Employer Branding Workshop, building Talent Relationships

Alexander Crépin inHR.nl
Workshop
Employer Branding
Explained
Building Talent Relationships
HR = Human Relations & Result Management
by
Alexander Crépin

Alexander Crépin
building agile organizations for sustainable success
Crépin Consult
Talent Acquisition, Engagement & Employability
HR & Social Media
HR & CSR
www.crepinconsult.nl

Successful organizations
are able to establish instant access to
the talentsthat know what needs to be
done and are also capable and willing to
help you to do so

Engagement of high quality Talents inside & around your organisation is a bottom line issue in a modern globally competitive world where we should find a balance in a People, Planet & Profit perspective

Establishing instant access totalents
Requires:
Talent Acquisition & Engagement Communication
Building sustainable win-win relationships
This is what we used to call Employer Branding &
Candidate Relationship Management

Looking back:
Job advertising
Employer Brand & Branding

Looking back:
Job advertising

Employer Brand
The imagean organization has
in the mind of
employees & external key talents
being an
an employer of choice

Employer Brand
a collection of perceptions
as a
“great place to work”
in the mind of
(potential) employees

Employer Brand
a critical aspect of the employer’s identity
in the employment marketplace
Identity is critical for building engaging relationships
with talents in the marketplace

Some observations
Every organization has an Employer Brand!
Brand images are abstract, howeververy real!
Every applicant has an image of an employer
“Brands happen” even without paying attention to it
Theperceived brand can easily differ from the desired positioning as employer of choice!
EB’s develop both formally & informally!
Branding aims to influence these images in the desired direction to become

Employer Brand
Quote:
a strong Employer Brand
is as important
as Capital & Goodwill!

A strong Employer Brand
is noticed
is recognized
is like a magnet

A strong Employer Brand enables you
to attract & engage the talent
you need for success
investment in employer branding is worthwhile doing,
it provides ROI!

Brands have a value !

Looking back:
Job advertising

Employer Branding
Developed in the last years of the twentieth century as labour markets tightened and it became harder to recruit & retain staff

Employer Branding Google stats.
Google search some 5 years ago: ± 250 hits
Presently: many, many, many more
This looks like a strong indication that
organisations becoming interested in EB

Employer Brand:
1. What you want to be (positioning)
2. How this is being perceived
internally & externally !

Employer Branding
is about building
positive
awareness & recognition
as a great place to work

Employer branding
the primary purpose is to establish
a positive, meaningful, differentiated presence in the employment market that will increase the ability to attract & retain the talents you need for success

Employer branding
promoting to target groups, internally & externally, a clear view of what makes your organization different & desirable as an employer of choice

Employer Attractiveness Dimensions
Interest Value: The extent to which there is attraction because of the excitement & creativity of the work environment
Social Value: Attraction based on a collegial work environment with an inspiring constructive team atmosphere
Economic Value: Attraction based on salary and benefits
Development Value: Based on recognition of work and career-enhancing opportunities
Application Value:The employee’s ability to apply what they have learned to teach others and interact with stakeholders in a way that is positive and humanitarian
Source: Ewing and Hah

Who is/are interested in Employment Branding?
What is the use of Employer Branding
for a candidate?
……....should you try to tell a candidate what his or her views of an organisation should be? Are you taking people serious by doing so?....

Good Employer Branding provides answers
Whatkind of organization is this?
Whatare they doing?
Howdo they make money?
Whoare involved?
Whatdo they find here, what engages them?
Why do they like it here?
Whatis important for them?
Whatdoes it bring them?
Whywould I like to work here?
What could orwould be my challenges?
Etc etc.

The ideal world:
Employer Positioning
EmployerBranding
Employer Brand = Employerof Choice
Engaged Talents & Quality Applicants Pipeline

Employer Branding Competitive advantage
Candidatesmore, faster & better
Recruitment costs reduced
Cost per hire lower
Differentiation from competition
Salary levels less important
Higher performing employees
Retention less required

Employer branding 2 dimensions
FormalEmployer Branding
&
InformalEmployer Branding

Coffee break
Alexander Crépin www.inHR.nl

all you intentionally do
to position & promote your organization as an
Employer of Choice
towards employees & potential employees
1. Formal Employer Branding

"Your Employer Brand is NOT what you say it is.
It's what your people tell you it is“
Sir Terry Leahy CEO Tesco
“Your brand is what people say about you
when you leave the room” (Jeff Bezos, Amazon.com)
Your brand is also what Google says that you are!
Every organization has an Employer Brand whether you like it or not!
2. Informal Employer Branding

