volume 3 | issue 1 employer branding everyone is talking ...files.meetup.com/267946/january 2010...

© 2010 The HR Alliance, All Rights Reserved 1

EMPLOYER BRANDING Everyone is talking about it…. By Lisa A. Bernadine

A NOTE FROM THE FOUNDER By Jason Boltax

JANUARY

2010 NEWSLETTER

INSIDE THIS ISSUE

Employer Brand-

ing

1

Founder’s Note 1

3rd Annual Holi-

day Party

3

Strategies &

Aligned Talent

Communications

4

Upcoming Events 6

Members Corner 8

HR Marketplace 10

About Us 14

VOLUME 3 | ISSUE 1

Welcome to The HR

Alliance January

2010 Newsletter.

Read about our

monthly event and

more.

Enjoy,

The

HR Alliance Team

In its simplest form, a brand is merely a tool that engages people emotion-ally. “People” refers to everyone from

customers to vendors, but when we talk of employer branding, “people”

refers specifically to past, future, and current employees. Therefore, em-ployer branding is simply the art of engaging past, future, and current em-ployees in a company’s values and business objectives.

Why is employer branding so impor-tant? A brand creates a promise that conveys a unique set of benefits or a compelling reason to believe in a com-pany (value proposition). Not surpris-

ingly, employees are drawn to compa-nies with strong employer value propo-sitions the way customers gravitate

towards strong consumer brands like Nike and Apple. Therefore, a strong

employer brand will foster employee loyalty, heighten awareness and en-gagement, and ultimately increase shareholder value, which of course is the ultimate goal. Google and Southwest Airlines benefit

from best-in-class employer brands. These companies receive far more job applicants than there are open posi-tions. Google receives over 1,000,000

(Continued on page 2)

It was a cold Wednesday evening in January 2007, when eighteen HR pro-fessionals gathered in a conference room at the Chrysler Building. The goal

was simple, surface from the depths of our offices, take off our blinders to the outside world, and share our knowl-edge and expertise with one another concerning the latest trends, strategies, and best practices in human resources. From this first meeting of the minds,

emerged one of the most exciting and fastest growing HR professional asso-ciations.

As they say, “time flies, you’re having fun” and nothing could be further from

the truth. Over the last three years, we have hosted over forty interactive and experiential events covering the hottest topics in Human Resources. Our com-munity continues to grow exponentially with more than seven hundred (727, to be exact) active members representing

all levels (directors, managers, general-ists, specialists), areas (employee rela-tions, benefits, compensation, training and development, organizational devel-

opment, etc.) and industries (media, technology, financial, not-for-profits, etc.). Now, it is no secret that 2009 was a rough year. HR was certainly hit hard by layoffs, downsizing and restructur-

ing, putting the term “in-transition” into our daily vernacular. As 2010 gets underway and we pick up the pieces,

the HR Alliance is thrilled to bring you new opportunities to sharpen your skills, build relationships, and find great

success. So, here’s to a fresh start and an exciting year ahead. See you at our next event. All the best,


job applications a year and denies 99.5% of them. In 2006 Google hired only 5,000 new employees (Nooglers) out of the applicant pool of about 1,000,000.1 Google’s employer brand has given the com-pany a reputation as one of the best places to work and as one of the most sought after employers,

even though the tangible benefits of employment there are not necessarily superior to those of com-petitors. Jody Ordioni, Founder and President of BRANDEMiX, a communications firm that specializes in engag-ing employees in brands, and Geoff Director, a communications strategist, described a logical five-step process for creating an employer brand. Jody and Geoff are experts at developing unique value propositions and leveraging them to create an emotional bond between employee and brand.

The five steps are: 1. Build a brand architecture that conveys your company’s true vision, values, and culture. Don’t rely

on what you know – perform qualitative research to uncover the actual brand culture of your com-pany.

