employer image 2

8/13/2019 Employer Image 2

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Using Employer Image

& Brand to attract talent


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So, as were talking about brands.. Do you know which are top 10 Best Global Brands in the world ?

http://www.interbrand.com/en/best-global-brands/best-global-brands-2008/best-global-brands-2010.aspx

Or which are the 10 most Admired companies in the world ?

http://money.cnn.com/magazines/fortune/mostadmired/2010/

Or which are the top 10 MBA Employers in the world (Universum 2010)?

And in Finland?http://www.greatplacetowork.com/what_we_do/lists-fi.htm
http://www.interbrand.com/en/best-global-brands/best-global-brands-2008/best-global-brands-2010.aspxhttp://www.interbrand.com/en/best-global-brands/best-global-brands-2008/best-global-brands-2010.aspxhttp://money.cnn.com/magazines/fortune/mostadmired/2010/http://www.greatplacetowork.com/what_we_do/lists-fi.htmhttp://www.greatplacetowork.com/what_we_do/lists-fi.htmhttp://www.greatplacetowork.com/what_we_do/lists-fi.htmhttp://www.greatplacetowork.com/what_we_do/lists-fi.htmhttp://money.cnn.com/magazines/fortune/mostadmired/2010/http://www.interbrand.com/en/best-global-brands/best-global-brands-2008/best-global-brands-2010.aspxhttp://www.interbrand.com/en/best-global-brands/best-global-brands-2008/best-global-brands-2010.aspxhttp://www.interbrand.com/en/best-global-brands/best-global-brands-2008/best-global-brands-2010.aspxhttp://www.interbrand.com/en/best-global-brands/best-global-brands-2008/best-global-brands-2010.aspxhttp://www.interbrand.com/en/best-global-brands/best-global-brands-2008/best-global-brands-2010.aspxhttp://www.interbrand.com/en/best-global-brands/best-global-brands-2008/best-global-brands-2010.aspxhttp://www.interbrand.com/en/best-global-brands/best-global-brands-2008/best-global-brands-2010.aspxhttp://www.interbrand.com/en/best-global-brands/best-global-brands-2008/best-global-brands-2010.aspxhttp://www.interbrand.com/en/best-global-brands/best-global-brands-2008/best-global-brands-2010.aspxhttp://www.interbrand.com/en/best-global-brands/best-global-brands-2008/best-global-brands-2010.aspxhttp://www.interbrand.com/en/best-global-brands/best-global-brands-2008/best-global-brands-2010.aspxhttp://www.interbrand.com/en/best-global-brands/best-global-brands-2008/best-global-brands-2010.aspxhttp://www.interbrand.com/en/best-global-brands/best-global-brands-2008/best-global-brands-2010.aspxhttp://www.interbrand.com/en/best-global-brands/best-global-brands-2008/best-global-brands-2010.aspxhttp://www.interbrand.com/en/best-global-brands/best-global-brands-2008/best-global-brands-2010.aspxhttp://www.interbrand.com/en/best-global-brands/best-global-brands-2008/best-global-brands-2010.aspxhttp://www.interbrand.com/en/best-global-brands/best-global-brands-2008/best-global-brands-2010.aspx


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Top 10 MBA Employers in the world


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Generation X:19611981

Generation Y:

19811997/2000

Baby Boomers:

19461961


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Maslows hierarchy of needs


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Motivating Gen YWhen looking for a job Gen Yers want (in this order):

Training

Management Style

Work flexibility

Staff activities

Non financial rewards

Salary


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Values and

Culture

Performance

Review

HR

Processes

Leadership

Organisation,

Team and Job

Design

Individual

and Team

Competence

Core Work

Processes

HR perspective Employer Brandwhat do people thinkof us?

Recruitment

Processes

how we do attracttalented people to

us?

Reward & Recognitionwhat keeps our talent

with us?

Performance

Management

where is our talent in

the organisation?

Talent Management

how do we manage

our talent?

Communication

how do we talk to our

talented people?


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Employer Image & Brand

- What is it? The package of functional, economic, and psychological

benefits provided by employment, and identified with the

employing company, Ambler & Barrow 1996

A long term strategy that establishes an organisations

identity as an employer

Which differentiates them from competitors in the

employment market


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Where do you start?

The development of an employee value proposition (EVP)

Capturing in one statement, the sum of everything that

people experience and receive while they are part of the

company = Core Message

It must be aligned to the overall brand and reputation


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Who is it for?

Potential employeesto persuade more and better

applicants to apply and accept offers

Current employeesto reduce turnover, increase employee

motivation, a sense of belonging and align behaviour to the

organisations needs

Consistency of messages across both groups is vital as the

organisation has to deliver what it promises

Projecting an unrealistic image may improve recruitment butcan increase attrition


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Employer Brand

The unique and

differentiating promise

a business makes toits employees and

potential candidates

Employee

experience

Actual delivery of the

promise throughout theemployee lifecycle

Brand strength

Attraction of the right

candidates

Employee engagement and

retention

Differentiation fromcompetitors

Customer engagement and

retention

+

Attraction of high quality employees is a competitive necessity

Engagement of high quality employees is a bottom line issue

Brand Strength


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Employer branda three step process

1.Brand insight 2. Brand development 3. Implementation

Competitor analysis

Brand positioning vs

competition

Understanding vision for

the business and

employees

Understanding best of

the current employee

experience and

improvements

Alignment of the consumer brand/

employer brand

Concept development

Concept testing

Refinement and development

Recruitment guidelines and

roll out for recruitment

advertising

Design of internal launch

processProduction of comms

materials, internally and

externally

Employee vision

Personality

Key messages

Strengths/areas to improve

Employee Value

Proposition

Brand book Communication

strategy

Communication tools


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Employer brand benefits

Significant decreases in cost per hire

Reduced cost of recruitment - efficiencies maximised throughout therecruitment process

Reduction in recruitment marketing costs over time

Greater numbers of higher quality applicants

Higher performing employees

Increased retention rates

Stronger reputation in the marketplace

Increased ability to attract specialist talent in a difficult market


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Post-

Application

Experience

Pre-

Application

Experience

Application Experience

Campusrecruitment

Awareness

Engagement

Commitment

Retention

Consideration

Preference

Internship

Career site

Invitationletter

Introduction

Performancereview

Interview

Rejectionletter

Exitinterviews

Informing /Involvingpeople

Careerdevelopment

Managementbehavior

Assessment

Contracthandling

Employer Brand

Companybrand

Employer Image Touchpoint Wheel


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Lessons learned

Dont underestimate the size of such an initiative

Even if you have clearly defined the scope, focus and

approach, you have to make tough choices along the

way about what to keep in or leave out

Getting the whole organization behind the Employer

Brand is critical to making it a success

You must get commitment and involvement of peoplebeyond HR, particularly in marketing, and get it early

on!


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Some final questions for the company Do you know what your organisation represents?

Have you tested out your values, your culture?

Have you looked at your brand values?

What does this say about your organisation?

Who is the real competitor in the employment market (not just

the ones you know or think it should be?)

Is your brand attractive to new recruits?

Does it help you present a strong employer brand in the marketplace?

Who manages your Employer BrandHR or Marketing?

employer image 2

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