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Best Practices in Employer Branding
Best practices in planning, implementing and
measuring a real brand strategy.
@TheCarrieCorbin @americanair
Carrie Corbin, Head of Talent Attraction & Employer Brand
Mom | Employer Brand | Strategist | Speaker | Advisor |
#Soonergirl | #wino | @americanair | #proudtobeAA
A little about me....
My background
My current role & responsibilities
Expectations for today
Why am I not talking about American Airlines???
Employer Brand or Recruitment Marketing?
What branding is not….
The People:
• Job seekers (Candidate Experience)
The Product:
• Jobs
The Promotion:
• Ads, commercials, campaigns, etc.
The Place:
• Promotion channels based on the target market (people)
The Stakeholders:
• Hiring managers, Recruiters
Conversion Point/Metric:
• Applications/Hires
Timeline:
• Short-term, campaign-based
The People:
• All class of workers
The Product:
• EVP / Culture / Work experience / Careers / The company
The Promotion:
• Brand strategy & activation, Recruitment marketing
The Place:
• The workplace, External channel strategy
The Stakeholders: HR, TA, TM, D&I, Corp Comm, Marketing, Community Relations
Conversion Point/Metrics: External brand sentiment, internal EE sentiment, EE engagement, EE performance, Internal applies/Hires, External applies/Hires, Employee advocacy, Customer experience, Customer advocacy
Employer Brand or Recruitment Marketing?
“Everyone ends up somewhere.
Few people end up somewhere on purpose.”
~Craig Groeschel
PURPOSEFUL
JOURNEY
Purposeful Journey
Source: Research report from HRO Today and Hudson RPO, How to Launch a Successful Employer Brand: Building on the Practices of Top Employer Brands
Do you have a well-defined employer brand or are you just managing your recruitment marketing?
Do you have a defined EVP that:
truly aligns with your culture and answers the #WIFM for the job seeker and employee?
you must also BE KNOWN as a great place to work!
It’s no longer enough to just BE a good company to work for,
The CUSTOMER experience will never be greater
than the EMPLOYEE experience.
Universal Truths in Employer Brand
The Elephant in the Room… Who owns your employer brand?
Quiz: Who really owns your employer brand?
The employee The job seeker HR Talent Acquisition Talent Management Organization Development Marketing Internal Communications The CEO All of the above?
Typical EB Objectives: Discuss
Define Employer Value Proposition (EVP) Secure long-term recruitment needs Improve engagement & retention Differentiate from competitors Build employer brand on a <local, national, global> level Enhance appeal as employer among current employees Formulate measurable goals and targets for ongoing employer brand work
• Marketing / Talent Acquisition • Talent Acquisition
• HR/ OD / TM? • Talent Acquisition? Leadership? • Talent Acquisition? Leadership? Org Development? • Talent Management / Org Development / Leadership?
• HR? ? ? ? (don’t laugh… but seriously, who?)
Employer Brand “The What”
Brands are relationships
The strength of the brand is a reflection of the depth
of the relationship – stronger brands are more long-
lasting and spark powerful emotions
Brand Perception Questions to ask yourself • Does my company have a sexy consumer product? • If you’re a B2B brand, do job seekers even know who you are? • Are job seekers attracted to my consumer brand or my employer brand? • If job seekers are attracted to our company’s innovative product, does that equal a good employer brand? • Where does our culture and our employee experience fit in?
Something to think about…. Universum’s Most Attractive Employers
• Google, Microsoft, Apple (Engineering) • Google, Apple, E&Y (Business)
(Tech beating consulting for business!) Glassdoor Best Places to Work:
• Bain & Co, Facebook, BCG LinkedIN Most In Demand Employers
• Google, Apple, Facebook
Your image as an employer, most commonly defined as the sum of the company's efforts to communicate to existing and prospective staff
what makes your company a uniquely desirable place to work.
