Employer branding, candidate attraction and employer of choice June 2013
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Employer branding, candidate attraction and employer of choice June 2013

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Half day open training event covering employer branding, becoming or remaining an employer of choice and candidate attraction held in Toronto

Half day open training event covering employer branding, becoming or remaining an employer of choice and candidate attraction held in Toronto

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Employer branding, candidate attraction and employer of choice June 2013 Employer branding, candidate attraction and employer of choice June 2013 Presentation Transcript

  • Employer of choice, candidateattraction and employer brandingby Toronto Training and HRJune 2013
  • CONTENTS5-6 Definitions7-8 Types of branding9-10 Brand characteristics11-12 Stages of brand development13-14 Cycle of employer branding15-16 Drivers of the employer brand17-18 Elements of employer branding19-21 Factors determining the perception of the employer brand22-23 Preferences24-25 Factors influencing the choice of employers26-27 Developing the employer brand strategy28-29 What do employer brand leaders do?30-31 Developing a strong employer brand32-33 Employer brand platforms34-35 Job descriptions-employer brand36-37 Drill38-39 Image of the organization40-41 Values42-43 Employee value proposition44-45 Being a good employer46-47 Law firms in Asia48 Case studiesPage 2
  • Page 3Introduction
  • Page 4Introduction to Toronto Trainingand HRToronto Training and HR is a specialist training andhuman resources consultancy headed by Timothy Holden10 years in banking10 years in training and human resourcesFreelance practitioner since 2006The core services provided by Toronto Training and HRare:Training event designTraining event deliveryReducing costs, saving time plus improvingemployee engagement and moraleServices for job seekers
  • Page 5Definitions
  • Definitions• Employer of choice• Candidate attraction• Employer brandingPage 6
  • Page 7Types of branding
  • Types of branding• Internal• ExternalPage 8
  • Page 9Brand characteristics
  • Brand characteristics• Core• Augmented• HaloPage 10
  • Page 11Stages of branddevelopment
  • Stages of brand development• Identity• Meaning• Response• RelationshipPage 12
  • Page 13Cycle of employerbranding
  • Cycle of employer brandingLower recruitment costsPositive word of mouth communicationMotivated employeeQuality productand affiliationEmployeeretentionEmployee affiliation towardsorganizationMatching employee expectationEmployee centred initiativeAcquisition of right talent
  • Page 15Drivers of the employerbrand
  • Drivers of the employer brand• Communication effectiveness• Socially responsible corporatecitizen• Developing talent• Delivery of brand promise• Stimulating and challengingwork opportunities• Mentoring• Employee advocacy• Working relationships• Performance management• Work-life balancePage 16
  • Page 17Elements of employerbranding
  • Elements of employer branding• Organizational characteristics• People and culture• Remuneration andadvancement• Job characteristics• Employer reputationPage 18
  • Page 19Factors determining theperception of theemployer brand
  • Factors determining the perceptionof the employer brand 1 of 2• A good work-life balance• A pleasant and stimulatingworking environment• Competitive salaries andemployee benefits• Financial health• Good training opportunities• Interesting job content• Long-term job securityPage 20
  • Factors determining the perceptionof the employer brand 2 of 2• Opportunities for careeradvancement• Progressive policies concerningthe environment and society(CSR)• Strong managementPage 21
  • Page 22Preferences
  • Preferences• Gender• Age• Education• Singles v married• Share of incomePage 23
  • Page 24Factors influencing thechoice of employers
  • Factors influencing the choice ofemployers• Financially healthy• Long-term job security• Competitive salaries andemployee benefits• Career progressionopportunities• Good training• International/global careeropportunities• Pleasant working atmosphere• Strong managementPage 25
  • Page 26Developing the employerbrand strategy
  • Developing the employer brandstrategy• Questions to askPage 27
  • Page 28What do employer brandleaders do?
  • What do employer brand leadersdo?• Strategic thinking• Able to influence executiveleadership and acrossfunctional lines of theorganization• Global perspective• Adopting the role oforganizational ambassador• Build and nurture a globalnetwork of stakeholders• Effectively build internal andexternal teamsPage 29
  • Page 30Developing a strongemployer brand
  • Developing a strong employerbrand• Understand the organization• Create a compelling brandpromise• Develop standards to measurethe fulfillment of brandpromise• Ruthlessly align all peoplepractices to support andreinforce brand promise• Executive the measurePage 31
  • Page 32Employer brand platforms
  • Employer brand platforms• Employee platform• Strategic platformPage 33
  • Page 34Job descriptions-employerbrand
  • Job descriptions-employer brandPage 35
  • Page 36Drill
  • Page 37Drill
  • Page 38Image of the organization
  • Image of the organization• People and culture• Remuneration andadvancement opportunities• Job characteristics• Employer reputationPage 39
  • Page 40Values
  • Values• Interest• Social• Economic• Developmental• ApplicationPage 41
  • Page 42Employee valueproposition
  • Employee value proposition• Definition• Five categories• Attributes• USA/Canada v the rest of theworld• Monetary, non-monetary andcombination• Value of a strong EVPPage 43
  • Page 44Being a good employer
  • Being a good employer• Definition• The image• NormalityPage 45
  • Page 46Law firms in Asia
  • Law firms in Asia• China• Hong Kong• India• Indonesia• Japan• Malaysia• Philippines• Singapore• South Korea• Taiwan• Thailand• Vietnam
  • Page 48Case studies
  • Page 49Conclusion and questions
  • Page 50Conclusion and questionsSummaryVideosQuestions