Employer branding - frokostseminar i Oslo

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"The war for talent” – kampen om de gode hodene – pågår for fullt i de fleste sektorer. Til mange stillinger er det mangel på kvalifiserte kandidater, og de man vil ha tak i er mer selvbevisste og bedre informert enn noen sinne. De har det bra der de er, og analyserer og sammenligner potensielle nye arbeidsgivere nøye. Det er “søkers marked”.

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Employer branding - frokostseminar i Oslo

  1. 1. EMPLOYER BRANDING FROKOSTSEMINAR 19.9
  2. 2. HOW TO MAKE AN EMPLOYER BRAND WORK FOR YOU IN A NEW REALITY
  3. 3. HOW TO MAKE YOUR EMPLOYER BRAND WORK FOR YOU IN A NEW REALITY 1. Employer branding defines and differentiates your company as an employer 1. Employer branding defines and differentiates your company as an employer 2. New expectations are changing the rules of the game 1. Employer branding defines and differentiates your company as an employer 2. New expectations are changing the rules of the game 3. To succeed, companies must apply their employer brand to the entire employee lifecycle
  4. 4. 1. Employer branding defines and differentiates your company as an employer
  5. 5. EMPLOYER BRANDING = THE BRAND PEOPLE WORK FOR!
  6. 6. Attract Engage Retain Not actively seeking Det som holder meg våken om nettene er utfordringen med å beholde og rekruttere de riktige menneskene og den riktig kompetanse som kan ta Hydros utvikling videre Konsernsjef Svein Richard Brandtzæg i Norsk Hydro
  7. 7. Source: Employer brand international COST PER HIRE == 40% LOWER WITH EMPLOYER BRAND
  8. 8. ATTRACTION: LINKEDIN- 50% MORE EFFECTIVE Source: Linkedin RETENTION: 40% LESS LIKELY TO LEAVE AFTER 6 MONTHS
  9. 9. Source: Talentsmoothie.com INCREASE THE LIKELIHOOD OF EMPLOYEES ACTING AS ADVOCATES: 24% - 47%
  10. 10. Relevant Unique Attractive Credible
  11. 11. UNCOVERUNCOVER YOUR EMPLOYER BRAND..   UNCOVER YOUR EMPLOYER BRAND.. DON´T CREATE IT
  12. 12. Julie Díez Bryn - 92 61 24 00 twitter.com/julie_diez EMPLOYER BRAND MUST BE ALIGNED WITH CORPORATE BRAND, BUT DEGREE OF OVERLAP WITH MARKET COMMUNICATIONS VARIES Customer promise Employer value proposition (EVP) Corporate brand
  13. 13. Julie Díez Bryn - 92 61 24 00 twitter.com/julie_diez EMPLOYER BRAND MUST BE ALIGNED WITH CORPORATE BRAND, BUT DEGREE OF OVERLAP WITH MARKET COMMUNICATIONS VARIES Customer promise Employer value proposition (EVP) Corporate brand
  14. 14. McKinsey&Company: Things you can’t do anywhere else – best at leadership development
  15. 15. Apple: Amaze yourself. Amaze the world.
  16. 16. Starbucks: It's a lot like working with friends. We call each other "partners". We respect our customers and each other.
  17. 17. MASTER NARRATIVE
  18. 18. 2.New expectations are changing the rules of the game
  19. 19. It´s about understanding and respecting the power and expectations people have to you and your company.
  20. 20. It´s about understanding and respecting the power and expectations people have to you and your company. yes
  21. 21. TECHNOLOGY IS CHANGING THE WAY WE WORK AND THE WAY WE HIRE
  22. 22. Wheel shop at Crewe Works, 1913 Photo: National Railway museum IT USED TO BE SIMPLE!
  23. 23. Source: Harvard Business Review, June 2013 «Encouraging employees to build networks outside the organization, companies should establish active alumni networks to maintain career-long relationships»