Employer Brand
The Good
The Bad
The Uniquely You
Employer Brand
Current employees – the strongest relationship Contingent employees - the most overlooked Former employees – less intense Prospective employees – least intense, but
biggest beneficiary
Your employer brand (n) is defined by how
you are perceived by - and the relationships
you have with - your employees (whether
actively managed or not).
….and goes beyond recruiting to intersect with your talent management and the entire employee experience and beyond.
What are the components of a Brand Strategy?
BRAND STRATEGY:
Includes Brand Positioning, Architecture,
and EVP)
BRAND PERSONALITY / IDENTITY:
How you look – the distinctive visual
presence for your brand across all touch points.
BRAND VOICE:
How you speak. Your brand’s authentic
voice.
BRAND
ACTIVATION:
How you engage your audience – creation &
implementation of communication across
all media.
BRAND MANAGEMENT:
How you keep it all on track – utilizing various management tools to
define & monitor brand success metrics & act as brand “guardians”
Employer Brand
PLANNING & DEVELOPMENT
Before you start....
What’s the current state of the business and business needs/problems you are solving for?
Determine ownership & stakeholders: Who owns the strategy? Who are the leaders that need to buy-in and champion? What business units are impacted by Employer Brand
activities What resources will you need in order to be successful? Develop actionable and measurable goals, objectives and
KPI’s.
NOTE: Producing measurable business impacts should be an EB goal
Typical Employer Brand Objectives
Wait.... What’s missing?
Objectives are still employer centric....
We need to ‘adjust’ that narrative through our process.
PLAN: Research, Audit & Assess:
Needs analysis
Competitive analysis
Current state/gap analysis
Candidate experience audit
Career site audit
Job posting audit
Social media audit
Review site audit
Focus groups/ surveys
DEVELOP: Strategy & Define EVP
Key differentiators
Attributes
Brand pillars
Employer narrative
EVP
Brand personality/ Theme
Candidate experience journey
Candidate persona’s
Brand activation
Creative concept development
Visual imagery development
Employer brand guidelines
Communicate
Content & channel strategy
Internal /external
Communication strategy
Talent attraction/ recruitment marketing
Social media strategy
Brand advocacy strategy
MEASURE:
Define key metrics
Manage and measure
Ensure ownership & action plan
Implement
What does an end-to-end Employer Brand Strategy look like?
Research: Needs Analysis
Assess current strategy (alignment with organizational goals and objectives) Engage stakeholders: HR, Brand, Communication, Leadership, etc Define your target audience Assess current EVP perceptions: internal & external Market research:
– Competitive Analysis: Who is best in class and why? – What are candidate expectations around best in class? How does client candidate
experience compare? – What is the value prop to the organization for investing in building your employer
brand?
External brand audit (Career site, social, review sites, etc) Survey external candidates/candidate experience Determine long term goals around attracting talent: What attributes currently define
you as an employer? What would you like to define you as an employer? – What are the challenges that are keeping you from meeting those goals? – Are those goals realistic?
Internal research: Conduct internal focus groups to understand employee career goals,
what attracts them, why they stay, current gaps, why they leave. Pulse surveys Leadership interviews Employee profiles / demographics / workforce distribution
PLAN: Research, Audit & Assess:
Sample Brand Audit: Internal Who is XYZ Company?
PLAN: Research, Audit & Assess:
Sample Brand Audit: Career Site
25
<2 clicks to Job Search Feature
Consistent and Easy
Navigation
Showing Unique Differentiators
Featuring Employees in
Videos or Testimonials
Mobile Friendly
United Rentals
Xylem MNOP
ABC Co
DEF
GHI
JKL
ABC Co
DEF
JKL
GHI
QRS
MNOP
PLAN: Research, Audit & Assess:
Evaluate: Who are you attracting vs. who you want to attract? What is your current candidate experience vs. your desired candidate
experience? What are your advertised values vs. your perceived values by your employees?
Is leadership involved in ensuring the company is investing in attracting the best
talent? If not, is there an appetite for that conversation based on business need? Is company leadership able to effectively articulate who the company is, the
mission, vision and values and what's most important to the company goals and objectives?
