Employer Branding just a matter of contemporary HR Human Relations Managemen t by Alexander Crépin Alexander Crépin inHR.nl

Alexander Crépin partner in sustainable HR success inHR.nl* HR Talent Engaging Services Our portfolio: HR & Social Media HR & Corporate Social Responsibility Talent Acquisition, Engagement & Employability * Blogs in Dutch: inHR.nl Alexander Crépin inHR.nl

Successful organizations are able to establish instant access to the talents that know what needs to be done and are also capable and willing to help you to do so Alexander Crépin inHR.nl

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 Alexander Crépin inHR.nl

Establishing instant access to talents Requires : Talent Acquisition & Engagement Communication Building sustainable win-win relationships This is what we used to call Employer Branding & Candidate Relationship Management Alexander Crépin inHR.nl

Looking back: Job advertising Employer Brand & Branding Alexander Crépin inHR.nl

Alexander Crépin inHR.nl

Alexander Crépin inHR.nl

Alexander Crépin inHR.nl

Looking back: Job advertising Employer Brand & Branding Alexander Crépin inHR.nl

Employer Brand The image an organization has in the mind of employees & external key talents being an an employer of choice Alexander Crépin inHR.nl

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

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 Alexander Crépin inHR.nl

Some observations Every organization has an Employer Brand! Brand images are abstract, however very real! Every applicant has an image of an employer “ Brands happen” even without paying attention to it The perceived 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 Alexander Crépin inHR.nl

Some observations

Every organization has an Employer Brand!

Brand images are abstract, however very real!

Every applicant has an image of an employer

“ Brands happen” even without paying attention to it

The perceived 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! Alexander Crépin inHR.nl

A strong Employer Brand is noticed is recognized is like a magnet Alexander Crépin inHR.nl

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! Alexander Crépin inHR.nl

Brands have a value ! Alexander Crépin inHR.nl

Looking back: Job advertising Employer Brand & Branding Alexander Crépin inHR.nl

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

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 Alexander Crépin inHR.nl

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

Employer Branding is about building positive awareness & recognition as a great place to work Alexander Crépin inHR.nl

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 Alexander Crépin inHR.nl

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

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 Alexander Crépin inHR.nl

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?.... Alexander Crépin inHR.nl

Good Employer Branding provides answers What kind of organization is this? What are they doing? How do they make money? Who are involved? What do they find here, what engages them? Why do they like it here? What is important for them? What does it bring them? Why would I like to work here? What could or would be my challenges? Etc etc. Alexander Crépin inHR.nl

Good Employer Branding provides answers

What kind of organization is this?

What are they doing?

How do they make money?

Who are involved?

What do they find here, what engages them?

Why do they like it here?

What is important for them?

What does it bring them?

Why would I like to work here?

What could or would be my challenges?

Etc etc.

Employer Positioning Employer Branding Employer Brand = Employer of Choice Engaged Talents & Quality Applicants Pipeline The ideal world: Alexander Crépin inHR.nl

Employer Branding Competitive advantage Candidates more, faster & better Recruitment costs reduced Cost per hire lower Differentiation from competition Salary levels less important Higher performing employees Retention less required Alexander Crépin inHR.nl

Employer Branding Competitive advantage

Candidates more, 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 Formal Employer Branding & Informal Employer Branding Alexander Crépin inHR.nl

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

"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 Alexander Crépin inHR.nl

“ 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 Alexander Crépin inHR.nl

“ You don’t attract who you want You attract who you are ” John Maxwell Alexander Crépin inHR.nl

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 Alexander Crépin inHR.nl

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! Alexander Crépin inHR.nl

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 Alexander Crépin inHR.nl

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 Alexander Crépin inHR.nl

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

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! Alexander Crépin inHR.nl

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

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

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 Alexander Crépin inHR.nl

Web 2.0 & Social Media are changing it all Alexander Crépin inHR.nl

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 Alexander Crépin inHR.nl

receiving (re)acting Sending Building a relationship is a 2-way street! (inter) acting Alexander Crépin inHR.nl

Web 2.0 2nd generation internet is all about a 2-way street! Alexander Crépin inHR.nl

Before starting a working relationship externally & internally people want to know who are we dealing with? Alexander Crépin inHR.nl

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? Alexander Crépin inHR.nl

Your Target Talents Google..!

Alexander Crépin inHR.nl

Social Media = Transparency Transparency : be real, be authentic & there is nothing to fear Alexander Crépin inHR.nl

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 !! Alexander Crépin inHR.nl

Social Media is about people to people Alexander Crépin inHR.nl

Engaging Talents = Authentic Storytelling Alexander Crépin inHR.nl

Alexander Crépin inHR.nl

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

Quote: great Employer Brands are driven by people who fully understand, appreciate, live, breath and passionately adhere to the values expressed by their brand every day ! Alexander Crépin inHR.nl

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 Alexander Crépin inHR.nl

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! Alexander Crépin inHR.nl

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 Alexander Crépin inHR.nl

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 ! Alexander Crépin inHR.nl

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 Alexander Crépin inHR.nl

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, Alexander Crépin inHR.nl

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

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

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 Alexander Crépin inHR.nl

…… . 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 Alexander Crépin inHR.nl

Summary & conclusion Alexander Crépin inHR.nl

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 Alexander Crépin inHR.nl

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

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

“ The Employee Experience ” "The Candidate Experience " Alexander Crépin inHR.nl

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

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 Alexander Crépin inHR.nl

Internally Externally Alexander Crépin inHR.nl

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 Alexander Crépin inHR.nl

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 Alexander Crépin inHR.nl

Doing Good HR Will Do You Good! and provide instant access to the talents that know what needs to be done and are also capable and willing to help you to do so! Alexander Crépin inHR.nl

Good HR will enable building engaging relationships (together) with talented people HR: Human Relations management for Human Results! Alexander Crépin inHR.nl

OK or not? Alexander Crépin inHR.nl

Questions? Photo by jn2race Alexander Crépin inHR.nl

Looking for a challenging contemporary HR Sparring Partner ? www.ailo.nl Alexander Crépin inHR.nl

Interested in (Global) HR Talent Engagement ? Call for information Alexander Crépin + 31 653 641 905 * Website in Dutch

See also my Talent 2.0 presentation

Thank You Thank you Alexander Crépin inHR.nl

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