More Related Content
Similar to Talent Brand Management (2)
Similar to Talent Brand Management (2) (20)
Talent Brand Management (2)
- 2. Talent Branding
Creating the emotional connectivity between
human capital and the employer.
2
Copyright © 2015 WSB, LLC. All rights reserved.
- 3. Talent Branding
Is a marketing campaign directed to prospective
employees, staff, and other key stakeholders.
3
Copyright © 2015 WSB, LLC. All rights reserved.
- 4. Talent Branding
Messaging that reminds targets and employees of
their close alignment with the company’s mission,
vision, values, and goal achievement.
4
Copyright © 2015 WSB, LLC. All rights reserved.
- 5. Talent Branding
A talent brand exists only as a set of beliefs and
associations in the minds of prospective
employees and active staff.
5
Copyright © 2015 WSB, LLC. All rights reserved.
- 6. Benefits
~ Improves Recruitment and Retention Rates
~ Improves Engagement
~ Markets HR’s Value Throughout the Company
6
Copyright © 2015 WSB, LLC. All rights reserved.
- 7. Benefits
~ Casts a “halo” over company’s consumer brand(s)
~ Leads to a Better Workplace
~ Substantial Indirect Contribution to Profitability
7
Copyright © 2015 WSB, LLC. All rights reserved.
- 8. Elements
I. Managing Company Reputation
II. Managing Company Culture
III. Managing Value Proposition/Total Rewards
8
Copyright © 2015 WSB, LLC. All rights reserved.
- 10. Company Reputation
UNDERSTAND COMPANY CULTURE, MISSION AND VISION
~ Conduct research with applicants, customers, and
employees to learn their perceptions of
the company’s identity and goals.
10
Copyright © 2015 WSB, LLC. All rights reserved.
- 12. Company Reputation
ESTABLISH THE EMPLOYER BRAND
~ Perform a gap analysis of where you are vs. want to be.
12
Copyright © 2015 WSB, LLC. All rights reserved.
- 13. Company Reputation
ESTABLISH THE EMPLOYER BRAND
~ Form a diverse team and ask them to create an
appropriate brand.
13
Copyright © 2015 WSB, LLC. All rights reserved.
- 15. Company Reputation
ESTABLISH THE EMPLOYER BRAND
~ Ask employees to imagine how the brand may be
perceived internally and externally.
15
Copyright © 2015 WSB, LLC. All rights reserved.
- 16. Company Reputation
PARTNER HR WITH MARKETING AND PR DEPARTMENTS
~ Talent branding: a marketing campaign for “internal” audiences.
16
Copyright © 2015 WSB, LLC. All rights reserved.
- 17. Company Reputation
PARTNER HR WITH MARKETING AND PR DEPARTMENTS
~ Manage PR with customers and potential employees in mind.
17
Copyright © 2015 WSB, LLC. All rights reserved.
- 18. Company Reputation
PARTNER HR WITH MARKETING AND PR DEPARTMENTS
~ Collaborate on improving messaging for all recruitment
materials, advertising, and the career website.
18
Copyright © 2015 WSB, LLC. All rights reserved.
- 19. Company Reputation
PARTNER HR WITH MARKETING AND PR DEPARTMENTS
~ Select promotional media.
19
Copyright © 2015 WSB, LLC. All rights reserved.
- 20. Company Reputation
ESTABLISH THE EMPLOYER BRAND
~ Perform a gap analysis of where you are vs. want to be.
20
Copyright © 2015 WSB, LLC. All rights reserved.
- 21. Company Reputation
ESTABLISH THE EMPLOYER BRAND
~ Form a diverse team and ask them to create an
appropriate brand.
21
Copyright © 2015 WSB, LLC. All rights reserved.
- 23. Company Reputation
ESTABLISH THE EMPLOYER BRAND
~ Ask team members to imagine how the brand may be
perceived internally and externally.
23
Copyright © 2015 WSB, LLC. All rights reserved.
- 24. Company Reputation
PROJECTING THE EMPLOYER BRAND IN RECRUITING
~ When interviewing, be punctual, polite and friendly.
24
Copyright © 2015 WSB, LLC. All rights reserved.
- 25. Company Reputation
PROJECTING THE EMPLOYER BRAND IN RECRUITING
~ Be honest and do not raise expectations that cannot be
fulfilled.
25
Copyright © 2015 WSB, LLC. All rights reserved.
- 26. Company Reputation
PROJECTING THE EMPLOYER BRAND IN RECRUITING
~ Promptly inform them of your hiring decision.
26
Copyright © 2015 WSB, LLC. All rights reserved.
- 27. Company Reputation
EVALUATE BRAND EFFECTIVENESS
~ Select specific metrics to gauge impact of the brand on
recruiting and retention.
27
Copyright © 2015 WSB, LLC. All rights reserved.
- 29. Company Reputation
EVALUATE BRAND EFFECTIVENESS
~ Regularly survey employees to measure and confirm
their perception on the brand and brand-building activities.
29
Copyright © 2015 WSB, LLC. All rights reserved.