Can company leadership effectively articulate who they need to attract to fill their positions?
What tools do you have vs. those of best in class?
Do you have an EVP? Can employees easily state why they enjoy working for
your company?
Research: Gap Analysis PLAN: Research, Audit & Assess:
Research: Brand Audit Checklist:
Online Presence
Company Career Site & Micro-sites (Messaging,
Navigation, Employee Testimonials, etc)
Online Review Sites (ratings, reviews, photos,
career focused company information)
Social Media Presence
Company Social Media Accounts
Company Careers Social Media Accounts
(Career CTA’s, EB Content, Jobs)
Recruitment & Hiring Process
Recruiting Channels (Digital, Social, Traditional)
Job posting distribution channels
Career Fairs (Booth, Collateral)
Social Recruiting Efforts
Recruitment Advertising
Job Postings / Advertisements (messaging,
format, grammar, overall appeal)
Job Boards Presence / Strategy
Talent Management Process
Candidate Experience:
Application Process (clearly defined
process, mobile responsive, time to
apply)
Applicant Screening Process
Interview Process
Selection & Notification
Onboarding
Training
Current & Exited Employees
Performance Management Process
Current Employees
Exited Employees (include candidates
who dropped out of the hiring process)
PLAN: Research, Audit & Assess:
Brand Strategy Development Content
Define who you are, build your story and the elements you need to effectively and authentically tell your story.
Determine Points of Parity (PoP) / Points of Differentiation (PoD) PoP = essential qualities of your company that are a “must have,” but don’t differentiate
you from your direct competitors, because they also “must have” those same qualities. PoD = True differentiators that are the “uniquely you.”
Develop key attributes/statements
Determine brand pillars Develop employer narrative
Develop EVP
Develop brand personality / brand themes Develop desired candidate experience journey and candidate persona’s
DEVELOP: Strategy & Define EVP
The most important attributes and principles you want communicated through your brand. They must be lived out by your employees and their actions every day. What do you want your brand to convey? This means you’ll need to think of your brand as a collection of the following:
• Candidate Experience • Company Culture • How do you initially treat the people who want to work for you? • What do you offer employees in return for their time and effort? • What’s the ethos of your company? What do you care about? • People • What do your leaders believe in? What kind of individuals make up your workforce?
Brand Pillars
Crafting brand pillars should be narrowed to the most important, write
down exactly what they mean to your business, or the way your business
exemplifies these pillars.
DEVELOP: Strategy & Define EVP
Making a difference: There’s no passion without progress. Company XYZ believes in setting clear goals and letting people get on with taking action. There’s always a challenge, every opportunity to prove yourself and very little chance of getting bored. Part of a winning team: Company XYZ status as the world’s number one brand has been achieved through a relentless passion to win. Whatever your role in Company XYZ , you’re part of a team that enjoys competing and never settles for second best. Realizing your full potential: Company XYZ is passionate about bringing out the best in people as it is about getting results. With growing investment in training and an emphasis on home grown talent, there are thousands of career success stories at Company XYZ . An enjoyment business: Company XYZ brings enjoyment to millions of people through its market leading brands and the many community activities our employees participate in each year. We try to ensure our people enjoy their work as much as consumers enjoy our products.
Brand Pillars - Example DEVELOP: Strategy &
Define EVP
COMMUNITY People
INTEGRITY Values
INGENUITY Challenge
IMPACT Purpose
People can count on us.
And we can count on each
other. Each day we make
a commitment to putting
the customers and
communities we serve
above ourselves. We do
the same for those who
work alongside us–and for
their families, too.
Because we started as a
family business, and being
supportive while
empowering each other is
who we are. It keeps us
grounded. And it reflects
our humanity.
We do the right thing.
Every task. Every
interaction. Every
decision. Integrity is
essential in all we do. And
so we are open and
honest. Accountable and
loyal. Our business, our
customers, and our
employees rely on it.
