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Shrm

  1. 1. EMPLOYER BRANDING An Effective HR Tool
  2. 2. What is my brand? - Energizer Why employer brand? Corporate, internal & employer brandAgenda How to design your employer brand? Common pitfalls in employer branding? Q&A
  3. 3. ENERGIZERWhat is my brand line?
  4. 4. WHAT IS MY BRAND LINE?Three words/statements to describe  One that is most like me  One that I aspire to be  One that is most unlike me You should write the above in a different order
  5. 5. SAMPLE - WHAT IS MY BRAND LINE (IN ANY ORDER) Excellent communicator Humorous Lovable
  6. 6. “Brand” ?
  7. 7. MATCH THE FOLLOWING:HLLHLL Profits ProfitsRelianceReliance Leadership LeadershipInfosysInfosys Marketing Skills Marketing Skills
  8. 8. MATCH THE FOLLOWING:HLLHLL Marketing SkillsRelianceReliance ProfitsInfosysInfosys Leadership Brand is an INTANGIBLE ASSET
  9. 9. BRAND Is a relationship/emotional connection Is an experience expectation Is a commitment both ways Is a love affair Is a philosophy
  10. 10. REALITY CHECK“Nothing kills a bad product or service faster than good advertising” Brand strength Brand Awareness Brand Experience Communication Branding without living the brand promise is suicide! 10
  11. 11. INTERNAL BRANDING
  12. 12. PERCEPTION – BEHAVIOURS Perception Influences – Touch points Performance Behaviours
  13. 13. INTERNAL BRANDING Branding efforts within the organization that enables an organization to build cooperation, collaboration and alignment with their internal and external customers on the products, policies and functioning of the organization. Mission Culture Image Brand identity Organization Internal Customers BrandingCore values Vision Brand personality Brand values• Before projecting the Brand to outsiders (stakeholders), it should be adopted by the Insiders.• It has to be deeply rooted in something existing, solid & permanent in order to be plausible and convincing.
  14. 14. INTERNAL BRANDINGThe extent to which the brand beliefs are being lived byemployees of the Organisation (and demonstrated asappropriate brand behaviours) determine the success of internalbrandingInternal branding involves: Communicating the brand ef fectively to the employees Convincing employees of its relevance and worth Successfully linking every job in the Organisation to delivery of brand essence.
  15. 15. Internal Branding
  16. 16. What is my brand? - Energizer Why employer brand? Corporate, internal & employer brandAgenda How to design your employer brand? Common pitfalls in employer branding? Q&A
  17. 17. REALIT Y CHECK“Organizations compete in two markets, for clients and for talented people” - Dr Karl Erik Sveiby
  18. 18. “Employer Brand ” ?
  19. 19. MATCH THE FOLLOWING:Texas Instruments Freedom & CreativityGoogle Employee InvolvementEureka Forbes Learning & Dev.
  20. 20. EMPLOYER BRANDING DEFINED…Representation of the organization in sucha way that 2 basic questions are answered :  Why should I start working for this organization?  Why should I stay working for this organization?
  21. 21. WHAT REALLY MAKES THE DIFFERENCE BET WEEN GOOD AND GREAT EMPLOYER BRANDS? When the employees actively engage in delivering, With pride the products and solutions both internally and externally, In the unique way, aligned to the brand promise Living the brand & values!
  22. 22. EMPLOYER BRANDING DEFINED…The image of your organisation as a ‘great place to work’ in the mind of current employees and key stakeholders in the external market (active and passive candidates, clients, customers and other key stakeholders). - Minchington (2005)An Employer Brand (like any brand)is what you do, not just what yousay!
  23. 23. THE EMPLOYEE VALUE PROPOSITION DRIVES THE CUSTOMER VALUE PROPOSITION
  24. 24. THE KEY THING TO REMEMBER You don’t have to be the choice for everyone Improve your chances ofThe Candidate hiring the Pool right ≠ people byYour Candidate focusing Pool your brand on the right candidates
  25. 25. HOW DOES AN EMPLOYER BRAND LOOK?
  26. 26. EMPLOYER BRAND EXPERIENCE MODEL Brand Promise Brand positioning CORE VALUES Long-term value Delivery of Promise Core Values form the core of this model
  27. 27. MOMENTS OF TRUTH-EMPLOYEE TOUCH POINTS Interview Style Engaging events Recruitment offersMarketing/Advertising Promises madeMarket PerceptionInternet websiteCareer fairs Brand PromiseOpen daysEvents Brand positioningE-recruitment CORE VALUES Long-term value Delivery of PromiseAmbassadorsAlumni clubsReferralsExit interviewsNetworking events Induction Experience Work environment Management style Job satisfaction Living the Employer brand at every Moment of Learning/Development Truth Retention Strategies
  28. 28. WHAT ARE THEBENEFITS OF EMPLOYER BRANDING?
