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Employment Branding


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Creating a brand is one thing, but living it is quite another

Creating a brand is one thing, but living it is quite another

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  • 1. Employment Branding
    A Question of Attraction and Retention
  • 2. Definition
    Employment Branding
    • The effort an organization puts into it’s profile as an employer
    Employment Brand
    • The “word on the street” reputation the organization has as an employer
    Employer of Choice
    • A company that consistently and effectively demonstrates the employment brand it is declaring in the marketplace that attracts the “right” talent for their organization
  • 3. Successful Employment Branding is about fit
    Fit with culture
    Do the individual’s values align with the organizational culture and expectations
    Fit with the organization
    Is this the right organization for the individual? Is there a way for them to contribute and grow?
    Fit with team
    Will the individual fit with the team,
  • 4. Fit Matters
    Replacement costs =
    100% - 300% of annual salary*
    *1. Danger, Toxic Company, Fast Company Magazine
    2. Kepner-Tregoe Study
    3. Gannett News
  • 5. Build a brand promise based on an
    Deliver on the brand promise
    Employers of choice ….
    understanding of their target talent
  • 6. Employment Brand
    Company Reputation
    Value of Product or Service
    Reputation on the Street - Employment Brand
    Quality of Leadership
    Visible Demonstrations
    Advocacy of Employees and Former Employees
  • 7. Brand Execution
    Quality and actions of co-workers
    Vision, Mission and alignment to brand
    Brand Execution
    Cultural values and behaviour expectations
    What is invested in and rewarded
    Leaders behaviour, decisions and actions
  • 8. Intent to Stay by Years of Service
  • 9. Step 1 – Segment Target Talent
    • Determine where the value is created in your company?
    • 10. Where is talent critical to your strategy?
    • 11. Identify the target talent
    • 12. Who is the “right” talent for your organization?
  • Step 2 – Define the Brand Proposition
    • Define the value proposition and brand
    • 13. What encourages the “right” talent
    • 14. To join
    • 15. To stay
    • 16. To contribute
    • 17. To grow
    • 18. What is the organization prepared to deliver?
  • Step 3 – Build systems to ensure execution
    • Ensure that internal systems and members believe and demonstrate the brand.
    • 19. Align HR subsystems and leadership towards the “say and do’s” of the value proposition:
    • 20. Attraction
    • 21. Selection
    • 22. Leadership Development
    • 23. Succession Planning
    • 24. Overall Strategy
  • Step 4 – Market the Brand
    • Declare the value proposition to recruits and employees
    • 25. Align all touch points to the brand