Working with integrity
means we strive for
excellence. We put in an
honest day’s work. And we
go the extra mile for
others when it’s the right
thing to do. Yes, it’s a high
ethical standard, but it’s
one we rise to every day.
We are problem solvers.
Challenge excites us.
Because innovation is
what we do best. With
direction and purpose,
imagination,
resourcefulness and skill,
we apply ingenuity to
tasks great and small. We
share ideas freely and
value new voices. We stay
current with industry
trends and have
pioneered our own longer
than any other company.
The drive to innovate is in
our blood, and we will
never stop taking the
initiative to revolutionize
what we do.
We make a difference.
We do the kind of work
that requires us to get it
right. The first time. We
know that people’s homes
and businesses rely on us
to be responsive and
effective. We have an
opportunity to make a real
difference for them. It
gives us a greater sense
of purpose to give them
confidence and
reassurance. With grit and
courage, we dedicated
ourselves to their safety
and well-being for the long
haul. Because making a
positive impact is the
legacy we hope to leave
for generations to come.
Employer Brand Pillars
Most Important Attributes and Principles
DEVELOP: Strategy & Define EVP
The EVP should define how you’d like to be seen. It should be clear, focused
and easy to understand. Ultimately, it should answer the question uppermost
in employees’ and candidates’ minds:
An effective EVP should help build a bridge between the qualities talent
expects from an employer, and the qualities the organization needs to deliver
in relation to its performance objectives (including customer value).
“What’s in it for me if I work for XYZ company?”
Proposition – aspirational statement
Employer (who/what) – unique, distinctive to your company
Value (to employee) – what your company offers to the employee
Employer Value Proposition DEVELOP: Strategy & Define EVP
EMPLOYER ATTRIBUTES
Qualities That Define your
Company as an Employer
EMPLOYEE ATTRIBUTES
Qualities to Employees Value in
your Company
(Values section of Value Prop)
EMPLOYER VALUE
PROPOSITION
(EVP) The Compelling Reason to
Work at Your Company
EMPLOYER BRAND PILLARS
Your Company’s Most Important
Attributes & Principles
Brand Pillars - -> EVP DEVELOP: Strategy & Define EVP
Employer Narrative
We are industry pioneers. Nowhere else can you work
where it all began. Our founder was an engineer who
launched an entire industry, and we’ve been advancing it ever
since. Let’s embrace the challenge to innovate.
We make a difference. Our work matters for families,
communities and people around the world. It fills us with pride
and accomplishment to know we are making a positive
impact–and leaving a legacy for generations to come.
We live our family values in everything we do. We take
care of our own. Here, your family is our family. Nothing is
more important than the well-being and fulfillment of those
who make our business thrive.
We share our success. Sharing and celebrating our
stewardship is one of our greatest joys. Each of us has a real
stake in our company’s success. Whether it’s through benefits
or learning opportunities, those who work here are thanked
and rewarded.
We empower our people. We believe we do our best work
when we have the freedom to act. We trust our people to own
their jobs, to take the initiative and to perform with honesty
and integrity.
Proposition Statement
Own your own journey.
For the curious and courageous,
the selfless and self-driven,
you have the opportunity here
to own your journey.
You can take charge of your career
by raising your hand–for a project,
a new idea or simply because you are
the right person for the job.
The result?
You drive your own career.
And you help others along the way.
XYZ Co is big enough
to help you make it happen–
and small enough to care.
Employer Brand IMPLEMENTATION
Brand Activation
Creative Brief
Creative Concept Development (based on brand theme/personality) Creative Asset Development (Visual imagery elements) Graphic Design photography Video
Copy Development Tag lines Calls to Action Career area content
Employer Brand Guidelines & Playbook
Brand Activation
Copy and creative development of distinctive assets and unique attributes
Brand Communications
Define key audiences: desired outcomes, specific creative/campaign themes, channels, media
Develop strategy for internal, external communication
Roll out of internal communication initiatives
Execute external communications strategy
Develop talent attraction strategy/recommendations
Social media strategy (reactive/triage, proactive/content development)
Employee brand advocacy strategy
Communicate
Content to Drive Engagement
Memorable Dramatization
These convey insights through
storytelling.
