Nice to meet you!

Bringing your Employer Brand to lifeAn interactive session !!! ;-)

“An authentic promise that’s consistently kept - a truth well told.”

What’s an Employer Brand?

Campaign Specific Tactics

Generic Brand Assets

People Promises

Performance, Culture & Value /

Behavioural alignment

People Deal

Your Employer Brand

How people feel about you as a current or potential employee - your internal and

external employer reputation.

The psychological contract - a single statement capturing what you expect and

what people can expect from you.

What makes you different/better than/to your talent competitors? Culture, Values, Rewards, Development, Opportunity etc. Remember to tell the truth well!

Your Careers sites, Social Media, ERP, PR, ATS & Candidate comms, Recruitment process, Internal Comms, Rewards & Recognition, Performance reviews etc.

Role/Audience specific proposition-led campaigns supporting/supported by EVP’s for specific skill sets

or departmental needs.

Brand building blocks

The Employer Brand journey

What can & should you say

How and where should you say it

Creating your brand

ambassadors

Saying it consistently &

positively

How well you are making and keeping

your promises?

Discover - understanding the four crucial elements

Internal

ExternalContext

Future

Internal - current employee experience

External - your employer reputation

Future - leadership & business goals

Context - competitor/talent landscape

So how do youbring it to life?

When is it felt?The four C’s

ConsiderConsider CommitCommit ContributeContribute CommendCommend

When is it felt?The four C’s

ConsiderConsiderThis is the phase when people first consider joining you, and they first encounter your propositions and messages. Here potential candidates will make direct comparisons between you and your talent competitors.

Our thinking

Celebrate what defines you

Know your audience

Be authentic

Make it interactive and innovative

Target passive and active jobseekers

Be confident, bold and creative

Be expansive in your media selection

Use social media to engage and tell stories, not just to advertise

Consider

ConsiderConsider

When is it felt?The four C’s

CommitCommit

As the audience commit to becoming applicants, the candidate experience and journey become crucial. Your brand and messages should evolve as the candidate journey continues, and feeling the brand through the recruitment process should enable applicants to self-screen and deliver pre-engaged candidates.

Our thinking

Build an interesting and user-friendly site

Continue to be interactive

Use technology

Don’t over automate

Evolve your propositions to keep candidates motivated

Introduce values and culture messages

Tell stories

Open up your environment

Build the understanding of your brand during on boarding

Commit

CommitCommit

When is it felt?The four C’s

ContributeContribute

You and your employees should now be living the brand and the People Deal - understanding what you expect from them and what they can expect in return. Therefore, the employee experience of Internal comms, Management style, Reward and recognition, L&D, Performance management and all other touch-points should positively reinforce the brand.

Our thinking

Bring your values to life - I remember, then I understand, then I behave

Celebrate what’s great about working here

Live your People Deal through Internal comms

Share stories about how everyone is keeping the People Deal

Embed your Employer Brand in Performance Management and L & D

Showcase skills development and career progression

Contribute

ContributeContribute

When is it felt?The four C’s

CommendCommendAt this stage your employees (past and present) will be making high quality candidate referrals, your engagement scores will be higher and productivity will have increased. You will now have Employer Brand Advocates, and it’s time to measure and improve.

Our thinking

Engage senior leaders as brand ambassadors

Launch a referral programme that reinforces your Employer Brand

Get creative with reward mechanisms

Make it about more than money

Use technology to make it easier… (for everyone!)

Educate third party recruiters

Encourage alumni to be advocates

Have some fun

Commend

ContributeCommend

Thanks for listening