- 31. Company Culture
UNDERSTAND COMPANY CULTURE, MISSION AND VISION
~ Conduct research with employees to make sure they
understand the company’s identity and goals.
31
Copyright © 2015 WSB, LLC. All rights reserved.
- 32. Company Culture
DEFINE BRAND-LED CORPORATE GOALS & OBJECTIVES
~ Make sure business goals and objectives are building the
branded customer experience that the firm wants to attain.
32
Copyright © 2015 WSB, LLC. All rights reserved.
- 33. Company Culture
DEFINE BRAND-LED CORPORATE GOALS & OBJECTIVES
~ Perform appropriate research to ensure the customer
(external) and employee (internal) brand values are aligned.
33
Copyright © 2015 WSB, LLC. All rights reserved.
- 34. Company Culture
DEFINE BRAND-LED CORPORATE GOALS & OBJECTIVES
~ Make sure business goals and objectives are building the
branded customer experience that the firm wants to attain.
34
Copyright © 2015 WSB, LLC. All rights reserved.
- 35. Company Culture
DEFINE BRAND-LED CORPORATE GOALS & OBJECTIVES
~ Perform appropriate research to ensure the customer
(external) and employee (internal) brand values are aligned.
35
Copyright © 2015 WSB, LLC. All rights reserved.
- 36. Company Culture
DEFINE BRAND-LED CORPORATE GOALS & OBJECTIVES
~ Alignment is when a brand promise to external customers
does not compromise commitments to internal customers.
36
Copyright © 2015 WSB, LLC. All rights reserved.
- 37. Company Culture
EVALUATE PERCEPTIONS OF INTERNAL BRANDS
~ Survey employees to find inconsistencies between brand
objectives and employee perceptions.
37
Copyright © 2015 WSB, LLC. All rights reserved.
- 38. Company Culture
EVALUATE PERCEPTIONS OF INTERNAL BRANDS
~ Learn if employees feel managers reward and appreciate
their efforts to fulfill the company’s mission.
~
38
Copyright © 2015 WSB, LLC. All rights reserved.
- 39. Company Culture
EVALUATE PERCEPTIONS OF INTERNAL BRANDS
~ Segment the target groups into appropriate training and
development processes, or change HR policies to align the
marketing strategy with the HR policies.
39
Copyright © 2015 WSB, LLC. All rights reserved.
- 40. Company Culture
CREATE AN ON-CULTURE INTERNAL BRAND
~Instill the talent brand into the corporate culture by
formalizing it into HR’s planning, job analysis, recruitment
and selection processes.
40
Copyright © 2015 WSB, LLC. All rights reserved.
- 41. Company Culture
CREATE AN ON-CULTURE INTERNAL BRAND
~Formalization will align employee behaviors with the
company’s goal and objectives.
41
Copyright © 2015 WSB, LLC. All rights reserved.
- 42. Company Culture
CREATE AN ON-CULTURE INTERNAL BRAND
~ Formalization will help employees deliver the brand
promises that are deeply-rooted in the brand ethos.
42
Copyright © 2015 WSB, LLC. All rights reserved.
- 43. Company Culture
RECEIVE CONFORMITY FROM MANAGEMENT
~ Building a talent brand starts at the top of the org chart,
not at the bottom.
43
Copyright © 2015 WSB, LLC. All rights reserved.
- 44. Company Culture
RECEIVE CONFORMITY FROM MANAGEMENT
~ Ensure senior management buys-in to the talent brand to
convey authenticity and consistency.
44
Copyright © 2015 WSB, LLC. All rights reserved.
- 45. Company Culture
RECEIVE CONFORMITY FROM MANAGEMENT
~ Managers must be living examples of the talent brand and
eager to work with other employees to build and represent
the brand’s identity.
45
Copyright © 2015 WSB, LLC. All rights reserved.
- 46. Company Culture
MEASURE THE TALENT BRAND’S EFFECTIVENESS
~ Use surveys to learn if the firm’s values and talent brand
are aligned with those of employees and customers.
46
Copyright © 2015 WSB, LLC. All rights reserved.
- 47. Company Culture
MEASURE THE TALENT BRAND’S EFFECTIVENESS
~ Do line-level and top-level employees perceive the culture
the same?
47
Copyright © 2015 WSB, LLC. All rights reserved.
- 48. Company Culture
MEASURE THE TALENT BRAND’S EFFECTIVENESS
~ Are customers seeing the employment culture, exhibited
by employee behaviors in the delivery of the
service/product?
48
Copyright © 2015 WSB, LLC. All rights reserved.
- 50. Total Value Proposition
Is a positioning statement explaining a
company’s unique value to employees.
50
Copyright © 2015 WSB, LLC. All rights reserved.
- 51. Total Value Proposition
UNDERSTAND THE COMPANY’S CULTURE, MISSION, & VISION
~Before undertaking any talent-branding activities, make sure
the organization’s identity and goals are fully understood by all
internal customers.
51
Copyright © 2015 WSB, LLC. All rights reserved.
- 52. Total Value Proposition
ANALYZE THE SITUATION AND DDEFINE OBJECTIVES
~Asses strategic and tactical opportunities and challenges of
total compensation, and learn what must be communicated.