Evocative Visuals
Pictures aren’t just worth a thousand
words, but emotions are as well.
Repeatable Sound Bytes Small repeatable headlines help feed the
press and increase likelihood of social
sharing.
Emotive Storytelling
Stories share info in ways people tend to
remember, and ideally, are easily
repeatable and sharable.
Shocking Statistics Draw attention to statistics that provide
“big wins” for your employer brand
Reminder:
This is meant to create a hook in the
audience’s minds and hearts. Visuals are
key!
Evoking emotional response = action, engagement
Employer Brand “The How”
MEASURE
"Having gathered these facts, Watson, I
smoked several pipes over them, trying to
separate those which were crucial from
others over which were merely incidental."
- Sherlock Holmes
Measurement / KPI’s
Define key metrics to be measured
Manage and measure internal & external metrics Ensure ownership & action plan
Employer branding metrics should be determined by financial
resources and the capabilities to support the compilation,
analysis and reporting of metrics.
MEASURE:
1. Referral Traffic:
Web visitors who come to your website
through social media. This metric tells
you that your content is generating
awareness on social media.
3. Employee Net Promoter Score:
The NPS measures loyalty between
brands and their customers / job
seekers by asking, “How likely is it that
you would recommend our company/
product/service/job to a friend or
colleague?”
2. Direct Traffic:
Job seekers who visit your website by
typing your URL into your browser.
This metric tells you your brand is
memorable (and is key to passive
candidate attraction efforts).
4. Exposure to New Audiences
Content will quickly become your
brand’s engine for growth. Employee
advocacy marketing efforts can help
your business uncover new talent
pools, pipelines and channels.
http://www.socialmediatoday.com/
There are four KPIs your program will influence:
Measurable Results = Direct Impact to Brand
• Time to fill • Time to slate • Cost per hire
(aggregate) • Quality of hire • Time to productivity • Internal applies/hires • External applies/hires • Employee Referral
Rates • Retention rates
• Turnover rates • Absenteeism • Total costs of labor to
revenue • Candidate
satisfaction rates • Employee
satisfaction rates • Employee
engagement levels
Workforce & Recruiting Metrics:
• eNPS • Earned Media Value • External brand sentiment • CEO approval rating • Internal employee sentiment • Cost-per-app/hire by qualified channel/source • Source of Influence • Total yield by channel (quantity and quality) • Diversity yield by channel (quantity and quality) • Candidate retention by channel • Interview-to-offer ratio by channel • Offer-to-acceptance ratio by channel • Percentage of candidates screened-in for further
assessment by channel • Employee Experience Satisfaction • Customer Experience Satisfaction
Brand & Marketing Metrics:
Key Metrics / KPI’s MEASURE:
summary
Employer Brand Health Check
Do you know what the brand perception is of your company as an employer?
Is your external recruitment marketing authentically telling the story of your workforce and
culture?
Does your company monitor and/or audit your external brand perception?
Do you have an EVP or plans to develop one?
Do you feel like you have a comprehensive understanding of the difference between employer
brand and recruitment marketing?
Do you feel like you have the foundational information you need in which to build a true Employer Brand Strategy?
Do you have buy-in across all of the departments who should be involved in developing and managing your employer brand?
Are you actively managing your employer brand for your total workforce – i.e. your contingent
workers?
If I were to ask your contract workers if they’d like to work for you full-time, would they say yes?
Thank you for joining!
