Post on 13-Apr-2017
DIY Employer
Brand 4 Steps to a Compelling
Employer Brand from
Scratch
Webinar APAC 15 Sept 2016
Daniel Sanders Talent Brand Consultant
LinkedIn Sydney
Mandy Wong Talent Brand Consultant
LinkedIn Hong Kong
① Why Employer Brand & Why Now?
② Four steps to a compelling Employer
Brand from scratch
i. Setup your employer brand project
ii. Develop your Employee Value Proposition
iii. Plan your employer brand communications
iv. Rollout your employer brand
Agenda
① Why Employer Brand and Why Now?
Power has shifted to
the candidate
You Already Have an
Employer Brand
Companies are hiring for people to own Employer Brand
Has your company developed a clear employer
branding strategy?
13%
32%
35%
17%
No, we have not developed a strategy
No, but we are working on it
Yes, but it can be further developed
Yes, we have a clear strategy
* Employer Brand International, 2014 Employer Branding Global Trends, (>100% as more than one answer is possible)
② Four steps to a compelling Employer
Brand from scratch
i. Setup your employer brand project
ii. Develop your Employee Value Proposition
iii. Plan your employer brand communications
iv. Rollout your employer brand
Build a robust case to bring everyone on board
Estimated cost, benefit and risks
Overall business objective –
what are you trying to solve?
Stakeholders 1 Stakeholders 2 Stakeholders 3
Executive sponsorship
Responsibility Responsibility Responsibility
KPIs KPIs KPIs
Your key talent pools
Which department is currently responsible for managing your
employer brand?*
* Employer Brand International, 2014 Employer Branding Global Trends, (>100% as more than one answer is possible)
8%
13%
17%
18%
42%
CEO
Executive Team
Marketing / Comms / Branding
HR and Marketing / Comms
HR / Recruitment
② Four steps to a compelling Employer
Brand from scratch
i. Setup your employer brand project
ii. Develop your Employee Value Proposition
iii. Plan your employer brand communications
iv. Rollout your employer brand
What is a Value Proposition?
The set of benefits or value a
company promises to deliver to
it’s target customers to satisfy their
needs through it’s product offering.
Value Proposition Examples
Not so great Value Proposition examples
What is an Employee Value Proposition?
17
The set of benefits or value a company promises to deliver to it’s existing employees and targeted potential candidates as a place of work.
Examples of Employee Value Propositions
4 Steps to create an Employee Value Proposition
1. Research Internally Understand who you are from the inside out
2. Research Externally Understand the people who you want to hire & what
current perceptions they hold of your company
3. Put it all together Identify and articulate your unique offering relevant to
your talent market
4. Ensure Buy-In Get internal buy-in and commitment from all stakeholders
Understand who you are
Step #1 – Internal Research
Who are we?
What do we do?
Why do we exist?
Why does it matter?
Why do people work here?
What do people not like about
working here?
Why do people leave?
How are we different?
Base Line Assessment
Step #1 – Internal Research
Start by reviewing all relevant information
pertaining to the current articulation of
your Employee Value Proposition.
The company’s Vision, Mission, and
Values.
Company and Careers websites
Recruitment materials
Remember to ask your recruiters what
they say about your company in an
interview
Talk to Your Leaders
Step #1 – Internal Research
Leaders determine the strategic direction of the company. They set the tone of it’s
working environment and have the biggest influence on the employer brand.
Interview a number of senior members in the organisation.
Example questions What was your decision process in joining this company?
What does success look like for employees working here?
What makes the company a great place to work?
Define the organisation’s leadership style.
Where will the organisation be in 5 years time?
What makes the working experience here better than your
biggest competitor?
What needs to be improved in the working experience?
Talk to Your People
Step #1 – Internal Research
Employees live the culture every day. Their views are the most realistic reflection of
what the company is like to work in today.
Conduct several focus groups and interviews.
Example questions Why did you join?
What is the company’s main strength as an employer?
What can the company improve in it’s employment
experience?
What do your tell friends/family about what it is like to work
here?
How would you describe the leadership?
Is the reality the same as your expectation before joining?
Understand who you want to hire
Step #2 – External Research
In order to understand who you want to hire to best position yourself to your target talent
you need to be able to answer the following questions…
Who are we looking to hire?
Where are they?
What do they value?
Who else is competing for them?
What does your competition offer?
Tools for doing this research
New hire interviews / surveys
Desktop review of competitors
Identify your unique offering relevant to your talent market
Step #3 – Put it All Together
Now synthesize
What the talent market wants
What competitors offer
What you offer (the authentic you)
What you would like to offer (the
aspirational you).
This will help you identify your unique
position in the market place and clarify
your employer value proposition.
Possible Presentation Format
Employer Brand House
We help small business owners sleep
better at night.
Career Stability
A proven track record that can
provide long term career
opportunities.
Challenging Work
Employees work on
challenging projects and are
continuously being given the
opportunity to stretch
themselves.
Make an Impact
Employees have direct access
to peers and decision makers
and own the opportunity to
make a positive impact in their
roles.
Rewarding work
Commitments Matter | Raise the Bar | Integrity | Results
Purpose
Value
Proposition
Pillars
Essence
Values
Zero layoffs in 25 years
Average tenure of
employees is 12 years
Promote within policy
Belief in employee
development through cross
functional projects
Employee educational
assistance
Pay for performance
compensation
Direct access to decision
makers
Proof Points
Define a Higher Purpose
Step #3 – Put it All Together
workers who believe
they’re having a social
impact are twice as
satisfied with their jobs
as those who don’t hold
such beliefs - Net Impact
Inspire and develop the
builders of tomorrow
Do cool things that matter
To make natural, delicious
food and drink that helps
people live well and die old
Create economic opportunity
for every member of the
global workforce Net Impact, Talent Report: What Workers Want (2012) - https://www.netimpact.org/research-and-publications/talent-report-what-workers-want-in-2012
Define the Pillars of Your EVP
Step #3 – Put it All Together
The company
Products and Services
Leadership
Employee growth and development
Culture
Values
Perks and rewards - pay, extras, leave, maternity, etc.
Work Environment
Corporate Sustainability - environment, charity
Step #3 – Put it All Together Employer Brand Attributes
Get internal buy-in and commitment from all stakeholders
Step #4 – Ensure Buy-In
It is essential that your EVP has internal
buy-in and commitment from all key
stakeholders.
Put your internal marketing hat on.
② Four steps to a compelling Employer
Brand from scratch
i. Setup your employer brand project
ii. Develop your Employee Value Proposition
iii. Plan your employer brand communications
iv. Rollout your employer brand
Two types of content
Hub Content
they come to you
Feed Content
you send the content to them
② Four steps to a compelling Employer
Brand from scratch
i. Setup your employer brand project
ii. Develop your Employee Value Proposition
iii. Plan your employer brand communications
iv. Rollout your employer brand
Implementation – formula of success
Just do it
Don’t bite more than
you can chew
Show and promote
early successes
As you change and your audience changes your brand changes
35
Your brand today isn’t your brand tomorrow…
Want more examples? Check out LinkedIn’s Top Attractors 2016.