Employer branding<br />by Fluid <br />June 2010<br />
Contents<br />3-4 		Introduction to Fluid<br />5-6		Definitions<br />7-8		Looking for the X factor in a job brand<br />9-1...
Page 3<br />Introduction<br />
Page 4<br />Introduction to Fluid<br />Fluid Consulting Limited (Fluid) is a specialist human resources consultancy headed...
Selection</li></ul>-  Attraction<br />-  Remuneration & Reward <br />-  Outplacement<br />-  Training & HR consultancy<br />
Page 5<br />Definitions<br />
Page 6<br />Definitions<br />
Page 7<br />Looking for the X factor in a job brand<br />
Page 8<br />Looking for the X factor in a job brand<br /><ul><li>First job
Leaving first job
Joining current job
Staying in current job</li></li></ul><li>Page 9<br />Building competitive advantage<br />
Page 10<br />Building competitive advantage<br /><ul><li>Concept
Design
Integration
Evaluation</li></li></ul><li>Page 11<br />Rules of attraction<br />
Page 12<br />Rules of attraction<br /><ul><li>Get ready for a fight
Focus on your audience
Honesty is the best policy
Keep in interesting
Look beyond convention
Consider value as well as cost
Think ahead</li></li></ul><li>Page 13<br />Research costs<br />
Page 14<br />Research costs 1 of 2<br /><ul><li>EXTERNAL FOCUS GROUPS
Recruitment costs
Incentives
Venue hire
Moderation fees
Analysis and reporting
Project management
INTERNAL FOCUS GROUPS</li></li></ul><li>Page 15<br />Research costs 2 of 2<br /><ul><li>OTHER SAMPLING METHODS
Telephone interviews
Online surveys
Street surveys
Omnibus research</li></li></ul><li>Page 16<br />Talent and the recruitment marketing mix<br />
Page 17<br />Talent and the recruitment marketing mix<br /><ul><li>Consider
Commit
Contribute
Commend</li></li></ul><li>Page 18<br />The employee platform<br />
Page 19<br />The employee platform<br /><ul><li>WHAT AFFECTS EMPLOYEES
Recruitment and induction
Compensation and benefits
Career development
Employee research
Reward and recognition
Communication systems
Work environment</li></li></ul><li>Page 20<br />The strategic platform<br />
Page 21<br />The strategic platform<br /><ul><li>HOW THE BRAND RELATES TO OVERALL STRATEGY
The mission, vision and values
Corporate social responsibility
Leadership
Corporate reputation and culture
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Employer branding June 2010

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One-day training course delivered in London to an audience of HR practitioners, marketing professionals, recruiters and recruitment advertising agencies.

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Employer branding June 2010

  1. 1. Employer branding<br />by Fluid <br />June 2010<br />
  2. 2. Contents<br />3-4 Introduction to Fluid<br />5-6 Definitions<br />7-8 Looking for the X factor in a job brand<br />9-10 Building competitive advantage<br />11-12 Rules of attraction <br />13-15 Research costs<br />16-17 Talent and the recruitment marketing mix<br />18-19 The employee platform<br />20-21 The strategic platform<br />22-23 Excellence framework<br />24-25 Creating a successful employee value proposition<br />26-27 Employer brand development and communication<br />28-29 What is actively managed?<br />30-31 Working on digital platforms<br />32-33 Real-life example<br />34-35 Bringing the employer brand to life<br />36-37 Limiting reputation damage after job cuts<br />38-44 Developing and maintaining the employer brand<br />45-46 The future of employer branding and HR<br />47-48 Exercise<br />49-50 Case studies<br />51-52 Conclusion and questions<br />
  3. 3. Page 3<br />Introduction<br />
  4. 4. Page 4<br />Introduction to Fluid<br />Fluid Consulting Limited (Fluid) is a specialist human resources consultancy headed by Tim Holden MCIPD <br />10 years in banking<br />10 years in Human Resources consultancy<br />Fluid trading since 2006<br />The core services provided by Fluid are:<br /><ul><li>Retention
  5. 5. Selection</li></ul>- Attraction<br />- Remuneration & Reward <br />- Outplacement<br />- Training & HR consultancy<br />
  6. 6. Page 5<br />Definitions<br />
  7. 7. Page 6<br />Definitions<br />
  8. 8. Page 7<br />Looking for the X factor in a job brand<br />
  9. 9. Page 8<br />Looking for the X factor in a job brand<br /><ul><li>First job
