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Employer branding evolution workshop overview part 1 final 2016

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In-dept Workshop about the basics of Employer Branding

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Employer branding evolution workshop overview part 1 final 2016

  1. 1. Day Recruitment Workshop Employer Branding in a global talent landscape Explained Part 1 (of 4) 1 Alexander Crépin recruitment strategist, coach & trainer freelance, interim recruiting & management Alexander Crépin AC@Recruitmentcoach.nl
  2. 2. Today you will learn what Employer Branding is about You’ll get an overview about WHAT & HOW Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 2
  3. 3. Recruitment Workshop Employer Branding 4 Parts So take your time! when only watching on Slideshare 3 Alexander Crépin AC@Recruitmentcoach.nl
  4. 4. Employer Branding In these Workshops you’ll learn about: Part 1 • Employer Brand • Employer Branding Part 2 • Employer Brand Advocacy & Ambassadors • Employee Engagement • Internal Branding Part 3 • Employer Value Position Part 4 • Employer Branding & Social Media Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 4
  5. 5. SAAA Corporate Recruitment Model 4 phases Attract AppointAssessStrategize Alexander Crépin AC@Recruitmentcoach.nl Recruitment is simple 5
  6. 6. Hiring Talent Acquisition Attract Appoint Selecting Assess On- boarding Strategize Employer Branding SAAA Corporate Recruitment Model Forecasting Planning Engaging Talent Pool Flex Force Contingent Staff “Permanent” staff Alexander Crépin AC@Recruitmentcoach.nl Job Branding Sourcing and / or 6 Employer Branding critical success factor in today’s Corporate Recruiting process
  7. 7. AttractStrategize SAAA Corporate Recruitment Model AppointAssess Job Branding Alexander Crépin AC@Recruitmentcoach.nl & Why would Target Talent work for you? • Interesting company to work for, Great Place to Work • Interesting, value adding, impacting job! Employer Branding 7
  8. 8. Talent Acquisition Attract AppointAssessStrategize Employer Branding SAAA Corporate Recruitment Model Alexander Crépin AC@Recruitmentcoach.nl 8 Employer Brand (EB) Employer Value Proposition Employee Brand Advocacy Employer Brand Ambassadors Employer Branding EB (Inbound) Marketing Employer Brand Segmentation Internal Branding Brand Alignment
  9. 9. Employer Branding Printed Media Job Advertising used to be the way to fill vacancies Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 9
  10. 10. Employer Branding Why? (1) Changes since end of 20th century • Tightening labour markets • War-for-Talent, bringing EB to forefront • Internet borderless talent landscape, globalisation&localisation • Decline of printed media • Upcoming social & multi media • More & better information available than ever before • End of Life Time Employment, nomadic workforce Result: Harder, more complex to recruit & retain staff Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 10
  11. 11. Employer Branding Why? (2) Battle for Best Talent • Modern Talent Landscape: Competition for STEM Talent • STEM Talent have won War for Talent • Talent Driven Labour Market • Companies must “sell” themselves as Attractive Employer, becoming Employer of Choice (EoC) • Organizations need to brand & market themselves almost as FMCG Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 11
  12. 12. Employer Branding Why? (3) Transparent world, Search & Research • Reverse reference checking!! • Prospect hires check & double check • Search information about you, check online profile ( career site, talking to family & friends, social networking sites etc. etc.) • Seeking the “Whole Story” ‒ What are you like, why do people like working for you? ‒ What really to expect on a day-to-day basis? ‒ What you offer must be clear, visible & no big surprises! ‒ What are the good, bad & the ugly about your company? Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 12
  13. 13. Employer Branding Why? (3A) Is what you show, what you really are? • Showing • Being Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 13
  14. 14. Employer Branding Why? (3B) Some stats Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 14
  15. 15. Employer Branding Why? (3C) Transparent world, Search & Research Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 15 You can’t control what is communicated online
  16. 16. Employer Branding Why? (3D) Transparent world, Search & Research Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 16
  17. 17. Employer Branding Why? (3E) Transparent world, Search & Research Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 17
  18. 18. Employer Branding Why? (3F) Transparent world, Search & Research Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 18
  19. 19. Employer Branding Why? (4) Companies changing role • Companies no longer “just” companies, places to work • Technology blurring boundaries work & personal lives • Employers expected adding value • Prospect Talent expecting more than Job Description Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 19
  20. 20. Employer Branding Millennials & Gen Now Expectations .……. As the world changes & millennial generations take over, more emphasis will be placed on relational elements – social media will continue to play a huge role in this, as will “brand” – and we will probably have to let go a lot of our rigid views as well …….. Employer Branding Alexander Crépin AC@Recruitmentcoach.nl
  21. 21. Employer Branding Why (4B) Top Talent expecting a lot • They want to make informed career decisions! • They expect you to inform them about: – Vocational value – Career Value – Economical value – Social, community, stakeholder value – Interest value – Personal, Psychological value Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 21
  22. 22. Employer Branding Why (5) Nomadic workforce • Top Talent is increasingly mobile • Talent Landscape Transparency showing plenty of options • Turnover is costly (interruptions in service levels, loss in knowledge base & in worst case lost of competitiveness) • Retention & Development of (Top) Talent Top Priority • Investing in improving perception & awareness of quality of employment for engagement, commitment & loyalty Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 22
  23. 23. Employer Branding Branding has gone mainstream • In 20th century, primary branding challenge was making the inherently abstract real • Successful branding meant exerting control over all places the brand lived. Great brands didn’t change! • Today, brands must live in rough-and-tumble of the streets • Brands are on the move in an entirely new, agile context (Source Jacobs & Ordahl on Landor Blog) Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 23