“It is not really possible to “do” Employer Branding”
Your Employer Brand lives inside your organization, so you don’t need marketers to create it !!
2. Informal Employer Branding

“You don’t attract who you want You attract who you are”
John Maxwell

You attract who you are:
What you are doing and don’t do
What you say & promise you will do
What makes you unique & distinguishing
What you all believe in as the right way to do

Feeling good about …your work
Feeling good about …the people you work with
Feeling good about …contributions your work makes
Feeling good about …your management
Feeling good about …yourselves
Feeling time spent at work
is time well spent!

Employer Brand
Authentic employer brands live inside
Your people make them & live by them!
A strong brand acts as the foundation for conduct within organizations.
It is both sustainable & dynamic

Employer Branding
Just as making promises to customers on the outside, leadership of organizations makes promises to its workers on the inside
If you don’t live your promise, you’ll be having problems in the end

A strong Employer Brand
Employer Brand
The image an organization has
in the mind of
employees & external key talents being an
an employer of choice
Employer Brand strength
Attraction of quality talents
Employee engagement & retention
Positive differentiation on employment market
Stakeholder engagement
Employee experience
Actual delivery of the promise throughout the employee lifecycle by contemporary HR management
+
=

Employer Branding
Is all about building & living a total & integrated working experience that engages talents and makes your organization inside & outside being perceived as an employer of choice!

Philips Employer Branding Framework
Campus
recruitment
Exit
interviews
Internship
Career
development
Awareness
Retention
Pre-
Application
Experience
Career site
Performance
review
Post-
Application Experience
Employer
Brand
Management
behavior
Company
brand
Commitment
Consideration
Invitation
letter
Informing /
Involving
people
Application Experience
Engagement
Preference
Introduction
Interview
Rejection
letter
Assessment
Contract
handling

Investing in Employer Branding is bottom line about
Investing in People engagement & development & top performance
It is about “good” HR management

Branding is a concept based on the ideas & experiences of the 20th century
In the industrial Age it was about
being or getting in control
Traditional media supported this perception

Web 2.0 & Social Media
are changing it all

Success in business means
building an engaging relationship with those talents, internally & externally, you need for the success of your business, now and in the future

receiving
Building a relationship is a 2-way street!
Sending
(re)acting
(inter) acting

Web 2.0
2nd generation internet
is all about a 2-way street!

Before starting a working relationship
externally & internally
people want to know
who are we dealing with?

Employer Branding & Web 2.0
People know how to find you!
People know how to find out about you!
If they can’t find anything they will wonder why?

Your Target Talents Google..!

Social Media=Transparency
Transparency :
be real, be authentic
&
there is nothing to fear

Your targeted candidates want to hear an authentic story from REAL PEOPLE, about their total working experience, including the plusses & the minuses
Where do they find these stories?
In Web 2.0 !!

Social Media is about people to people

Coffee break
Alexander Crépin www.inHR.nl

Engaging Talents =
Authentic Storytelling

Your employees & stakeholders
- past, present & future –
should be able & willing
to tell their stories and
pass an engaging message!

Quote:
great Employer Brandsare driven
by people
who fully understand, appreciate,
live, breath and passionately adhere
to the values expressed by their brand
every day!

Employer branding: the internal challenge
Engaged employees will engage other talents
A Chinese proverb illustrates this challenge
Inform me and I`ll forget
Show me and I may remember
Involve me and I`ll understand

Internal Transparency
Your employees will increasingly be expecting you to engage them via social media
This means an interactive conversation with opportunities for feedback & to have an impact on business decisions!

Brands grow from the inside out
.. a brand that is only visible in external communications is less valuable than a brand that is truly lived inside...
.. Winning the war for talent means primarily focusing on the retention of your current talent and [then], building a strong position in your key labour markets…
.. Each and every employee should act as an ambassador of your brand and that requires a strong recognized internal and external employee value proposition ..
Jo Pieters, Philips

Employer Branding:
Bringing the good news
by the right persons
to the right persons
Make sure “they” internally know what to say
and they externally want to know more of it!