Let’s connect! @thecarriecorbin
http://linkedin/in/carriecorbin
appendix
Sample Client Brand Pillar, Attribute & EVP
Development
Sample Brand Audit: Career Sites
49
<2 clicks to Job Search Feature
Consistent and Easy
Navigation
Showing Unique Differentiators
Featuring Employees in
Videos or Testimonials
Mobile Friendly
United Rentals
Xylem MNOP
ABC Co
DEF
GHI
JKL
ABC Co
DEF
JKL
GHI
QRS
MNOP
50
Compelling Overview
Consistent Messaging Used
Showing Unique Differentiators
Inspiring Messaging
Proper Formatting &
Grammar
United Rentals
Xylem
United Rentals
Xylem
GHI
JKL
Sample Brand Audit: Job Descriptions
ABC Co
DEF
JKL
GHI
QRS
MNOP
Evaluation criteria (1 point assigned per question = 5 points total) 1. Links from Careers Website (clearly available & working) 2. Dedicated Career Account/Playlist 3. Consistently Sharing Jobs/Job Previews 4. Consistently Sharing Relevant Career Content 5. Consistently Includes Links to Career Site in Posts/Tweets/Video Descriptions
012345
LinkedIn Facebook Twitter YouTube
Chart Title
Sample Brand Audit: Social Media
52
Rating
(out of 5 stars)
2.5
2.7
2.1
3.5
2.9
2.7
# Reviews
30
12
37
239
73
8
# Photos
3
0
0
10
0
0
Employee Referral Rating
38%
49%
21%
69%
51%
37%
Career Focused
Overview
Current Awards & Accolades
Paid Branded Profile
United Rentals
Xylem
United Rentals
Xylem
ABC Co
DEF
JKL
GHI
QRS
MNOP
Sample Brand Audit: Glassdoor
Sample Brand Audit: Candidate Experience
1. Website functionality – navigation, realistic job previews, and hiring process outlined
2. Apply process – ability to easily upload a resume or apply via LinkedIn, mobile apply and option for job seekers to check their status
0
1
2
3
4
5
6
7
Website Functionality Apply ProcessCa
nd
ida
te E
xp
eri
en
ce
R
ati
ng
Sample Brand Audit: Internal Who is XYZ Company?
Not aligned Product company versus a solutions company Process oriented versus entrepreneurial Corporate versus family owned There is a fear that being too process oriented and corporate
takes away the ability to be entrepreneurial. Some people are on board with the changes (more so at the
headquarters level), while others (predominantly field) are not Concern that corporate is trying to dictate to the field rather
than support the field and thus, support the customers
“We need to just own that we are more than a rental company, we are a solutions
company. It’s what we do best and it’s what differentiates us from anyone else.”
Sample Brand Audit: Internal Who is XYZ Company?
People who “raise their hand” with a business case are usually supported. Sense of pride in the diversity of products and services the ability to mobilize for emergency response Appreciation for how the family ownership has driven the business in terms of people relationships Family Values: “Your family is XYZ’s family.” Company will sacrifice a dollar to save a customer – or an employee in order to do the right thing.
“I have been allowed to run a business
as long as I made reasonable
decisions and was left alone to run my
own business. There was, to a lesser
degree now, an entrepreneurial spirit,
as long as you were honest and
ethical. That appealed to me and I've
been very successful doing that.”
“John Doe is the best CEO I've ever
worked for. Fabulous to work for.”
“The company really does care, sincerely,
about their employees. Very family
oriented.”
“Has been an interesting journey, like drinking from a fire hose.
Involved in a lot of different things. Oil is very cyclical - so now in
10 different segments. Because of the complexity, we have a lot
of things going on every day.”
Overall Experience
Sample Brand Audit: Internal Who is XYZ Company?
