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 empl...
Page 3Introduction
Page 4Introduction to Toronto Trainingand HRToronto Training and HR is a specialist training andhuman resources consultanc...
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 ...
Page 15Drivers of the employerbrand
Drivers of the employer brand• Communication effectiveness• Socially responsible corporatecitizen• Developing talent• Deli...
Page 17Elements of employerbranding
Elements of employer branding• Organizational characteristics• People and culture• Remuneration andadvancement• Job charac...
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 stimulatingworkin...
Factors determining the perceptionof the employer brand 2 of 2• Opportunities for careeradvancement• Progressive policies ...
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 ...
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...
Page 30Developing a strongemployer brand
Developing a strong employerbrand• Understand the organization• Create a compelling brandpromise• Develop standards to mea...
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 re...
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-mone...
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• Thail...
Page 48Case studies
Page 49Conclusion and questions
Page 50Conclusion and questionsSummaryVideosQuestions
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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

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  • very useful, is it possible to send one copy to nicky.ji@qq.com



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Employer branding, candidate attraction and employer of choice June 2013

  1. 1. Employer of choice, candidateattraction and employer brandingby Toronto Training and HRJune 2013
  2. 2. 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
  3. 3. Page 3Introduction
  4. 4. 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
  5. 5. Page 5Definitions
  6. 6. Definitions• Employer of choice• Candidate attraction• Employer brandingPage 6
  7. 7. Page 7Types of branding
  8. 8. Types of branding• Internal• ExternalPage 8
  9. 9. Page 9Brand characteristics
  10. 10. Brand characteristics• Core• Augmented• HaloPage 10
  11. 11. Page 11Stages of branddevelopment
  12. 12. Stages of brand development• Identity• Meaning• Response• RelationshipPage 12
  13. 13. Page 13Cycle of employerbranding
  14. 14. Cycle of employer brandingLower recruitment costsPositive word of mouth communicationMotivated employeeQuality productand affiliationEmployeeretentionEmployee affiliation towardsorganizationMatching employee expectationEmployee centred initiativeAcquisition of right talent
  15. 15. Page 15Drivers of the employerbrand
  16. 16. 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
  17. 17. Page 17Elements of employerbranding
  18. 18. Elements of employer branding• Organizational characteristics• People and culture• Remuneration andadvancement• Job characteristics• Employer reputationPage 18
  19. 19. Page 19Factors determining theperception of theemployer brand
  20. 20. 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
  21. 21. Factors determining the perceptionof the employer brand 2 of 2• Opportunities for careeradvancement• Progressive policies concerningthe environment and society(CSR)• Strong managementPage 21
  22. 22. Page 22Preferences
  23. 23. Preferences• Gender• Age• Education• Singles v married• Share of incomePage 23
  24. 24. Page 24Factors influencing thechoice of employers
  25. 25. 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
  26. 26. Page 26Developing the employerbrand strategy
  27. 27. Developing the employer brandstrategy• Questions to askPage 27
  28. 28. Page 28What do employer brandleaders do?
  29. 29. 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
  30. 30. Page 30Developing a strongemployer brand
  31. 31. 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
  32. 32. Page 32Employer brand platforms
  33. 33. Employer brand platforms• Employee platform• Strategic platformPage 33
  34. 34. Page 34Job descriptions-employerbrand
  35. 35. Job descriptions-employer brandPage 35
  36. 36. Page 36Drill
  37. 37. Page 37Drill
  38. 38. Page 38Image of the organization
  39. 39. Image of the organization• People and culture• Remuneration andadvancement opportunities• Job characteristics• Employer reputationPage 39
  40. 40. Page 40Values
  41. 41. Values• Interest• Social• Economic• Developmental• ApplicationPage 41
  42. 42. Page 42Employee valueproposition
  43. 43. Employee value proposition• Definition• Five categories• Attributes• USA/Canada v the rest of theworld• Monetary, non-monetary andcombination• Value of a strong EVPPage 43
  44. 44. Page 44Being a good employer
  45. 45. Being a good employer• Definition• The image• NormalityPage 45
  46. 46. Page 46Law firms in Asia
  47. 47. Law firms in Asia• China• Hong Kong• India• Indonesia• Japan• Malaysia• Philippines• Singapore• South Korea• Taiwan• Thailand• Vietnam
  48. 48. Page 48Case studies
  49. 49. Page 49Conclusion and questions
  50. 50. Page 50Conclusion and questionsSummaryVideosQuestions
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