Developing and managing a successful employer brandKim Harrison

Century Consulting 08 9444 6853

Current employment environmentTight labour market in WARecord low 2.7% unemploymentPressure on employers to attract, motivate and keep top talentWorkforce ageing (40% will go in 5-10 yrs)Gen X-Y aspirations younger employees more demanding, more mobile, less loyal

Century Consulting 08 9444 6853

The bottom line of employer brandingEngaged, productive and focused employeescreate delighted, loyal customers= greater business and shareholder value

Century Consulting 08 9444 6853

Employer branding definitionsAn integration of internal and external communications, disseminated to current and potential employees

The essence of our offering as an employer that is communicated internally and externally

Century Consulting 08 9444 6853

Significant components of employer brandingThere is a proven relationship between excellence in key components of employer branding and the level of market premium organisations enjoy.Main components:Employee engagementEmployee communicationTraining and developmentExternal reputation

Century Consulting 08 9444 6853

Employer brandingThe brand consists of intangibles perceptions, feelings and associations in the minds of employees (your customers). Informal employer branding already exists. Similar to your reputation it exists whether you attempt to shape it or not.Actions speak louder than words their experience of your organisations actions influences potential and actual employees much more than communication. But communication creates the linkages. The employer brand covers the entire employee life cycle.

Century Consulting 08 9444 6853

Typical employer branding objectives(every organisation will have its own unique objectives)enhance your appeal to future talentcreate alignment to org mission among current employeesconvey the role and importance of employees to the missionencourage sharing and self-exploration re satisfaction/engagement with the jobdraw attention to the parity of your workplace pay and conditions

Century Consulting 08 9444 6853

Benefits of a good employer brand2005 Bernard Hodes survey500 HR respondents implemented an employer brand 81% said it was easier to attract candidates 79% felt they were more of an employer of choice 63% believed they had improved retention

Century Consulting 08 9444 6853

Employer branding in pursuit of employer of choice2006 Hudson surveyQuestions to 410 HR managers or directorsAt our organisation, the employment experience promised to prospective employees before they join is always delivered once they come on board.65% agreed or strongly agreed

Century Consulting 08 9444 6853

But look at the disconnect

Century Consulting 08 9444 6853

Employer branding in pursuit of employer of choice2006 Hudson surveyQuestion to 1,024 employees My current employer has delivered on everything it promised to me when I first joined.55% disagreed or strongly disagreed

Century Consulting 08 9444 6853

Employer branding in pursuit of employer of choice2006 Hudson surveyQuestion to 1,024 employeesMy current employer provides me with a clear and compelling reason as to why our organisation is a great place to work.53% disagreed or strongly disagreed

Century Consulting 08 9444 6853

Employer branding in pursuit of employer of choice2006 Hudson surveyQuestion to 1,024 employeesIt is not really possible to know what its like to work at an organisation until you actually start there.72% agreed or strongly agreed

Century Consulting 08 9444 6853

Delivering on the promiseEmployer branding is complex and difficult. Getting the act together - should involve an integrated approach from HR, PR and MarketingAbove all, the brand should be experienced translated into employee behaviour a difficult processNeed for talent segmentation

Century Consulting 08 9444 6853

Typical employer branding taglines Clear thinking (Allens Arthur Robinson Australian law firm) connectedthinking (PricewaterhouseCoopers in Australia) Worth talking about (Leighton Contractors) Think, innovate and work with technology leaders (Intel) Improving health and quality of life (GlaxoSmithKline) eXpress yourself (Xerox) How far will you go? (Microsoft) Run with the best (John Deere agricultural machinery) the theme ties in with their marketing brand, Nothing runs like a Deere. The power to excel (ConEd power generation) What will you build today? (Fluor engineering construction)

Century Consulting 08 9444 6853

Century Consulting 08 9444 6853

Century Consulting 08 9444 6853

Century Consulting 08 9444 6853

Century Consulting 08 9444 6853

Century Consulting 08 9444 6853

Century Consulting 08 9444 6853

Century Consulting 08 9444 6853

Century Consulting 08 9444 6853

Century Consulting 08 9444 6853

Century Consulting 08 9444 6853

Century Consulting 08 9444 6853

Century Consulting 08 9444 6853

Century Consulting 08 9444 6853

Century Consulting 08 9444 6853

Century Consulting 08 9444 6853

What potential employees are seekingSound organisational structure and directionPositive cultureEnlightened leaders, competent managementCare of peopleMeaningful workGrowth and opportunityPay and benefitsMaking a difference

- Herman Group

Century Consulting 08 9444 6853

How to establish or strengthen your employer brandIn broad terms: Identify the attributes that you want to characterise your employer brand.Map all experiences (actions and messages) that a potential employee has with your organisation the moments of truth.Compare the difference between the actual experiences and the ideal attributes you want in the employer brand. Do the same with new staff. Find out their experiences in the workplace compared with the ideal employer brand attributes.Seek to close the gap between the ideal and the actual. Can you deliver on your promises?

Century Consulting 08 9444 6853

ChallengesDeveloping a significant presence in the job marketSupport needed from top managementMaintaining consistent messagesEnsuring alignment between brand and business actionsManaging the corporate cultureBudgetMaking the work appeal to employees as well as prospects

Century Consulting 08 9444 6853

Branding channels2006 Hodes global survey Website 94%Print 72%Newspapers 58%Events 50%

Century Consulting 08 9444 6853

ROI on employer branding2006 Bernard Hodes global surveyDifficult concept to measureOnly 24% of companies measure ROI in any wayOnly 13% relate their branding to overall organisational performance

Century Consulting 08 9444 6853

Leading indicatorsFinancial performanceHR process metricsEmployee feedbackQuality of applicantRetention

Century Consulting 08 9444 6853

Leading indicatorsFinancial performanceProfit per employee (FTE)Every component of and outcome from the employer brand is captured in profit per employee

Century Consulting 08 9444 6853

Leading indicatorsHR process metricsCandidate satisfactionHiring manager satisfactionOffer acceptance rateTime to fill position

Century Consulting 08 9444 6853

Leading indicatorsEmployee feedbackWould recommend employer(Propensity to refer others is a strong indicator of a strong employer brand)New-employee feedback is a crucial measure of employer brand strength

Century Consulting 08 9444 6853

Leading indicatorsQuality of applicantFirst rsum screening by recruiterFirst interview (live or phone)Line manager interviewFinal interview (if used)

Century Consulting 08 9444 6853

Leading indicatorsRetentionRetention at 3 months indicates how well the brand messages are helping the matchRetention at first formal review reflects alignment between EVP and key values/brand messagesRetention of high performers

Century Consulting 08 9444 6853

LowesUS home improvement retailer210,000 employees60,000 recruits annually75% of all corporate-level candidates come in through the Lowes websiteBernard Hodes QTrac recruiting and employment branding analytics used to measure ROISurvey recruits after 30, 90, 180 and 365 days with online questionnaireCandidates want more company info upfront on website

Century Consulting 08 9444 6853