Reinventing HR through Employee Branding

REINVENTIONA LEADERONOMICS LEARNING SESSION

Reinventing your

Employee Brand

for the 21st

century

Roshan Thiran

roshan.thiran@leaderonomics.com

www.facebook.com/roshanthiran.leaderonomics

Key question: Why do they keep winning?

Clearly, because of:

• Leadership • And/or the “CEO” brand

• Great process/structures in place• And/or “the stories” and perception of the organisational

practices

• Amazing culture• And/or “the stories” about their culture and rituals and

testimonials

• Great business model & products• And/or the “marketing” efforts of their model

Being an Employer of Choice (EOC): 1 consistent Story

“Cool office, great

work environment,

free food!”“We will make you a

great leader”

What Your Employees Want

Mentors75%

Regular

Feedback

80%

TIME Moneyland

2012

Freedom70%

81%

Mobility

TIME Moneyland

2012

63%look at

corporate

brand &

company

reputation

Kelly Global Workforce Index

2012

46%is perpetually

seeking career

progression

Michael Page

International,

Malaysia 2012

40%very ‘restless’

as they are

not happy

and fulfilled

at their

current

workplaceMPI,

Malaysia

Self fulfillment &

to be part of something

great

“Loving my job!”

“Doing what I love”

“Engage and interact”

“To be in a company that makes

a statement about something”

The TENSION - Employees vs. employers:

Profit,

competency,

skill-based,

long-term

commitment

Self fulfillment,

personal growth

& be part of

something great

Old values/standards applied

in a new 21st century world

Employers Employees

We TellThe Stories

stand for?What do we really

We spend MILLIONS on product branding & stories about products and services...

Brands spend billions of $$$, time, effort,

with the hope that you get the value of

purchasing their product over other brands.

Its not about that!

It’s all about the stories we tell others and each other.

INTERNAL INITIATIVES

Talent Assessments

EXTERNAL MEASURES

Training & Development

Talent Acceleration

Holistic Employee/Family Engagement

Best Practice Strategy, Structure

Employer Branding

Leadership/CEO Branding

Awareness of Internal Measures

Impactful Community Engagement

Media Coverage

CULTURE

Reinventing the “employer of choice" Framework

PROCESS

INTERNAL INITIATIVES

Talent Assessments

Training & Development

Talent Acceleration

Holistic Employee/Family Engagement

Best Practice Strategy, Structure

A WINNING

CULTURE

So how do create “stories to tell” which will excite our customers and employees?

PROCESS &

STRUCTURES

Start with creating

Then talk and brand your culture

Build your internal infrastructure fully

Principle

Talent needs to be BRANDED and made to feel like they are

special and mean something to the organisation and its

mission. They also want to work for someone that is

known and stands for something

Process and Tools

External Branding initiatives

Stories about the organisationthat includes them

External Perception of the Organisation & Leadership

External brand of the CEO/leaders in the company

Principle

Talent needs to be MANAGED & DEVELOPED. This includes enabling talents to maximise

potential and grow

Process and Tools

Succession Planning

Performance Mgmt

Career Paths

Talent Pools

Leadership Development Programmes

Learning Curriculum

Talent Acceleration Programmes

Feedback & Reflection

Principle

Identify & select leaders that have the passion, desire and ability to make a difference

in your organisation

Process and Tools

Entry Level Leadership Program

Competency Model/Values

Enterprise Assessment System

Interviews & Assessments

On-boarding

Cultural Assimilation

Principle

To engage talent, 2 key factors:

1. Internal motivations (comp/ben, feeling a part of a

bigger purpose, etc)

2. External factors (including their family and important

elements that are significant to them)

Process and Tools

Family Events – eg youth camps for employee kids

Involvement in university campuses/events

Engagement Programmes

Total Rewards Structure (Comp & Ben)

Culture of Organisation

Internal Infrastructure – Are you building the Internal Measures needed to be EOC?

Employee Acquisition

Employee Development

Employee Engagement

Employee Branding

EXTERNAL MEASURES

Employer Branding

Leadership/CEO Branding

Awareness of Internal Measures

Impactful Community Engagement

Media Coverage

Focus on the right side of the “employers of choice” Framework1. Reinvent your HR person into your chief

marketer of your internal initiatives and stories.

2. Focus on one key area you would like to consistently talk/brand about your organisation (like GE, Google).

3. Brand your CEO/leaders – Ensure they are human and accessible to all.

4. Tell stories about the roles and jobs in your organisation – you have cool jobs! Yes you do.

5. Highlight lessons learn (good and bad) that your organisation has learnt from.

6. Really impact the community and families so more stories are told.

Your Story – how do you tell it and ensure it’s shared?

Real stories

branding employee initiatives,

leadership, culture in your

organisation

Create 1 story – Same story told in many ways

External Processes – Kids Camps for Employees’ Children

For Employees’ Children Enhance employee engagement & appreciation to you – children are their treasures.

Platform for youth leadership & building brand engagement with future generations.DoingGood & nation building… and still adding value to your employee brand.

External Processes – Employee involvement in Universities

Leadership Clubs in universitiesBuilding your employer brand and presence in campus by simply funding a leadership

club in a university

External Processes – Employee Branding & Storytelling Campaign

Highlight your employee brand and themeBe clear about your what your employee brand and themes are and keep highlighting them

Brand Your Roles“A Day in the Life of”

Brand Your CEO and what he/she stands for“My First Job”

“Dare to Fail”

Brand Your Culture“Life @ YourOrganisation”

Brand Your PeopleHighlight promos and top talent

Brand HR initiativesShowcase the good work that you and your team are doing

EMBRACING

REINVENTION

www.leaderonomics.com

www.facebook.com/roshanthiran.leaderonomics