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The Secrets of Employer Branding: From Strategy to Execution
 

The Secrets of Employer Branding: From Strategy to Execution

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JOBSTREET.COM HR Networking Event 2008, Johor Bahru

JOBSTREET.COM HR Networking Event 2008, Johor Bahru

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The Secrets of Employer Branding: From Strategy to Execution The Secrets of Employer Branding: From Strategy to Execution Presentation Transcript

  • THE SECRETS OF EMPLOYER BRANDING: From Strategy to Execution Case Studies, Concepts and Debatable Ideas Kenny Ong CNI Holdings Berhad www.myCNI.com.my www.OOBEY.com
  • Objective of Branding: Way back in 2004…
    • Thomas Cup, Indonesia
    www.myCNI.com.my www.OOBEY.com
  • Objective of Branding: Now in 2007…
    • CNI ‘Beemax’ Factory Visit, China
    • Top Leaders
    • Product Development
    • Media
    www.myCNI.com.my www.OOBEY.com
  • Corporate & Employer Brand Corporate Brand Employer Brand www.myCNI.com.my www.OOBEY.com Right Type of People
  • Why Employer Branding?
    • Employer Branding
    • Attract
    • Retain
    • Motivate
    • Focus
    www.myCNI.com.my www.OOBEY.com
  • Components of Branding Positioning, Execution, and Communication www.myCNI.com.my www.OOBEY.com
  • Components of Branding Positioning Execution Communication www.myCNI.com.my www.OOBEY.com
  • Brand Positioning Segmentation, Targeting, Basics, Differentiators www.myCNI.com.my www.OOBEY.com
  • Positioning
    • “ Hope is not a strategy”
    • John Maxwell
    www.myCNI.com.my www.OOBEY.com
  • Positioning
    • For who? – Segmentation, Targeting
    • Your Offer?
    • Key Differentiator?
    www.myCNI.com.my www.OOBEY.com
  • Two Types of Segmentation for HRM
    • Demographic segmentation
    • Talent segmentation
    www.myCNI.com.my www.OOBEY.com
  • Demographic Segmentation - General www.myCNI.com.my www.OOBEY.com Veterans (Pre-Boomers) 1934-1945 Boomers 1945-1960 Gen X (Cusper, Buster) 1960 - 1980 Gen Y (Millennials, Netster) 1980+
  • Demographic Segmentation - others
    • Women, Working Mothers
    • Youtube generation
    • Working retired
    • Social Activists
    • Work/Life balancers
    • Industry (ICT, Advertising, Engineer, Accounting, Lawyer, etc.)
    www.myCNI.com.my www.OOBEY.com
  • Talent Segmentation
    • Who is your Talent?
     : A Talent for others does not mean a Talent for you www.myCNI.com.my www.OOBEY.com
  • Talent Segment Targeting
    • Unwanted by big MNCs
    • Small companies
    • Boring Environment
    • No Growth/Learning
    • No MBA
    • Passion, Values, IQ (streetsmart)
    • Appreciate Chaos
    • Multitask
    • Passion to Learn
    www.myCNI.com.my www.OOBEY.com
  • Talent Segmentation Group I (Talent Pool)
    • Identify
    www.myCNI.com.my www.OOBEY.com 2 3 4 5 PERFORMANCE 2 3 4 5 POTENTIAL
  • Talent Segmentation Group I (Talent Pool) Group II (  Potential) Group III (  Performance) Group IV (Counseling) 2 3 4 5 2 3 4 5 PERFORMANCE POTENTIAL
    • Identify
    www.myCNI.com.my www.OOBEY.com
  • What needs work? Current Brand Importance to Target Segment High Low Weak Strong www.myCNI.com.my www.OOBEY.com High Salary Career Opportunities Familiarity with Tasks Training Opportunities Attractive Location For people like me Fun place to work Expected success of application Innovative company
  • What needs work? Current Brand Importance to Target Segment High Low Weak Strong High Salary Career Opportunities Familiarity with Tasks Training Opportunities Attractive Location For people like me Fun place to work Expected success of application Innovative company www.myCNI.com.my www.OOBEY.com
  • Activity Grid to determine HRM priorities www.myCNI.com.my www.OOBEY.com Eliminate (-) What are features/ activities/services to eliminate? Reduce (↓) What are features/ activities/services to reduce? Create (+) What are features/ activities/services to introduce? Increase ( ↑) What are features/ activities/services to increase?
