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Building Capability 2013 - Employer Brand Assessment Tool, Tonic
Building Capability 2013 - Employer Brand Assessment Tool, Tonic
Building Capability 2013 - Employer Brand Assessment Tool, Tonic
Building Capability 2013 - Employer Brand Assessment Tool, Tonic
Building Capability 2013 - Employer Brand Assessment Tool, Tonic
Building Capability 2013 - Employer Brand Assessment Tool, Tonic
Building Capability 2013 - Employer Brand Assessment Tool, Tonic
Building Capability 2013 - Employer Brand Assessment Tool, Tonic
Building Capability 2013 - Employer Brand Assessment Tool, Tonic
Building Capability 2013 - Employer Brand Assessment Tool, Tonic
Building Capability 2013 - Employer Brand Assessment Tool, Tonic
Building Capability 2013 - Employer Brand Assessment Tool, Tonic
Building Capability 2013 - Employer Brand Assessment Tool, Tonic
Building Capability 2013 - Employer Brand Assessment Tool, Tonic
Building Capability 2013 - Employer Brand Assessment Tool, Tonic
Building Capability 2013 - Employer Brand Assessment Tool, Tonic
Building Capability 2013 - Employer Brand Assessment Tool, Tonic
Building Capability 2013 - Employer Brand Assessment Tool, Tonic
Building Capability 2013 - Employer Brand Assessment Tool, Tonic
Building Capability 2013 - Employer Brand Assessment Tool, Tonic
Building Capability 2013 - Employer Brand Assessment Tool, Tonic
Building Capability 2013 - Employer Brand Assessment Tool, Tonic
Building Capability 2013 - Employer Brand Assessment Tool, Tonic
Building Capability 2013 - Employer Brand Assessment Tool, Tonic
Building Capability 2013 - Employer Brand Assessment Tool, Tonic
Building Capability 2013 - Employer Brand Assessment Tool, Tonic
Building Capability 2013 - Employer Brand Assessment Tool, Tonic
Building Capability 2013 - Employer Brand Assessment Tool, Tonic
Building Capability 2013 - Employer Brand Assessment Tool, Tonic
Building Capability 2013 - Employer Brand Assessment Tool, Tonic
Building Capability 2013 - Employer Brand Assessment Tool, Tonic
Building Capability 2013 - Employer Brand Assessment Tool, Tonic
Building Capability 2013 - Employer Brand Assessment Tool, Tonic
Building Capability 2013 - Employer Brand Assessment Tool, Tonic
Building Capability 2013 - Employer Brand Assessment Tool, Tonic
Building Capability 2013 - Employer Brand Assessment Tool, Tonic
Building Capability 2013 - Employer Brand Assessment Tool, Tonic
Building Capability 2013 - Employer Brand Assessment Tool, Tonic
Building Capability 2013 - Employer Brand Assessment Tool, Tonic
Building Capability 2013 - Employer Brand Assessment Tool, Tonic
Building Capability 2013 - Employer Brand Assessment Tool, Tonic
Building Capability 2013 - Employer Brand Assessment Tool, Tonic
Building Capability 2013 - Employer Brand Assessment Tool, Tonic
Building Capability 2013 - Employer Brand Assessment Tool, Tonic
Building Capability 2013 - Employer Brand Assessment Tool, Tonic
Building Capability 2013 - Employer Brand Assessment Tool, Tonic
Building Capability 2013 - Employer Brand Assessment Tool, Tonic
Building Capability 2013 - Employer Brand Assessment Tool, Tonic
Building Capability 2013 - Employer Brand Assessment Tool, Tonic
Building Capability 2013 - Employer Brand Assessment Tool, Tonic
Building Capability 2013 - Employer Brand Assessment Tool, Tonic
Building Capability 2013 - Employer Brand Assessment Tool, Tonic
Building Capability 2013 - Employer Brand Assessment Tool, Tonic
Building Capability 2013 - Employer Brand Assessment Tool, Tonic
Building Capability 2013 - Employer Brand Assessment Tool, Tonic
Building Capability 2013 - Employer Brand Assessment Tool, Tonic
Building Capability 2013 - Employer Brand Assessment Tool, Tonic
Building Capability 2013 - Employer Brand Assessment Tool, Tonic
Building Capability 2013 - Employer Brand Assessment Tool, Tonic
Building Capability 2013 - Employer Brand Assessment Tool, Tonic
Building Capability 2013 - Employer Brand Assessment Tool, Tonic
Building Capability 2013 - Employer Brand Assessment Tool, Tonic
Building Capability 2013 - Employer Brand Assessment Tool, Tonic
Building Capability 2013 - Employer Brand Assessment Tool, Tonic
Building Capability 2013 - Employer Brand Assessment Tool, Tonic
Building Capability 2013 - Employer Brand Assessment Tool, Tonic
Building Capability 2013 - Employer Brand Assessment Tool, Tonic
Building Capability 2013 - Employer Brand Assessment Tool, Tonic
Building Capability 2013 - Employer Brand Assessment Tool, Tonic
Building Capability 2013 - Employer Brand Assessment Tool, Tonic
Building Capability 2013 - Employer Brand Assessment Tool, Tonic
