Employer brand. The what, why and how of employer branding.


Published on

This is the first in our 30+3 Webinar Series: "The Employer brand. The what, why and how of employer branding." It is a high-level overview of employer branding - what it is, why it's important and how to get started. We also provide 3 action items designed to help you make your employer brand stronger.

Published in: Business, Technology

Employer brand. The what, why and how of employer branding.

  1. 1. Employer brand. The what, why and how of employer branding.
  2. 2. Today’s format. 30 minutes – 3 action items Tuesday, May 13, 12:00-12:30 p.m. Facilitator N. Robert Johnson Practice Leader • Workforce Communications
  3. 3. We could spend all day . . . This is the first in a series. Today’s webinar provides a high-level overview of employer branding. Future webinars will dive deeper into employer branding and employee engagement. Interesting in a specific topic? Let us know.
  4. 4. Today’s webinar. Employer brand. The what, why and how of employer branding.
  5. 5. It’s your story.
  6. 6. Your employer brand is the story of you as an employer. An employer brand is what your talent experiences, thinks, feels and shares about you as a place to work. What is an employer brand?
  7. 7. Your employer brand is the experiences of your people.
  8. 8. Employer branding ingredients. promise attributes architecture
  9. 9. Your employer brand promise articulates your identity as an employer; showcases how you are unique; and inspires action. Employer brand promise.
  10. 10. Employer brand attributes. The attributes of you as an employer that connect people to your employer brand promise. FYI Over 20% of employees under the age of 30 say that they would prefer to have a lower- paying job with a brand that they believe in. (Interbrand)
  11. 11. Employer brand architecture. Employer brand and attributes Internal comm Career site and mobile Social media Collateral, events … Everyday experiences HR policies Your employer brand architecture is the design of how your employer brand promise and attributes are communicated and managed.
  12. 12. Why it’s important. FYI Less than half (46%) employees today can assert that they have felt committed, fulfilled (28%) or excited (26%) about work in the last month. (Kelton 2013)
  13. 13. Warning signs of a perfect storm. • 71% of the U.S. labor force is on the job market; 51% of employed workers are either actively seeking or are open to a new job (JobVite 2014) • Trust in U.S. business is up but still only at 62% (Eldeman trustbarometer 2014) • 40% of American workers say that they don’t completely understand their company’s vision. (Kelton 2013) • Almost six in ten (57%) feel accountable for something at work but do not count their company’s revenue, profit or growth among those items (Kelton 2013)
  14. 14. Storm warning signs – one more. 44% of candidates considering a company would be more likely to leave a company that failed to engage them in an innovative way. (KornFerry/FutureStep 2013)
  15. 15. The perfect storm impacting recruitment, engagement and retention performance and communication is the collision of employees who are less connected to their companies; more open to hearing and learning about new jobs; and the changing dynamic in the way in which they gather and validate information. .
  16. 16. Why employer brand? • Increases employee engagement • Increases talent attraction and retention performance • Improves financial performance
  17. 17. Why employer brand – a few proof points. • Increases employee engagement • Reduces turnover by up to 28% (LinkedIn 2011) • Lowers cost-per-hire by as much as 50% (LinkedIn 2011) • Improves financial performance – 36% stronger financial results due to strength of consumer and talent brand alignment (Lippencott 2013)
  18. 18. How to start.
  19. 19. Get planning* and get support. • Define what specific HCM issue(s) or problem(s) you are looking to solve (business case) • Gain feedback/support/buy-in from senior leaders (including C-Suite), colleagues, employees and other stakeholders • Develop an action/project plan that includes a budget and measurable outcomes *We have a free readiness checklist …
  20. 20. High-level “how” of employer branding. • Use fact-based research • Craft inspiring and engaging messages • Focus on culture (the stories of your people) • Be visual – use color, images and motion • Engage and empower your people to be involved • Segment audiences and target messages (relevancy and WIFM) • Measure, analyze and adjust
  21. 21. Action item 1: Infuse employee engagement data. Employer branding is about your story – your authentic story. It needs to be real. So, look for every data source you can to get to the real story. Engagement data is often overlooked as a source for employer brand validation. Map your employer brand promise and attributes to key questions in your survey.
  22. 22. Action item 2: Look for easy entry points. Employer branding doesn’t always have to start with the big-hairy-project. College recruiting, diversity programs, on-boarding communications: these are easy ways to get into employer branding.
  23. 23. Action item 3: Think like a brand manager. Good brand managers always think about the customer and the customer’s experience. In our case, we must always be focused on the experiences of our employees and candidates. Elements of experience to review as a brand manager • Employee value proposition • On-boarding/promise alignment • Messaging and creative • Audience segmentation
  24. 24. Our approach to employer brand. Discover • Stakeholder interviews • Focus groups • Employee engagement data • Communication audits • External brand alignment • Culture, mission and values alignment Invent • Employer brand promise • Employer brand attributes • Employee value proposition • Creative design expression • Strategic communications planning Deliver • Employer brand architecture • Integrated communications • Certified brand ambassadors • Customer experience and employer branding
  25. 25. Deeper Dive on Discovery. Infusing employee engagement data into your employer brand. Wednesday, May 28, 2014 12:00 noon ET/ 11:00 am CT Thank you! Offline questions? Contact me at 216.685.4486 or nrjohnson@davidgroup.com Our next webinar.