Employer Brand

Employer brand

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Agenda

• What is Employer brand• Why is it important• How to build a brand• Employer brand touchpoints (recruitment

touchpoints)• How we can manage them?• Next steps

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Brand DNA(values /

Personality

Customer brandproposition

Employer Brandproposition

Employer brandMarketing

Leadership

HR

• Why should customers consider you?• Why should they come for more?

• What shines through everythingthe organization does and says?

• Why should people join you?• Why should they stay?• Why should they commit?

Customer experienceCustomer experience

Employee experienceEmployee experience

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What is a brand

Corporate brand:

• The core o what your organization stands for, it’s personality and culture

• The pledge your organization makes to it’s customers about the experiencethey will have by doing business with you

• The perception your organization wants to create in the mind of it’scustomers, partners, employees and other stakeholders

Employer brand:

• The market perception of your organization as a “great place to work”

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What is Employer Branding?

• Employer Branding focuses on the recruitment, retention and productivitymanagement initiatives targeted at enhancing a company's perception in theminds of its current employees and key external stakeholders (i.e., active andpassive candidates, media).

• Employer Branding is a targeted, coordinated, long-term strategy. It’s anongoing process, not a quick fix.

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Why is it important?

• Your organization’s strength = the strength of its team.

• Strong, clear and engaging employer brand:– Attracts the best talent to your organization

– Ensures high employee retention and overall superior team performance

• Weak brand/lack of brand awareness:– Contributes to growing employee dissatisfaction

– Fosters lack of motivation

– Creates high turnover

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I like my work– 88%

Correlation analysis

I see how my objectivescorrespond to YOTA's

goals.

YOTA gives me the bestopportunities for growth

and development.

I feel my importance toYOTA

I am proud to say that Iwork at YOTA

90

73

78

94

VOICE area Corr.

0.43*

0.41

0.48

0.4

Result, %

Why employees like their work?

0,43* - strength of correlationCorrelation above 0.40 is considered to be significant

Result above 81%

Result equal or below 70%Result in the range 71% - 80%

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How to build a successful employer brand?

Brand Strategy

What are youlooking to achieve?

How will youmeasure success?

BrandRelevancy

Does your brandappeal to the right

audience?

Brand Story

What givesmeaning to who

your are and whatyou do?

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Strategy• What are your objectives:

– Building awareness?

– Recruitment? Retention? Increased Productivity?

– Making sure that your jobs are easily found by job seekers?

– Creating a better way for the job seeker to interact with your organization company?

• Different objectives will require a different approach and a different set oftactics. Be clear going in how you will measure success.

• Align your employer brand strategy with the overall business goals

• Assure management buy-in and budget allocation

• Define the goals and the scope of your efforts

• Outline roles and responsibilities: Management, HR, Marketing,Communications – who owns your Employer Brand?

• Research and analyze your organization’s existing vs. desired brand position

• Determine communications channels that are the best fit for yourorganization, your audience, and your goals

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Brand relevancy

• Does your brand positioning catch the attention of prospective talent andmoves them to action?

• Does it resonate well and create connection to your prospective candidates,and does it reach the most interested, the most qualified candidates?

• Does it motivate your current employees to perform better and to share youorganization’s story with the world?

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Brand story

Every company has a story. This is NOT your elevator speech, this is a story ofwho you are, what you do and, most importantly, why it matters.

• What is your culture?

• What attracts people to your organization and why do they stay?

• What’s your story?

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Telling your story

• The main attributes of a strong brand story are: Clarity, Consistency andCharacter.

• To engage your prospective candidates and current employees with yourbrand story, your organization needs to create a connection at every singletouchpoint.

• There’s a multitude of channels available – the challenge is to determine theright set of communication tools for your organization: what channels willreach your audiences most effectively and motivate them to take action?

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Employer brand

Employer brand strategy

Graduate recruitment(CC & Retail & Sales)

Developers (RooX & Lab)

Managers & Leaders

Unique value proposition

Who we arelooking for(candidate

profile)

What we canoffer them

(Unique offerbased oncommonvalues)

How wecommunicate

it (Ways ofcommunicatio

n)

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The touchpoint framework

EmployerBrand

Experience

Discharge

Workingenvironment

Orientation

Everydaybehaviors

Mea

sure

men

t

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Vacancydescription

Banners andadds

Communication channels

Interview,recruitment

stepsCompanydescription

(brand story)

Unique offer

Recruitment touchpointsClick t

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Guess who?Click t

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What we likedClick t

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How the perfect vacancy will look like?

Emotions Structure

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From EB 1.0 to EB 2.0

Monologue

• Job fairs• Adds and

commercials• Speakers – HR, Top

Management• Slogans

Conversation

• Edutainment• Interactive events• Social media• Speakers – HR, Top

Management,Employees

• “day-in-the-life”stories

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Employer brand building cycle

Ask

Listen

AgreePlan

Communicate

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Ask

Listen

AgreePlan

Communicate

Ask

• Survey current employees• EB/image research• What are the perceptions

of potential employees?• Why are people proud to

say “I work here”?• Why do highly specialized

employees choose you?• What is unique about you?

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Ask

Listen

AgreePlan

Communicate

Listen

• Listen to every word thatpeople say

• Be open and welcome theinformation

• Resist the urge to consideryour “uniqueness” beforeyou have finished listening

• Silence your collectiveinternal Voice of Judgment(VOJ)

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Ask

Listen

AgreePlan

Communicate

Agree

• Current state EB done by topmanagement

• Align the EB and the productbrand: share the same coremessage but with differentareas of emphasis

• Separate misconceptions fromissues

• Assert: “we’re this kind ofcompany, and we’ll appeal topeople like you – but noteveryone will fit in here”

• What are your 10 reasons?

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Ask

Listen

AgreePlan

Communicate

Plan

• Create a media plan• Consistency is key• Consider your target audience• Craft message and consider

media• Truthful, believable, attractive,

honest• Create a feel-good factor• Create and spread an internal

buzz that grows outward

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Ask

Listen

AgreePlan

Communicate

Communicate

• Advertising• Office environment• Recruitment fairs• Internal communications• Hiring and firings• Websites• Brochures• Posters• … but test it in-house first

for “buzz” and consistency

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Sources

• Employer Brand Building - Career Site 2.0 -http://www.slideshare.net/danstuart/employer-brand-building-career-site-20

• Sub151 Employer Branding -http://www.slideshare.net/substance151/sub151-employer-branding

• Richard Mosley Employer Branding Masterclass Keynotes -http://www.slideshare.net/brandbliss/richard-mosley-employer-branding-masterclass-keynotes

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http://www.slideshare.net/danstuart/employer-brand-

http://www.slideshare.net/substance151/sub151-

http://www.slideshare.net/brandbliss/richard-mosley-



Business

Employer Brand