Employer Branding_EACD_Jose Bancaleiro

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VI Regional EACD Lisbon Debate held 16th november 2010 over the theme "Reputation Management: from Internal Communication to Change Management", sponsored by Galp Energia. Attended by 47 top communication professionals. Presentation by José Bancaleiro, Managing Partner at Stanton Chase International

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Employer Branding_EACD_Jose Bancaleiro

  1. 1. José Bancaleiro The Power of Brands in HR Management
  2. 2. José Bancaleiro Itinerary • Talent Management • Employer Branding • EVP – Employer Value proposition • Brand Management 2
  3. 3. José Bancaleiro 3 Talent Management
  4. 4. José Bancaleiro 4 Talent Management “The thing that wakes me up in the middle of the night is not what might happen in the economy or what our competitors might do next. It is worring about whether we have the leadership capacity and the talent to implement the new and more complexes global strategies ” David Whirwam, CEO of Whirlpool Corporation
  5. 5. José Bancaleiro • The Market is more and more competitive; • Margins are more and more reduced; • The success of each project needs more and more focus, energy and creativity; • Motivate and retain our talents in more difficult each day. and even plus . . . 5 Have you heard?
  6. 6. José Bancaleiro . . . when . . . • Mergers and aquisitions; • Internationalization; • Diversification; • “Downsizing”; • Turnaround to compete in this market you need . . 6
  7. 7. José Bancaleiro . . . teams strongly . . • Competent; • Engaged; • Aligned with the company values; • Focused on objectives and • Performant 7 This is, with talented teams
  8. 8. José Bancaleiro 8 Performance CompetentEngaged Potencial of Evolution Talents are employees:
  9. 9. José Bancaleiro How to have talent . . . • Attraction • Development • Retain • Or all 9 Have you done your company talent inventory?
  10. 10. José Bancaleiro Talent atraction 10
  11. 11. José Bancaleiro 11 • If employees are the most decisive factor for the success of a project, the process of to attract, recruit and integrate them is key; • A wrong admission costs 3 times the annual salary of that employee; • Talent attracts Talent Why invest in talent atraction
  12. 12. José Bancaleiro 12 • “Resourcing” • Find de the best solution; • Process scope • Starts earlier - Employer Branding • Ends later • E.recruitment • Executive Search • Price vs Value 4 Trends in talent atraction
  13. 13. José Bancaleiro Employer Branding 13
  14. 14. José Bancaleiro Employer Branding • Brands dominate ours lifes. They determine the car we drive, the wine we drink, etc. • So, it is not strange brands have a key role when people have to choose the company where they want to work 14
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  16. 16. José Bancaleiro 16 Features Value and Price Inovation and Design Product Brand PROCESSO Quality and Performance Image and Prestige Product Brand
  17. 17. José Bancaleiro 17 Mission and Values Pay Policy Internal and external Communication Employer Brand PROCESSO Leadership Style Work climate Employer Brand
  18. 18. José Bancaleiro Employer Branding 18 It is to create a HR communication strategy, integrated, consistent and prolonged that communicates externally and internally the most relevant aspects of the organization identity (soul) , this is, the organizational purpose, its most deep values, it’s managerial practice, etc. all this with the objective of to create or reinforce an image of a “great place to work” among the present employees and of a “First choice employer” among potential candidates
  19. 19. José Bancaleiro Employer Branding is not . . . • To design a template for employment announcements • It is a communication strategy • A project with a strong launching • It is a process for a long period • A project to be done by “amateurs” • It needs HR and Communication specific competencies • A HR project • It is a company project and it needs Top Management involvement 19
  20. 20. José Bancaleiro 20 Culture Performance Communication Employer Brand PROCESSO Leadership Work climate STRATÉGY OPERATIONAL PROCESSES PEOPLE Brand componnents