  24. 24. Employer Branding Popular Google search some 15 years ago: ± 250 hits Presently: many, many, many more Amazon offering for Employer Branding Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 24
  25. 25. Employer Branding Popular Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 25
  26. 26. Employer Branding Employer Brand = ? Employer Brand • What is your definition of ‒ a Brand? ‒ an Employer Brand? ‒ Employer Branding? • Why do you think it’s important? Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 26
  27. 27. Employer Branding Many Definitions Employer Brand (EB) • Finding different views about EB – Employment Experience – Perception / Image as Employer – Identity as an Employer – Set of tangible & intangible attributes – Your company’s Employment DNA – Promise / Employment deal – Talent Relationship Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 27
  28. 28. Employer Branding EB What? Employer Brand Defined (long version) • Direct reflection of what working in&with you is about • Taking into account – Tangible & Intangible Attributes you offer – How you conduct your business, all you do & don’t do – How Workforce is interacting within & outside your organisation – All you are, Words, Deeds & Behaviour of your Workforce • Resulting in: – Quality of (Former) Workforce’s Total Employment Experience – (Prospective) Workforce’s Perception as Attractive Employer Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 28
  29. 29. Employer Branding EB What? Employer Brand Defined • What your (Prospect) Workforce* • Experiences, Thinks, Feels & Shares • About you as a (Great) Place to Work Resulting in • Distinctive Employer Identity • Image / Perception as Employer of Choice * Workforce = Permanent & Contingent Staff Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 29
  30. 30. Employer Branding EB Personal EB & Interaction for Experience • EB experience happens mainly through interaction • Prospective Workforce’s interactions viewing your branding communication, speaking with recruiters, hiring managers, employees, reading reviews, etc. • Your Current Workforce interacting working with colleagues for you on a day-to-day basis, collaborating & cooperating to achieve results Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 30
  31. 31. Employer Branding EB Provides Answers Why work for you? • Why do people choose to work for/with you? • Why are you seen as an interesting Employer? • What makes your company a Great Place to Work / an Employer of Choice? • What is it really like, to work for or with you? • Answering however not that easy …… Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 31
  32. 32. Employer Branding Brand = …….. Your Employer Brand NOTwhat you sayitis It's what your people tell you it is … (Terry Leahy, CEO Tesco) Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 32
  33. 33. Employer Branding EB Personal Employer Brands are Abstract! • Experience, Perception, Image occurring in people’s minds & hearts • Feelings, emotions, understanding, many influencing factors • Abstract quite hard to put exactly under words • Personal & Diverse • and …. influencing preferences & decisions about employment Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 33
  34. 34. Employer Branding Brand Reality EB Abstract & Reality • Every organization has Employer Brand! • Everybody is looking at you, also as Employer • Whether you like it or not! Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 34
  35. 35. Employer Branding Brand Reality EB not to “control” or manage • Your stakeholders “own” your Employer Brand • You only “own” your Employer Brand Marketing • Whether you like it or not! Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 35
  36. 36. Employer Branding Key to Success Living your Brand! • Great EB develops from inside out • What you are inside is what you are outside! • Your Employees, main driver of your EB Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 36
  37. 37. Employer Branding Key to Success Living & Breathing your Brand! • Increasing recognition EB is delivered by your workforce • EB brought to life, co-shaped, co-created, by • Words, Images, Deeds & Behaviours of • People working for & with you • Ultimately your EB is the workforce’s version of the truth • Showing EB commitment by consistent delivery of your EB promise! Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 37
  38. 38. Employer Branding Key to Success Living your EB Openly & Transparently! • Great / Strong Employer Brands • Sharing & Showing (real time) • Day-to-day reality, working life • What Workforce is Experiencing* • No Window Dressing * optional: Guiding cultural transition, what staff not yet but soon should be experiencing & embracing Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 38
  39. 39. Employer Branding Strong EB Effect Strong Employer Brand • Shows distinct aspects of working environment provided to/by your workforce • Attracts attention • Persuades & guides Target Talent into your workforce • Engages Top Talent to keep working for you • Commits to (out)perform & live your Brand Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 39
  40. 40. Employer Branding Strong, Powerful Strong Employer Brand • Grows step by step, long term investment! • Requires Strong Foundation in – Clear vision on EB role – Clear EB Goals & Strategy, EB Roadmap – Top Management Commitment & Ability – Consistency with Company day-to-day Practice – Employee Engagement & Advocacy – Top HR – Corporate Brand Alignment – Data Driven EVP Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 40
  41. 41. Employer Branding EB Characteristics Strong Employer Brand 1. Attractive, Great Place to Work 2. Trustworthy 3. Authentic, Genuine You 4. Relevant 5. Distinctive, Recognized 6. Quality exposure 7. Incorporated in Total Employment Life Cycle (experience) 8. Memorable & Simple to put into words & images Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 41
  42. 42. Your questions ? Alexander Crépin AC@Recruitmentcoach.nl
  43. 43. Time for a 5 minutes break
  44. 44. Employer Branding 1. Attractive Strong EB Attractiveness* Great Place to Work Employee’s viewpoint • Work arrangements Benefits & perks (fun), flexibility, location • Workplace basics Proper resources & tools, physical safety • Career Opportunities Learning & development • Business success Prestige, pride in what & how to do business • Leadership style Supportive,enabling,knowledgeable&decisive * Experienced & Envisioned benefits to work for you Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 44
