Post on 04-Jun-2018
8/13/2019 36113133 Employer Branding PPT
1/18
Employer Branding
Brett Minchingtondefines Employer branding as the image of theorganization as a great place to workin the minds of currentemployeesand key stakeholders in the external market (activeand passive candidates, clients, customers and other keystakeholders).
Employer branding is about capturing the essence of a companyin a way that engages employees and stakeholders. It expresses anorganizations "value proposition" the entirety of theorganizations culture, systems, attitudes, and employeerelationship.
8/13/2019 36113133 Employer Branding PPT
2/18
Employer !randing" #ore $rin%iples
Insight
&o%us
'ifferentiation
!enefits
#ontinuity
#onsisten%y
8/13/2019 36113133 Employer Branding PPT
3/18
#ore $rin%iples
Insight ow do employees %urrently per%eie the employer
brand*
'o people hae a strong sense of the organization+spurpose and alues*
,hat behaiours are felt to be most %hara%teristi% of theemployees*
,hat %urrently dries peoples %ommitment and whatdemoralizes people*
,hy do people %hose to -oin the organization and whydo they leae*
,hat would be the reply of employees to the uestion/,hat kind of organization do you work for*
8/13/2019 36113133 Employer Branding PPT
4/18
&o%us $roide a fo%al point to the employees relation with the
organization.
0his %ould be either what the organization does or whatit plans to do.
0his %ould also be how the organization does it i.e. thealues1 style1 %ulture and personality of theorganization.
It is important to identify the %urrent fo%al point and ifneed be1 make a new fo%al point.
In either %ase1 it is important to make the fo%al point%rystal %lear to all employees.
#ore $rin%iples
8/13/2019 36113133 Employer Branding PPT
5/18
8/13/2019 36113133 Employer Branding PPT
6/18
#ontinuity 2nderstand that %hange is not easy for anyone.
$eople will be more re%eptie to %hange if they %an see
where it has %ome from and not -ust where it is going. 3s far as possible1 stress on %ontinuity to the present
situation.
#onsisten%y
0his is going to be the most %riti%al fa%tor in building abrand that sustains itself oer the long run.
0here has to be a %onsisten%y in between what the
management is saying and the %hanges experien%ed by
employees within the organization.
#ore $rin%iples
8/13/2019 36113133 Employer Branding PPT
7/18
Employer !rand 4anagement
External
Reputation
Internal
Communication
Recruitment
& Induction
Team
Management
Performance
Appraisal
Senior
eadership
Ser!ice
Support
Internal
Measurement
Systems "or#ing
En!ironment
Re$ard &
Recognition
earning &
%e!elopment
alues
and CSR
Employer !rand
$roposition
Big
Picture'
Po
licy
oca
lPicture'practice
5our%e/ $i!The employer (rand mix
8/13/2019 36113133 Employer Branding PPT
8/18
%isco!eryAnalysis)
Interpretation &Creation
Implementation
&
Communication
Measurement
Maintenance &
*ptimi+ation
3 0ypi%al Employer !randing $ro-e%t
8/13/2019 36113133 Employer Branding PPT
9/18
'is%oery 5tage
"hat happens here
3t this stage youll get a firm fixon how your brand is per%eied byyour top management1 other
employees and your externaltalent markets).
6oull get a sense of how big atask the new brand fa%es. 6ouneed to deelop relationshipswith other 'is%oery dis%iplines1and prepare your business %ase.
6oull almost %ertainly hae someof the resear%h data you needalready. 'ont forget to measurethe %urrent performan%e.
Typical actions
5enior management workshop
Internal and external fo%usgroup
Employee surey
#andidate -ourney audit
!uilding rapport with
marketing7$87%ommuni%ations
teams
Ensuring topleel buyin
5ele%t external partners
3pply baseline metri%s
8/13/2019 36113133 Employer Branding PPT
10/18
3nalysis1Interpretation
9 #reation5tage
"hat happens here
0his is the %riti%al stage betweeninput and output.
6ou " or1 more probably1 yourexternal partner in the pro-e%t "will be %reating your brands:stem analysis1 %ells or its uniue:';3 and starting to build itfrom there.
6oull start to get a %lear pi%tureof interpretation what yourorganization stands for1 offersand reuires as an employer " itsdistin%tie alue proposition.
