Diversity as a driver of your US Employment Brand (Old Version from 2011)

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The goal of an Employment Branding effort is to create an image [and perception] that makes people want to work for the firm. Similarly, corporate Diversity efforts are about creating a corporate environment which allows each employee to contribute whatever he or she is capable of contributing. My unique presentation asserts that most companies have not considered incorporating Diversity into the development of their Employment Brand. When taken together, these two efforts can create a sustainable competitive advantage in the hunt and search for talent as well as laying the ground work for “Employer of Choice” designation.

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Diversity as a driver of your US Employment Brand (Old Version from 2011)

  1. 1. Recommending a Strategy Ideas for Today and Tomorrow Diversity can Improve your Employment Brand* Author: John Torrance-Nesbitt, MBA *Registered with Copyrights
  2. 2. Diversity can Improve your Employment Brand Improve your Diversity, improve your Employment Brand <ul><li>Many companies today are incorporating Diversity into their core business practices </li></ul><ul><ul><li>Creating Diversity statements </li></ul></ul><ul><ul><li>Diversity Training for Senior Management and employees </li></ul></ul><ul><ul><li>Diversity Recruiting efforts </li></ul></ul><ul><ul><li>Diversity Supplier programs </li></ul></ul><ul><ul><li>Employee Affinity Groups, etc. </li></ul></ul><ul><li>However, most companies have not considered incorporating Diversity into the development of their Employment Brand </li></ul>
  3. 3. Goal <ul><li>The desired goal of a Diversity effort is to create an environment that allows each employee to contribute whatever he or she is capable of contributing </li></ul><ul><li>The desired goal of an Employment Brand is to create an image [and perception] that makes people want to work for the firm because it is a well-managed firm where workers are continually learning and growing. Once the image is set, it generally results in a steady flow of applicants* </li></ul>*Dr. John Sullivan, “Building an Employment Brand”, July 1999
  4. 4. Goal <ul><li>The desired goal of a both of these is for the firm to become an “Employer of Choice/Best Place to Work” </li></ul>
  5. 5. Steps <ul><li>Diversity can aid the building of a company’s Employment Brand </li></ul><ul><ul><li>Diversity can help to create an image and perception of a company where diverse candidates (and Employees who are diverse) would want to work and stay </li></ul></ul><ul><ul><li>Diversity can improve your employee engagement </li></ul></ul>
  6. 6. Steps <ul><ul><li>Diversity can define your culture and in turn benefit the Employment Brand </li></ul></ul><ul><ul><li>Diversity can create (and reinforce) a message of the firm as a Diversity-driven Employer and a “great place to work” for Diverse candidates </li></ul></ul><ul><ul><li>If your Employees experience exactly how your firm would like to be represented in the area of Diversity, then you will have a ready pool of Employment Brand Ambassadors </li></ul></ul>
  7. 7. HIGH Low HIGH LOW Employment Branding Awareness Diversity/Employment Brand Awareness Matrix High Diversity Awareness Low Employment Brand Awareness Preferred State High Diversity Awareness High Employment Brand Awareness Undesirable State Low D Undesirable State Low Diversity Awareness Low Employment Brand Awareness Low Employment Brand Awareness Low Diversity Awareness High Low Diversity Awareness High Employment Brand Awareness Employment Brand Awareness
  8. 8. Your Employment Brand Diversity Review <ul><li>Questions </li></ul><ul><ul><li>Is your Company a Diversity Champion </li></ul></ul><ul><ul><li>Has you firm created a work experience for Employees revolving around Diversity and its concepts? </li></ul></ul><ul><ul><li>Does your Firm have a set of messages and actions which convey a set of behavior patterns to Employees and Applicants on Diversity? </li></ul></ul>
  9. 9. Your Employment Brand Diversity Review <ul><li>Questions </li></ul><ul><ul><li>Is your Employer Brand communicating everything you want it to around Diversity? Are you sending a consistent picture of your firm as a Diversity-driven place to work? </li></ul></ul><ul><ul><li>Are your diverse Employees enthusiastic about recommending your firm as a “great place to work” for all </li></ul></ul>
  10. 10. Your Employment Brand Diversity Review <ul><li>Questions </li></ul><ul><ul><li>Are you sending a consistent picture of your firm as a Diversity-driven place to work? </li></ul></ul><ul><ul><li>Are your diverse Employees enthusiastic about recommending your firm as a “great place to work” for all </li></ul></ul>
  11. 11. Steps <ul><ul><li>When expertly managed, your “Diversity Employment Brand” will give you the tools to communicate with Employees and Applicants at every turn </li></ul></ul><ul><ul><li>If you are not managing a part of your Employment Brand through Diversity, then you will be at a disadvantage in the war for talent! </li></ul></ul>
  12. 12. Steps <ul><ul><li>If you are not managing a part of your Employment Brand through Diversity, then you will be at a disadvantage in the war for talent! </li></ul></ul><ul><ul><ul><li>It will give applicants a reason “to look” and it can attract new talent </li></ul></ul></ul><ul><ul><ul><li>It will drawn in recruits who will be most likely to succeed in a Diverse organization </li></ul></ul></ul><ul><ul><ul><li>It will give new Employees a reason to engage deeply </li></ul></ul></ul><ul><ul><ul><li>It will give all Employees a reason to believe </li></ul></ul></ul><ul><ul><ul><li>It will help retain those Employees who are most aligned with your Firm’s Diverse culture </li></ul></ul></ul>Why this is Important
  13. 13. Steps <ul><ul><li>If you are not managing a part of your Employment Brand through Diversity, then you will be at a disadvantage in the war for talent! </li></ul></ul><ul><ul><li>When expertly managed, your “Diversity Employment Brand” will give you the tools to communicate with Employees and Applicants at every turn </li></ul></ul><ul><ul><ul><li>It will give applicants a reason “to look” and it can attract new talent </li></ul></ul></ul><ul><ul><ul><li>It will draw in recruits who will be more likely to succeed in a Diverse organization </li></ul></ul></ul>
  14. 14. Steps <ul><ul><li>When expertly managed, your “Diversity Employment Brand” will give you the tools to communicate with Employees and Applicants at every turn </li></ul></ul><ul><ul><ul><li>It will give applicants a reason “to look” and it can attract new talent </li></ul></ul></ul><ul><ul><ul><li>It will draw in recruits who will be more likely to succeed in a Diverse organization </li></ul></ul></ul><ul><ul><ul><li>It will give Employees a reason to engage deeply </li></ul></ul></ul><ul><ul><ul><li>It will give all Employees a reason to believe </li></ul></ul></ul><ul><ul><ul><li>It will help retain those Employees who are most aligned with your Firm’s Diverse culture </li></ul></ul></ul>

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