EMPLOYER BRANDING AND

EMPLOYEE ASSISTANCE PROGRAMS

GROUP 10

What is EMPLOYER BRANDING?

It is defined as the sum of a company’s efforts to communicate to existing and prospective staff what makes it a desirable place to work, and the active management of a company’s image as seen through the eyes of its associates and potential hires.

It is a process of creating an identity and managing

the company’s image in its role as an employer

For the organization…

For this you have to attract “TALENT”

• External/Consumer Branding – Influence customers to buy products & services

• Internal/Employer Branding – Influence employees to be attracted to and remain with the organization

Employer Brand Equity

Employer Brand Awareness

Perceived Employment Experience

Employer Brand Association

Employer Brand Loyalty

Employer Brand Equity Model

Factors Impacting Employer Branding

Employer Brand

Reputation

Integrity

Culture

Recruitment

Pay and benefit Orientation

Work life balance

Leadership management

Growth and development

Performance management

WHY IS EMPLOYER BRANDING SO IMPORTANT?

More applicants means more potential employees

Employees proud and motivated

Positive image for media – More Advertising

To achieve Competitive Advantage

42

37

16 4 1 Extremely im-portantVery importantFairly importantNot very im-portantNot at all im-portant

Importance of “Employer Branding” according to a survey done by “AON Hewitt”

Suggestions for effective Employer Branding

An example of Successful Employer Branding

Launched a comprehensive employer branding campaign, including– Employee value proposition: • Envision. Innovate. Accomplish.

– Consumer message:• Caring is good. Doing something is better.

RECRUITING ADVERTISEMENT PacifiCare’s employer branding

efforts have been recognized by the following awards:

Best Employer Brand: 2006 Electronic Recruiting Exchange

Best in Class Employee Referral Web Site: VirtualEdge West Coast User Group

Top 50 Employer for Minorities and Women: Fortune Magazine

EMPLOYEE ASSISTANCE PROGRAMS

They are worksite-based programs and/or resources designed to benefit both employers and employees.

FEATURES OF AN EAP

• Is a work-site based program.

• Designed to assist businesses in addressing productivity issues.

• Identifies and resolves personal concerns of employees.

• The supervisor has access to workplace consultation regarding work performance issues.

Issues dealt by EAP

• Relationship & Family Issues

• Stress Management (at home and at work)

• Addictions

• Workplace Challenges

• Eldercare & Childcare

• Legal & Financial Services

SERVICES PROVIDED BY EAPs

EAP services to individuals • Mental health-related services.

• Services related to personal issues such as divorce and parenting

• Information on work/life supports, such as care giving for elderly parents and financial planning.

EAP services to individuals

• Wellness and health promotion services, such as smoking cessation and weight reduction.

• Work-related supports like career counseling services to individuals

EAP services to organizations

• Education on handling mental health, stress, and addictions in the workplace.

• Addressing workplace violence

• Safety and emergency preparedness.

EAP services to organizations

• Guidance on communicating in difficult situations, such as mergers, layoffs, or when employees die on the job.

• Absence management

• Meeting needs of specific workers, such as returning veterans

BENEFITS OF EAPs

• Psychological Health Care

• Productivity

• Healthy Human Resources

LATEST TRENDS IN EAPs

• Increased use of technology

• New promotional

materials

• New topics for seminars

• Creative

Latest Trends in EAPs

• Retention strategies

• Supervisor training • Mediation services

• Work/life coordination

Thank you