Typical actions
'efine brand attributes
'efine oerall employmentalue proposition
3sso%iate spe%ifi% behaiours
with ea%h attribute
:&lex attributes for ea%h talent
market segment
8/13/2019 36113133 Employer Branding PPT
11/18
Implementation 9
#ommuni%ation 5tage
"hat happens here
0his will be the stage that willshow%ase the brand to all keystake holders " internal and
external.!efore you rush to apply thebrand to your next bigre%ruitment push1 make sure thatyou %an delier what the brandpromises.
Ensure that the alue propositionis one your %urrent employees%an re%ognize and beliee in1 andthat the %andidates and willexperien%e full alignmentbetween what they expe%t andwhat they experien%e.
Typical actions
3pply brand to/
= indu%tion program material
= briefing for re%ruitment
%onsultan%ies
= interiew7assessment pro%ess
= talentattra%ting programs 9
materials1 in%luding website
>aun%h brand internally
#ondu%t a%tiities 7 workshops
to reinfor%e brand
5tart liing the brand
8/13/2019 36113133 Employer Branding PPT
12/18
4easurement1 4aintenan%e
9
8/13/2019 36113133 Employer Branding PPT
13/18
Benefits of Employer Branding
The ma,or (enefits of employer (randing include'-
= In%reased produ%tiity 9 profitability
= In%reased employee retention
= ighly ranked for Employer 3ttra%tieness
= In%reased leel of staff engagement
= >ower re%ruitment %osts
= 4inimized loss of talented employees
= Employees re%ommending organization as a preferred pla%e to work
= 4aintenan%e of %ore %ompeten%ies
= Employees %ommitted to organizational goals
= 5horter re%ruitment time= Ensured longterm %ompetitieness
= Improed employee relations
= 'e%reased time from hire to produ%tiity
Employer (rand management doesn.t replace anything you.re doing$ell already/ It ,ust (rings it all together to greater effect/
8/13/2019 36113133 Employer Branding PPT
14/18
5ome points about
Employer !randing
>ike all brands1 employer brands are essentially marketing %on%epts and%onstru%ts.
0he tools and methodologies of employer brand deelopment aresubstantially the same as those for %onsumer or %orporate branddeelopment.
Employer brands are at least as mu%h about retention and engagement asthey are about re%ruitment.
;eer trust anyone who tries to wrap employer brands in a %loak ofmystiue or -argon.
0heyre not -ust for the big1 glamorous 4;#s with their own highprofile%onsumer brands. 0heyre for eery lo%al authority1 %harity1 54E1goernment department1 a%ademi% organization that needs to re%ruit1retain and engage good people.
0he basi% differen%e between talent attra%tion the old way and the brandbased way is the introdu%tion of resear%h.
Employer brands %an support %orporate brands1 and i%e ersa. Eery employer brand is an inestment that should and must demonstrate a
return %omparable to other forms of business inestment. 0o proe a brands effe%tieness and demonstrate its 8
8/13/2019 36113133 Employer Branding PPT
15/18
5tarting a brand deelopment pro-e%t doesnt %ommit you to %ompleting it/you %an walk away at any stage1 and eery stage will yield its own alue.
'eeloping an employer brand proes that 8 %an handle big1 strategi%pro-e%ts and issues.
0he shortest realisti% time to deelop a brand is six to eight weeks/ in reality1
you should allow a lot longer. Its alue will last and grow for as many years1and probably longer. 0he biggest %ost element of an employer brand pro-e%t will be resear%h. 6ou already hae an employer brand1 be%ause your organization has a
reputation as an employer. It may not be the brand you want or desere1 butits there -ust the same.
8/13/2019 36113133 Employer Branding PPT
16/18
8/13/2019 36113133 Employer Branding PPT
17/18
Employer Branding Case Studies
(#li%k on the i%ons below to iew ea%h %ase)
8/13/2019 36113133 Employer Branding PPT
18/18
Employer Branding - Again
ow a business builds and pa%kages its identity1 from itsorigins and alues1 what it promises to delier toemotionally %onne%t employees so that they in turndelier what the business promised to %ustomers.
'efinition/ >iby 5artain and 4ark 5%humann1 !rand fromthe Inside