How HR and branding are coming together to drive strategic HR function.

1. Employer branding

2. Attract
Engage
Retain
Employer branding
defines as “the
image of your
organisation as a
great place to work’”

3. Best Practices: Social Media
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition 2013

4. Attract pool of
talents
Enhance market
position and value
Strengthen
corporate and
social relationship
Best Practices: Social Media - IMPACT
Source: Samsung SG Corporate profile, Techcrunch.com 2012 & samsungvillage.com

5. Best Practices: Community Empowerment
 On Campus Engagement
 Courses/ Certifications/ Forums
 Industry Affiliations

6. Attract ?
“ Workers complain of
eliminated raises, a frenzied
pace and mandatory
overtime. Several said it’s
common to find out on Friday
evening that they’ll have to pull
a weekend shift, with
disciplinary action for those
who can’t or don’t show up.”
IKEA brand in Crisis ?
(http://www.tlnt.com/2011/04/1
2/employer-brand-in-crisis-
even-ikea-is-struggling-with-
negative-publicity/)
Motivate ?
When Christine Kwapnoski of
Concord, Calif., told her boss at
a division of Walmart that she
wanted a job promotion, she
said, he told her to "blow the
cobwebs off your make up"
and to "doll up" in order to
advance.
http://abcnews.go.com/Politics
/walmart-discrimination-court-
decide-millions-female-
employees-
sue/story?id=13237106
Retain ?
“I am writing you to
acknowledge the mistake I
made last Friday during the
Patch all-hands meeting when I
publicly fired Abel Lenz.”
http://jimromenesko.com/2013/
08/10/listen-to-aol-ceo-tim-
armstrong-fire-his-creative-
director-during-a-conference-
call/
Ineffective Practices: Misrepresentation

7. Attract ?
Weeks after Federico “Fred” d’Escoto
stepped down from the board of the
United Neighborhood Organization, his
company, d’Escoto Inc., got its first
check from the influential charter-school
operator toward what now totals more
than $1.8 million in state-funded
payments — part of a pattern of insider
hiring now under scrutiny by state
authorities
http://www.suntimes.com/1952
3753-761/insider-got-bigger-
payout-from-clout-heavy-
hispanic-group-uno.html
Retain ?
It has been a tough two days
for IT services firm iGate, which
on Tuesday fired its chief
executive Phaneesh Murthy for
not disclosing a relationship with
his subordinate
http://articles.economictimes.in
diatimes.com/2013-05-
23/news/39475702_1_igate-
shares-murthy-ceo-phaneesh
Motivate ?
It may not be totally fair for all
responsibilities to be cast on
former Perm Sec and Chief of
Defence Force who now holds
the unenviable position of SMRT
CEO
http://www.tremeritus.com/201
2/11/30/may-not-be-fair-to-put-
all-blame-smrt-ceo/
Ineffective Practices: Leadership Failure

8. TREND
 Ranked extremely favorable in Singapore
 Career progression opportunities
 Competitive salary
 Employee benefits
 Good work-life balance
 Pleasant working atmosphere
 Good training
 Strong management
 Financial health and concern for the
environment
 Interesting job content
 http://www.westjet.com/guest/en/jobs.sht
ml
NEW STRATEGIES
 Usage of social media :
• Mobile apps to send postcards
• Provide advertisement on YouTube which is cost
effective option.
• Provide brand campaign which speaks organization
 Choosing own employee as brand ambassadors.
 Socially Share extraordinary employee experiences
 Disadvantages:
 More competitive for all organizations
 Spend cost for
• continuous innovative & creative
• find the latest communication channel & advertising
techniques to reach more population.

9. BEYOND EMPLOYER
BRANDING
Benefits :
• Talent pool will have an opportunity to
• Engage and connect with people
• Know and understand what they do
• Relate to the company culture
• Drive higher brand awareness.
• Reduce attrition and cost of hiring
Limitation :
• Establish a social media policy
• Empower select employees with training and
incentives to drive a brand positive communication.