2. Develop an Employer Value Proposition (the top of your brand architecture) that’s compelling, in-

spiring, and differentiating - not generic. 3. Convey your Employer Value Proposition creatively and consistently to all audiences. Develop lo-

gos, fonts, colors, and imagery to represent your brand. 4. Create buy-in for your brand through launch strategies and events. Be creative with media and

give social media a try. 5. If all else fails, call BRANDEMiX.

While building an insightful brand architecture is critical and challenging, the rubber really meets the road when it comes to integration, or in other words, “actually using the brand.” Management and HR must trust the results of the research and commit to baking those insights into the brand. Your brand

should act as a catalyst for change. If it’s business as usual after your branding exercise then it won’t be of much use to you. 1 Industry News posted January 22, 2007

(Continued from page 1)

EMPLOYER BRANDING

Amex Gift Card

Carol Lowe

Giants Tickets

Lisa Botwinick

Amex Gift Card & The

Coaching Connection

Holly O’Grady

2010 Care Package

Elanna Reiss

CONGRATULATIONS TO THE WINNERS OF THE HOLIDAY

PARTY RAFFLES!!!!


January

2010 Newsletter

2009 was quite a year with the economic uncertainty and huge em-ployee layoffs. We hope that 2010 will be a great year where the world will emerge from the recession and the post-crisis economic landscape will improve. To celebrate this optimism, The HR Alliance

held its third annual holiday event on December 1, 2009 at Galway Hooker in Midtown. Approximately seventy HR professionals gathered for hors d'oeuvres, cocktails and the opportunity to make new connec-tions, reconnect with friends and colleagues, and forge new relation-ships. People shared news of their projects, new positions, and plans for the

coming year. The hot topics included Health Care Reform and its im-

pact on employers and employees, how to keep up with the new re-quirements of Wage & Hour Laws and Talent Management strategies during the economic crisis. The HR Alliance is grateful to its sponsors for their generous contribu-

tions, not just for the event but also for providing the great raffle prizes. , which resulted in very pleased recipients. This lively event ended on a high note. So let us toast, HR Alliance members - May 2010 be a year full of opportunities and great achieve-ments for you and all the people you care about. Thank you for being part of this growing group of HR practitioners.

THIRD ANNUAL HOLIDAY PARTY By Flora Afonso

SPECIAL THANKS TO OUR SPONSORS:


STRATEGIES AND ALIGNED TALENT COMMUNICATIONS FOR AWARENESS, ENGAGEMENT AND BUSINESS RESULTS By Jody Ordioni

Your company has a brand. Your brand has value. Millions of marketing dollars are spent each year on establishing brand awareness in the minds of your customers.

But it’s your employees who have the greatest power to make or break your brand. Employees shift your message from a concept to a positive or negative customer experience. Employees gener-ate the energy and ideas that produce business

outcomes. And if your employees can't define

your brand, they can't be committed to delivering it. By developing consistent talent communication programs that articulate your organization’s brand a clear line of sight from your business

strategy to your talent strategy is created. Each message is an inspiration and incentive for your employees to become living ambassadors of your brand and contributors to meeting the success goals of your organization. Here’s How To Develop Brand-Aligned Internal

Communications: A 4 Step Process Step 1: Define

First, get an understanding of the strength of your brand internally. Identify the key brand stakeholders in your organization. Marketing/advertising, corporate communications, investor

relations, and operations are all responsible for delivering your brand promise (albeit in different ways and to different audiences). Chat with the various department heads and come prepared with specific questions so you can find out if they truly understand the brand.

Does our company have a brand promise?

How would you define it? What role does your department play? What makes our brand different than the

competition?

If you get a lot of darting eyeballs, sweaty brows, and differing answers then your brand needs strengthening. Step 2: Align If these departments can clearly define the brand, it’s time to continue the investigation with two

additional departments: internal communications and human resources.

What is our brand promising? What role do our people play in delivering

that? What type of internal culture best fits our

brand? Are we where we need to be? Collect samples from these departments. Look for recruiting/training materials, orientation commu-nications, hiring brochures, and newsletters. If they’re not all “on brand” (if they’re not tightly

aligned in message, tone of voice, and visual de-

sign) then you’re missing an opportunity to build the culture of your brand. For example, if your brand is zany and creative but your recruitment materials are straightforward and conservative, then it’s less likely you’ll hire an employee who can deliver your brand flawlessly.