GAPS High level overview of initial observations of gaps in expectations/process vs employee and leadership perceived reality. Example: • Values: Stated values vs. perceived values
• Communications: Challenges / Expectations vs. Reality / Implications
• Training & Development: Onboarding, Succession Planning, ELP
• Career Path/Opportunity: Raise your hand culture with limited guidance
• Who is XYZ Company? Time of transition – conflicting ideals about who core
company identity What does success look like? Conflicting ideals about who should be hired Leaders: Entrepreneurial, empowered, risk-takers, initiative Employees: Yes men, loyal, hard-working, not risk-takers. Creates gap for promotions, particularly when compounded by lack of training &
development
Sample Gap Analysis Example
Values: People really are first. Do the right thing. Mobilize quickly. Your family is our family. Every day is different. Safety. Financial Stewardship
Communications: Great communications needs emotion and is never risk free Communicate substance, clearly & concisely. Common, communicated goals (i.e. focus for
the year). Share the good: Missing a key opportunity to leverage CSR by the leaders and the company
Training & Development/Talent Management: Absolutely must be a priority if there is an expectation to promote and develop
Career Path/Opportunity: Need to find ways to ignite excitement in new hires. Can’t expect people to raise their hand and take initiative when hiring “yes-men” who are hard-working and loyal. Likewise, while also guiding, developing and rewarding the right behaviors
Who is XYZ Company? Find the balance (set a goal) of the entrepreneurial legacy and culture of empowerment - while also creating consistent best practices to set up all of the branches for success and leverage economies of scale for profitability and efficiency
What does success look like? Leaders: Entrepreneurial, empowered, risk-takers, initiative Employees: Yes men, loyal, hard-working, not risk-takers. Creates gap for promotions, particularly when compounded by lack of training &
development
Sample Gap Analysis Recommendations
Develop clear understanding of competitive advantage AND communicate this to employees, as well as externally.
You already have a sense of pride established amongst your employees – how can you capitalize
on the good you already have going for you? For example, by aligning everyone behind a common mission.
Need to weed out some old stereotypes in terms of diversity, but also with generations and work
capability. For example: Don’t assume that because people have changed jobs early in their career that they aren’t motivated; they may just have different motivations than you (especially given the average tenure for most people is now 4 years).
Celebrate fun – not just successes : especially in an always changing engineering culture that is often high stress, hard work and with high expectations
Employee Engagement: Reward retention vs. seniority Generational Differences: Rather than just learning to manage younger workers, need to
seek to understand, reward and develop Internal technology/mobile – know your audience.
Sample Gap Analysis Recommendations
COMMUNITY People
INTEGRITY Values
INGENUITY Challenge
IMPACT Purpose
People can count on us.
And we can count on each
other. Each day we make
a commitment to putting
the customers and
communities we serve
above ourselves. We do
the same for those who
work alongside us–and for
their families, too.
Because we started as a
family business, and being
supportive while
empowering each other is
who we are. It keeps us
grounded. And it reflects
our humanity.
We do the right thing.
Every task. Every
interaction. Every
decision. Integrity is
essential in all we do. And
so we are open and
honest. Accountable and
loyal. Our business, our
customers, and our
employees rely on it.
Working with integrity
means we strive for
excellence. We put in an
honest day’s work. And we
go the extra mile for
others when it’s the right
thing to do. Yes, it’s a high
ethical standard, but it’s
one we rise to every day.
We are problem solvers.
Challenge excites us.
Because innovation is
what we do best. With
direction and purpose,
imagination,
resourcefulness and skill,
we apply ingenuity to
tasks great and small. We
share ideas freely and
value new voices. We stay
current with industry
trends and have
pioneered our own longer
than any other company.
The drive to innovate is in
our blood, and we will
never stop taking the
initiative to revolutionize
what we do.
We make a difference.
We do the kind of work
that requires us to get it
right. The first time. We
know that people’s homes
and businesses rely on us
to be responsive and
effective. We have an
opportunity to make a real
difference for them. It
gives us a greater sense
of purpose to give them
confidence and
reassurance. With grit and
courage, we dedicated
ourselves to their safety
and well-being for the long
haul. Because making a
positive impact is the
legacy we hope to leave
for generations to come.
Employer Brand Pillars
Most Important Attributes and Principles
WE ARE INDUSTRY
PIONEERS
WE ARE COMMITTED
TO STABILITY
WE MAKE A
DIFFERENCE
WE PROVIDE A SAFE
WORK ENVIRONMENT
• We were founded by an
engineer and
spearheaded a new
industry.
• We have provided
innovative, end-to-end
solutions longer and
better than anyone else.
• We excel at creatively
engineering total
solutions for our
customers and are
proactive in all the
industries we serve.