Building Capability 2013 - Employer Brand Assessment Tool, Tonic
Building Capability 2013 - Employer Brand Assessment Tool, Tonic
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Building Capability 2013 - Employer Brand Assessment Tool, Tonic

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Tom Chesterton from Tonic's presentation from our Building Capability Conference. 'Measuring, planning and deploying your brand'

Tom Chesterton from Tonic's presentation from our Building Capability Conference. 'Measuring, planning and deploying your brand'

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  • 1. 17th May 2013Hello, We’re Tom & ChrisEmployer Brand Assessment Tool:Measuring, planningand deploying your brandwww.tonic-agency.com
  • 2. Slough
  • 3. 47
  • 4. 2012$30 billion70,000 Associates11 billion-dollar brands300+ locationsStill family-owned
  • 5. Our Challenge“Ah,$the$Mars$bar.$That’s$part$of$Hershey’s,$right?”$"Our"Challenge"
  • 6. In"the"past,"Mars"approach"to"Employer"Branding"has"been"restricted"to"local"market"ini=a=ves"and"no"global"governance.""In"2007,"with"the"reDbranding"of"all"of"our"legacy"businesses"to"Mars,"we"started"a"journey"of"building"a"more"visible"corporate"brand.""The"Employer"Brand"followed,"and"over"the"past"3"years,"the"majority"of"local"ini=a=ves"have"been"stopped"and"two"approaches"were"developed.""Although"both"meant"a"step"forward"for"our"EB,"we"believe"that,"neither"had"the"poten=al"to"assume"a"global"lead.""How"we"got"here"
  • 7. •"Lack"of"global"clarity/guidance"–"lots"of"“not"invented"here”"•"Underinvestment"compared"to"other"key"brands"•"Remaining"on"campaign"level"vs."holis=c"approach"•"Lack"of"integra=on"of"marke=ng,"corporate"affairs"•"Varying"level"of"exper=se"in"the"EB"field"•"Inconsistent"messaging"across"regions"and"businesses"•"Varying"quality"of"execu=on"•"BelowDaverage"performance"compared"to"rest"of"the"industry""Why"we"failed"in"the"past"
  • 8. "The"Results"
  • 9. "Mindset"ShiY"
  • 10. FROM:$developing"adver=sing"campaigns"with"nice"crea=ve"concepts"and"appealing"imagery"TO:$crea=ng"an"overarching"employer"branding"strategy,"covering:"•"global$brand$essence$based"on"target"group"insights,"and"in"line"with"the"rest"of"the"corporate"communica=ons"•"flexible$creaBve$framework$with"room"for"local"adapta=ons"(including"acquisi=ons)"•"experBse$for$holisBc$implementaBon$(target"group"insights"genera=on,"routes"to"market,"sourcing"strategies…)""StepDchange"in"our"way"of"thinking"
  • 11. •""Brand"&"crea=ve"framework"need"to"work"across"all"6"segments"and"all"regions"•""Needs"to"work"with"acquisi=ons"(Wrigley,"Royal"Canin)"that"need"to:""–"be"integrated"under"the"Mars"umbrella""–"yet"maintain"their"unique"brand"equity"•""Different"markets"will"have"different"themes,"and"areas"of"focus."Our"framework"needs"to"be"broad"enough"to"accommodate"that,"and"at"the"same"=me"be"specific"and"to"the"point"so"as"not"to"come"across"as"generic."•""Layering"of"messages:"overall"Mars"message"vs."local/segment"specific"message"(i.e."Petcare)."When/if"is"it"OK"to"be"segment"specific?"•""Outgoing"posi=ons"will"differ"across"markets"•""Some"brand"promises"will"work"very"well"in"some"markets,"but"not"at"all"in""others."(i.e."graduate"development)"""Some"challenges"
  • 12. • The “Yeah Right” effect – not believing in the importance of ourprinciples or the uniqueness of our culture• Coming across as trite – PIA – “trying to save the world”• Blending in with the crowd – everyone claims to have values,offer great opportunities and focus on the individual• Not being authentic – we must be able to deliver on thebrand promise• Not being relevant – does what matters to us matter to ourtarget groups?• Budget – we can’t be the loudest, so how do we stand outfrom the crowd?"More"Challenges"
  • 13. • Generally, people do not comprehend the size and breadth of ourbusiness• Unlike our competitors, we are decades behind in opening up andestablishing our corporate brand vs. product brands. We thereforeneed to work much harder in establishing Mars, Inc as a brand.• Some markets have established EB brands with strong recognition (UK,Germany, NL). Some have no brand recognition (US). Some are tied toa particular product we produce (Galaxy in Middle East)• We are a business of great brands: they need to support but notlead our employer branding image• Our Five Principles are at the core of our DNA, and easily understoodinternally. They are difficult to bring across externally in a credible way."Learnings"
  • 14. "Defining"the"Brand"
  • 15. "The"Essence"
  • 16. "The"Silver"Bullet"–"or"not"
  • 17. "Our"Brand"Promise"