  45. 45. Employer Branding 1. Attractive Strong EB Attractiveness Great Place to Work Employee’s viewpoint • Trust, reliability People to work for & with (experiencing credibility,respect, fairness, openness, listening) • Camaraderie Working with nice colleagues, close cooperation • Belonging Feeling being part of the brand, of the company • Pride In what they do & how they do it & why • Fun Enjoyment, Having some fun now & then Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 45
  46. 46. Employer Branding 1. Attractive Strong EB & The Law of Attraction • You don’t attract what you want • You attract what you are! NB: If you don’t like what you’re getting You have to change what you’re giving! Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 46
  47. 47. Employer Branding 1. Attractive Strong EB Attracting • Your EB is Not What You Say You Are! • How to tell your EB stands for a Great Place to Work? • Solution: other people telling & selling it!! • NB compare Paid, Earned & Owned in Part 2 NB: If you don’t like what you’re getting You have to change what you’re giving! Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 47
  48. 48. Employer Branding 1. Attractive Great Place to Work = (Consulting) Business Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 48
  49. 49. Employer Branding 1. Attractive Great Place to Work = (Consulting) Business Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 49
  50. 50. Employer Branding 1. Attractive Great Place to Work Showing Facts Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 50
  51. 51. Employer Branding 1. Attractive Great Place to Work Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 51
  52. 52. Employer Branding 1. Attractive Great Place to Work Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 52
  53. 53. Employer Branding 1. Attractive Great Place to Work Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 53
  54. 54. Employer Branding 1. Attractive Great Place to Work Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 54
  55. 55. Employer Branding 1. Attractive Great Place to Work Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 55
  56. 56. Employer Branding 1. Attractive EB Recognition to support your EB Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 56
  57. 57. Employer Branding 1. Attractive Great Place to Work some Research Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 57
  58. 58. Employer Branding 1. Attractive Great Place to Work some Research Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 58
  59. 59. Employer Branding 1. Attractive Great Place to Work Leading concept Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 59
  60. 60. Employer Branding 1. Attractive Great Place to Work Leading concept Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 60
  61. 61. Employer Branding 1. Attractive Great Place to Work Leading concept Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 61
  62. 62. Employer Branding 1. Attractive Great Place to Work Leading concept Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 62
  63. 63. Employer Branding 1. Attractive Great Place to Work Leading concept Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 63
  64. 64. Employer Branding 1. Attractive Great Place to Work Showing Facts Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 64
  65. 65. Employer Branding 1. Attractive Great Place to Work Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 65
  66. 66. Employer Branding 1. Attractive Great Place to Work Cool …….. Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 66
  67. 67. Employer Branding 1. Attractive Great Place to Work • How distinctive is core message “great place to work” & “fun/cool place to work” • Real challenge is uncovering & illustrating what ingredients make people like working for/with you … • Resulting in a deeper, more distinctive EB concept • More easy to use for job-related & blog content / story telling Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 67
  68. 68. Employer Branding 2. Trust Strong EB = Trust • Trust 2-way street, developing trustworthiness by trusting others first! Giving = Receiving • Transparency & Clarity about EB • Illustrating Practising what you preach! • What you offer & what you can’t & won’t • What your workforce is experiencing day-to-day Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 68
  69. 69. Employer Branding 3. Authentic Strong EB = Being Authentic • Key in transparent world!! • People’s extremely sensitive BS detectors to pick up on brand’s authenticity—or fakeness—immediately! • Don’t make promises outside that can’t be kept in-house • Never pretend what you are not (yet) Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 69
  70. 70. Employer Branding 3. Authentic Your EB = Your Genuine Identity / DNA • who you are • what you do • why you do it • how you do it • EB perception/image shaped by • Openness, Transparency about what usually not directly visible, but experienced …… Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 70
  71. 71. Employer Branding 3. Authentic Strong EB = Feeling, Sensing your DNA • …. From the minute people walk into your company, they should feel & experience what your EB is about …. • Why it’s a Great Place to Work • Live your EB & it will be easier to tell stories about it! • Live your EB & it will be noticed! Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 71
  72. 72. Employer Branding 4. Distinct Strong EB = Unique, Differentiating • No uniqueness claiming to be like everyone else! • Extremely hard to find a completely unique positioning • Problem: many companies offering almost same • Free lunches, home work arrangements, iPhone ……. • Basics Features …… • Distinctive Features for Target Audience(s) • Explain why your EB is distinctive & part of your company culture/values! Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 72
  73. 73. Employer Branding 4. Distinct EB Clarity, what’s making you a GPtW www.liveperson.com/company/culture Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 73
  74. 74. Employer Branding 4. Distinct EB Being Clear about your USP’s https://www.squarespace.com/about/careers/ Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 74
  75. 75. Employer Branding 5. Relevance Authentic EB, Not For Everyone • ……… all you can be is yourself • Anything else gets found out • For some candidates, you will be more than enough • Others will look for something different • My advice is to accept yourself & your brand, for that! • It genuinely isn’t you — it’s them ………….. Steven Brand Randstad EMEA Sourceright's EB Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 75
