Great Place to Work Employer Branding PAPER
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Great Place to Work Employer Branding PAPER

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Great Place to Work Employer Branding PAPER

Great Place to Work Employer Branding PAPER

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Great Place to Work Employer Branding PAPER Great Place to Work Employer Branding PAPER Presentation Transcript

  • An EffectiveHR ToolEMPLOYER BRANDING
  • AgendaWhat is my brand? - EnergizerWhy employer brand?Corporate, internal & employer brandHow to design your employer brand?Common pitfalls in employer branding?Q & A
  • ENERGIZERWhat is my brand line?
  • Three words/statements to describe One that is most like me One that I aspire to be One that is most unlike meYou should write the abovein a different orderWHAT IS MY BRAND LINE?
  • Excellent communicatorHumorousLovableSAMPLE - WHAT IS MY BRAND LINE (IN ANYORDER)
  • “Brand” ?
  • MATCH THE FOLLOWING:HLLRelianceInfosysProfitsLeadershipMarketing SkillsHLL ProfitsRelianceHLL ProfitsInfosysRelianceHLL ProfitsMarketing SkillsInfosysRelianceHLL ProfitsLeadershipMarketing SkillsInfosysRelianceHLL Profits
  • HLLRelianceInfosysHLLHLLRelianceHLLInfosysRelianceHLLInfosysRelianceHLLBrand is an INTANGIBLE ASSETLeadershipInfosysReliance ProfitsHLL Marketing SkillsMATCH THE FOLLOWING:
  •  Is a relationship/emotional connection Is an experience expectation Is a commitment both ways Is a love affair Is a philosophyBRAND
  • 10“Nothing kills a bad product or service faster than good advertising”REALITY CHECKBrandstrengthCommunicationBrand Awareness Brand ExperienceBranding without living the brand promise is suicide!
  • INTERNAL BRANDING
  • BehavioursPerformanceInfluences – Touch pointsPerceptionPERCEPTION – BEHAVIOURS
  • INTERNAL BRANDINGInternalBrandingCustomersImage Brand identityBrand personalityCore valuesOrganizationMission CultureVision• Before projecting the Brand to outsiders (stakeholders), it should beadopted by the Insiders.• It has to be deeply rooted in something existing, solid & permanent in orderto be plausible and convincing.Brand valuesBranding efforts within the organization that enables an organizationto build cooperation, collaboration and alignment with their internaland external customers on the products, policies and functioning of theorganization.
  • The extent to which the brand beliefs are being lived byemployees of the Organisation (and demonstrated asappropriate brand behaviours) determine the success of internalbrandingInternal branding involves: Communicating the brand effectively to the employees Convincing employees of its relevance and worth Successfully linking every job in the Organisation to deliveryof brand essence.INTERNAL BRANDING
  • Internal Branding
  • AgendaWhat is my brand? - EnergizerWhy employer brand?Corporate, internal & employer brandHow to design your employer brand?Common pitfalls in employer branding?Q & A
  • “Organizations compete in two markets,for clients and for talented people”- Dr Karl Erik SveibyREALITY CHECK
  • “Employer Brand ” ?
  • MATCH THE FOLLOWING:Texas InstrumentsGoogleEureka ForbesFreedom & CreativityEmployee InvolvementLearning & Dev.
  • Representation of the organization in sucha way that 2 basic questions are answered : Why should I start working for thisorganization? Why should I stay working for thisorganization?EMPLOYER BRANDING DEFINED…
  •  When the employees actively engage in delivering, With pride the products and solutions both internallyand externally, In the unique way, aligned to the brand promise Living the brand & values!WHAT REALLY MAKES THE DIFFERENCEBETWEEN GOOD AND GREAT EMPLOYERBRANDS?