Talk to employees in different departments, par-ticularly new hires. How were their impressions of the company shaped by these various communi-cations? How thoroughly do new hires understand the brand?

Step 3: Design Now that there's a solid understanding of how the brand is (or is not) motivating people in the or-

ganization, it’s finally time to start creating the communications. The idea is to make sure that all internal commu-

nications (for each department) match the look and feel of the external marketing and vice versa. The communications should play off of the in-sights you uncovered by talking to different em-ployees in the previous steps. Lastly, the commu-nications must contain the same sightline to the

overall business strategy and they must all pay homage to the cultural responsibilities of each employee. Once you have created your messaging strategy, test it with the various departments. Go back to the various brand stakeholders and see if it jibes

with their department goals. Speak to senior management and get their impressions of how you’re solidifying the internal brand. Do the com-munications articulate the personality of the brand? Are they explicit as to what it means to truly deliver the brand promise? Does it make employees roll their eyes?

Step 4: Refine This step is intended to ensure that there is a


January

2010 Newsletter

STRATEGIES AND ALIGNED TALENT COMMUNICATIONS FOR AWARENESS, ENGAGEMENT AND BUSINESS RESULTS

commitment to uphold the promises made in your internal communica-tions. In this age of transparency, vacant promises create disengagement quickly. Just as customers are disappointed when a product doesn’t live up to claims made in an ad, employees are equally as disappointed when

they hear of new commitments to internal culture and yet it’s business as usual when they show up to work. Send out a survey internally and track the progress of your brand. What percentage of employees knows the mission statement? What percentage says the culture of the company was a big reason for taking the job? What percentage says they know exactly what the brand stands for and

how to deliver it?

You’ll find that when all communications are aligned under one, strong brand that employees can rally around they will deliver great customer experiences consistently. Jody Ordioni is founder and

president of BRANDEMiX, a creative consulting boutique, a rare combination of great

minds that dream up and deliver a mix of strategies and communications to help you build and keep an en-gaged workforce. We pro-duce, enhance and imple-ment end-to-end programs

that attract and inspire the real drivers of your organiza-tion’s success – your employ-

ees.

About the Author

A glimpse at the January event...


UPCOMING EVENTS

WHEN: Wednesday, February 3, 2010

TIME: 6:00-8:00PM

WHERE: 1211 Avenue of the Americas, 27th floor (Wachovia)

RSVP: www.thehralliance.net

TOPIC: HR Technology

Brought to you by:

WHEN: Wednesday, March 3, 2010

TIME: 6:00-8:00PM



TOPIC: Leadership and Team Building

WHEN: Wednesday, April 3, 2010

TIME: 6:00-8:00PM



TOPIC: Social Media

RSVP

www.thehralliance.net

http://www.thehralliance.net/




January

2010 Newsletter

UPCOMING EVENTS

Presents:

Avoiding the Newest Legal Pitfalls That Can Kill Your Business

Tuesday, February 2, 2010 / 8:30am - 12:00pm

NYC Seminar & Conference Center,

71 West 23rd Street, New York, NY 10010

Register Today at

www.nyreport.com/HRworkshop

HR ALLIANCE MEMBERS CAN RECEIVE A $50 DISCOUNT!

USE PROMO CODE HRALLIANCE

Limited capacity, first come, first served

Current and ex-employees are joining together like never before to sue employers for millions of dollars. Government agencies are also ramping up and hiring more auditors than ever be-fore, in an effort to take action against non-compliant companies. In this timely workshop, acclaimed employment attorney Joel J. Greenwald, Esq. will address the several enormous risks - and how to mitigate them. You will leave this workshop with an enhanced understanding of what steps you need to take control over these crucial issues. For more information or to register, visit www.nyreport.com/HRworkshop

Joel J. Greenwald, Esq.

