using employer image & brand to attract talent. so, as we’re talking about brands….. do you...
TRANSCRIPT
So, as we’re 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
Motivating Gen Y
When looking for a job Gen Y’ers want (in this order):
Training
Management Style
Work flexibility
Staff activities
Non financial rewards
Salary
Values and Culture
Performance Review
HRProcesses
Leadership
Organisation,Team and Job
Design
Individualand Team
Competence
Core WorkProcesses
HR perspective Employer Brand“what do people think of us?”
Recruitment Processes“how we do attract talented people to us?”
Reward & Recognition“what 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?”
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 organisation’s identity as an employer
Which differentiates them from competitors in the employment market
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
Who is it for?Potential employees – to persuade more and better
applicants to apply and accept offers
Current employees – to reduce turnover, increase employee motivation, a sense of belonging and align behaviour to the organisation’s 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 but can increase attrition
Employer Brand
The unique and differentiating promise a business makes to its employees and
potential candidates
Employer Brand
The unique and differentiating promise a business makes to its employees and
potential candidates
Employee experience
Actual delivery of the promise throughout the
employee lifecycle
Employee experience
Actual delivery of the promise throughout the
employee lifecycle
Brand strength
Attraction of the right candidates
Employee engagement and retention
Differentiation from competitors
Customer engagement and retention
Brand strength
Attraction of the right candidates
Employee engagement and retention
Differentiation from competitors
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
Employer brand – a three step process
1.Brand insight1.Brand insight 2. Brand development2. Brand development 3. Implementation3. 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 process• Production of comms materials, internally and externally
Employee vision
Personality
Key messages
Strengths/areas to improve
Employee Value Proposition
Brand book Communication strategy
Communication tools
Employer brand benefits
Significant decreases in cost per hire Reduced cost of recruitment - efficiencies maximised
throughout the recruitment 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
Post-Application Experience
Pre-Application Experience
Application Experience
Campus recruitment Awareness
Engagement
Commitment
Retention
Consideration
Preference
Internship
Career site
Invitationletter
Introduction
Performancereview
Interview
Rejectionletter
Exitinterviews
Informing /Involvingpeople
Careerdevelopment
Managementbehavior
AssessmentContract handling
Employer Brand
Company brand
Employer Image Touchpoint Wheel
Lessons learnedDon’t 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 people beyond HR, particularly in marketing, and get it early on!
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 Brand – HR or Marketing?