Improving your Employer Brand… Back to Basics · Talent Acquisition Manager First things first...
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Improving your Employer Brand… Back to Basics Ben Gledhill Talent Acquisition Manager
Transcript of Improving your Employer Brand… Back to Basics · Talent Acquisition Manager First things first...
Improving your Employer Brand…
Back to Basics
Ben Gledhill
Talent Acquisition Manager
First things first
Why is it so important
The foundations…Employer Value Proposition & How do you find
yours
How is your Employer Brand communicated
Quick wins…that you can start on tomorrow
Contents
First things first
The perception and experiences held by both internal & external
stakeholders of your organisation as an employer
It represents everything from the way you advertise roles, live
your organisational values, employee benefits to managing your
leavers
Whether you like it or not, you’ll already have one
Ultimately it is the difference between a candidate/employee
saying “yes or no” or “staying or going”
What is an Employer Brand?
Why is it so important
Increase in applicants &
passive interest
Market perception
Greater pool of talent
Quality of hire Brand loyalty
Greater engagement
Higher retention
Lower attrition
Increased performance
Internal mobility
Culture & values
acceptance
Employer Brand
Productivity & profitability
Strategic Competitive Advantage
Market Differentiation
Long-term Growth & Future Proofing
Em
plo
ye
r B
ran
d E
qu
ity
Em
plo
ye
r Bra
nd
Eq
uity
Some great Employer Brands we all know…
Source: Randstad, 2016
The foundations…Employee Value Proposition
An Employee Value Proposition is
the “People Deal” for working at an
organisation
It describes what an employer can
offer to it’s employees in return for
their service & performance
It should cover both the tangible
and intangible “Total Rewards”
EVP
Culture
Career
BenefitsReward
Environment
Values/Behaviours
Internal Comms
Business/HR Strategy
Leadership
Reputation
Development
Training
Performance Management
Security/Stability
Personal Growth
Annual Leave
Flexible working
Healthcare
Pension
Discounts
Salary
Bonus
Salary Exchange
Challenges
Physical surroundings
Structure
Autonomy
Task Value
EVP Components
How do you find yours?
Assess What do we offer employees today? Where do we want to get to?
ResearchConsumer/Corporate Brand, Employer Brand strength, Internal/external
reputation/experiences, Current/past workforce, Competitor & Market analysis
ReviewAddress, Focus groups, Key Findings, Senior Leadership,
Strategic impact
Construct Pillars, Statements, Messaging/Tone of Voice,
HR Strategy Integration, Testing
Articulate Internal & external touch-points
Measure Surveys, Metrics, ROI
What might an EVP look
like…
Some great examples of messaging…
Some great examples of messaging…
Some great examples of messaging…
Some great examples of messaging…
Some great examples of messaging…
Attraction & Awareness
Hiring
OrientationDevelopment
Retention
Transition
EMPLOYE
E
LIFECYCLE
Hiring collateral
Careers site
Job adverts
Social Media
Application
Screening
Assessment
Offer/Reject
Post-offer
Onboarding
Induction
Team/Org introduction
Performance
Management
Development
Internal Mobility
Communications
Benefits
Culture & Values
Reward
Exit process
Leaver data
Alumni registration
Re-join
EMPLOYER BRAND
TOUCHPOINTS
• Exit Interviews• Alumni • Boomerang hires
• Engagement
• Benefits usage
• Comms reach
• People Board Pack
• Succession Planning
• Internal Mobility
• Social media traffic
• Careers site traffic
• Glassdoor rating
• Passive interest
• Applications
• Funnel conversion
• CX NPS
• Quality of Hire
• Hiring Manager
NPS
• Orientation Rating
How is your Employer Brand communicated?
EMPLOYEE VALUE
PROPOSITION
So who does what?
Talent
Acquisition/R
ecruitment
Marketing
Team
Leadership/E
xec
Sponsorship
Organisational
understanding
& buy-in
Creative/Med
ia Partner
Quick wins…that you can start on tomorrow!
Find out what makes you special
Keeping up with the
careers site revolution
Get hold of your social media >>>
Start producing insightful and genuine content
Engagement – everybody should want to be a Brand Advocate!
So……
What does your current Employer Brand look
like?
What is your current Employer Value
Proposition?
Where is it compared to where you want to
be?
What quick wins could you implement?