  76. 76. Employer Branding 5. Relevance Strong EB = Relevant! • Is EB in alignment with what your Critical Target Talent is looking for? • Do you understand in- & external Talent Expectations? • How do you know you’re right? • How do you know you’re delivering the kind of work experience you think you are? NB: Never forget Aligned to organisation’s purpose, vision, mission, current key business success factors etc. Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 76
  77. 77. Employer Branding 5. Relevance Strong EB = Know your Target Audience Do you have actionable data driven Talent Intelligence about • Today's employees want/expect • The most talented people want/expect • Talent in your particular industry want/expect • Talent from the demographics you hire want/expect • Talent from the various fields & job positions you hire want/expect Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 77
  78. 78. Employer Branding 5. Relevance EB Not Relevant Risk • Low workforce engagement • High turnover • Being ignored, avoided & blocked! • Applicants that are not interesting for you • Wasting your EB time & energy! Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 78
  79. 79. Employer Branding 5. Relevance Strong EB & Relevant to Pre-Select Clearly reflecting your working environment, easy to get an idea about you as Employer Not only to attract, also to pre-select!! • Adidas Group • 4,5 million career site visitors (2016) • 1.5 million job views (2014) • 700,000 applications worldwide (2016) (Source Adidas) Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 79
  80. 80. Employer Branding 5. Relevance Strong EB Evolves • Successful organisations change & adapt in response to internal & external dynamics • Talent Relationships, internal & external evolve • Likewise Employer Brands evolve • EB = story that’s never completely being told! • EB is snapshot …… Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 80
  81. 81. Employer Branding 5. Relevance EB Staying Relevant & Strong • Listen, monitor, measure & adapt to attain lasting appeal, reach & impact • EB challenge, How to do it & finding balance: – consistency, guidance – update, refresh, look for new ways to create awareness, interest, engagement & EB Relations – (rebrand for transformation) Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 81
  82. 82. Employer Branding 6. Quality Strong EB = Quality! • In all respects, website, social media, wording, images, processes, people behaviour, HR strategy, etc. • Show Dedication & Ambition to deliver high standards to serve stakeholders • Critical Top Talent (& customers!) recognize Quality intention • Candidate & Employee Journey = Experience of Quality Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 82
  83. 83. Employer Branding 6. Quality EB & Recruiting Process Quality • Every step of recruitment process • Shaping impression of your organisation of potential new employees & • Influencing to apply, accept or reject a job offer • Make sure recruitment experience reflecting your EB to attract & engage the right people • Candidate Experience important part of EB Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 83
  84. 84. Campus recruitment Internship Career site Invitation letter Introduction Onboarding Performance review Interview Rejection letter Exit interviews Informing / Involving people Career development Management behavior Assessment Contract handling Employer Brand Company brand 7. EB = Total Employment (HR) Lifecycle Experience !! Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 84 Awareness Interest & Consideration PreferenceEngagement Commitment Retention Pre- Application Experience Application Experience Working Experience Source: Philips
  85. 85. Employer Branding 7. Total Life Cycle EB & (Prospective) Workforce XP Elizabeth Lupfer, The Social Work Place .com EB: more than Recruiting !! ?? Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 85
  86. 86. Employer Branding 8. Memorable Strong EB Easy to Remember • Top be & stay Top of Mind • Memorable & Simple to put into words & images • Easy to summarize essence of the EB in 3-5 words • Clear supporting images/pics • Short (video) stories • See also Part 3 EVP Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 86
  87. 87. Employer Branding Why? (5) Strong EB Impact Improving • Talent Attraction Talent Magnet, Costs & Quality • Talent Retention Loyalty & Relationships • Focus HR agenda Strategic Guidance • Productivity Better Staffing & Engaged Staff • Corporate & Product Brand(s) One Brand • Bottom line EB Valuable intangible Asset, Goodwill Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 87
  88. 88. Employer Branding Strong EB Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 88
  89. 89. Employer Branding Why? (5A) Strong EB For Talent Retention Turnover Reduction Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 89
  90. 90. Employer Branding Employer Brand Recap • EB = You in the eyes, minds & hearts of stakeholders • How & What you do & don’t do – Demonstrating, illustrating your culture, values & believes through action – How internal & external stakeholders experiencing & valuing this – How this makes you interesting to work for & with – Image & perception that is consequently being developed about you as attractive employer Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 90
  91. 91. Your questions ? Alexander Crépin AC@Recruitmentcoach.nl
  92. 92. Employer Branding Employer Brand Next Employer Branding Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 93
  93. 93. Employer Branding & EB EB & Employer Branding • Employer Brand without Employer Branding is likely no more than a distinct identity ……. • To take fully advantage of power of your EB – Invest to make it stronger – Ensure internal, workforce engagement & commitment – Create EB visibility, awareness, interest, engagement & desire to join Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 94
  94. 94. Employer Branding What is it? (1) Employer Branding • Data Driven Process • Addressing both current & prospective workforce • Developing & Cultivating • a strong, desirable & authentic • Employer Brand • To attract, engage & retain best possible, committed workforce Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 95
  95. 95. Employer Branding What is it? (2) Employer Branding • Sum of organisation's efforts • To current & prospect workforce • To become “Employer of Choice” • To attract, engage & retain best possible, committed workforce Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 96