  • An Employer Brand (like any brand)is what you do, not just what yousay!EMPLOYER BRANDING DEFINED…The image of your organisation as a ‘great place to work’ inthe mind of current employees and key stakeholders in theexternal market (active and passive candidates, clients,customers and other key stakeholders).- Minchington (2005)
  • THE EMPLOYEE VALUE PROPOSITIONDRIVES THE CUSTOMER VALUEPROPOSITION
  • You don’t have to be the choice for everyoneThe CandidatePool≠Your CandidatePoolImproveyourchances ofhiring therightpeople byfocusingyour brandon the rightcandidatesTHE KEY THING TO REMEMBER
  • HOW DOES AN EMPLOYER BRAND LOOK?
  • Brand PromiseBrand positioningDelivery of PromiseCore Values form thecore of this modelCOREVALUESLong-term valueEMPLOYER BRAND EXPERIENCE MODEL
  • Interview StyleEngaging eventsRecruitment offersPromises madeMarketing/AdvertisingMarket PerceptionInternet websiteCareer fairsOpen daysEventsE-recruitmentBrand PromiseBrand positioningDelivery of PromiseInduction ExperienceWork environmentManagement styleJob satisfactionLearning/DevelopmentRetention StrategiesAmbassadorsAlumni clubsReferralsExit interviewsNetworking eventsCOREVALUESLong-term valueLiving the Employer brand at every Moment ofTruthMOMENTS OF TRUTH-EMPLOYEE TOUCHPOINTS
  • WHAT ARE THEBENEFITS OF EMPLOYERBRANDING?
  • IncreasedProductivity• Caliber of Employees• Quality Products• Innovation, Creativityand Risk-TakingLower Costs• Turnover Costs• Resistance to Change• Health-Care CostsGreater RetentionCustomer Loyalty and Profitability* Based on over 25years of Research by Great Place To Work InstituteBUSINESS BENEFITS OF EMPLOYERBRANDING IN A GREAT PLACE TO WORK®
  • *Source - "100 Best" data provided by Great Place to Work® Institute, Inc. Comparative dataprovided by BLS. "100 Best" data includes FT & PT turnover; BLS data includes the same, inaddition to turnover for temp/contract workers4.3%8.2%7.2%4.7%5.2%9.6%18.3%12.5%17.4%13.8%10.7%23.5%ConstructionFinancial Svcs & InsuranceHealth Care & Social AssistanceInformation TechnologyManufacturing & ProductionProfessional & Business SvcsIndustry Average (%) 100 Best (%)VOLUNTARY TURNOVER“100 BEST” VS. INDUSTRY AVERAGE
  • 0.00%2.00%4.00%6.00%8.00%10.00%"100 Best"ResetAnnually"100 Best"Buy and HoldS & P 500 Russell 300010.30%6.44%2.95% 3.27%Annualized Returns 1998-2009 SOURCE:RussellInvestmentGroup, 2010“100 BEST” VS. STOCK MARKET1998-2009 ANNUALIZED RETURN
  • SOURCE:RussellInvestmentGroup, 20100.00%50.00%100.00%150.00%200.00%250.00%"100 Best" ResetAnnually"100 Best" Buyand HoldS & P 500 Russell 3000224.36%111.39%41.70%47.06%Cumulative Returns 1998-2009“100 BEST” VS. STOCK MARKET1998-2009 CUMULATIVE RETURN
  •  Platform for communicating with current andprospective employees Litmus test for organizational action and behavior Filters out poor fits Less leave for wrong reasons/more leave for rightreasons Helps potential and current employees answer:Where am I going?What am I part of?WHAT AN EMPLOYER BRAND CANDELIVER
  • POSSIBLE BENEFITS An effective employer brand and positioning in the talent market A roadmap for delivering the brand promise Better employee retention A committed, motivated and enthusiastic workforce leading to amore spirited ownership of all organizational initiatives Greater bonding between the management and employees andtherefore ability to draw out the best in each other Climate of trust and confidence amongst the employees leading togreater comfort and therefore greater productivity Improved sense of belongingness at junior levels
