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VI Regional EACD Lisbon Debate held 16th november 2010 over the theme "Reputation Management: from Internal Communication to Change Management", sponsored by Galp Energia. Attended by 47 top communication professionals. Presentation by José Bancaleiro, Managing Partner at Stanton Chase International
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José Bancaleiro
The Power of Brands in HR Management
José Bancaleiro
Itinerary
• Talent Management
• Employer Branding
• EVP – Employer Value proposition
• Brand Management
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Talent Management
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Talent Management
“The thing that wakes me up in the middle of the
night is not what might happen in the economy or
what our competitors might do next. It is worring
about whether we have the leadership capacity and
the talent to implement the new and more
complexes global strategies ”
David Whirwam, CEO of Whirlpool Corporation
José Bancaleiro
• The Market is more and more competitive;
• Margins are more and more reduced;
• The success of each project needs more and more
focus, energy and creativity;
• Motivate and retain our talents in more difficult
each day.
and even plus . . .
5
Have you heard?
José Bancaleiro
. . . when . . .
• Mergers and aquisitions;
• Internationalization;
• Diversification;
• “Downsizing”;
• Turnaround
to compete in this market you need . .
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. . . teams strongly . .
• Competent;
• Engaged;
• Aligned with the company values;
• Focused on objectives and
• Performant
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This is, with talented teams
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Performance
CompetentEngaged
Potencial of
Evolution
Talents are employees:
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How to have talent . . .
• Attraction
• Development
• Retain
• Or all
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Have you done your company talent inventory?
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Talent atraction
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• If employees are the most decisive factor for the
success of a project, the process of to attract, recruit
and integrate them is key;
• A wrong admission costs 3 times the annual salary of
that employee;
• Talent attracts Talent
Why invest in talent atraction
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• “Resourcing”• Find de the best solution;
• Process scope• Starts earlier - Employer Branding
• Ends later
• E.recruitment
• Executive Search• Price vs Value
4 Trends in talent atraction
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Employer Branding
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Employer Branding
• Brands dominate ours lifes. They determine the carwe drive, the wine we drink, etc.
• So, it is not strange brands have a key role whenpeople have to choose the company where they wantto work
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Features
Value
and
Price
Inovation
and
Design
Product
Brand
PROCESSO
Quality
and
Performance
Image
and
Prestige
Product Brand
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Mission
and
Values
Pay PolicyInternal
and external
Communication
Employer
Brand
PROCESSO
Leadership
Style
Work
climate
Employer Brand
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Employer Branding
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It is to create a HR communication strategy, integrated,
consistent and prolonged that communicates externally and
internally the most relevant aspects of the organization identity
(soul) , this is, the organizational purpose, its most deep values,
it’s managerial practice, etc. all this with the objective of to
create or reinforce an image of a “great place to work” among
the present employees and of a “First choice employer” among
potential candidates
José Bancaleiro
Employer Branding is not . . .
• To design a template for employment announcements
• It is a communication strategy
• A project with a strong launching• It is a process for a long period
• A project to be done by “amateurs”• It needs HR and Communication specific competencies
• A HR project• It is a company project and it needs Top Management involvement
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Culture
Performance Communication
Employer
Brand
PROCESSO
Leadership
Work
climate
STRATÉGY
OPERATIONAL
PROCESSES PEOPLE
Brand componnents
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LIDERANÇA
PERFORMANCE
EMPLOYER
BRANDPROCESSO
CULTURA
AMBIENTE
Imagem
Institucional
e Produto
Walk the talk
Fairness
Serviços
de apoio
Sistemas de
Recompensa e
Reconhecimento
Equilibrio
Familia /
Profissão
Atracção
Integração
Dispensa
Politica de
Desenvolvimento
Reputação
organizacional
Responsabilidade
social
Missão e
Valores
Valor dado
Às Pessoas
Relacionamento
interpessoal
Gestão da
Performance
Comunicação
interna
STRATÉGY
OPERATIONAL
PROCESSES PEOPLECOMUNICAÇÃO
Employer Brand
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Brand Management
• Insight
– Alignement between brand and target audience
• Benefits
– Employee Value Proposition (EVP)
• Diferentiation
– What makes the Organization better and different of all others
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Brand Management
• Focus
– Sinthetize in one point / image
• Continuity
– From where it cames and to where it wants to go
• Consistence
– Real vs promised brand; walk the talk
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Talent atraction funil6
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EVPEmployer Value Proposition
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EVP - Employer Value Proposition
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It is the group of functional, economic and emotional benefits delivered by the job that are
identified with the employer
(Barrow, in Corporate Executive Board, 2001).
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Job
Contend
Development
Possibilities No financial
Compensation
EVP
PROCESSO
Proud
to belong
EVP - Áreas
Salary
and Benefits
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Função
Desenvolvº Remuneração
não Financeira
Proposta
de
Valor
PROCESSO
Pertença
Remuneração
Financeira
Desafio
Autonomia
Significado
Benefícios
Financeiros
Sistemas de
Reconhecimento
Equilibrio
Familia / Profissão
Benefícios
não Financeiros
Liderança
Reputação
organizacional
Responsabilidade
social
Segurança
Formação
Nível de
Oportunidades
Remuneração
VariávelSalário
Proposta de Valor - Componentes
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Salary & Evolution
(Salary, Benefists,
Evolution opportunities)
Job
(Contends, learning
experiences,)
Culture
(Mission, values, lidership)
Reputation
(Image perceived)
Employer attractiveness “drivers”
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Atractividade
do
Empregador
Salary
&
Evolution
Job
Culture
Reputation
Top 3 :• Imagem institucional e de Produto
• Ética e Responsabilidade Social
• Solidez financeira
22%
25%
27%
Top 3 :• Segurança
• Aprendizagem
• Flexibilidade
Top 3:• Valores
• work/life balance
• Ambiente de trabalho
Top 3 :• Possibilidades de
rendimento
• Rendimento fixo
competitivo
• Rapidez de evolução
26%
3
0
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Employer Brand Image
Employer Value Proposition
Employer attractiveness “drivers”
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Post-
Application
Experience
Pre-
Application
Experience
Application Experience
Campus recruitment
Awareness
Engagement
Commitment
Retention
Consideration
Preference
Internship
Career site
Invitationletter
Introduction
Performancereview
Interview
Rejectionletter
Exitinterviews
Informing /Involvingpeople
Careerdevelopment
Managementbehavior
Assessment
Contract handling
Employer Brand
Company brand
Touchpoint Wheel
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Employer Brand - Benefits:
• Talent Attraction;
• Talent attracts new Talent
• Impact on the proud to belong:
• Retention;
• Reduction of recruitment costs
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Guidelines
• Cultural alignement
• Strategic objectives alignement
• Diferentiation positionement
• Wide. integrated, consistent and prolonged
• Balance between real vs aspirational brand
• Notority e adhesion
• Effective communication channels
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Employer Branding includes
• Design of a image / identity
• Documents / ads / Websites/ etc.
• External communication strategy . . .
• And also, internal (ex. eventos)
• Schools Roadshows
• Analyse main processes: Attraction, integration
leaving;
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INSPIRED PEOPLE. INSPIRING RESULTS.
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Ensuring Global Consistency – Deployment
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jnj.com/careers
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Thank you.
Questions. Comments. Thoughts.
José Bancaleiro