11. The Methodology
1-1 interviews
Quantitative survey
Focus Group discussions
Quantitative & Marketing
HR & Leadership
qualitative survey communication
workshop
with external TG strategy & execution
12. Route to brand of stature
Understanding the Corporate
Brand Identity Distilling compelling
themes and propositions
Internal Strengthening the EB with
communication employees
program for the EB
External
Go to market
positioning
(external)
assessment
Go to market
(internal)
Segment wise marketing
The ‘courtship’ experience
strategy
15. What the Metrics look like
Elevation in day ranking
Brand awareness and external credibility
Reduction in new hire premiums
Better offer-acceptance ratio Internal Metrics
Improved slot within a placement day
Increase in number of applicants Elevation in day ranking
Increased unsolicited profiles Brand awareness and external credibility
Reduction in new hire premiums
External Metrics Better offer-acceptance ratio
Improved slot within a placement day
Increase in number of applicants
Increased unsolicited profiles
17. Helps to Dig a little Deeper
What is our core proposition…
Does it appeal to my target talent pools…
Who is driving our employer brand…
Is it differentiated…
Is it known & credible within the organization…
Would potential candidates reflect it back…
Is the message consistently spread through all channels…
21. Travelled the path
Regained Day 1 status on management school campus
Developed a world class and differentiated Internship program to
increase predictability of intake
Attracted professionals into a family run business hitherto run by loyalists
Increased ‘share of women’ in a service organisation
Created an engagement model that also ensures longevity
of the employee with the company and consistent performance
Design of an alumni connect program to perpetuate
the Employer Brand
22. A few journeys we are on
Putting together an online media strategy for a business with low national
brand awareness
Designing a ‘courtship experience’ in line with the EVP’s and organisational
values
Creating marketing strategies towards attracting critical talent pools
Refining the internal organisation and employee related systems and processes to
make the Employer Brand a reality
Increasing offer to joining ratio of engineering campus recruits
23. Main Cast
Tarun
School – XLRI
Training Ground – Hindustan Unilever
Skills - Develop consulting framework, bring consumer marketing concepts to projects
Shampa
School – XLRI
Training Grounds – Citigroup, Spice Telecom, AOL India and OnMobile Global
Skills – Crystalise brand identity & essence, define futuristic roadmap for HR
Vijayalakshmi
School – National Law School & XLRI
Training Ground – Hindustan Unilever
Skills - Create strategy and convert into a robust & practical activation agenda, flawless activation
Nishant
School – CA by education
Training Ground – KPMG
Skills - Integrate brand and HR strategy with business, develop frameworks for analysis
Srikant
School – Engineer
Training ground – Yahoo
Skills – Online media strategy & social media marketing