  21. 21. José Bancaleiro 21 LIDERANÇA PERFORMANCE EMPLOYER BRAND PROCESSO CULTURA AMBIENTE Imagem Institucional e Produto Walk the talk Fairness Serviços de apoio Sistemas de Recompensa e Reconhecimento Equilibrio Familia / Profissão Atracção Integração Dispensa Politica de Desenvolvimento Reputação organizacional Responsabilidade social Missão e Valores Valor dado Às Pessoas Relacionamento interpessoal Gestão da Performance Comunicação interna STRATÉGY OPERATIONAL PROCESSES PEOPLE COMUNICAÇÃO Employer Brand
  22. 22. José Bancaleiro Brand Management • Insight – Alignement between brand and target audience • Benefits – Employee Value Proposition (EVP) • Diferentiation – What makes the Organization better and different of all others 22
  23. 23. José Bancaleiro Brand Management • Focus – Sinthetize in one point / image • Continuity – From where it cames and to where it wants to go • Consistence – Real vs promised brand; walk the talk 23
  24. 24. José Bancaleiro Talent atraction funil 6
  25. 25. José Bancaleiro EVP Employer Value Proposition
  26. 26. José Bancaleiro EVP - Employer Value Proposition 26 It is the group of functional, economic and emotional benefits delivered by the job that are identified with the employer (Barrow, in Corporate Executive Board, 2001).
  27. 27. José Bancaleiro 27 Job Contend Development PossibilitiesNo financial Compensation EVP PROCESSO Proud to belong EVP - Áreas Salary and Benefits
  28. 28. José Bancaleiro 28 Função DesenvolvºRemuneração não Financeira Proposta de Valor PROCESSO Pertença Remuneração Financeira Desafio Autonomia Significado Benefícios Financeiros Sistemas de Reconhecimento Equilibrio Familia / Profissão Benefícios não Financeiros Liderança Reputação organizacional Responsabilidade social Segurança Formação Nível de Oportunidades Remuneração VariávelSalário Proposta de Valor - Componentes
  29. 29. José Bancaleiro Salary & Evolution (Salary, Benefists, Evolution opportunities) Job (Contends, learning experiences,) Culture (Mission, values, lidership) Reputation (Image perceived) Employer attractiveness “drivers”
  30. 30. José Bancaleiro Atractividade do Empregador Salary & Evolution Job Culture Reputation Top 3 : • Imagem institucional e de Produto • Ética e Responsabilidade Social • Solidez financeira 22% 25% 27% Top 3 : • Segurança • Aprendizagem • Flexibilidade Top 3: • Valores • work/life balance • Ambiente de trabalho Top 3 : • Possibilidades de rendimento • Rendimento fixo competitivo • Rapidez de evolução 26% 3 0 6 Employer Brand Image Employer Value Proposition Employer attractiveness “drivers”
  31. 31. José Bancaleiro Post- Application Experience Pre- Application Experience Application Experience Campus recruitment Awareness Engagement Commitment Retention Consideration Preference Internship Career site Invitation letter Introduction Performance review Interview Rejection letter Exit interviews Informing / Involving people Career development Management behavior Assessment Contract handling Employer Brand Company brand Touchpoint Wheel
  32. 32. José Bancaleiro Employer Brand - Benefits: • Talent Attraction; • Talent attracts new Talent • Impact on the proud to belong: • Retention; • Reduction of recruitment costs 32
  33. 33. José Bancaleiro Guidelines • Cultural alignement • Strategic objectives alignement • Diferentiation positionement • Wide. integrated, consistent and prolonged • Balance between real vs aspirational brand • Notority e adhesion • Effective communication channels 33
  34. 34. José Bancaleiro Employer Branding includes • Design of a image / identity • Documents / ads / Websites/ etc. • External communication strategy . . . • And also, internal (ex. eventos) • Schools Roadshows • Analyse main processes: Attraction, integration leaving; 34
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  36. 36. José Bancaleiro INSPIRED PEOPLE. INSPIRING RESULTS.
  37. 37. José Bancaleiro Ensuring Global Consistency – Deployment
  38. 38. José Bancaleiro
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  46. 46. José Bancaleiro jnj.com/careers
  47. 47. José Bancaleiro 47 Thank you. Questions. Comments. Thoughts. José Bancaleiro

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