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REINVENTIONA LEADERONOMICS LEARNING SESSION
Reinventing your
Employee Brand
for the 21st
century
Roshan Thiran
www.facebook.com/roshanthiran.leaderonomics
Key question: Why do they keep winning?
Clearly, because of:
• Leadership • And/or the “CEO” brand
• Great process/structures in place• And/or “the stories” and perception of the organisational
practices
• Amazing culture• And/or “the stories” about their culture and rituals and
testimonials
• Great business model & products• And/or the “marketing” efforts of their model
Being an Employer of Choice (EOC): 1 consistent Story
“Cool office, great
work environment,
free food!”“We will make you a
great leader”
What Your Employees Want
Mentors75%
Regular
Feedback
80%
TIME Moneyland
2012
Freedom70%
81%
Mobility
TIME Moneyland
2012
63%look at
corporate
brand &
company
reputation
Kelly Global Workforce Index
2012
46%is perpetually
seeking career
progression
Michael Page
International,
Malaysia 2012
40%very ‘restless’
as they are
not happy
and fulfilled
at their
current
workplaceMPI,
Malaysia
Self fulfillment &
to be part of something
great
“Loving my job!”
“Doing what I love”
“Engage and interact”
“To be in a company that makes
a statement about something”
The TENSION - Employees vs. employers:
Profit,
competency,
skill-based,
long-term
commitment
Self fulfillment,
personal growth
& be part of
something great
Old values/standards applied
in a new 21st century world
Employers Employees
We TellThe Stories
stand for?What do we really
We spend MILLIONS on product branding & stories about products and services...
Brands spend billions of $$$, time, effort,
with the hope that you get the value of
purchasing their product over other brands.
Its not about that!
It’s all about the stories we tell others and each other.
INTERNAL INITIATIVES
Talent Assessments
EXTERNAL MEASURES
Training & Development
Talent Acceleration
Holistic Employee/Family Engagement
Best Practice Strategy, Structure
Employer Branding
Leadership/CEO Branding
Awareness of Internal Measures
Impactful Community Engagement
Media Coverage
CULTURE
Reinventing the “employer of choice" Framework
PROCESS
INTERNAL INITIATIVES
Talent Assessments
Training & Development
Talent Acceleration
Holistic Employee/Family Engagement
Best Practice Strategy, Structure
A WINNING
CULTURE
So how do create “stories to tell” which will excite our customers and employees?
PROCESS &
STRUCTURES
Start with creating
Then talk and brand your culture
Build your internal infrastructure fully
Principle
Talent needs to be BRANDED and made to feel like they are
special and mean something to the organisation and its
mission. They also want to work for someone that is
known and stands for something
Process and Tools
External Branding initiatives
Stories about the organisationthat includes them
External Perception of the Organisation & Leadership
External brand of the CEO/leaders in the company
Principle
Talent needs to be MANAGED & DEVELOPED. This includes enabling talents to maximise
potential and grow
Process and Tools
Succession Planning
Performance Mgmt
Career Paths
Talent Pools
Leadership Development Programmes
Learning Curriculum
Talent Acceleration Programmes
Feedback & Reflection
Principle
Identify & select leaders that have the passion, desire and ability to make a difference
in your organisation
Process and Tools
Entry Level Leadership Program
Competency Model/Values
Enterprise Assessment System
Interviews & Assessments
On-boarding
Cultural Assimilation
Principle
To engage talent, 2 key factors:
1. Internal motivations (comp/ben, feeling a part of a
bigger purpose, etc)
2. External factors (including their family and important
elements that are significant to them)
Process and Tools
Family Events – eg youth camps for employee kids
Involvement in university campuses/events
Engagement Programmes
Total Rewards Structure (Comp & Ben)
Culture of Organisation
Internal Infrastructure – Are you building the Internal Measures needed to be EOC?
Employee Acquisition
Employee Development
Employee Engagement
Employee Branding
EXTERNAL MEASURES
Employer Branding
Leadership/CEO Branding
Awareness of Internal Measures
Impactful Community Engagement
Media Coverage
Focus on the right side of the “employers of choice” Framework1. Reinvent your HR person into your chief
marketer of your internal initiatives and stories.
2. Focus on one key area you would like to consistently talk/brand about your organisation (like GE, Google).
3. Brand your CEO/leaders – Ensure they are human and accessible to all.
4. Tell stories about the roles and jobs in your organisation – you have cool jobs! Yes you do.
5. Highlight lessons learn (good and bad) that your organisation has learnt from.
6. Really impact the community and families so more stories are told.
Your Story – how do you tell it and ensure it’s shared?
Real stories
branding employee initiatives,
leadership, culture in your
organisation
Create 1 story – Same story told in many ways
External Processes – Kids Camps for Employees’ Children
For Employees’ Children Enhance employee engagement & appreciation to you – children are their treasures.
Platform for youth leadership & building brand engagement with future generations.DoingGood & nation building… and still adding value to your employee brand.
External Processes – Employee involvement in Universities
Leadership Clubs in universitiesBuilding your employer brand and presence in campus by simply funding a leadership
club in a university
External Processes – Employee Branding & Storytelling Campaign
Highlight your employee brand and themeBe clear about your what your employee brand and themes are and keep highlighting them
Brand Your Roles“A Day in the Life of”
Brand Your CEO and what he/she stands for“My First Job”
“Dare to Fail”
Brand Your Culture“Life @ YourOrganisation”
Brand Your PeopleHighlight promos and top talent
Brand HR initiativesShowcase the good work that you and your team are doing
EMBRACING
REINVENTION
www.leaderonomics.com
www.facebook.com/roshanthiran.leaderonomics