Consequences of social media for Employer Branding
Engage & respond to feedback
Responding to candidate & staff opinions makes for a stronger relationship, gaining trust and understanding
Blogging
building up online presence and generating awareness of what it is like to be employed within the company
Social networking
Building relationships with each other being viewable by the public makes organizations seem more approachable and engaging
Advanced search facilities
allow people to find what they are looking for quickly and easily is efficient
People enjoy social media
and are likely to pass on the good message

Be (come) social!
The biggest mistake I’ve seen in folks who are trying to get involved in social media, is that they are not being social enough!
Social media is great for getting the word out about job openings and your organization’s culture –- but you can’t just get the word out and expect results.
You have to work to build relationships with people on social networks and have conversations where there are actual exchanges, which means that you have to stop and listen
Jessica Lee, APCO Worldwide,

You’re not a social media expert
Guess what – no one is
Start by understanding
what social media/Web 2.0 is

Investing in Talent Engagement is a continuous learning process
it is about
being authentic, open & informative
this requires
reflection, perception & using feedback

7 Habits of Highly Effective Employer Brands
1. They’re not afraid to relinquish a little control
2. They embrace new/social media as a recruiting tool
3. They embrace new media as an engagement tool
4. They think outside the Facebooks
5. They ask for employee feedback & actually listen to it
6. They actively encourage learning & development
7. They work in partnership with HR
Mary Lorenz

……. As the world changes and the millennial generations take over, more emphasis will be placed on relational elements – social media will continue to play a huge role in this, as will “brand” – and we will probably have to let go of our rigid definitions as well……..
Donna White

Summary & conclusion

Success in business means
building an engaging relationship with those talents, internally & externally, you need for the success of your business, now and in the future

Employer Brand
a collection of perceptions
as a
“great place to work”
in the mind of
your (potential) employees

a great place to work
Investing in People engagement & development & top performance
It is about “good” HR management
=

“The Employee Experience”
"The Candidate Experience"

If you invest in your people
they will be able & willing
to tell their stories and
pass an engaging message!

Social Media will be/are the platforms
for sharing employee experiences

Controle is over & out
You can’t control social media
Today we no longer control the message in the way we used to;
Today we have to learn to listen to what is being said about "us“ (Keith Robinson)

It is not really possible to
“do” Employer Branding
without “the organization”
Informal Employer Branding

Internally
Externally

The best companies will find use the same social media tools used with consumers to engage present, former & potential future workers
They will monitor what is said via social media and react to feedback and criticism
Libby Sartain

Today any talent brand must be able to survive in an open social media world
Now that we instantly share any idea with millions of people, the question for many business leaders is how to use these social media to open up communications with (associated) workers & customers, while protecting the reputation as a solid supplying organization and as an employer of choice?
Libby Sartain

Doing Good HR
Will Do You Good!
and provide instant access to
the talentsthat know what needs to be done and are also capable and willing to help you to do so!

Good HR will enable (recruitment) to build engaging relationships (together) with talented people
HR:
Human Relations management for Human Results!

OK or not?

Questions?
Photo by jn2race

Looking for a
challenging
contemporary
Talent Management
Sparring Partner ?
www.ailo.nl

Alexander Crépin
Talent Acquisition services portfolio
Talent Relationship Management
TalenTTipper, International Employee Referral Services
Talent Pipeline Management
Talent Community Development & Management
Talent 2.0 Mobility & Employability
INTERIM, PROJECTS, COACHING, CONSULTING & TRAINING

Call for information
Alexander Crépin
+ 31 653 641 905
info inHRMnl
Twitter.com/alexandercrepin
http://www.linkedin.com/in/alexandercrepin
.
@

http://www.crepinconsult.nl	216
http://www.scoop.it	114
http://www.slideshare.net	71
http://employer-branding.pl	35
http://www.marketinggenius.be	12
http://www.crepin.webdesign-ede.com	11
http://thebuzz101.blogspot.com	10
http://paper.li	7
http://marcbreidbach.posterous.com	4
http://social-media-material.posterous.com	3
http://www.linkedin.com	2
http://www.lmodules.com	2
https://twitter.com	1
http://pinterest.com	1
http://www.virtualdossiergba6.blogspot.com	1
http://translate.googleusercontent.com	1
https://twimg0-a.akamaihd.net	1
http://health.medicbd.com	1
https://wilmustaging.blackboard.com	1
http://virtualdossiergba6.blogspot.kr	1

Employer Branding Workshop, building Talent Relationships

by Alexander Crépin

Accessibility

Categories

Upload Details

Usage Rights

20 Embeds 495

Statistics

Employer Branding Workshop, building Talent Relationships Presentation Transcript