How to create a compellingemployer brand that saves

youmoney and makes you money

Brand = identity & reputation

Employer Branding - a strategy used to appeal to desired current and future

talent

What it isn’t

• A science

• An art

• An end in itself

• Just about the CVs

It’s good business

The people plan

• Main area of business risk

• The gap between the expectations of the leaders and the organisation’s ability to deliver

• The opportunity cost is too great

Employer Branding - a strategy used to appeal to desired current and future

talent

Why bother?

Why bother?

• Reduced cost per hire, time to hire

• Improved recruitment efficiencies

• Staff advocacy and retention

• Rentokil - 'The cost of replacing an employee is 1.5-2 times salary'

• RSA - 'The right, engaged call centre staff talk on average to 800 more customers per year than disengaged staff. The equivalent of an additional member in a team of 8'

Defining your employer brand - an 8 stage process

• Setting objectives• Discovery• Interpretation and definition• Segmentation• Creative development and testing• Implementation• Measurement• Management and more measurement

Measuring ROI

• No. of CVs• No. of qualified people in talent pool• CPH, TTH• Recruitment efficiencies• Speculative CVs, CVs from competitors• Staff approval• Staff ideas• Absenteeism• Customer approval

Why doesn't everyone do it

• Capital expenditure• Too hard to sell in, manage and implement• Lack of understanding• Lack of senior level buy in

Applying it to your organisation -*1

• What do you want to achieve ?

• What is achievable

Choosing the appropriate brand strategy

Applying it to your organisation *2

Some examples

Endsleigh - ‘Experts in the making’

“How much of your marketing budget do you spend on your

staff?”

Survey response up (62%)

Overall engagement (51-64%)

Sickness reduced by 50%

Sales from staff leads doubled (£250k)

Staff ideas on efficiency savings and new products (£250k)

Net profit up 51%