1) The research found that American tech giants like Amazon dominate the top 5 organizations UK workers would love to work for. Workers associate these brands with an entrepreneurial spirit. 2) While brand recognition is important, it is not essential for attraction. Contemporary and sincere employer branding messaging is important. 3) Sharing organizational successes is key, as talent wants to work for high achieving employers. Job security is also highly valued. 4) A lack of effective employer value proposition (EVP) communication can lead to disengaged talent. Regularly reviewing and communicating the EVP builds a sense of organizational purpose.

1. ANATOMY OF A
NEIL MILLETT
neil.millett@reedonline.co.uk
WINNING
EMPLOYER BRAND

2. “
“
Your brand is what other
people say about you when
you're not in the room
Jeff Bezos – CEO, Amazon

3. *Backhaus & Tikoo, Conceptualising and researching employer branding

4. THE RESEARCHN= 2,000 UK WORKERS
JUNE 2018

5. WHO?
WHY?

6. If you could work for any organisation…
who would you
LOVE to work for?

7. 5.

8. 4.

9. 3.

10. 2.

11. 1.

12. PREVIOUS TOP 5s…

13. 1.

14. WHY did you choose
your #1 organisation?

15. It’s a brand I’d be
PROUD to work for
1.
WHY UK WORKERS MAKE BRANDS THEIR #1
> Articulate ‘pride’ for your organisation
> Communicate the ways you make a
difference to your customers & users
ACTION

16. Would be more likely to work
for a brand they use regularly
WHY UK WORKERS MAKE BRANDS THEIR #1
46%
Would be more likely to work
for a brand they've had a
personal experience with 45%
> Speak to your marketing team
> Engagement campaigns with returning
customers for new talent pools
ACTION

17. A reputation
for SUCCESS
2.
Offers generous
PAY & BENEFITS
3.
WHY UK WORKERS MAKE BRANDS THEIR #1

18. WHY UK WORKERS MAKE BRANDS THEIR #1
1. Brand I’d be proud to work for
2. Reputation for success
3. Generous pay and benefits
4. A market leadingbrand
5. Known for a fun, social environment

19. WHY UK WORKERS MAKE BRANDS THEIR #1
1. Brand I’d be proud to work for
2. Reputation for success
3. Generous pay and benefits
4. A market leading brand
5. Known for a fun, social environment

20. Is it important to you
to work for a
RECOGNISED brand?

21. 28%
VERY
WORKING FOR A RECOGNISED BRAND
38%
SOMEWHAT
26%
NOT VERY
How important?

22. WHY A RECOGNISED BRAND?
JOB SECURITY
well know brands, history & heritage with
UK workers associate
> Share your successes & business performance
> Forget any preconceived notions or barriers
ACTION

23. Would you prefer to work for a
START-UP / FAST GROWING
organisation?

24. 1IN 4
WOULD YOU WORK FOR A START UP?
Would prefer to
work for a start up

25. UK WORKERS SEE START-UPS AS…
1. Challenging
2. Rewarding
3. High risk
4. Faster skill development
5. Greater responsibility
> Embrace challenging as part of your comms
> The perks of a dynamic environment
ACTION

26. WHY UK WORKERS MAKE BRANDS THEIR #1
1. Brand I’d be proud to work for
2. Reputation for success
3. Generous pay and benefits
4. A market leadingbrand
5. Known for a fun, social environment

27. WHY UK WORKERS MAKE BRANDS THEIR #1
1. Brand I’d be proud to work for
2. Reputation for success
3. Generous pay and benefits
5. A fun, social environment
4. A market leadingbrand

28. What kind of
WORKPLACE CULTURE
do you most want to work in?

29. A FUN and
SOCIABLE
workplace
1.
WORKPLACE CULTURE

31. DEFINING ‘FUN & SOCIABLE’
> After work socials
> Volunteering & charity days
> Work-related learning
> Creative classes & workshops

32. WORKPLACE CULTURE
INDEPENDANT
working (33%)
2.
COLLABORATIVE
working (31%)
3.

33. WORKPLACE CULTURE
1. Fun, social work place
2. Independentworking
3. Collaborative working
4. Motivational leaders
5. Team led, collective goals

34. Do you feel ENGAGED
and HAPPY at work?

35. 64%
YES
26%
NO
NOT ACTIVELY LOOKING
10%
NO
ACTIVELY LOOKING
Are you engaged & happy at work?
EVP & EMPLOYEE ENGAGEMENT

36. EVP & EMPLOYEE ENGAGEMENT
Feel their employer is NOT
EFFECTIVE in communicating
its EVP74%
Of those who are actively disengaged…

37. EVP & EMPLOYEE ENGAGEMENT
What does effective communication look like?
QUARTERLY
COMMS ANNUAL
REVIEWS

38. SUMMARY
>American tech giants dominate top 5.
Association with ‘entrepreneurial / start-up spirit’
> Brand recognition IS NOT essential for attraction.
Contemporary, sincere messaging is key
> Share organisational successes. Talent wants to work
for high achievers. Job security valued highly
> Lack of EVP can lead to disengaged talent.
Regularly reviewed & communicated EVP = purpose

39. THANK YOU
Neil Millett
Research Marketing Manager
neil.millett@reedonline.co.uk