  • 18. "Master"Narra=ve"
  • 19. "Posi=oning"Statement"
  • 20. """"THE"CREATIVES""
  • 21. "The"Market:"Look"&"Feel"
  • 22. "The"Market:"Tone"&"Style"
  • 23. "Our"posi=onings"
  • 24. Our ChallengeUnite"powerful"brands"with"powerful"stories"in"a"unique"way$"Crea=ve"Challenge"
  • 25. "How"to"tell"our"story"
  • 26. We knocked a giant’s socks off.The proverbial supermarket giant. That’s our biggest customer in Europe. But their sizedidn’t frighten Gareth, our graduate. You see they’d been planning a new section on theirwebsite. Simply to sell their pet food. But Gareth believed they could do more. Andalongside upping sales of pet food, he saw an opportunity for them to offer advice to petowners. The kind of advice that improves the lives of pets. So he gave them all our WALTHAMand wellbeing, just gifted away. Sounds crazy but it was genius. It was an idea about mutuality.A Mars® idea. And clearly there was a happy ending. Because it means healthier lifestyles forpets, happier pet owners and our customer loves it so much they’re also selling our products on it.Win, win, win. mars.co.uk/graduatesA graduate predicting global demand.Who’d have guessed?Forecasting. It’s not a dark art. It’s knowledge, strategic insight and understanding. Just askour graduate Orla. You see, she used all three when we asked her to map out the future forMaltesers®. A global demand plan. For the next ten years. Was it a big ask? You bet. Especially whenyou think that Orla had only just started her second placement on our Management Programme. Buthey, if you don’t ask you don’t get. Turns out we were selling Maltesers® as fast as we couldmake them. And demand in some markets was sky rocketing. But Orla had the answer.After looking at everything from capital investment to logistics to international taxation, Orlagot us to redesign our factory in Slough to meet immediate demand. Then she set about puttingin place the supply strategy that will make sure we can get Maltesers® to the people that want them, wher-ever they are. We’re predicting a bright future for her. mars.co.uk/graduates
  • 27. We needed to build enthusiasm around our brand-new Bathurst factory. Pronto. Luckily, our graduateChris took to the task like a dog with a bone. His mission? Create a replica of the site to help Associatesvisualise the new facility. Made of Lego. Just for fun. And boy, did he deliver. Chris ran the show, steppedup his CAD software skills and applied his know-how to make the Lego model a massive success. Now anIndustrial Engineer, Chris leads much larger projects with bigger budgets. It just goes to show, when yougive graduates a healthy dose of responsibility, great things can happen. www.marsgraduates.com.auOur graduates sink their teethinto great projects.We’re not your average workplace. Just ask Mick, our Supply Chain Graduate. When he was just sixmonths into our program, he helped launch a business first. A Salad Dressing range. But there werebig challenges. His Manager was overseas and he faced a seriously short lead-time. So Mick workedclosely with Research and Development team, Demand Planners and the Supply Chain team, to ensurethe new range hit the shelves at exactly the right time. It did. You see, when you’ve got the freedom todeliver the goods, you can exceed even your own expectations. www.marsgraduates.com.auWe give our graduatesa recipe for success.
  • 28. Who says you have to follow the script?We’ve always prided ourselves on doing things differently. And that’s exactly the mindset that’s seenHelen become a star in the making. Since joining, she’s already created a global campaign for Whiskas– it’s achieved one of the best pre-launch IPSOS test scores for the brand, and is creating a real buzzwithin the business. Helen’s helped to create a fantastic campaign that’s not just about cat food –but our unique understanding of cat care and our philosophy of making the world a better place forpets. She’s harnessed all of the cat care knowledge from Mars’ WALTHAM® Centre for Pet Nutrition– the world’s leading authority on pet care and nutrition. She’s taken inspiration from over 50 yearsof Whiskas® brand heritage. And she’s combined all of that with some innovative thinking, linking thisin-depth category knowledge with her passion for pet care. With the ad due to air soon, we just have onequestion for Helen: What’s next for the UK’s cats? If you’re looking for a marketing role that will put yourideas into the hearts, minds and living rooms of millions of consumers, visit www.mars.com/careersTo bring Helen’s story to life, download the free Aurasma app and point your device at this page.
  • 29. Nominated fortheir inside knowledge.Jelina and Bo discovered the secret to selling more chocolate in China.Sharing. Turns out everyone’s loves to do it. So their bright idea was a newM&M’s bottle to satisfy that need. And that’s gone on to generate more than$10 m in sales. Share and share alike. That’s the kind of thinking that gets mynomination. Jelina and Bo made the difference.Someone else you know made a difference?Make their story mean more. Nominate now.www.marsmtd.com
  • 30. More to explore.More to achieve.Careers at Mars. The journey’s just beginning.
  • 31. Accolades:Best Ad – Times Top 100 2012International Campaign RADs 2012 FinalistTop 50 global employers – Universum 2012Universum Ideal Employers 2012 Top 100Winner International Campaign RADs 2013Best Employers AON Hewitt Top 5Star Start AwardFortune 100 Best Companies To Work For
  • 32. "Campaign"vs."brand"Brand"Guidebook" Brand"Deployment"Handbook"Brand"Portal""Employer$Brand$Council$Key"markets,"global"HR,"global"Corporate"Affairs,"Global"Marke=ng,"Agency"Partners"
  • 33. Deploying theframework
  • 34. MARS & TONIC CO-PRODUCTIONWITH THE AMBITION TO RELEASE AS OPEN-SOURCEWORKING WITH OTHER MATURITY TOOLS PROVIDED INSPIRATIONHOW CAN DEPLOYMENT BE GUIDED TO REFLECT MARKET CONDITIONS?VARYING CAPABILITY & AWARENESSMESSAGE THAT REFLECTS CONTEXTCONSISTENT ARCHITECTURE BUT VARYING CONTENTTHE CHALLENGE AND OPPORTUNITY OF FRAMEWORK DEPLOYMENT
  • 35. BUILD AN OVER-RIDING AIM FOR BRAND AND/OR REPUTATION WORK –MEASURABLE OUTPUTS FOR THE FIRST TIME.USEFUL BEFORE DURING AND FOLLOWING A BRAND DEPLOYMENT EXERCISEAND TO BUILD A TOOL THAT COULD BE USED FOR SELF-DIAGNOSISTHE AIM WAS TO DECENTRALIZE THIS PROCESS TOO – TO ENABLE THE FRAMEWORKEFFECTIVE DEPLOYMENT CAN ONLY HAPPEN IF YOU UNDERSTAND YOUR CONTEXTYOU CAN’T MANAGE WHAT YOU CAN’T (OR DON’T) MEASURE
  • 36. WHAT MAKES A BRAND GREAT?
  • 37. “THE PACKAGEOF FUNCTIONAL, ECONOMICAND PSYCHOLOGICAL BENEFITSPROVIDED BY EMPLOYMENT,AND IDENTIFIED WITH THEEMPLOYING COMPANY”The classic definition ofemployer branding
  • 38. “A BRAND FOR A COMPANYIS LIKE A REPUTATIONFOR A PERSON.YOU EARN REPUTATIONBY TRYING TO DOHARD THINGS WELL.”JEFF BEZOS, AMAZONExtension
  • 39. THE FUNCTIONAL,ECONOMIC ANDPSYCHOLOGICAL BENEFITSTHAT YOU PROVIDE –ALL OF WHICH PUT TOGETHERFORM YOUR REPUTATIONAS AN EMPLOYER.The Human Brand
  • 40. WHAT ARE THE FACTORS THAT MAKE AN EMPLOYER BRAND GREAT?
  • 41. THE MATRIX
  • 42. AREAS TO FOCUS ON AND WHAT YOU COULD BE DOING TO INCREASEIMPACT OF BRAND/REPUTATION ON RECRUITMENTSUGGESTED LEVELS OF‘PERFORMANCE’BUILT IN WEIGHTING TO PERSONALISE TO YOUR CONTEXTBUT HOW IMPORTANT ARE THOSE FACTORS TO YOU?
  • 43. TRACKS PROGRESS AND IDENTIFIES NEXT STEPS TOWARD MAKINGYOUR EMPLOYER BRAND AN EFFECTIVE BUSINESS TOOLBETA+ NOW. FURTHER DEVELOPMENTS WILL FOLLOW – RELEASE IN SUMMER 2013PERSONALISED TO YOUR ENVIRONMENTCAN BE USED BEFORE, DURING AND FOLLOWING BRAND DEPLOYMENTTHOROUGH SELF-DIAGNOSIS BASED ON WIDE-RANGING FACTORS AND FUNCTIONSSUMMARY
  • 44. Thanks for listeningTom Chestertontom.chesterton@tonic-agency.com0207 183 2556www.tonic-agency.comFacebook.com/pages/Tonic@TonicTweetingTonic Agencytonicagency.wordpress.com

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