  29. 29. BUSINESS BENEFITS OF EMPLOYER BRANDING IN A GREAT PLACE TO WORK® Increased Lower Costs Productivity • Turnover Costs • Caliber of Employees • Resistance to Change • Quality Products • Health-Care Costs • Innovation, Creativity and Risk-Taking Greater Retention Customer Loyalty and Profitability* Based on over 25years of Research by Great Place To Work Institute
  30. 30. VOLUNTARY TURNOVER “100 BEST” VS. INDUSTRY AVERAGE Industry Average (%) 100 Best (%) 23.5% Professional & Business Svcs 9.6% 10.7% Manufacturing & Production 5.2% 13.8% Information Technology 4.7% 17.4% Health Care & Social Assistance 7.2% 12.5% Financial Svcs & Insurance 8.2% 18.3% Construction 4.3%*Source - "100 Best" data provided by Great Place to Work® Institute, Inc. Comparative dataprovided by BLS. "100 Best" data includes FT & PT turnover; BLS data includes the same, inaddition to turnover for temp/contract workers
  31. 31. “100 BEST” VS. STOCK MARKET 1998-2009 ANNUALIZED RETURN Annualized Returns 1998-2009 SOURCE: 10.30% Russell Investment10.00% Group, 20108.00% 6.44%6.00% 2.95% 3.27%4.00%2.00%0.00% "100 Best" "100 Best" S & P 500 Russell 3000 Reset Buy and Hold Annually
  32. 32. “100 BEST” VS. STOCK MARKET 1998-2009 CUMULATIVE RETURN Cumulative Returns 1998-2009 SOURCE: Russell 224.36% Investment250.00% Group, 2010200.00%150.00% 111.39%100.00% 47.06% 41.70% 50.00% 0.00% "100 Best" Reset "100 Best" Buy S & P 500 Russell 3000 Annually and Hold
  33. 33. WHAT AN EMPLOYER BRAND CAN DELIVER Platform for communicating with current and prospective employees Litmus test for organizational action and behavior Filters out poor fits Less leave for wrong reasons/more leave for right reasons Helps potential and current employees answer:  Where am I going?  What am I part of?
  34. 34. POSSIBLE BENEFITS An ef fective employer brand and positioning in the talent market A roadmap for delivering the brand promise Better employee retention A committed, motivated and enthusiastic workforce leading to a more spirited ownership of all organizational initiatives Greater bonding between the management and employees and therefore ability to draw out the best in each other Climate of trust and confidence amongst the employees leading to greater comfor t and therefore greater productivity Improved sense of belongingness at junior levels
  35. 35. What is my brand? - Energizer Why employer brand? Corporate, internal & employer brandAgenda How to design your employer brand? Common pitfalls in employer branding? Q&A
  36. 36. CORPORATE BRAND Communicated to customers/ stakeholders Internal Brand Corporate Brand •Extension of •Logo, symbol, trademark Brand Image External corporate brand •An image Brand - •Embodies Brand Image Personality corporate vision, •Corporate vision, values Brand -Equity Corporate Leads to •Mission statement Leads to values Personality Brand - brands are •Consistent with •A catchy song, slogan Brand Equity Positioning typically mission statement Brand -Identity recognizable •Caters to a specific niche, Positioning in the •Reflected in people/HR policies target market Brand Identity external and programs •Positioning statement market. •Employer value •An experience propositionCommunicated to employees
  37. 37. TO SUM UP… Corporate Brand e.g. Whatever it takes Vision,Mission,Values,cultureEmployer Brand Internal BrandingWhy will the right people join us e.g. People willing to doand stay with us? “Whatever it takes” Employee Experience
  38. 38. HOW DO YOU ALIGN EMPLOYER BRAND WITH THE CORPORATE BRAND? Creating Corporate BrandHow will the brand contribute to Parallelogram throughpeople’s sense of well-being? interrogation of key Analysis of existingWhat will be the non-financial constituencies situationmeasures of success?What are our fundamentalbeliefs / value F Process for Employee Identification of CorporateWhat will convey these values - I Branding –Vision & Values Brand Attributes or Coreapart from advertising & PR? L (Employer Brand Attributes) values T E R Employer Brand & Brand Research with stakeholders Attributes are finalized (Distance between your intention and customer interpretation) Articulation of Employer Brand and Brand Articulation of Corporate Attributes BrandCorporate Identity (that can Design/Align Talentcommunicate the essence of Management processesthe company) with Employer Brand Revisiting after one year
  39. 39. What is my brand? - Energizer Why employer brand? Corporate, internal & employer brandAgenda How to design your employer brand? Common pitfalls in employer branding? Q&A
  40. 40. A GREAT PLACE TO WORK IS ONE WHERE YOU: Management Trust the people you work for... Employee Job Other Employees ...have pride in what ...and enjoy the people you you do... work with Relationships are the key…..46
  41. 41. ESSENTIAL ELEMENTS OF A GREAT PLACE TO WORK® Two way Communication T Credibility Manager’s Competence Integrity – Reliability of Management R Professional Support Collaboration U Respect Demonstrated Caring S Equity Impartiality T Fairness Justice For the Job Pride About my Team With the Organization Individuality is valued Welcoming Atmosphere Camaraderie Part of something larger
  42. 42. EMPLOYER BRAND EXPERIENCE MODEL Image Culture 5• Plot the current positioning in the 4 form of a spider- 3 graph (1=low, 5=high) across 2 the 6 areas 1 Rewards/• Plot the future Know-how Compensation desired positioning 1• Identify the gaps 2 between the two• What actions can 3 be taken to bridge 4 Work the gap ? Worklife environment 5 balance
  43. 43. EMPLOYER BRANDING WORKSHEET Knowing Yourself Knowing your competition Knowing your Motivating your Profile Employee Profile Employee Becoming the choice Aligning people practices
  44. 44. 1. KNOWING YOURSELF Know yourself  Know your weaknesses  Know your strengths Know your people  Who fits?  What do they need?  What excites them?