  96. 96. Employer Branding Objective EB Goal • Being top of mind as Employer of Choice (EoC) ‒ Desirable, Attractive to work for or with ‒ Shining brighter than other, competitor employers • Current & prospective Workforce Associating your company as Great Place to Work • To attract, engage & retain best possible, committed workforce Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 97
  97. 97. Employer Branding Strategy, why? Employer Branding Strategy Development Begin by asking questions, such as: • Why is employer branding important to our business? • What do we hope/need to achieve by actively investing in EB? • What are the intended outcomes? Why? • Which outcome could have greatest potential for business? • Do we see EB affecting the whole employee life cycle (not just recruiting) and are we prepared to support that? • What does this mean for Employer Branding responsibility? Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 98
  98. 98. Employer Branding Strategy, why? Employer Branding Strategy Development • How do EB & Employee Communications connect? • What role is/could marketing play in Employer Branding? Why? • Do we want/need alignment between product branding & EB? • Who is currently having ownership for recruitment, retention, employee communications? • Do we need someone responsible for EB development? HR, Recruitment, Marketing, …. why ? • Who has the budget to support headcount, provide training, and obtain the tools and technology necessary for success? Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 99
  99. 99. Employer Branding Audience Good Employer Branding Reach • Internal & External • Internal EB, Your entire Organization / Workforce • External Talent Landscape, Prospective Workforce • Other external Stakeholders • Potential Customers Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 100
  100. 100. Employer Branding Doing Great Things Employer Branding by Doing • Awesome Stuff • Surprising customers & other stakeholders • Being Proud & Enjoy doing it • Making it explicit & visible • Sharing it in short multi media stories • Within internal & external networks Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 101
  101. 101. Employer Branding Doing Great Things Employer Branding Nurturing Culture • A great culture attracts & retains talent • Invest in developing & maintaining kind of culture that makes it great working for & with you • Great distinctive culture will be ‒ recognized ‒ talked about ‒ bringing great stories ‒ making Employer Branding a lot easier Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 102
  102. 102. Employer Branding What is it? Employer Branding Focus Areas • Creating more understanding, awareness & visibilityas Great Place to Work • Influencing perceptions of what makes you an EoC • Connecting, Engaging & Generating serious interest to join you & develop reciprocal Talent Relationship • Nurturing Workforce’s Great Place to Work culture, fostering a sense of identity & belonging Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 103
  103. 103. Employer Branding Themes Employer Branding Building Blocks • Listening, Analysing & Understanding • Positioning EB for Target Talent Groups • Collaboration, stakeholder involvement - MarCom, HR, PR • Portraying, stories illustrating your Great Place to Work • Communicating, Informing, Influencing, in- & outside • Living your EB & maintaining your EB delivery • Relating, Engaging & Inviting • Monitoring, Refining & Refreshing Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 104
  104. 104. Employer Branding What to do Employer Branding by • Portraying your EB, your Great Place to Work • Uncovering your EB by sharing real working life stories • Nurturing & Leveraging positive Workforce Experiences • Showcasing attractive EB characteristics & attributes • Expressing value for current & prospective workforce • Illustrating EB, why people like working for you • Transparency, openness about what it’s like to work for you • Clarifying what your EB is & is NOT Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 105
  105. 105. Employer Branding What to do EB Empowering Process • ……… You need to be able to tell & show new & prospective hires what it’s like to work at your company, to articulate the values and attributes that make working at your firm unique. • ……… You need to provide a “signature experience” that tells the right story about your company. • ……… In the process, you’ll empower the people who share your values and enthusiasm for work to self-select into your firm, thereby creating the foundation for highly productive employee-employer relationships Source: HBReview Erickson & Gratton Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 106
  106. 106. Employer Branding Tools, Tech & Skills Employer Branding Enablement • Upfront investment in critical Tech, Tools & Skills required – Talent Intelligence ecosystem & infrastructure – Multichannel Branding / Marketing platform – (Big) Data feeds – Analytical tools & resources – Constantly tweaking algorithms to refine – Content, global, local & personal + – Data Driven mindset & strategy – Draw line between personalisation & privacy invasion How personal is too personal? – Cross functional collaboration with Marketing & HR Alexander Crépin AC@Recruitmentcoach.nl 107 Employer Branding
  107. 107. Employer Branding Talent Relations Branding = Relationship Building Likewise Regard your Employer Brand as Talent Relationship • EB Focus not on “just” promoting & selling your EB • Investment in developing mutually beneficial & lasting Talent Relationships as foundation for your EB • The better the Talent Relationships, the better your EB Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 108
  108. 108. Employer Branding Relationship EB = Relationship Development Relationship mindset: • Focus on longer-term Talent Engagement • Like any Relationship, it is NOT a one time effort! • EB is ongoing practice – a work in progress, developing over time • Relationships is about building Trust (transparency & authenticity) • Relations emerge from an Emotional Click (Human Touch) • Relations means easy Two-way communication • Good Relations start with Giving & Receiving • Integrated in Corporate & Business Branding Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 109
  109. 109. Employer Branding EB Personal, Tailored Talent come in many • Not one, fully uniform Target Talent Community • Sales or Engineers, Marketing or Finance, HR or Supply Chain • Generational Workforce • Don’t try to be everything to everyone • 1 size fits all likely not best possible strategy • Your Brand message becomes vague & less impactful! • EB Challenge: Tailoring by Segmentation Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 110
