HR Branding

Branding:“Is a marketing strategy that involves creating a differentiated name

and image”

References:(Oct. 2015, retrieved from http://www.entrepreneur.com)

HR:“The department or support systems responsible for personnel sourcing and hiring,

applicant tracking, skills development and tracking, benefits administration and compliance with associated government regulations”

Does your branding influence:

• Personnel sourcing and hiring?

• Applicant tracking?

• Skills development and tracking?

• Retention?

How do you discover your brand?Management • 360 Reviews

• Strategic direction• Buy in?

Employees • Reviews• Feedback• Social Media• Exit interviews?

Why do employees want to work for you?

Employer Value

Proposition

Job Security

Mentorship

Other

Opportunities

Money

Ethics

Is everyone on board?

What about the message?

References: Oct 2015, retrieved from (http://uk.dice.com/)

Marketing time…• Tell a story• Create engagement• Give them an experience

References: Oct 2015, retrieved from (http://uk.dice.com/)

• PWC• “Career website also incorporates a ‘People’s blog’ where posts are written by

employees that describe their experiences of working for PwC.”

• Microsoft• “‘Day in the Life’ series where potential employees can see many aspects of working

for Microsoft and hear the opinions of program managers and developers.”

• Google• Eg: Nat & Lo’s 20% Story

• A way to get someone else to tell your story• Canadian Natural Resource• Staff takes 10% pay cut in order to dodge layoffs.

Current events

• Ratings• Glassdoor.com• Ratemyemployer.ca• Indeed.ca

• Risks?

Any other ways?

Internal Employees.

Creating a value proposition for changing a brand.

Strategy• Is your strategy working• Track your goals!

• Does you EVP still reflect your office properly• Does this get revisited on a regular basis?

• Refocus• Is there an ROI?

How about those Execs… How do we get them on board?

Is everyone on board?

Think like a consultant. Can you sell your HR brand to an Executive?

What is your impact? What is your goal?

• Reduce costs• Save time• More effective hiring• More engaged workforce

Know your audience. Start small and track the results.

Thank you!