  45. 45. 1. KNOWING YOURSELF On your worksheet,  create a list of the strengths and weaknesses of your organization as an employer  Image  Culture  work-life balance  Reward/compensation  Work environment  and anything else you can think of (e.g. training and development, growth opportunities) Plot the above on the Employer Brand Experience Model
  46. 46. 2. KNOWING YOUR COMPETITION On your worksheet  Choose one talent competitor  doesn’t have to be a direct competitor  could be “thinking outside the box”  List the things that your competitor does better than you as an employer that give them an advantage  List the things that give you an advantage over them
  47. 47. 2. KNOWING YOUR COMPETITION Choose one talent competitor - traditional or new e.g Company XGlobal Brand Image List the things that your competitor does betterGlobal exposure than you as an employer that give them an advantage /secondmentCompensation Flexibility wrt policies (No permission reqd. from HO)List the things that give you an advantage over Great work culture (care & them respect ) Multiple career tracks Encourage experimentation & learning
  48. 48. 3. KNOWING YOUR EMPLOYEE PROFILE On your worksheet…  taking into consideration the strengths and weaknesses of your organization relative to your talent market competition  create a profile of the person who would be  happy  healthy  productive
  49. 49. 3. KNOWING YOUR EMPLOYEE PROFILE Profile of a person who would behappy, healthy and productive in your organization Strong affiliation needs Likes flexibility & non- hierarchical environment Pride in “Indian” achievement Likes to experiment & try new things
  50. 50. 4. MOTIVATING YOUR PROFILE EMPLOYEE On your worksheet…  list some of the things that make your profile person happy and productive  is it  money  challenge  work-life balance  development
  51. 51. 4. MOTIVATING YOUR PROFILE EMPLOYEEThings that make your profile person happy and productive 1.Feeling of being cared for 2. Feeling of being respected 3. Freedom to experiment & learn 4. Pride in contributing to India’s image
  52. 52. 5. BECOMING THE CHOICE Know your organization Know your competition for talent Know the profile of the people who will be happy and effective at your organization Develop programs and benefits that will motivate those people Communicate the “brand” in the market ….to help you get the right people in the door and keep them…more cost effectively
  53. 53. 5. BECOMING THE CHOICE Programs and benefits that will motivate those people 1.Employee engagement skills workshops 2.Publication of achievements in journals 3. Budget for learning/ mistakes1. Communicate the Vision Strategies to communicate the “brand” in the2. Active leadership in industry market forums3. Lead a Civic initiative in partnership with others
  54. 54. EMPLOYER BRAND TOUCH-POINTS Direct Leadership Company Marketing Programs Website ActivitiesTransfers/ AdvertisingPromotions Employer Brand Touch Points Interview Career Fairs process Alumni Induction Network An indicative idea of brand touch-points.
  55. 55. 6. ALIGNING PEOPLE PRACTICES Performance Rewards & Management Recognition SelectionWork Design Talent Profile & Staffing Training & Career Development Development
  56. 56. EMPLOYER BRAND EXPERIENCE MODEL Image Culture 5• Plot the current positioning in the 4 form of a spider- 3 graph (1=low, 5=high) across 2 the 6 areas 1 Rewards/• Plot the future Know-how Compensation desired positioning 1• Identify the gaps 2 between the two• What actions can 3 be taken to bridge 4 Work the gap ? Worklife environment 5 balance
  57. 57. What is my brand? - Energizer Why employer brand? Corporate, internal & employer brandAgenda How to design your employer brand?` Common pitfalls in employer branding? Q&A
  58. 58. COMMON MISTAKES IN EMPLOYER BRANDING Not aligning with business strategy Branding by opinion not data Not understanding the target segment Lack of differentiation Not leveraging every communication channel Employee experience divergent Not considering employer brand throughout the life - cycle of the employee
  59. 59. What is my brand? - Energizer Why employer brand? Corporate, internal & employer brandAgenda How to design your employer brand?` Common pitfalls in employer branding? Q&A
  60. 60. Take the first step in building your Employer Brand- Register for “India’s Best Companies to Work For – 2011 Study today” Register at www.greatplacetowork.in or contact greatplace@greatplacetowork.in Ralsi Sharma Tel: 09920866406

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