  24. 24. 3.To succeed, companies must apply their employer brand to the entire employee lifecycle.
  25. 25. Julie Díez Bryn - 92 61 24 00 twitter.com/julie_diez MAP EMPLOYEE LIFECYCLE AND APPLY EMPLOYER BRAND TO STRATEGIC TOUCHPOINTS
  26. 26. “EXTROVERT ERIK” Name: Erik Age: 29 Years of experience: 4 Education: Civil engineer - Industrial economics Current job: Wilh. Wilhelmasen Personality: Extrovert. Leader Type. Social. Secure Interests: Engineering. History IT. History. Cars Status: Not actively seeking new job Hobbies: Free skiing. Cross country. Down hill “work should be challenging and social” XYZ AS
  27. 27. Compare UnderstandSearch Knowledge On-boarding Work/follow-up Belonging Share Career development EvangelizeTrust Ambassador Re-hire 14
  28. 28. Julie Díez Bryn - 92 61 24 00 twitter.com/julie_diez LET YOUR EMPLOYEES POWER YOUR EMPLOYER BRAND
  29. 29. MEASURE AND EVALUATE Measure ROI by aligning metric with employer branding objectives
  30. 30. CASES AND INSPIRATION
  31. 31. Hydro “The Can”
  32. 32. DNV “Go for more”
  33. 33. DNV: Giving candidates the opportunity to be driven by both their ambitions and their ideals.
  34. 34. DNV “Go for more”
  35. 35. DNV “Go for more”
  36. 36. Giving candidates the opportunity to be driven by both their ambitions and their ideals. EVP:
  37. 37. Giving candidates the opportunity to be driven by both their ambitions and their ideals. EVP:
  38. 38. Julie Díez Bryn - 92 61 24 00 twitter.com/julie_diez TOP EMPLOYER BRAND IN BRITAIN What it is that makes Virgin different? The simple answer is people. If it weren’t for a bunch of well trained, motivated and, above all, happy people doing their bit, we’d have never launched a record label, never mind a fleet of 747s. Sir Richard Branson “ www.careers.virgin.com
  39. 39. Julie Díez Bryn - 92 61 24 00 twitter.com/julie_diez TOP EMPLOYER BRAND IN BRITAIN What it is that makes Virgin different? The simple answer is people. If it weren’t for a bunch of well trained, motivated and, above all, happy people doing their bit, we’d have never launched a record label, never mind a fleet of 747s. Sir Richard Branson “ www.careers.virgin.com
  40. 40. Julie Díez Bryn - 92 61 24 00 twitter.com/julie_diez ...MEET RED, CHIEF VALUES OFFICER AT VIRGIN MEDIA
  41. 41. EY: ACHIEVING POTENTIAL #betterworkingworld
  42. 42. Julie Díez Bryn - 92 61 24 00 twitter.com/julie_diez
  43. 43. Julie Díez Bryn - 92 61 24 00 twitter.com/julie_diez
  44. 44. Julie Díez Bryn - 92 61 24 00 twitter.com/julie_diez
  45. 45. Julie Díez Bryn - 92 61 24 00 twitter.com/julie_diez
  46. 46. Julie Díez Bryn - 92 61 24 00 twitter.com/julie_diez
  47. 47. Julie Díez Bryn - 92 61 24 00 twitter.com/julie_diez
  48. 48. Julie Díez Bryn - 92 61 24 00 twitter.com/julie_diez
  49. 49. Julie Díez Bryn - 92 61 24 00 twitter.com/julie_diez KEY TAKEAWAYS 1. Uncover what makes your company unique 2. Craft a relevant, attractive, credible and unique EVP 3. Develop a master narrative based on the EVP and apply it to strategic touchpoints in the employee lifecycle 4. Let your employees power your employer brand
  50. 50. 5. Deliver on the promise of your employer brand!
  51. 51. THANK YOU! Julie Díez Bryn Senior Consultant and Manager m: +47 92 61 24 00 e: julie.bryn@creuna.no

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