A widely published author and distinguished attorney, Joel J. Greenwald, Esq. is a popular speaker with years of experience litigating employment issues in federal and state courts.

http://www.nyreport.com/HRworkshop

www.nyreport.com/HRworkshop


GET INVOLVED!! GET NOTICED !!

The HR Alliance continues to grow in membership, and in recognition within the New York City

HR community.

Now is a great time to get involved with the Group newsletter and monthly events. We are

searching for volunteers for the following writing and presentation opportunities:

Author an article for the newsletter

Be interviewed for the Member’s Corner of the newsletter

Research and keep track of other HR Blogs, news publications, and networking group activi-

ties to help us improve our offerings

Scout talented speakers for meetings

Recruit colleagues to the Group that would enhance our member experience

To learn more about volunteer opportunities with The HR Alliance, please contact us at:

[email protected]

Brian Bulger

Lynn Dempsey

Ryan Collins

Geoff Director

Michelle Newman

Susan Choinski

Michel Manne

Jeff Altman

Patrick Dail

Danny Cahill

Rob Hauptman

Isabella

Nancy Liss

Liezl Siozon

Deidra Scott

Alejandro Padilla

Jamie FelsenKathy Fan-

ning

Alain Antoine

Veronica

Nathaniel Haynes

Lisa Bernadine

April Grasso

CSgarlato

Tina Li

Holly

Lori

Alyson Giller

Tselanee Fudge

Kathleen Sciacca

Barrie Hollander

Stacey Bookman

Ruby Gottlieb

Rita Pettiford

Susan A. PattonSteve

Levy

Patrick Dail

Russ Ditzel

Latoya Wilson

Mark Klein

Paul McGinniss

Ivelise

Robert S Ruotolo

Ryan

Gordon Cooper

Rolando Ramierez

Matthew Levy

Jody Ordioni

Cathy Joseph

Jill Koslow

Sheryl Kalash

Carol R Lowe

Smita Sheth

Welcome New Members!!

MEMBER’S CORNER


MEMBER’S CORNER - JENI HENGELS by: Elanna Reiss

January

2010 Newsletter

Jeni Hengels, a mem-

ber of the HR Alliance,

has had an interesting

career path which has

taken her from practic-

ing law in Chicago to

working in Human Re-

sources in New York

City. Jeni graduated

from the University of

Illinois at Chicago,

where she developed a

strong interest in workplace issues during her

studies in Industrial/ Organizational Psychology.

She then decided to go on to get her JD at Chi-

cago-Kent College of Law. During law school,

she worked with the in-house Labor and Em-

ployment Law Clinic, which helped set the stage

for her future career in HR.

After law school, Jeni was an Associate at Old-

field & Fox, PC, representing clients in a variety

of matters, including some commercial and em-

ployment-related ones. However, Jeni soon re-

alized the gaps in her resume- she lacked busi-

ness management experience, and she had

never explored her interest in workplace issues

hands-on.

After a few years working in a traditional law

firm, Jeni decided to take a leap of faith and fill

those gaps. She transitioned to a General Man-

ager role at Curves women’s fitness clubs,

where she gained business management experi-

ence and became involved with recruiting, train-

ing, payroll and employment relations. Jeni next

became an Operations Manager for Equinox Fit-

ness Clubs, where she coached larger groups of

staff and oversaw a more cumbersome

P&L. She developed operating procedures for

multiple clubs, and ensured compliance with

internal HR protocols and legal requirements. It

was in this role that Jeni realized her passion for

training and developing career paths for em-

ployees that match their skill set. This also

opened Jeni’s eyes to the prospects of her own

future career path in HR.

Today, Jeni is the Human Resources Trainer/

Generalist with the Educational Alliance, a com-

munity-based organization that provides pro-

grams in Lower Manhattan for people of every

age, including community, wellness, and coun-

seling programs, addiction recovery, senior cen-

ters, early childhood education, after-school ac-

tivities for older children, and more. She has

been responsible for organizing training

throughout the overhaul/automation of the Alli-

ance’s HR information systems and has de-

signed a professional education curriculum for

its 70 supervisors. She also collaborates with

other agency departments and technical vendors

to improve the utility of the employee intranet.

