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Employer Branding Workshop, building Talent Relationships
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Employer Branding Workshop, building Talent Relationships

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Employer Branding workshop

Employer Branding workshop
HR, Human Relations & Human Results Management is the fundament for successful employer branding, becoming an employer of choice.

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  • I love the fact that we have to brand ourselves as people.
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  • Especially appreciate the observations - every company has an employer brand whether they choose to recognize and utilize it or not. Great presentation!
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Employer Branding Workshop, building Talent Relationships Employer Branding Workshop, building Talent Relationships Presentation Transcript

  • Alexander Crépin inHR.nl
    Workshop
    Employer Branding
    Explained
    Building Talent Relationships
    HR = Human Relations & Result Management
    by
    Alexander Crépin
  • Alexander Crépin inHR.nl
    Alexander Crépin
    building agile organizations for sustainable success
    Crépin Consult
    Talent Acquisition, Engagement & Employability
    HR & Social Media
    HR & CSR
    www.crepinconsult.nl
  • Alexander Crépin inHR.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
  • 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 totalents
    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 imagean 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, 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
  • Alexander Crépin inHR.nl
    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
    • 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.
  • Alexander Crépin inHR.nl
    The ideal world:
    Employer Positioning
    EmployerBranding
    Employer Brand = Employerof Choice
    Engaged Talents & Quality Applicants Pipeline
  • Alexander Crépin inHR.nl
    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
  • Alexander Crépin inHR.nl
    Employer branding 2 dimensions
    FormalEmployer Branding
    &
    InformalEmployer Branding
  • Coffee break
    Alexander Crépin www.inHR.nl
  • 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
    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
    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
    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
    +
    =
  • 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
    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
  • 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
    Building a relationship is a 2-way street!
    Sending
    (re)acting
    (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?
  • Your Target Talents Google..!
  • Alexander Crépin inHR.nl
  • 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
  • Coffee break
    Alexander Crépin www.inHR.nl
  • 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 Brandsare 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
    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!
  • 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)
  • Alexander Crépin inHR.nl
    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 talentsthat 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 (recruitment) to build 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
    Talent Management
    Sparring Partner ?
    www.ailo.nl
  • Alexander Crépin inHR.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
  • Alexander Crépin inHR.nl
    Call for information
    Alexander Crépin
    + 31 653 641 905
    info inHRMnl
    Twitter.com/alexandercrepin
    http://www.linkedin.com/in/alexandercrepin
    .
    @
  • Alexander Crépin inHR.nl
    See also my TRM workshop
  • Alexander Crépin inHR.nl
    See also my Corporate recruitment workshop
  • Alexander Crépin inHR.nl
    See also my Talent 2.0 presentation
  • Thank you
    Thank You
  • End!
    www.inHR.nl