52
Copyright © 2015 WSB, LLC. All rights reserved.
- 53. Total Value Proposition
ANALYZE THE SITUATION AND DDEFINE OBJECTIVES
~Set communication SMART goals that are audience-specific,
relevant and tide to the business’ overall needs.
53
Copyright © 2015 WSB, LLC. All rights reserved.
- 54. Total Value Proposition
SELECT TARGET AUDIENCES & DETERMINE KEY MESSAGES
~ Conduct research with all employee cohorts to understand
their perceptions of the total compensation package and
employment experience.
54
Copyright © 2015 WSB, LLC. All rights reserved.
- 55. Total Value Proposition
SELECT TARGET AUDIENCES & DETERMINE KEY MESSAGES
~Tailor messages to different employee segments (e.g., part-time
vs. full-time).
55
Copyright © 2015 WSB, LLC. All rights reserved.
Copyright © 2015 WSB, LLC. All rights reserved.
- 56. Total Value Proposition
SELECT TARGET AUDIENCES & DETERMINE KEY MESSAGES
~ Make sure all communications are “on message,”
comprehensible, appropriate in style and tone, and are
error-free.
56
Copyright © 2015 WSB, LLC. All rights reserved.
- 57. Total Value Proposition
CHOOSE THE APPROPRIATE COMMUNICATION CHANNELS
~ Use multiple channels to best deliver information about total
rewards to employees.
57
Copyright © 2015 WSB, LLC. All rights reserved.
- 58. Total Value Proposition
WRITTEN COMMUNICATION
~ Ideal for communicating complex info to be referred to over
time and for any audience size.
58
Copyright © 2015 WSB, LLC. All rights reserved.
- 59. Total Value Proposition
WRITTEN COMMUNICATION
~ No guarantee that employees will comprehend the information.
59
Copyright © 2015 WSB, LLC. All rights reserved.
- 61. Total Value Proposition
FACE-TO-FACE COMMUNICATION
~ Most effective for changing employee behavior since it
provides instant feedback through verbal and non-verbal cues.
61
Copyright © 2015 WSB, LLC. All rights reserved.
- 62. Total Value Proposition
FACE-TO-FACE COMMUNICATION
~ Difficult to execute consistently due to variables such as
ability of speaker, different locations, various audiences, etc.,.
62
Copyright © 2015 WSB, LLC. All rights reserved.
- 63. Total Value Proposition
INTERACTIVE TECHNOLOGY
~ Can be cost-effective and almost limitless in terms of location
and accessibility.
63
Copyright © 2015 WSB, LLC. All rights reserved.
- 64. Total Value Proposition
INTERACTIVE TECHNOLOGY
~ Difficult to execute consistently due to variables such as
ability of speaker, different locations, various audiences, etc.,.
64
Copyright © 2015 WSB, LLC. All rights reserved.
- 65. Total Value Proposition
INTERACTIVE TECHNOLOGY
~ Effectiveness may vary due to employee preferences and
capabilities with using technology.
65
Copyright © 2015 WSB, LLC. All rights reserved.
- 66. Total Value Proposition
INTERACTIVE TECHNOLOGY
~ For an online total rewards system, consider creating a
website and other interactive platforms to show the total value of
the rewards package. Multiple platforms helps balance the
communication needs and preferences of employees and the
business.
66
Copyright © 2015 WSB, LLC. All rights reserved.
- 67. Total Value Proposition
DEVELOP & IMPLEMENT THE TALENT BRANDING PLAN
~ Reinforces the overall corporate mission and values that serve
the total rewards philosophy.
67
Copyright © 2015 WSB, LLC. All rights reserved.
- 68. Total Value Proposition
DEVELOP & IMPLEMENT THE TALENT BRANDING PLAN
~ Summarizes key findings from surveys and quantitative
research, action items, cost estimates, and evaluations.
68
Copyright © 2015 WSB, LLC. All rights reserved.
- 69. Total Value Proposition
DEVELOP & IMPLEMENT THE TALENT BRANDING PLAN
~ Specifies what information is delivered to and by whom; when
and how the messages will be communicated; and at what cost.
69
Copyright © 2015 WSB, LLC. All rights reserved.
- 70. Total Value Proposition
EVALUATE TOTAL REWARDS BRANDING ACTIVITIES
~ Survey employees to learn if they are (1) aware of all aspects of
the total rewards package, and (2) whether they understand the
value associated with their rewards.
70
Copyright © 2015 WSB, LLC. All rights reserved.
- 71. Total Value Proposition
EVALUATE TOTAL REWARDS BRANDING ACTIVITIES
~ Consider forming a team of internal communicators to regularly
reassess the needs of prospects and staff, and to help ensure that
the Total Rewards Package is understood and consistently meets
employee expectations.
71
Copyright © 2015 WSB, LLC. All rights reserved.
- 72. Thank You!
For more information visit
www.wsballas.com
-- or call --
Bill Ballas
442.274.2131 | 925.989.4276
72
Copyright © 2015 WSB, LLC. All rights reserved.