This includes focusing on such areas as the tal-

ent database, recruitment workflow, online per-

formance management and succession planning

tools. She advises management on the creation

of policies and best practices and assists in un-

ion and non-union employee relations. Jeni en-

joys working at the Educational Alliance because

of the strong support she has from upper man-

agement, which gives her the autonomy to de-

velop and roll out various educational initia-

tives. She has seen the impact these programs

have had on the employees and this is one of

the aspects she loves most about her job.

Jeni became of a member of the HR Alliance in

September 2007 when she was new to New

York and looking to meet people within the HR

field. Her HR Alliance network has not only

been a great support by providing career advice,

but the many friends she made when she first

joined the group are still good friends today.

Jeni was one of the original Assistant Organizers

of the HR Alliance, where she was responsible

for the writing and compilation of the newsletter

as well as communications with members.

If you would like to network with Jeni or learn

more about her background, please feel free to

contact her at [email protected].

mailto:[email protected]


Lapinson Wealth Management Group, serves individuals and businesses in all areas of investment planning, including:

Human Resource Expertise In All Areas Training & Development

Employee Benefits & Retirement Plans Employee Relations Strategies & Counseling

Cost Savings Strategies & Solutions Outplacement & Layoff Strategies

Compensation & Performance Management Orientation Programs

Staffing & Recruitment Policies, Employee Handbooks

Are you struggling for answers to your human resources issues?

Here’s what Sageview Consulting can do for you…

Sageview Consulting is a Certified Woman-Owned Business that provides workplace solutions tailored to

your unique business culture by providing expertise in human resource management, training, benefits, com-

pensation and staffing. The founding partners of Sageview Consulting each have over 25 years of experience

in all aspects of human resources having served in high-profile, hands-on HR positions.

To learn more about Sageview Consulting’s Human Resources Management Services, contact us at (212) 201-

0729 for a complimentary initial consultation or visit our website at www.sageviewconsulting.com.

Retirement Planning Education Funding

Tax Management Risk Management

Estate Planning Investments

For full details on how the Lapinson Wealth Management Group can help you with your investment needs: Please con-

tact:

Charles Lanzillotto, Financial Advisor

461 From Road

Mack VI, Suite 101

Paramus, NJ 07652

Direct: 201-599-0900

Toll-Free: 888-455-1553

Fax: 201-599-5824

Email: [email protected]

HR MARKETPLACE


HR MARKETPLACE

January

2010 Newsletter

WE MAKE TALENT WORK®

Human Capital Consulting, Executive Coaching & Development, Career Transition Consulting

PARTNERS IN HUMAN RESOURCES INTERNATIONAL, LLC® is a visionary, full service Human Capital Consulting firm that provides innovative, pragmatic and results-oriented solutions for our clients. Our unique approach and the total synergy of our three core practices – Human Capital Consulting, Execu-tive Coaching & Development, and Career Transition Consulting - have fueled continued growth and

have made us a recognized leader in our field.

We are well known for:

A focus on strategic business issues in order to drive results that align with organizational objectives

Strategy—Identifying and articulating organizational vision and objectives for creating value

Culture and communication—Aligning the culture with the strategy and communicating to en-

gage and enliven employee commitment

Talent Systems—Creating processes for strategically managing the talent throughout the enter-

prise from on boarding and performance management to succession planning

Executive Development—Developing individuals, groups and teams to increase capability, po-

tential and success

Career Management—Maximize career potential and improve employer brand through effective

career strategies

Matching our clients and projects with the experts on our team who most closely fit the need

We utilize leading-edge methodology supported by current technology

Global in reach, yet boutique in style, we foster deep relationships through a passion for client inti-

macy.