  10. 10. Leaving first job
  11. 11. Joining current job
  12. 12. Staying in current job</li></li></ul><li>Page 9<br />Building competitive advantage<br />
  13. 13. Page 10<br />Building competitive advantage<br /><ul><li>Concept
  14. 14. Design
  15. 15. Integration
  16. 16. Evaluation</li></li></ul><li>Page 11<br />Rules of attraction<br />
  17. 17. Page 12<br />Rules of attraction<br /><ul><li>Get ready for a fight
  18. 18. Focus on your audience
  19. 19. Honesty is the best policy
  20. 20. Keep in interesting
  21. 21. Look beyond convention
  22. 22. Consider value as well as cost
  23. 23. Think ahead</li></li></ul><li>Page 13<br />Research costs<br />
  24. 24. Page 14<br />Research costs 1 of 2<br /><ul><li>EXTERNAL FOCUS GROUPS
  25. 25. Recruitment costs
  26. 26. Incentives
  27. 27. Venue hire
  28. 28. Moderation fees
  29. 29. Analysis and reporting
  30. 30. Project management
  31. 31. INTERNAL FOCUS GROUPS</li></li></ul><li>Page 15<br />Research costs 2 of 2<br /><ul><li>OTHER SAMPLING METHODS
  32. 32. Telephone interviews
  33. 33. Online surveys
  34. 34. Street surveys
  35. 35. Omnibus research</li></li></ul><li>Page 16<br />Talent and the recruitment marketing mix<br />
  36. 36. Page 17<br />Talent and the recruitment marketing mix<br /><ul><li>Consider
  37. 37. Commit
  38. 38. Contribute
  39. 39. Commend</li></li></ul><li>Page 18<br />The employee platform<br />
  40. 40. Page 19<br />The employee platform<br /><ul><li>WHAT AFFECTS EMPLOYEES
  41. 41. Recruitment and induction
  42. 42. Compensation and benefits
  43. 43. Career development
  44. 44. Employee research
  45. 45. Reward and recognition
  46. 46. Communication systems
  47. 47. Work environment</li></li></ul><li>Page 20<br />The strategic platform<br />
  48. 48. Page 21<br />The strategic platform<br /><ul><li>HOW THE BRAND RELATES TO OVERALL STRATEGY
  49. 49. The mission, vision and values
  50. 50. Corporate social responsibility
  51. 51. Leadership
  52. 52. Corporate reputation and culture
  53. 53. People management policies and practices
  54. 54. Performance management
  55. 55. Innovation</li></li></ul><li>Page 22<br />Excellence framework<br />
  56. 56. Page 23<br />Excellence framework<br /><ul><li>Define your employer value proposition (EVP)
  57. 57. Consider the employee and strategic level elements that impact on your employer brand
  58. 58. Analyse the impact of your corporate brand
  59. 59. Identify the market forces that need to be monitored
  60. 60. Identify stakeholders’ , customers’ and prospective employees’ perception of your employer brand</li></li></ul><li>Page 24<br />Creating a successful employer value proposition<br />
  61. 61. Page 25<br />Creating a successful employer value proposition<br /><ul><li>Image
  62. 62. Identity
  63. 63. Profile</li></li></ul><li>Page 26<br />Employer brand development and communication<br />
  64. 64. Page 27<br />Employer brand development and communication<br /><ul><li>Discovery
  65. 65. Analysis, interpretation and creation
  66. 66. Implementation and communication
  67. 67. Measurement, maintenance and optimisation</li></li></ul><li>Page 28<br />What is actively managed?<br />
  68. 68. Page 29<br />What is actively managed?<br /><ul><li>Recruitment advertising
  69. 69. Employee communications
  70. 70. Learning and development
  71. 71. Leadership and management behaviours
  72. 72. Careers website
  73. 73. Performance management
  74. 74. Public relations
  75. 75. Physical working environment
  76. 76. IT, technology and communications
  77. 77. Compensation and benefits strategy</li></li></ul><li>Page 30<br />Working on digital platforms<br />
  78. 78. Page 31<br />Working on digital platforms<br /><ul><li>Do your research
  79. 79. Don’t do something just because it is new or because everyone else is doing it
  80. 80. Tap into the expertise of an expert
  81. 81. Don’t create something and leave it
  82. 82. Track and measure everything you do online
  83. 83. Integrate your employer branding in digital platforms with your existing recruitment process</li></li></ul><li>Page 32<br />Real-life example<br />
  84. 84. Page 33<br />Real-life example<br /><ul><li>KEY ATTRIBUTES
  85. 85. Competence
  86. 86. Courage
  87. 87. Human insight
