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Employer Brand

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Employer Brand for recruitment session on March 10, 2011

Employer Brand for recruitment session on March 10, 2011

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  • 1. Employer brand
  • 2. Agenda
    • What is Employer brand
    • Why is it important
    • How to build a brand
    • Employer brand touchpoints (recruitment touchpoints)
    • How we can manage them?
    • Next steps
  • 3. Employer brand Marketing Leadership HR
    • Why should customers consider you?
    • Why should they come for more?
    • What shines through everything the organization does and says?
    • Why should people join you?
    • Why should they stay?
    • Why should they commit?
    Customer experience Employee experience
  • 4. What is a brand
    • Corporate brand:
    • The core o what your organization stands for, it’s personality and culture
    • The pledge your organization makes to it’s customers about the experience they will have by doing business with you
    • The perception your organization wants to create in the mind of it’s customers, partners, employees and other stakeholders
    • Employer brand:
    • The market perception of your organization as a “great place to work”
  • 5. What is Employer Branding?
    • Employer Branding focuses on the recruitment, retention and productivity management initiatives targeted at enhancing a company's perception in the minds of its current employees and key external stakeholders (i.e., active and passive candidates, media).
    • Employer Branding is a targeted, coordinated, long-term strategy. It’s an ongoing process, not a quick fix.
  • 6. Why is it important?
    • Your organization’s strength = the strength of its team.
    • Strong, clear and engaging employer brand:
      • Attracts the best talent to your organization
      • Ensures high employee retention and overall superior team performance
    • Weak brand/lack of brand awareness:
      • Contributes to growing employee dissatisfaction
      • Fosters lack of motivation
      • Creates high turnover
  • 7. Why employees like their work? I like my work – 88% Correlation analysis I see how my objectives correspond to YOTA's goals. YOTA gives me the best opportunities for growth and development. I feel my importance to YOTA I am proud to say that I work at YOTA 90 73 78 94 VOICE area Corr. 0.43* 0.41 0.48 0.4 Result, % 0,43* - strength of correlation Correlation above 0.40 is considered to be significant Result above 81% Result equal or below 70% Result in the range 71% - 80%
  • 8. How to build a successful employer brand?
  • 9. Исходная ситуация Потенциальные кандидаты не знают о Yota как работодателе Трудно найти подходящих кандидатов как по профессиональным навыкам, так и компетенциям Yota Размытый образ Yota как работодателя
  • 10. Цели
  • 11. Strategy
    • What are your objectives:
      • Building awareness?
      • Recruitment? Retention? Increased Productivity?
      • Making sure that your jobs are easily found by job seekers?
      • Creating a better way for the job seeker to interact with your organization company?
    • Different objectives will require a different approach and a different set of tactics. Be clear going in how you will measure success.
    • Align your employer brand strategy with the overall business goals
    • Assure management buy-in and budget allocation
    • Define the goals and the scope of your efforts
    • Outline roles and responsibilities: Management, HR, Marketing, Communications – who owns your Employer Brand?
    • Research and analyze your organization’s existing vs. desired brand position
    • Determine communications channels that are the best fit for your organization, your audience, and your goals
  • 12. Brand relevancy
    • Does your brand positioning catch the attention of prospective talent and moves them to action?
    • Does it resonate well and create connection to your prospective candidates, and does it reach the most interested, the most qualified candidates?
    • Does it motivate your current employees to perform better and to share you organization’s story with the world?
  • 13. Brand story
    • Every company has a story. This is NOT your elevator speech, this is a story of who you are, what you do and, most importantly, why it matters.
    • What is your culture?
    • What attracts people to your organization and why do they stay?
    • What’s your story?
  • 14. Telling your story
    • The main attributes of a strong brand story are: Clarity, Consistency and Character.
    • To engage your prospective candidates and current employees with your brand story, your organization needs to create a connection at every single touchpoint.
    • There’s a multitude of channels available – the challenge is to determine the right set of communication tools for your organization: what channels will reach your audiences most effectively and motivate them to take action?
  • 15. Employer brand
  • 16. The touchpoint framework Employer Brand Experience Discharge Working environment Orientation Recruitment Communication Everyday behaviors Measurement Performance & Development Reward & Recognition Brand & Leadership Core competencies Style of Management Core values
  • 17. Recruitment touchpoints Vacancy description Banners and adds Communication channels Interview, recruitment steps Company description (brand story) Unique offer
  • 18. Guess who?
  • 19. What we liked
  • 20. What we liked
  • 21. What we liked
  • 22. How the perfect vacancy will look like?
  • 23. From EB 1.0 to EB 2.0
  • 24. Employer brand building cycle
  • 25. Employer brand building cycle
    • Ask
    • Survey current employees
    • EB/image research
    • What are the perceptions of potential employees?
    • Why are people proud to say “I work here”?
    • Why do highly specialized employees choose you?
    • What is unique about you?
  • 26. Employer brand building cycle
    • Listen
    • Listen to every word that people say
    • Be open and welcome the information
    • Resist the urge to consider your “uniqueness” before you have finished listening
    • Silence your collective internal Voice of Judgment (VOJ)
  • 27. Employer brand building cycle
    • Agree
    • Current state EB done by top management
    • Align the EB and the product brand: share the same core message but with different areas of emphasis
    • Separate misconceptions from issues
    • Assert: “we’re this kind of company, and we’ll appeal to people like you – but not everyone will fit in here”
    • What are your 10 reasons?
  • 28. Employer brand building cycle
    • Plan
    • Create a media plan
    • Consistency is key
    • Consider your target audience
    • Craft message and consider media
    • Truthful, believable, attractive, honest
    • Create a feel-good factor
    • Create and spread an internal buzz that grows outward
  • 29. Employer brand building cycle
    • Communicate
    • Advertising
    • Office environment
    • Recruitment fairs
    • Internal communications
    • Hiring and firings
    • Websites
    • Brochures
    • Posters
    • … but test it in-house first for “buzz” and consistency
  • 30. Sources
    • Employer Brand Building - Career Site 2.0 - http://www.slideshare.net/danstuart/employer-brand-building-career-site-20
    • Sub151 Employer Branding - http://www.slideshare.net/substance151/sub151-employer-branding
    • Richard Mosley Employer Branding Masterclass Keynotes - http://www.slideshare.net/brandbliss/richard-mosley-employer-branding-masterclass-keynotes

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