For more information, please contact: Lynn Dempsey

[email protected] www.wemaketalentwork.com

212-685-0400


http://www.wemaketalentwork.com


HR MARKETPLACE

The TemPositions Group of Companies:

One staffing service for all of your hiring needs.

Office/Administrative ● Accounting/Finance ● Legal ● Human Resources De-sign/Creative Marketing ● Information Technology ● Health Care Hospitality

● Culinary Education ● Light Industrial

In an age where staffing services open and close in the blink of an eye, The TemPositions Group of Companies (www.tempositions.com) has enjoyed solid growth since 1962, ensuring clients do busi-

ness with true industry experts.

TemPositions is a full-service staffing company based in Manhattan with regional offices servicing the tri-state area. The company’s multiple specialized divisions offer clients a broad range of skill sets, and a number of value-added services that set them apart from the competition. Says Director of Strategic Accounts Roger Oliver, “Given the economy, we noticed our clients were requesting differ-ent solutions to meet their needs.” As a result, TemPositions has expanded their offerings to include services such as payrolling, resume screening and pre-employment testing. “Payrolling in particular has been a success for us this year,” added Oliver, “especially for clients who are looking for a turn-

key solution to migrating their 1099 employees.”

Another increasingly popular offering in the company’s HR Roundtable Seminar Series. The HR Roundtable is a breakfast forum for HR professionals to come together informally, hear targeted presentations on timely industry topics, and share insights with others in their field. Speakers are experienced consultants and representatives from top firms serving the HR community. Popular top-ics this year have included the Employment Law Update, HR Issues in an Electronic Workplace, and

the Wage and Hour Law Essential Overview.

No matter what your staffing need, temporary, temp-to-hire, or customized executive search, Tem-Positions can help. Contact Roger Oliver at 212-916-0829 or [email protected] for more

information, or to be added to the HR Roundtable invitation list.

http://www.tempositions.com/



ABOUT THE HR ALLIANCE

Our goal, at Martin Benefits Consulting, has been to expose our clients to hidden opportunities that we have both created and uncovered. We work hand in hand with our clients in order to provide the tools and strategies necessary to seize these opportunities. Martin Benefits has created a successful leadership position in the industry by providing our clients with solutions and opportunities that the marketplace and insurance providers alike claimed could not be accomplished. We believe that this is what differentiates us in the marketplace and sets us apart from the herd,

landing us in the enviable position of long-term partner with our clients.

Please contact Brian Bulger at 212-818-9570 x 223 or at [email protected]

If you would like to advertise in the HR Marketplace, have content sug-

gestions, program ideas, meeting topics, calendar items, or would like

to contribute to future newsletters:

please contact: [email protected]

http://www.martinbenefits.com/


ABOUT THE HR ALLIANCE

The goal of The HR Alliance, is to create an environment and network of resources where

HR professionals can turn for advice, best practices or to find a helping hand.

Our aim is to help HR professionals broaden their business networks, and to provide use-

ful resources by sharing knowledge and expertise.

We achieve this by exploring the newest trends, strategies and best practices in Human

Capital Management and its impact on the future of HR.

This forum is a great place to sharpen your skills, meet new and exciting people, look for

new talent, and find rewarding working opportunities.

Come meet other local Human Resource professionals to share knowledge, skills, and ex-

periences. Discuss HR and Human Capital Management practices, resources, strategies

and future trends.

This Newsletter is provided to you by The HR Alliance

Notice and Disclaimer: The HR Alliance Group Newsletter is published the second

week of each month. This newsletter is intended for the use of members of The HR

Alliance. Content in this Newsletter is for information purposes only and should not

be construed as specific advice.

W W W. T H E H R A L L I A N C E . N E T

Jason Boltax

Founder

Stephanie Pfaff

Program Coordinator

Hilary Gallanter

Director, Program Management

Anne Lesch

Director, Communications

Marc Teitelbaum

Project Coordinator

volume 3 | issue 1 employer branding everyone is talking ...files.meetup.com/267946/january 2010...

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