  • Basics & Differentiators Segments Targets Targets Basics Differentiators www.myCNI.com.my www.OOBEY.com
  • COMMUNICATION ARCHITECTURE BRAND POSITIONING “ Tagline” KEY SUPPORTING MESSAGES KEY MESSAGES SPECIFIC TO INTERNAL/EXTERNAL SEGMENTS EMPLOYEES Image Development KEY SEGMENTS TARGET GROUPS SPECIFIC SEGMENT
  • KEY MESSAGES
    • Who am I?
    • What do I offer?
    • Support?
    • End benefit(s)
    • Tagline:
    www.myCNI.com.my www.OOBEY.com
  • Brand Execution Alignment, Basics, Differentiators Also known as ‘Reason To Believe’ www.myCNI.com.my www.OOBEY.com
  • Alignment & Consistency
    • Mamak stall
    www.myCNI.com.my www.OOBEY.com
  • Alignment & Consistency
    • "Exactly what I need"
    • Customized products
    • Personalized communications
    • "They're very responsive"
    • Preferential service and flexibility
    • Recommends what I need
    • "I'm very loyal to them"
    • Helps us to be a success
    "They are the most innovative" "Constantly renewing and creative" "Always on the leading edge" "A great deal!" Excellent/attractive price Minimal acquisition cost and hassle Lowest overall cost of ownership "A no-hassles firm" Convenience and speed Reliable product and service Product Leadership Operational Excellence Customer Intimacy www.myCNI.com.my www.OOBEY.com
  • Alignment & Consistency: Market Disciplines Operational Excellence (low cost producer) Ref: The Discipline of Market Leaders , Michael Treacy & Fred Wiersema; 1995 Product Leadership (best product) Customer Intimacy (best total solution) www.myCNI.com.my www.OOBEY.com
  • The McPlaybook*
    • Make it easy to eat
    • 50% drive-thru
    • Meals held in one hand
    • Make it easy to prepare
    • High Turnover
    • Tasks simple to learn & repeat
    • Make it quick
    • “ Fast Food”
    • Tests new products for Cooking Times
    • Make what customers want
    • Prowls market for new products
    • Monitored field tests
    *Adapted from: Businessweek , Februrary 5 th 2007 www.myCNI.com.my www.OOBEY.com
    • Product Leadership
    • New, state of the art products or services
    • Risk takers
    • Meet volatile customer needs
    • Fast concept-to- counter
    • Never satisfied - obsolete own and competitors' products
    • Learning organization
    Alignment & Consistency: Disciplines, Priorities, and KPIs
    • Operational Excellence
    • Competitive price
    • Error free, reliable
    • Fast (on demand)
    • Simple
    • Responsive
    • Consistent information for all
    • Transactional
    • 'Once and Done'
    • Customer Intimacy
    • Management by Fact
    • Easy to do business with
    • Have it your way (customization)
    • Market segments of one
    • Proactive, flexible
    • Relationship and consultative selling
    • Cross selling
    www.myCNI.com.my www.OOBEY.com
    • Operational Excellence
        • Move know-how from top performing units to others
        • Benchmark against best in class
        • Ensure operations training for all employees
        • Use disciplines like TQM for continuous learning to reduce costs and improve quality
    Alignment & Consistency: Market Disciplines www.myCNI.com.my www.OOBEY.com
  • Alignment & Consistency: Market Disciplines
    • Customer Intimacy
        • Capture knowledge about customers
        • Understand customer needs
        • Empower front line employees
        • Ensure that everyone knows the customer