  88. 88. Humour
  89. 89. Realism
  90. 90. Thoughtfulness</li></li></ul><li>Page 34<br />Bringing the employer brand to life<br />
  91. 91. Page 35<br />Bringing the employer brand to life<br /><ul><li>Books, games and DVDs
  92. 92. Brand champions
  93. 93. Events and workshops
  94. 94. Role of HR
  95. 95. Internal communications
  96. 96. Internet</li></li></ul><li>Page 36<br />Limiting reputation damage after job cuts<br />
  97. 97. Page 37<br />Limiting reputation damage after job cuts<br /><ul><li>Be sympathetic to employees
  98. 98. Offer leaving employees support to find a new job
  99. 99. Communicate as clearly and factually as possible
  100. 100. Make sure remaining employees know what is expected of them
  101. 101. Ensure line managers offer praise and incentives
  102. 102. Streamline your employer branding strategy to concentrate only on crucial elements</li></li></ul><li>Page 38<br />Developing and maintaining the employer brand<br />
  103. 103. Page 39<br />Developing and maintaining the employer brand 1 of 6<br /><ul><li>GOALS
  104. 104. Alignment to vision and value
  105. 105. Increase recruitment performance overall
  106. 106. Compete effectively for labour in local markets
  107. 107. Increase employee satisfaction
  108. 108. Compete effectively for labour in the national and international markets
  109. 109. Improve productivity and service delivery
  110. 110. Reduce attrition
  111. 111. Reduce costs of HR</li></li></ul><li>Page 40<br />Developing and maintaining the employer brand 2 of 6<br /><ul><li>Sell the benefits
  112. 112. Join it up
  113. 113. Meet the ‘on-a-shoestring’ challenge
  114. 114. Engage your people
  115. 115. Communicate
  116. 116. Think to the future</li></li></ul><li>Page 41<br />Developing and maintaining the employer brand 3 of 6<br /><ul><li>Think it through
  117. 117. Get top-level buy-in
  118. 118. Get marketing involved
  119. 119. Get the brief right
  120. 120. Invite the right partner to pitch
  121. 121. Make your decision for the right reasons
  122. 122. Understand the process and the costs
  123. 123. How will you roll it out?
  124. 124. How will you measure success?</li></li></ul><li>Page 42<br />Developing and maintaining the employer brand 4 of 6<br /><ul><li>Make a start
  125. 125. Show a return on investment
  126. 126. Decide what you want to be famous for
  127. 127. Take your partners
  128. 128. Talk to your own people first
  129. 129. Launch it to the world
  130. 130. Keep your promises
  131. 131. Don’t forget to measure
  132. 132. Remember, a brand is for life</li></li></ul><li>Page 43<br />Developing and maintaining the employer brand 5 of 6<br /><ul><li>Believe in one brand
  133. 133. Set clear objectives
  134. 134. Get boardroom buy-in
  135. 135. Work with passionate experts
  136. 136. Remember this is science
  137. 137. Remember this is also art
  138. 138. Be flexible
  139. 139. Test it out
  140. 140. Let it live
  141. 141. Measure it</li></li></ul><li>Page 44<br />Developing and maintaining the employer brand 6 of 6<br /><ul><li>IN A HIGH UNEMPLOYMENT ENVIRONMENT
  142. 142. Communicate internally and externally
  143. 143. Research & implement technology
  144. 144. Standardised templates
  145. 145. Delegate a single point of contact
  146. 146. Engage with talent</li></li></ul><li>Page 45<br />The future of employer branding and HR<br />
  147. 147. Page 46<br />The future of employer branding and HR<br /><ul><li>Brand management in the employer brand area
  148. 148. HR may split in two
  149. 149. Tomorrow’s CEO may spend as much time working on their organisation’s reputation than with the investment community
  150. 150. Suppliers to HR will have to relate successfully to new and higher levels of client management and be able to see their contribution in the context of the overall brand</li></li></ul><li>Page 47<br />Exercise <br />
  151. 151. Page 48<br />Exercise <br />
  152. 152. Page 49<br />Case studies<br />
  153. 153. Page 50<br />Case studies<br />
  154. 154. Page 51<br />Conclusion & Questions<br />
  155. 155. Page 52<br />Conclusion<br />Summary<br />30 things you need to know about employer brands<br />Questions<br />

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