style is a factor 7or is about life itself


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Headline Proposition

ecommended emploer brand model

'orporate Brand(ision $ *ission

Personalit

(alues

:ualifiers

!mploee (alue

Proposition

)efinin" attributes

easons to believe

! m p l o e r B

r a n d


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6or eample;

*ission )to hel! !eo!le and businesses throughout the

world reali*e their full !otential+

)istinctive (alues<

Taking on big challenges,

"onstructive selfcriticism,

'orporate Brand

(ision $ *ission

Personalit

(alues

.atural communicators with a passion for

technology;

n en'ironment where talented people can realie

their full potential;

1ndi'idually tailored) strength%based de'elopment;

1ndustry leading in'estment and inno'ation in L4A;

*espectful) open and supporti'e management style;

#ar"et profile

Headline Proposition

:ualifiers

)efinin" Attributes

easons to Believe


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ordle of values from 6#.! 100

ebsites

13


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•


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1&

6or eample;?

Headline !(P Proposition+ -' new challenge every day’,

US Career Site

Western European Career Site

*egional


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1-

• *ecruitment ad'ertising and career websites often 'ery generic

)istinctive loo+ and feel

http://www.ml.com/index.asp?id=7695


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• 1f you ha'e a distincti'e customer brand identity

C use Dand adapt it?


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• 1f you ha'e a distincti'e customer brand identity

C use Dand adapt it?


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)If you want to be a comedian.

don’t tell !eo!le you’re funny.

/,,make them laugh+

#he emploee eperience


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.hapin" an =onbrand> emploee eperience

/ r i e n

t a t i o

n

* e a s u r e m e

n t

Process

=#ouchpoints>

, e c r u i t m e n t

or+in"

!nvironment

' o m m u n

i c a t i o n

P e r f o r m

a n c e 5

) e v e l o p m e n t

, e 4 a r d 5

, e c o

" n i t i o n

' o r e ( a l u e s

' o r e

' o m p e

t e n c

i e s

!verda

Behaviours

B r a n

d o f

% e a d

e r s h

i p. t l e o f

* a n a " e m e n

t

UnderpinnedBy

!mploer Brand

!perience


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!mploer brand action plannin"

2edia

,areer Sites

ssessment

,orrespondence

re%!oining instructions

1nter'iewing

d'ertising

3ob description

SelectionE

ecruitment Process

• Basic strengths and weanesses

5is it a consistently !ositive e$!erience01

• lignment with the brand proposition

5does each stage su!!ort the !romise01

• Signature brand e&periences

5what is distinctively onbrand01

• This thinking can be applied to every

touch-point


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)istinctive practices

-'ery team member has a say on recruitment decisions

nnual party for all irgin employees and their families

*egular input from front line employees in senior le'el

decision maing 5*eal Airectors6

Si& to se'en wees training for all new representati'es


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/vercome !B *ana"ement

challen"es@• Seldom positioned to influence the whole employment e&perience

• *ecruitment communications the main priority yet ’branding’ is not

brand management

• -B research does not always lead to necessary change to the

woring e&perience

• Lac of connection with business strategy

• 1nsufficient metrics on /*

• Low profile with senior management 5and /* can be a ner'ous

platform for -B6

•


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emember the principles for !B

success$;


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• 7e wish you e'ery success in building -mployerBrands which will last a $00 years plus?

Simon Barrow

simonHpib;co;u

www;people%in%business;com

2&
mailto:[email protected]:[email protected]

simon barrow eb 30 min key note

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