        • Make company knowledge available to customers
    www.myCNI.com.my www.OOBEY.com
    • Product Leadership
        • Reduce time to market
        • Commercialize new products fast
        • Ensure that ideas flow
        • Reuse what other parts of the company have already learned
        • Ensure there are multiple sources of funding
    Alignment & Consistency: Market Disciplines www.myCNI.com.my www.OOBEY.com
  • Alignment & Consistency: Market Disciplines Operational Excellence (low cost producer) Ref: The Discipline of Market Leaders , Michael Treacy & Fred Wiersema; 1995 Product Leadership (best product) Customer Intimacy (best total solution) www.myCNI.com.my www.OOBEY.com
  • Alignment & Consistency: Market Disciplines Operational Excellence (low cost producer) Ref: The Discipline of Market Leaders , Michael Treacy & Fred Wiersema; 1995 Product Leadership (best product) Customer Intimacy (best total solution) www.myCNI.com.my www.OOBEY.com
  • Brand Execution: Aligning the 4-Wheels Philosophies Brand Position Segmentation & Targeting www.myCNI.com.my www.OOBEY.com Structure Resources Leadership Person
  • Brand Alignment: Talent Segment Philosophies Principles HR Philosophy
    • Equal / Fair
    • Happy / Productive
    • Hire Low, Train High
    • Performance vs Potential
    • SP drives TM
    • Talent Pool owned by the company
    • Retention / Engagement
    www.myCNI.com.my www.OOBEY.com
  • Brand Alignment: Demographics Segment Philosophies? Principles HR Philosophy www.myCNI.com.my www.OOBEY.com
  • Alignment: Framework
    • Org Structure
    • Job Design
    • C&B
    • Policies & procedures
    • Decision making
    • Job fit
    • Management Systems
    • BSC and KPIs
    • Decentralized vs. Centralized
    • Control vs. Empower
    www.myCNI.com.my www.OOBEY.com Structure
  • Strategy: Framework
    • Tools
    • Physical facilities
    • Peer support
    • Information
    • T&D Programs
    • Mentors
    • Guides
    • ICT
    • OJT
    www.myCNI.com.my www.OOBEY.com Resources
  • Strategy: Framework
    • Role modeling
    • Vision/Mission/Philosophy
    • Leadership Style
    • Delegation & Empowerment
    • C&B
    • Promotions
    • Transition development
    www.myCNI.com.my www.OOBEY.com Leadership
  • Strategy: Framework
    • Recognition
    • Recruitment
    • Training
    • Values
    • Motivation
    • Self Efficacy
    • Awareness
    • Useful Competencies
    • Career aspirations
    • Attribution (control)
    www.myCNI.com.my www.OOBEY.com Person
  • Alignment: 4-Wheels Model Philosophies Brand Position Segmentation & Targeting www.myCNI.com.my www.OOBEY.com Structure Resources Leadership Person
  • Demographic Segment: Example Strategies
    • Gen Y
    • ICT
    • Women
    www.myCNI.com.my www.OOBEY.com
  • Brand Communication Image, Touch Points, Repetition, and Emphasis www.myCNI.com.my www.OOBEY.com
  • Attract
    • “ You don’t attract who you want. You attract who you are ”
    • John Maxwell
    www.myCNI.com.my www.OOBEY.com
  • Attract
    • What’s your main Differentiator?
      • Money? Opportunity? Big Projects? Big Clients? Career Growth? Environment? Love and Fresh Air?
    • Fish where the Fish are…
    • Hire Strict. Refuse if possible.
    • Who you retire determines who you attract
    www.myCNI.com.my www.OOBEY.com
  • Attract: HR and Marketing
    • Who designs your Job Ads?
