Employment Branding<br />A Question of Attraction and Retention<br />
Definition<br />Employment Branding<br /><ul><li>The effort an organization puts into it’s profile as an employer</li></ul...
Successful Employment  Branding is about fit<br />Fit with culture<br />Do the individual’s values align with the organiza...
Fit Matters<br />Replacement costs =<br />100% - 300% of annual salary*<br />*1. Danger, Toxic Company, Fast Company Magaz...
Build a brand promise based      		on an<br />Deliver on the brand promise<br />Employers of choice ….<br />understanding ...
Employment Brand<br />Company Reputation<br />Value of Product or Service<br />Reputation on the Street - Employment Brand...
Brand Execution<br />Quality and actions of co-workers<br />Vision, Mission and alignment to brand<br />Brand Execution<br...
Intent to Stay by Years of Service<br />
Step 1 – Segment Target Talent<br /><ul><li>Determine where the value is created in your company?
Where is talent critical to your strategy?
Identify the target talent
Who is the “right” talent for your organization?</li></li></ul><li>Step 2 – Define the Brand Proposition<br /><ul><li>Defi...
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Employment Branding

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

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Employment Branding

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

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