  110. 110. Employer Branding EB Segmentation EB Segmentation • Influencing effectively EB perceptions • Knowing/understanding your Target Audience! • Be aware of risk of Stereotyping!!! • Debunk Stereotyping fact/data driven! Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 111
  111. 111. Employer Branding Segment Relevance Segmenting & EB Relevance • Is your EB in alignment with what Critical Target Talent is looking for? • Different “groups” of employees & Target Talent • Attracted & engaged by • Different combinations of factors! • Challenge Translating Core of EB to Target Talent Groups • Your EB should be authentic, relevant & tailored Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 112
  112. 112. Employer Branding & Diversity EB Segmentation • Taking into account differing values, ambitions, needs in addition to geographic & cultural backgrounds • Segmentation usually including the following: – Geographic - Addresses, Location, Climate, Region – Demographic/socioeconomic - Gender, age, wage, career, education – Psychographic - Attitudes, values, religion & lifestyles – Behavioural – how people behave on the labour market (active/passive) https://en.wikipedia.org/wiki/Target_market Alexander Crépin AC@Recruitmentcoach.nl 113 Employer Branding
  113. 113. Employer Branding Diverse Target Talent Employer Branding What if you hiring ….. • for specialist expertise • starters • experienced staff • for strategic, tactical and/or execution level • for career/life stage (age) • for diversity • for integrators, followers or challengers • for local, regional, national, international, for Hong Kong, Chicago, Paris, Cape Town • for HR, customer services, sales, inbound marketing, admin, software development • for manufacturing, IT, healthcare, financial services, retail, non-profit ……. • for now • for growth potential • Etc. etc. Alexander Crépin AC@Recruitmentcoach.nl 114 Employer Branding
  114. 114. Employer Branding EB Segmentation EB Segmentation Strong Employer Branding is as customized as possible • Data Driven • Target Talent Segmentation • Defining workforce segments & critical segments • Differentiating authentically to improve EoC image • Tailor your Branding to Target Talent Groups for max. impact • Stops the one-size-fits-all attitude • Balancing Brand Consistency, Talent Segmentation & Local Targeting Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 115
  115. 115. Employer Branding EB Segmentation EB Segmentation Need • For successful EB • Acknowledge need for collaborative introspection • Uncovering EB (expectations & experience) for total workplace population starting with key roles • Opening doors for input from all demographic categories Millennials, X’ers, Boomers, functional expertise areas etc. …… Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 116
  116. 116. Employer Branding EB Segmentation EB Target Talent Segmentation by • Getting clear understanding of segment needs & expectations – What are shared preferences – What matches company culture • Developing hypothetical EB Profiles / Recruitment Personas • Overview of subjects, words, images etc. to match segments • Driving clarity, how segment’s needs/preferences being addressed by Employer Brand • EB strategy how to influence & enhance segment’s EB Perception Alexander Crépin AC@Recruitmentcoach.nl 117 Employer Branding
  117. 117. Employer Branding Talent Segmentation Source: Lara Moroko & Mark D. Uncles in Employer branding & market segmentation 2009 Alexander Crépin AC@Recruitmentcoach.nl 118 Employer Branding
  118. 118. Employer Branding Diversity EB Target Talent Segmentation • Millennials • 6 out of 10 Millennials look for a “sense of purpose” in job • Not interested in organisations too fixated on their own agendas Source: The 2015 Deloitte Millennial survey Alexander Crépin AC@Recruitmentcoach.nl 119 Employer Branding
  119. 119. Employer Branding Segmentation Alexander Crépin AC@Recruitmentcoach.nl 120 Employer Branding
  120. 120. Employer Branding Segmentation Alexander Crépin AC@Recruitmentcoach.nl 121 Employer Branding
  121. 121. Employer Branding Segmentation Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 122
  122. 122. Employer Branding Segmentation Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 123
  123. 123. Employer Branding Segmentation Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 124
  124. 124. Employer Branding Segmentation Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 125
  125. 125. Employer Branding Segmentation Alexander Crépin AC@Recruitmentcoach.nl 126 Employer Branding Employers who sign up to the Workingmums.co.uk Top Employers’ Charter are doing so as a statement of their commitment to fully embracing the business case for flexible working & enabling parents to progress & enhance their careers whilst managing the challenges of family life
  126. 126. Employer Branding Segmentation Alexander Crépin AC@Recruitmentcoach.nl 127 Employer Branding
  127. 127. Employer Branding Segmentation Alexander Crépin AC@Recruitmentcoach.nl 128 Employer Branding
  128. 128. Employer Branding Segmentation Alexander Crépin AC@Recruitmentcoach.nl 129 Employer Branding
  129. 129. Employer Branding Segmentation Alexander Crépin AC@Recruitmentcoach.nl 130 Employer Branding
  130. 130. Employer Branding Segmentation Alexander Crépin AC@Recruitmentcoach.nl 131 Employer Branding
  131. 131. Employer Branding Segmentation Alexander Crépin AC@Recruitmentcoach.nl 132 Employer Branding
  132. 132. Employer Branding Segmentation Alexander Crépin AC@Recruitmentcoach.nl 133 Employer Branding
  133. 133. Your questions ? Alexander Crépin AC@Recruitmentcoach.nl
  134. 134. Time for a 15 minutes break
  135. 135. Employer Branding Global Branding Strong EB & Several Brands • One Company, many Brands One Corporate EB? • Every Brand its distinctive EB variations or own EB? Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 136
  136. 136. Employer Branding Global EB Segmentation Strong EB Internationally • Which degree of global EB standardization • One size fits all possible? • Does EB attractiveness differ per location? • Regional Segmentation? • Strong EB in France, also in India or South Africa? • Students in “developing” countries place higher emphasis on Remuneration & Advancement (Universum study 2014) Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 137
  137. 137. Employer Branding Global EB Communicating Strong EB world wide • Strong EB may vary among countries • Attracting & retaining Talent, local focus variation • Corporate Global (control) & Local (freedom) Harmony • EY research: – In Brazil & India emphasize corporate social responsibility – In Russia focus on the financial strength – In China highlight prestige of organization Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 138