      • It better be Marketing
    • Understand the psychology of a Talent Job Seeker when reading Job Ads
    • Not sure? Consult experts
    • Use Marketing weapons for Job Ads: brand logos, slogans, newspaper clips, awards, customer profile, video clips, web, banners etc.
    www.myCNI.com.my www.OOBEY.com
  • COMMUNICATION ARCHITECTURE BRAND POSITIONING “ Tagline” KEY SUPPORTING MESSAGES KEY MESSAGES SPECIFIC TO INTERNAL/EXTERNAL SEGMENTS EMPLOYEES Image Development KEY SEGMENTS TARGET GROUPS SPECIFIC SEGMENT
  • KEY MESSAGES
    • Who am I?
    • What do I offer?
    • Support?
    • End benefit(s)
    • Tagline:
    www.myCNI.com.my www.OOBEY.com
  • Touch Points Candidates/ Employees Gov./ Politics Customers Public Events Economics AGM Ads Internet* Annual Report Media Analysts Ex-employees Relatives Friends Pasar Malam Employees Employee Bloggers Mgmt Actions Newsletter www.myCNI.com.my www.OOBEY.com
  • Touch Pointsl Candidates/ Employees Gov./ Politics Customers Public Events Economics AGM Ads Internet Annual Report Media Analysts Ex-employees Relatives Friends Pasar Malam Employees Employee Bloggers Mgmt Actions Newsletter www.myCNI.com.my www.OOBEY.com
  • The Right Tools for the Job Reach of Communication Quality/Intensity of Communication Personal (exp) Personal (info) Impersonal (info) Individual Mass Internships, joint projects with University Events, workshops, campaign visits, seated dinners www.myCNI.com.my www.OOBEY.com
  • The Right Tools for the Job Reach of Communication Quality/Intensity of Communication Personal (exp) Personal (info) Impersonal (info) Individual Mass Mentorship programs Campus presentations, career fairs Online games, sponsorship of awards www.myCNI.com.my www.OOBEY.com
  • The Right Tools for the Job Reach of Communication Quality/Intensity of Communication Personal (exp) Personal (info) Impersonal (info) Individual Mass Direct Marketing (eg. mailing) Direct-response marketing Print media, radio www.myCNI.com.my www.OOBEY.com
  • The Right Tools for the Job Reach of Communication Quality/Intensity of Communication Personal (exp) Personal (info) Impersonal (info) Individual Mass Jobstreet.com Jobstreet.com Jobstreet.com www.myCNI.com.my www.OOBEY.com Jobstreet.com Jobstreet.com Jobstreet.com Jobstreet.com Jobstreet.com Jobstreet.com
  • End Point The end of the Beginning www.myCNI.com.my www.OOBEY.com
  • Issues and Challenges
    • HODs unclear
    • HODs disagree/unsupportive
    • HODs not committed
    • Functional silos
    • HODs not willing to openly differentiate
    • Incompetent superiors/HODs
    • Difficult to evaluate
    • Aligning with Business Goals
    • Unsynchronized and unmonitored training and development
    www.myCNI.com.my www.OOBEY.com
  • For Starting Up… Importance to Target Segment High Low www.myCNI.com.my www.OOBEY.com
  • For Starting Up… Current Brand Weak Strong www.myCNI.com.my www.OOBEY.com
  • For Starting Up… Philosophies Brand Position Segmentation & Targeting Structure Resources Leadership Person
  • For Starting Up… Reach of Communication Quality/Intensity of Communication Personal (exp) Personal (info) Impersonal (info) Individual Mass www.myCNI.com.my www.OOBEY.com
  • In the end…
    • Great Wall of China
      • humans are the weakest link
      • bad treatment of staff will lead to weak link i.e. easier to bribe, easier to con, etc;
      • bad treatment examples: insulting, lose face, broken promises, no dignity, public criticism, restructure without communication
    www.myCNI.com.my www.OOBEY.com Moral: Big matters/Small Matters
  • Summary
    • Segmented & Targeted
    • Attraction, Retention and Succession
    • STARS ™
    www.myCNI.com.my www.OOBEY.com
  • Thank You. soft copy of slides: http://totallyunrelatedrandomanddebatable.blogspot.com/