EMPLOYER BRANDING

Employer Branding

Sum total what employees think of an organization as employer.

the image of an organization as a ‘great place to work’

conveys an organisation’s "value proposition" (Employer Value Propositions – EVP)

USP for employee satisfaction

What is Employer Branding

Employees Have a Coherent, Compelling Message to Spread

Employees Themselves Become Talent Magnets

Unleash the Brand Building Power of Story-Telling

Retention power increases exponentially

The Power of a Magnetic Employer Brand

Core Brand DefinitionSenior Management InvolvementAlignment with Corporate StrategyEmpowerment of the WorkersBecome an Expert on Your Target Market

the most talented employees want employees in your particular industry want employees from the demographics you hire want employees from the various fields and job positions you hire

want

Pre-requisites for Successful Employer Branding

How to activate an internal brand?

Discovery:Assess the current organizational atmosphere in

terms of culture, employee satisfaction, and values.Methods may involve company-wide surveys, focus

groups, or behavioral observation.Helps clarify what defines your brand.

Road MapCreate a clear, appropriate and deliverable

Employer Brand Identity.Employer Brand Promise, a statement that

describes the value proposition in working for a company.

The tone, attitude and content through which this message is communicated become your Employer Brand Voice.

ActivateImplementation of communication, human

resources and leadership learning strategies and tactics, developed in the Road Map.

MeasureIncludes the ongoing measurement of client

driven metrics which helps benchmark the program's impact and its contribution to organizational goals.

Create the Right Mix: Define the Employment package

Focus on Culture and EnvironmentBrand Image and ReputationManagement PerformanceA combination of Functional, psychological,

and Economic benefits

Unique benefits / policies - Google’s Transferable Stock Options (TSOs)

Awards programs - Nordstorm’s pacesettersParties - Goldman Sacs sponsors on-site

holiday parties Corporate Social Responsibility - Edward

Jones supports charitable organisations like American Red Cross , Arts and Education Council etc.

Recruitment – Burger King Corp’s “Fun with future”

Some Ways of building an employer brand used by corporates

Employer branding is now high on the leadership agenda.

Only 16% of companies has developed a clear strategy for their employer brand.

Career website development is the main activity (63% of respondents) being undertaken by companies to enhance their employer brand.

Recruitment advertising/employer marketing (61%), recruitment branding (55%), induction programs (52%), leadership development programs (46%) and current employee research (46%) are also popular initiatives.

The EBI Employer Branding Global Research Study Report , 2008

Asia-Pacific companies are more aware of employer branding than the rest of the world due to increased competition for talent in the region .

74% of companies in Asia-Pacific believe that developing an employer brand leads to higher staff retention

54% of companies in Asia-Pacific believe that developing an employer brand reduces recruitment costs

Globally, 32% of companies currently have an employer branding strategy in place.

25% of companies globally believe HR policies are the best way to reinforce employer branding, followed by word of mouth (21%).

Employer Branding Survey, Economist 06 & Robert Half Workplace Survey 07

Year 2008 & 2009ICICI Prudential Life Insurance Company LtdLG Electronics India Pvt. Ltd. Essar Group

Year 2007& 2008Mahindra & Mahindra Ltd. HDFC BankInfosys BPO Ltd.

Employer Branding Awards

How Unifirst does its employer branding?

One of North America's largest workwear and textile services companies.

Contends with companies like Waste Management, Paychecks, Yellowbook, Nextel, Pfizer, and Johnson & Johnson for its employee talent.

Invest heavily in career growth of its employees.

Unilever

Senior Leaders establish the employment brand and strategy.

Promote the brand internally.Ensure that the employment brand

supports the consumer brand.Disseminate the brand externally.

Thank You