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Amit Shukla,
Amit Shukla,
Amit Shukla,
Amit Shukla,
Amit Shukla,
Amit Shukla,
Amit Shukla,
Amit Shukla,
Amit Shukla,
Amit Shukla,
Amit Shukla,
Amit Shukla,
Amit Shukla,
Amit Shukla,
Amit Shukla,
Amit Shukla,
Amit Shukla,
Amit Shukla,
Amit Shukla,
Amit Shukla,
Amit Shukla,
Amit Shukla,
Amit Shukla,
Amit Shukla,
Amit Shukla,
Amit Shukla,
Amit Shukla,
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Amit Shukla,

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  • 1. “Employer of Choice” and the role of Employer Branding
    Presented by
    AmitShukla, CEO, Deccan Chronicle Holdings Ltd
    Seminar on HR Value Propositions, 20th May 2011
  • 2. Agenda
    Introduction to Deccan Chronicle
    Employer Brand, and Branding
    What is it : The Definition
    Why is it important : The Linkages
    How to Manage it
    The Basics approach
    The Right approach
    Summary and Key take-aways
  • 3. About Deccan Chronicle
  • 4. Deccan Chronicle : For Young Minds
    Not Just a Slogan
    The Largest %age of readers below
    30 years age, of any English daily in India . . . .
    (Source : Indian Readership Survey IRS 2010 R2)
  • 5. . . . And with the youth connect, Deccan Chronicle has been the
    Fastest Growing English Daily Newspaper in India . . .
  • 6. . . . And from the last one year . . .
    “Deccan Chronicle” is now the Largest Circulated English daily in South India
    As per Audit Bureau of Circulation
    Certificate ABC Jan-June 2010
    Deccan Chronicle is well ahead of the Hindu, in South India.
  • 7. . . . And for the 4 Key towns of the South
    Bangalore (Karnataka) +
    Chennai (Tamil Nadu) +
    Hyderabad (Andhra Pradesh) +
    Kochi (Kerala)
    Deccan Chronicle is now No# 1 English Daily
    No # 1 in Circulation (as per ABC JD 2010)
    No # 1 in Average Issue Readership AIR and
    No # 1 in Total Readership TR (As per IRS R2 2010)
  • 8. . . .use “Career Chronicle” pages for the biggest impact for your recruitment ad in South India (Comes on Tue/Wed/Thu/Sat, Next-day ad 4 out of 5 working days )
  • 9. What is the Employer Brand, and Employer Branding ?
  • 10. The Definition
    Employer Brand is the image of your company’s soul , the essence of what you are as a place to work in.
    Employer branding represents
    A company’s effort to promote a clear image of what makes your company different and desirable as an employer, both as seen from within and seen from outside
    It includes changing current policies and practices if there is a gap between how the company is seen vs. the targeted image
    It is not the use of superficial gimmicks to get more employee applications : lipstick on a gorilla simply does not work
  • 11. Key Components of an Employer Brand
    CULTURE
    PURPOSE
    EMPLOYEE PROCESSES
  • 12. The Definition
    Employer Brand is the image of your company’s soul , the essence of what you are as a place to work in.
    Employer branding represents
    A company’s effort to promote a clear image of what makes your company different and desirable as an employer, both as seen from within and seen from outside
    It includes changing current policies and practices if there is a gap between how the company is seen vs. the targeted image
    It is not the use of superficial gimmicks to get more employee applications : lipstick on a gorilla simply does not work
  • 13. Why is Employer Branding important ?
  • 14. Employer Brand Linkages
    to Employer Attraction (for future employees)
    and Employee Productivity (for existing employees)
    Source : Emerald Research, Emerald Group Publishing Ltd, Bingley, UK
  • 15. Employer Brand Linkages
    to Employer Attraction (for future employees)
    and Employee Productivity (for existing employees)
    Source : Emerald Research, Emerald Group Publishing Ltd, Bingley, UK
  • 16. Employer Brand Linkages
    to Employer Attraction (for future employees)
    and Employee Productivity (for existing employees)
    Its doesn’t impact NEW employees,
    it impacts ALL employees
    Source : Emerald Research, Emerald Group Publishing Ltd, Bingley, UK
  • 17. Employer Branding : Shaping the Employer Brand Experience
  • 18. The Basic’s Approach
    Measure where you are
    Prioritise what makes most impact (Core) and what makes a lesser impact (non Core)
    Shape the core, and the problem areas in the non-core experience
    Go back and measure again
  • 19. Employer Branding : Key Touch-points
  • 20. Core Touchpoints for Employer Brand Experience
    Values
    Measure where you are :
    Check : is this where you want to be
    Define the gap, and what will it take for the gap to be perceived to be bridge
    Action, and measure again
    Everyday Behavior
    Measure what is “normal behaviour” in typical interactions Internal and external both
    Identify gaps and train , educate, evangelize
    Measure again
  • 21. Core Touchpoints for Employer Brand Experience
    Management Competencies
    Measure Desired competencies vs Actual Competencies vs Perceived (internal and external images)
    Management Training and Workshops to bridge gaps, Communication to bridge perception
    Leadership Competencies
    Measure Desired competencies vs Actual Competencies vs Perceived (internal and external images)
    External Leadership Training and Workshops, Internal and External Communication to bridge perception
  • 22. Second Level Touchpoints
    The List
    Recruitment Process
    Communication Process
    Orientation Process
    Performance and Development
    Measurement
    Reward and Recognition
    Process Touchpoints
    The Method of attack
    Evaluate all from the “ant’s eye view”, capture VoxPopuli
    Form Task Forces with dedicated cross-functional representation to “workshop” the solutions
    Let the task force communicate and propogate the achievements
    Communicate externally
  • 23. The Right Approach
    Designed by Right of Australia
    5 phase approach, 13 steps
    Widely believed to be suited for an evolved organisation going from Good to Great.
  • 24. Source : The Right Group, North Sydney, Australia
  • 25. Summary
  • 26. Summary
    An employer brand
    is shaped by employer brand experience
    experienced in a myriad of ways, across high impact and moderate impact touchpoints.
    In each interaction, there is a “moment of truth”
    Summary of employer branding is in
    Making the experience a smooth one
    across ALL the key touchpoints, and
    MAXIMUM of the non-core touchpoints
    Communicating, Communicating, and Communicating .
  • 27. Thank You

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