  138. 138. Employer Branding Global EB EB World Wide Variations Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 139
  139. 139. Employer Branding Global EB EB World Wide Variations Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 140
  140. 140. Employer Branding Global EB Communicating EB world wide Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 141
  141. 141. Employer Branding Global EB Communicating EB world wide Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 142
  142. 142. Employer Branding Global EB E Presenting Employee Insights from Germany China Mexico Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 143
  143. 143. Employer Branding Global EB Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 144
  144. 144. Employer Branding Global EB Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 145
  145. 145. Employer Branding Global EB Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 146
  146. 146. Employer Branding Global EB Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 147
  147. 147. Employer Branding Global EB Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 148
  148. 148. Employer Branding Global EB Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 149
  149. 149. Employer Branding Global EB Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 150
  150. 150. Employer Branding EB In Transparent World • Integrated approach, a “Must” in Transparent World!! • Potential hires will research your company • Trying find confirmation for your EB/EVP & their perception about it • Crucial your core messages supported/illustrated by – All/most information you share online – Behaviour, expressions of your workforce – Stakeholder, Customer, Workforce & Candidate Experience Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 151
  151. 151. Employer Branding EB In Dynamic World, Change is Constant Adaptable Employer Branding Strategy • Changing employment trends require agility & good market insight • Workforce profile changes, flexible staffing strategies, full-time, part-time, permanent & temporary, freelance, contractors • Rapidly evolving tech impacting recruiting processes & expectations • Mobile, responsive design & mobile friendly marketing Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 152
  152. 152. Employer Branding Communication EB & Communication Dynamics • Changed dramatically compared to early years • Channel changed from 1-direction to multi-directional • Both synchronous & asynchronous • Both real-time & time-lagged • One-to-one, one-to-many, many-to-one & many-to-many • Data Driven, with Human Touch Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 153
  153. 153. Employer Branding & Marketing Employer Branding & EB Marketing • Branding: Who you are, the delivered offering • Marketing: Your message for your Target audience about who you are • EB Marketing easier to control & to comprehend • EBranding goes deeper than EB Marketing Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 154
  154. 154. Employer Branding & Marketing Employer Branding & EB Marketing • Authentic brands don’t emerge from marketing cubicles or advertising agencies • They emanate from everything the company does ….. (Howard Schultz, in Pour Your Heart Into It: How Starbucks Built a Company One Cup at a Time) Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 155
  155. 155. Employer Branding & Marketing Brand Management • In marketing, brand management is the analysis & planning on how that brand is perceived in the market • Developing a good relationship with the target market is essential for brand management. • Tangible elements of brand management include the product itself; look, price, the packaging, etc. • Intangible elements are the experience that the consumer has had with the brand, and also the relationship that they have with that brand Source: https://en.wikipedia.org/wiki/Brand_management Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 156
  156. 156. Employer Branding or Marketing? EBranding & EB Marketing (1) • Your Employer Brand (EB) is who you are (what & why) • EBranding is making visible what your EB is all about • EB expressing essential truth or value of an organization • EB is listening & understanding & empowering • Your stakeholders define your Employer Brand • EB is pull, strategic & ongoing • EB drives loyalty, advocates & evangelists • EB comes first, EB Marketing follows next Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 157
  157. 157. Employer Branding You Your EB = You …… so: • Don’t expect “marketers” to develop an EB !! • Your EB is bigger than any marketing effort • Marketing principles help – Effectively communicating about your EB – Getting attention & generating awareness & interest from Target Talent – Developing positive image as EoC – EVP segmentation Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 158
  158. 158. Employer Branding or Marketing? EBranding & EB Marketing (2) • EBM is about how attracting, converting & retaining • EBM about your message & storytelling (how) • EBM is actively promoting (processes & tools) • EBM is actively increasing (organic) Career Site Traffic • EBM is Marketing ownership & control • EBM is tactical • EBM is push tactic • EBM unearths & activates applications • EBM follows Employer Branding Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 159
  159. 159. Employer Branding & Marketing EB Marketing • Mix of inbound & outbound marketing tactics • Inbound EB Marketing – Drawing attention & interest of Prospective, Target Talent by – Supplying relevant information, Content aligned with interests – Best possible formats & channels, easily to find (SEO) & accessible • Outbound EB Marketing – Directly reaching out to Target Talent through tactics like job posting, paid advertising, working with 3rd party recruiters Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 160
  160. 160. AttractStrategize SAAA Corporate Recruitment Model AppointAssess Job Branding Alexander Crépin AC@Recruitmentcoach.nl & Recruitment Marketing: Employer & Jobs • How, where & when to promote your Great Place to Work • How to gain attention & interest of qualified & interested talent for your jobs, now & future Employer Branding 161
  161. 161. Employer Branding Inbound Inbound means Content • Shift to a Culture Of Content* • Encouraging non-marketing employees to create & share content • Becoming social & shift into the digital age! * Altimeter Group - “Culture of Content” increase in adoption & participation in content marketing across non-marketing divisions! Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 162