  • AgendaWhat is my brand? - EnergizerWhy employer brand?Corporate, internal & employer brandHow to design your employer brand?Common pitfalls in employer branding?Q & A
  • CORPORATE BRANDCorporate Brand•Logo, symbol, trademark•An image•Corporate vision, values•Mission statement•A catchy song, slogan•Caters to a specific niche,target market•Positioning statement•An experienceBrand ImageBrand -PersonalityBrand EquityBrand -PositioningBrand IdentityCorporatebrands aretypicallyrecognizablein theexternalmarket.LeadstoLeadstoInternal Brand•Extension ofcorporate brand•Embodiescorporate vision,values•Consistent withmission statement•Reflected inpeople/HR policiesand programs•Employer valuepropositionCommunicated to employeesCommunicated to customers/stakeholdersBrand ImageBrand -PersonalityBrand EquityBrand -PositioningBrand IdentityExternalBrandBrand ImageBrand -PersonalityBrand EquityBrand -PositioningBrand Identity
  • Corporate Brande.g. Whatever it takesVision,Mission,Values,cultureEmployer BrandWhy will the right people join usand stay with us?Internal Brandinge.g. People willing to do“Whatever it takes”Employee ExperienceTO SUM UP…
  • Identification of CorporateBrand Attributes or CorevaluesAnalysis of existingsituationProcess for EmployeeBranding –Vision & Values(Employer Brand Attributes)Corporate Identity (that cancommunicate the essence ofthe company)Research with stakeholders(Distance between yourintention and customerinterpretation)Articulation of CorporateBrandArticulation of EmployerBrand and BrandAttributesEmployer Brand & BrandAttributes are finalizedFILTERDesign/Align TalentManagement processeswith Employer BrandRevisiting after one yearCreating Corporate BrandParallelogram throughinterrogation of keyconstituenciesHow will the brand contribute topeople’s sense of well-being?What will be the non-financialmeasures of success?What are our fundamentalbeliefs / valueWhat will convey these values -apart from advertising & PR?HOW DO YOU ALIGN EMPLOYER BRAND WITHTHE CORPORATE BRAND?
  • AgendaWhat is my brand? - EnergizerWhy employer brand?Corporate, internal & employer brandHow to design your employer brand?Common pitfalls in employer branding?Q & A
  • Employee...have pride in whatyou do...Job...and enjoy the people youwork withOther EmployeesTrust the people youwork for...ManagementRelationships are the key…..46A GREAT PLACE TO WORK IS ONE WHEREYOU:
  • Individuality is valuedWelcoming AtmospherePart of something largerTwo way CommunicationManager’s CompetenceIntegrity – Reliability of ManagementProfessional SupportCollaborationDemonstrated CaringFor the JobAbout my TeamWith the OrganizationEquityImpartialityJusticeTRUSTCredibilityRespectPrideFairnessCamaraderieESSENTIAL ELEMENTS OF A GREAT PLACETO WORK®
  • • Plot the currentpositioning in theform of a spider-graph (1=low,5=high) acrossthe 6 areas• Plot the futuredesiredpositioning• Identify the gapsbetween the two• What actions canbe taken to bridgethe gap ?5432112345Image CultureRewards/CompensationWorkenvironmentWorklifebalanceKnow-howEMPLOYER BRAND EXPERIENCE MODEL
  • Knowing Yourself Knowing yourcompetitionKnowing yourEmployee ProfileMotivating your ProfileEmployeeBecoming the choice Aligning peoplepracticesEMPLOYER BRANDING WORKSHEET
  • 1. KNOWING YOURSELF Know yourselfKnow your weaknessesKnow your strengths Know your peopleWho fits?What do they need?What excites them?
  •  On your worksheet, create a list of the strengths and weaknesses ofyour organization as an employer Image Culture work-life balance Reward/compensation Work environment and anything else you can think of (e.g. trainingand development, growth opportunities) Plot the above on the Employer Brand ExperienceModel1. KNOWING YOURSELF
  •  On your worksheetChoose one talent competitordoesn’t have to be a direct competitorcould be “thinking outside the box”List the things that your competitor does betterthan you as an employer that give them anadvantageList the things that give you an advantage overthem2. KNOWING YOUR COMPETITION
  • e.g Company XChoose one talent competitor -traditional or newList the things that your competitor does betterthan you as an employer that give them anadvantageGlobal Brand ImageGlobal exposure/secondmentCompensationFlexibility wrt policies (Nopermission reqd. from HO)Great work culture (care &respect )Multiple career tracksEncourage experimentation &learningList the things that give you an advantage overthem2. KNOWING YOUR COMPETITION
  •  On your worksheet…taking into consideration the strengths andweaknesses of your organization relative to yourtalent market competitioncreate a profile of the person who would behappyhealthyproductive3. KNOWING YOUR EMPLOYEE PROFILE
  • Profile of a person who would behappy, healthy and productive in your organizationStrong affiliation needsLikes flexibility & non-hierarchical environmentPride in “Indian”achievementLikes to experiment & trynew things3. KNOWING YOUR EMPLOYEE PROFILE
  •  On your worksheet…list some of the things that make your profileperson happy and productiveis itmoneychallengework-life balancedevelopment4. MOTIVATING YOUR PROFILE EMPLOYEE
  • Things that make your profile person happy andproductive1.Feeling of being cared for2. Feeling of being respected3. Freedom to experiment & learn4. Pride in contributing to India’simage4. MOTIVATING YOUR PROFILE EMPLOYEE
  •  Know your organization Know your competition for talent Know the profile of the people who will be happy andeffective at your organization Develop programs and benefits that will motivatethose people Communicate the “brand” in the market ….to help you get the right people in the door andkeep them…more cost effectively5. BECOMING THE CHOICE
  • Programs and benefits that will motivate thosepeople 1.Employee engagement skillsworkshops2.Publication of achievements injournals3. Budget for learning/ mistakes1. Communicate the Vision2. Active leadership in industryforums3. Lead a Civic initiative inpartnership with othersStrategies to communicate the “brand” in themarket5. BECOMING THE CHOICE
  • EMPLOYER BRANDTOUCH-POINTSEmployer BrandTouch PointsDirectMarketingActivitiesAdvertisingCompanyWebsiteInterviewprocessInductionAlumniNetworkTransfers/PromotionsLeadershipProgramsCareer FairsAn indicative idea of brand touch-points.
  • PerformanceManagementSelection&StaffingCareerDevelopmentTraining &DevelopmentWork DesignRewards &RecognitionTalent Profile6. ALIGNING PEOPLE PRACTICES
  • • Plot the currentpositioning in theform of a spider-graph (1=low,5=high) acrossthe 6 areas• Plot the futuredesiredpositioning• Identify the gapsbetween the two• What actions canbe taken to bridgethe gap ?5432112345Image CultureRewards/CompensationWorkenvironmentWorklifebalanceKnow-howEMPLOYER BRAND EXPERIENCE MODEL
  • AgendaWhat is my brand? - EnergizerWhy employer brand?Corporate, internal & employer brandHow to design your employer brand?`Common pitfalls in employer branding?Q & A
  •  Not aligning with business strategy Branding by opinion not data Not understanding the target segment Lack of differentiation Not leveraging every communication channel Employee experience divergent Not considering employer brand throughout the life-cycle of the employeeCOMMON MISTAKES IN EMPLOYERBRANDING
  • AgendaWhat is my brand? - EnergizerWhy employer brand?Corporate, internal & employer brandHow to design your employer brand?`Common pitfalls in employer branding?Q & A
  • Take the first step in building yourEmployer Brand- Register for“India’s Best Companies to WorkFor – 2011 Study today”Register atwww.greatplacetowork.inor contactgreatplace@greatplacetowork.inRalsi SharmaTel: 09920866406