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Seminarium: Är ditt Employer Brand rätt positionerat? Framgångsrik positionering av employer brand baseras på insikter om potentiella medarbetares emotionella behov och drivkrafter. Under detta seminarium presenterar TNS Sifo huvuddragen i en ny undersökning om emotionella behov, drivkrafter och varumärkespositioner på arbetsmarknaden. Dessutom kommer vi att presentera hur ett antal av de största arbetsgivarvarumärkena på svenska marknaden upplevs motsvara dessa behov.
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NeedScope Employer Branding © TNS
Employer Branding Larissa Hällefors Mats Persson July 2, 2013
NeedScope Employer Branding © TNS
To build a strong Employer Brand, you need to accept the importance of emotion in career choice
1. To effectively attract and retain the right people you need a clearly differentiating way of talking and being
2. To be able to come across as unique you have to express emotion – magic is stronger than logic
3. To be able to express emotion consistently you need insight into the emotional needs and drivers of the candidates
Our approach to Employer Branding builds on 3 fundamental assumptions
Employer Branding, as all other forms of branding, demands a quest for uniquesness – being able to offer something that not other employers will offer
You will never be able to create uniqueness using rational
arguments only. Uniqueness is achieved through speaking to the emotional needs of stakeholders
and connecting them to the brand
Brands & Emotions = TRUE
NeedScope Employer Branding © TNS
Dynamic
Self-assured
Competent Careful
Friendly
Carefree Fun-lovers
NeedScope Employer Branding © TNS
A psychological model to explain Employee Needs
Feeling stable and secure while growing in their
current roles
Performance and achievement
Collaboration and life/work
balance
Having fun while exploring new opportunities
Don’t fence me in
Give me support and
guidance
I want to move upwards
Lets cooperate
NeedScope Employer Branding © TNS
Free Agents 10%
Achievers 14%
Experts 23%
Loyalists 25%
Team Players 19%
Enthusiasts 9%
NeedScope emotions – as personalities
Size of need segments
NeedScope Employer Branding © TNS
NeedScope Employer Branding © TNS
NeedScope Employer Branding © TNS
NeedScope Employer Branding © TNS
NeedScope Employer Branding © TNS
NeedScope Employer Branding © TNS
NeedScope Employer Branding © TNS
NeedScope Employer Branding © TNS
NeedScope Employer Branding © TNS
EMPLOYER BRAND A
EMPLOYER BRAND A
EMPLOYER BRAND A
NeedScope Employer Branding © TNS
EMPLOYER BRAND B
EMPLOYER BRAND B
EMPLOYER BRAND B
NeedScope Employer Branding © TNS
Employer Branding – process based on emotion
Description of the emotional needs and drivers - needstates
Description of how employer brands meets the needs
Decision about needstate(s) to focus on, influence on EVP
BRAND
Development of employer branding activation program
NeedScope Employer Branding © TNS
ADD (Needstate only)
KEEP (Shared)
LEAVE (Brand only)
Personality Intelligent, thinking Capable, skillful Helpful, friendly
Feelings Knowledgeable, capable Efficient Togetherness,
belonging
Corporate Image Leading in their field Global Popular to work for
Corporate Culture Responsible, high integrity Professional Team Oriented
Colleagues Experts, strong academic International Worked long with the
company
Benefits Working with the best
Influence work content
Developing through teamwork
If where to focus on EXPERTS EMPLOYER BRAND
NeedScope Employer Branding © TNS
Based on these insights, we provide answers to some of the most important issues of employer branding
Strategic
How to position our employer brand clearly, unique and differentiate
How to express the desired position in the Employee Value Proposition
Operational
Consistency in brand building – Corporate Brand & Employer Brand
Creates consistency across all external market communication touchpoints
Consistency - a clear and practical bridge between company culture, employer brand, corporate brand
Optimizing through greater efficiency in communication - making it easier to attract the right candidates
BRAND
NeedScope Employer Branding © TNS
If would focus on EXPERTS EMPLOYER BRAND
NeedScope Employer Branding © TNS
Employer Branding – process based on emotion
Description of the emotional needs and drivers - needstates
Description of how employer brands meets the needs
Decision about needstate(s) to focus on, influence on EVP
BRAND
Development of employer branding activation program
NeedScope Employer Branding © TNS
Kontaktuppgifter
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Larissa Hällefors Seniorkonsult, TNS Sifo [email protected] +46 (0)701-84 22 42 Mats Persson Seniorkonsult, The Core Company [email protected] +46 (0)708-35 39 90