  162. 162. Employer Branding Content Inbound & Content • Quality Content key • Adding value to your audience • Attracting & Engaging Target Talent • Inspiring, facilitating your Workforce • EB becoming cross-functional, collaborative effort • HR, Marketing, Recruitment & Communication Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 163
  163. 163. (Employer) Branding Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 164
  164. 164. Employer Branding Dream or Reality EB Image Building? • EB Marketing for very positive image-building? • No problem!! • As long as what your EB promises, is actually being experienced, perceived & delivered • As long as you are who you say you are! Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 165
  165. 165. Employer Branding or Marketing? EB Being Unique and/or Different? • Standing out from the crowd by • EB Marketing Providing cues making your EB identifiable – Segmentation – Your Brand illustrating Stories – Your Tone of Voice – Images, pictures – Your Brand Ambassadors / Influencers – Becoming more personal, valuing Talent Relationship – Etc. etc. Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 166
  166. 166. Employer Branding or Marketing EB Attractiveness Company Culture Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 167
  167. 167. Employer Branding or Marketing? Employer Brand & Marketing Need • Being data driven & creative in – engaging, in leveraging existing Talent Relationships – why, how, where, when you showcase your EB! – composing, formatting, presenting the stories to share – involving Brand Ambassadors & using Employee Advocacy • Closely collaborating with Marketing & Branding colleagues Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 168
  168. 168. Employer Branding EB Roles EB various Roles in road to success • Architect Builds a vision for overall EB strategy • Connector Ensures EB & Corporate/Product/Consumer Brand Alignment • Editor Develops narrative structure & content ideas • Stylist Determines optimal EB image & ensures consistent look & feel • Journalist & Storyteller Identifies & crafts compelling EB stories • The Publicist Raises awareness of stories, both internally & externally • Health Specialist Nourishes the EB by implementing improvements that enhance the employee & Candidate Experience • Ambassador Represents the interests of EB • Scorekeeper Ensures metrics are in place to quantify the EB performance Source: Pete Price Strategist at JWT Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 169
  169. 169. Employer Branding EB ownership EB & Employer Branding ownership • Your stakeholders “own” your Employer Brand • You only “own” your Employer Branding & Marketing • Who is you? • Ownership of Employer Branding often grey area Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 170
  170. 170. Employer Branding EB Alignment EB Leveraging corporate & product branding • EB not done in isolation from business branding, they are related & mutually supportive • Harmony / Consistency of experiences with product-, corporate- & employee branding is important! • Integrated branding can help to bring forth a stronger, more wholesome brand experience to both current & new potential employees & customers! Alexander Crépin AC@Recruitmentcoach.nl Employer Branding
  171. 171. Employer Branding EB Ownership Ownership Employer / Talent Branding Strategy • Key stakeholder consensus, shared mindset essential for Employer,Product,Consumer & Corporate Branding success • Cross functional collaboration (HR, recruitment marketing, PR & communications) to ensure Brand alignment & results • Small Branding Steering Committee could take the Drivers Seat to achieve Brand alignment (collaboration) Alexander Crépin AC@Recruitmentcoach.nl Employer Branding
  172. 172. Employer Branding EB Ownership EB Responsibility, Ownership Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 173
  173. 173. Employer Branding EB Roles EB Job Profile, Responsibilities Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 174
  174. 174. Employer Branding EB Alignment EB Leveraging corporate & product branding Alexander Crépin AC@Recruitmentcoach.nl Employer Branding
  175. 175. Employer Branding Integrated aligned branding in a transparent world Alexander Crépin AC@Recruitmentcoach.nl 176 Branding (Team) Job (External) Social (Government) Employer (In- & External) Product / Service (Consumers) Personal (professional network) Corporate (Stakeholders) Employer Branding
  176. 176. Employer Branding EB Alignment EB Cross functional Collaboration Few positions have cross-functional influence EB can have Source: Exaqueo blog Alexander Crépin AC@Recruitmentcoach.nl Employer Branding
  177. 177. Employer Branding EVP Alignment Employer & Product Branding Also differences • Your Competition in Product Branding & Marketing • Product Branding, competition is limited to companies who make similar products or services • Employer Branding, in online Talent Landscape, competition is anyone who could be poaching talent from your (prospective) workforce pool Alexander Crépin AC@Recruitmentcoach.nl Employer Branding
  178. 178. Employer Branding EVP Alignment EB evolution: Talent Branding • Convergence of Product & Employer Brand into “Talent Brand” • Talent Branding: story-telling focused on sharing the Employee Experience • Engage consumers through stories about employees behind the products and services • Consequence: ensuring very tight alignment between HR, recruiting & marketing, PR & Communications Alexander Crépin AC@Recruitmentcoach.nl Employer Branding
  179. 179. Employer Branding One Brand ….. Employer Branding in- & outside ……. Brand management of the future requires, even fuller & more consistent engagement among people inside & outside the company —both those who experience the brand & those who represent it …….. Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 180
  180. 180. Employer Branding EVP Alignment EB evolution: One Brand Branding • Growing awareness importance for companies to align their consumer & employer brand • ……… There is a need for a more cohesive story, with the same brand messages reaching consumers, current employees & the key talent market …… • Only 20% of employers have a combined strategy Source: Universum’s research ‘Consumer vs. Employer Brand’ Alexander Crépin AC@Recruitmentcoach.nl Employer Branding
  181. 181. Employer Branding Aligning the employer brand & product brand Alexander Crépin AC@Recruitmentcoach.nl Employer Branding
  182. 182. