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3 September 2008
HR Management Consultancy
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EMPLOYER BRANDING
From Strategy to Deployment
3 September 2008
HR Management Consultancy
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What is a Brand
1. A trade mark2. A mark of identification3. Something that you are known by
Many times it (this brand) is captured by a tagline that says what you are or (in terms of your Company) - what your company stands for
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HR Management Consultancy
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Examples of Brands/Taglines/ Slogans
“Big, Strong & Friendly” –Standard Chartered Bank“Now Everyone can fly” –Airasia“Put a Tiger in your Tank” –ESSO“We Try Harder” –AVIS
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HR Management Consultancy
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Examples of Brands/Taglines/ Slogans
“The World’s Local Bank” -HSBC“…..” for life –Volvo'Improving Lives Through Better Careers‘ –JobstreetEmployer of Choice –Your Company??
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HR Management Consultancy
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Taglines & Brand Strategies Tragically GONE WRONG 1. Bersih, Cekap, Amanah –
Our Government2. Mesra, Cepat, Betul –
Our “Polis DiRaja Malaysia”
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HR Management Consultancy
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HOW DOES IT GO WRONG
WHEN MANY DAILY ACTIONS WITHIN THE COMPANY ARE TOTALLY NOT IN LINE WITH DESIRED IMAGE/ BRAND AND ALL THIS IS SEEN BY THE PUBLIC
WHEN YOUR DESIRED BRAND/IMAGE SAYS 1 THING AND YOUR HIRING EFFORTS/ACTIONS SHOW ANOTHER (THAT IS SO DIFFERENT)
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HR Management Consultancy
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HOW TO GET IT RIGHT
DO AS YOUR IMAGE/BRAND DICTATES
• IN TERMS OF HIRING• IN BUILDING THAT IMAGE IN
PROSPECTIVE CANDIDATES
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HR Management Consultancy
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HOW TO GET IT RIGHT
Let us Assume that you want to Deploy actions to suit an image/
brand that you are –An Employer of Choice
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HR Management Consultancy
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WHEN HIRING – WHAT IS IMPORTANT IN RELATION TO IMAGEWhat does a Candidate want to see when he seeks new Employment?1. View a Good Job Advertisement 2. Receive Acceptable Reviews from
Friends/public3. Informative (interactive) Website4. Location, Building Frontage &
Cleanliness 5. Good Reception on Arrival6. Interview Done Well/Pleasant
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HR Management Consultancy
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WHEN HIRING – WHAT REINFORMCES IMAGE/BRANDWhat does a Candidate want to see when he seeks new Employment?7. Quick Decision & To Inform 8. Good (at least decent) C&B
Package*9. Prospects for Career Development10. Good Immediate Superior (Boss) 11. Warm reception on the First DayAll the above will build or break your desired Company Image/Brand
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HR Management Consultancy
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A GOOD JOB ADVERTISEMENT
Pleasant to the eyes (when viewed)Catches the attention of readersIntroduction, Job Description, Job Specifications, Easy ContactProper Grammar & Sentence StructureEnough Details (not too brief/long)
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HR Management Consultancy
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Hopefully you have a good public impression If none – Good. Build from scratchOnce lost – hard to get back On-going effort to build +ve ImageIt comes from everything we do and that seen by candidates/the public
Good Reviews from Friends/ Public
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HR Management Consultancy
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• A decent website that has your Company Information
• Easily accessible & works• Contactable
Informative Website
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HR Management Consultancy
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• Located in a decent part of the town/state. Or a Well known place (kulim Hi-Tech)
• Nice frontage/facade• Pleasant office layout• Clean & tidy
LOCATION, BUILDING FACADE & CLEANLINESS
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HR Management Consultancy
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• Well received by Reception/HR• Good Clean, tidy & well
designed Application Forms• Does Not wait long• Pleasant and clean interview
room• A drink of water (perhaps)
Good Reception on Arrival
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Interview Done Well
• Pleasant Interviewers• Correct/friendly Atmosphere
during interview • Ask questions diplomatically,
correctly
Candidate must leave happy with the thought that he has a chance for the job
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HR Management Consultancy
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Quick Decision & To Inform• Company should decide &
inform of outcome of interview ASAP
• KIV, Rejects – send letter to inform politely
• Shortlisted after 1st interview –inform and build anticipation
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HR Management Consultancy
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Good C&B Package
• Salary offered must be competitive or better
• Benefits must be from good to excellent
In short – to be above market average
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HR Management Consultancy
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Prospects for Career Development• Interview must explain Career
Development prospects to candidate
• Candidate MUST know if there is a Career for him in your company
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HR Management Consultancy
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Good Immediate Superior• Pleasant• Correct Chemistry• Team Player• Supportive• Mentor figure*• Can further grow Candidate’s
Career Development
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HR Management Consultancy
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Warm Reception on the 1st Day• Good 1st Day Reception• Efficient Form Filling/Processing• Orientation• Employee Introduction • Job Introduction
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HR Management Consultancy
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Employee Branding – From Strategy to Deployment
• Need not have all the above, Only a majority
• Implement Consistently • SOP/Standardize these actions
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HR Management Consultancy
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THANK YOU
