Managing the employer brand camille morell

141

Published on

After all is said and done, the credibility of an organization’s business brand is proven when customers experience the brand promise in their interaction with the organization and its employees. Employees who experience the employer brand promise in the workplace are motivated, engaged and loyal to the organization and its goals. Engaged, loyal employees, regardless of their role, are the key to success in every organization.

1 Comment
0 Likes
Statistics
Notes
  • After all is said and done, the credibility of an organization’s business brand is proven when customers experience the brand promise in their interaction with the organization and its employees. Employees who experience the employer brand promise in the workplace are motivated, engaged and loyal to the organization and its goals. Engaged, loyal employees, regardless of their role, are the key to success in every organization.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Be the first to like this

No Downloads
Views
Total Views
141
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
0
Comments
1
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "Managing the employer brand camille morell"

  1. 1. MANAGING THEEMPLOYER BRAND THE SOLUTION TO A EMPLOYEE ENGAGEMENT AND RETENTION Case Study Camille N. Isaacs-Morell with Jenny Winter – Chief People Officer, Capital One
  2. 2. SOME BAD NEWS…• 22% turnover occurs in first 45 days of employment• 69% of HR professionals say employee engagement is a serious problem• 59% HR professionals say turnover rates will get worse
  3. 3. WHAT DOES THIS MEAN?• Employers are missing out on the benefits of employee retention and engagement• Entire business suffers – • customers • financial performance
  4. 4. WHY?• No sense of belonging• Unclear expectations• Relevance?• Shifting strategies, missing vision• No work-life balance• Differences in values• Poor performance management• Poor leadership• No recognition / reward• No opportunities to learn and grow
  5. 5. GENERATION CHARACTERISTICSGen Y Gen X Baby Boomers TraditionalistsTech-savvy Individualistic Work-centric HardworkingFamily-centric Tech-adept Independent LoyalAchievement Flexible Goal-oriented SubmissiveTeam Work/life Competitive Tech-challenged balanceAttention Traditional
  6. 6. Top performingcompanies build loyaltyto an employee in thesame way a consumerbrand builds loyalty to aproduct Towers Watson 2009/2010 Communication ROI Study Report
  7. 7. DEFINITIONSConsumer brand / Business brand:• Company’s identity to customers• Promise of what customers can expect from the company.Employer brand / Employer brand proposition:• The company’s identity to prospective and existing employees• Promises to employees in return for their performance and productivity.• Expectation that delivered promises will result in engagement and loyalty
  8. 8. EMPLOYER BRAND• Relevance• Relationships / Resources• Reward / Recognition
  9. 9. ALIGNMENT• Walk the talk – beyond recruitment• Co-dependency of business brand and employer brand• Align responsibilities and accountabilities• Expanded perspective of roles
  10. 10. Corporate brand promise Employer brand promise• Values: • Values: • Excellence • Excellence • Do the right thing • Do the right thing • Promise to employees: Why?• Promise to customers: Contribute to high-performing Committed to meet customers’ teams needs Create products that are Challenge themselves to find relevant to customers better ways of serving customers How? Opportunities to learn and grow Fun work environment What? Work-life balance Rewards and recognition
  11. 11. CASE STUDY

×