• We create products that
are unique and
innovative.
• We do the right thing,
the right way, the first
time, by our customers,
our employees and their
families, as well as by
the communities we
serve.
• Ethics, honesty and
integrity are core to
everything we do.
• We enjoy security within
a privately owned
company.
• We have been in
business for over 80
years and continually re-
invest in the business
and our employees.
• We are constantly
evolving, diversifying
and innovating our
business solutions,
products and services.
• What we do is unique;
we make a positive
impact.
• Our work is bigger than
each of us as
individuals.
• We practice teamwork
to collectively take care
of each other and our
customers.
• Our employees enjoy
rewarding work that
comes with a sense of
pride, accomplishment
and fulfillment.
• We help communities
and craft creative,
innovative solutions that
make a difference in the
quality of people’s lives.
• We genuinely care for
our employees and their
families, as well as for
one another.
• We live our commitment
to caring for the safety
of our employees in all
that we do.
• We provide programs
and education to
promote workplace
safety.
• We always strive to do
the right thing, by our
employees and by the
customer.
• We take pride in our
ability to develop
solutions that protect our
environment.
Employer Attributes
Qualities that Benefit Employees (Values section of the Value Prop)
JOIN THE FAMILY LEARN AND GROW BE EMPOWERED GET THINGS DONE
Supported. Valued.
Respected. That is how
you feel when you work at
Rain for Rent. As a family
owned business, we live
our family values in all we
do. It’s important to us that
you are treated as one of
our own, that you can
have fun at work, and that
your family is Rain for
Rent’s family. Ours is a
culture of support and
respect. And so we
dedicate ourselves to
helping you do your best
work and live your best
life.
Welcome to a world of
opportunities. Rain for
Rent is a privately-held
company that gives you a
real stake in our
company’s–and your
own– success. What’s
more, you can learn from
the masters here. These
are the leaders who
pioneered and continue to
influence our industry
today. There is no better
place to carry on their
legacy–and to make your
own mark.
Own your job. Find the
solution. Help your
customer. At Rain for
Rent, you are empowered
to take the initiative. Ours
is a people-driven,
service-driven, solutions-
driven company that sets
the bar for innovation in
our industry. And so we
rely on your smart
solutions when speed and
good judgment are in
order. We will count on
you, challenge you, and
trust you. Your customer’s
confidence is in your
hands.
You join Rain for Rent
because you like a
challenge. You work hard,
use ingenuity and can
solve a challenging
problem. As a mid-size,
privately held company,
we are agile and flexible
enough to help you make
things happen. You get
decisions faster. Our
teams mobilize more
efficiently. Even your most
out-of-the-box solution can
become a reality. This is
where your best ideas
shine.
Employee Attributes
Qualities that create value for Employees
We are industry pioneers. Nowhere else can you work
where it all began. Our founder was an engineer who
launched an entire industry, and we’ve been advancing it ever
since. Let’s embrace the challenge to innovate.
We make a difference. Our work matters for families,
communities and people around the world. It fills us with pride
and accomplishment to know we are making a positive
impact–and leaving a legacy for generations to come.
We live our family values in everything we do. We take
care of our own. Here, your family is our family. Nothing is
more important than the well-being and fulfillment of those
who make our business thrive.
We share our success. Sharing and celebrating our
stewardship is one of our greatest joys. Each of us has a real
stake in our company’s success. Whether it’s through benefits
or learning opportunities, those who work here are thanked
and rewarded.
We empower our people. We believe we do our best work
when we have the freedom to act. We trust our people to own
their jobs, to take the initiative and to perform with honesty
and integrity.
Proposition Statement
Own your own journey.
For the curious and courageous,
the selfless and self-driven,
you have the opportunity here
to own your journey.
You can take charge of your career
by raising your hand–for a project,
a new idea or simply because you are
the right person for the job.
The result?
You drive your own career.
And you help others along the way.
XYZ Co is big enough
to help you make it happen–
and small enough to care.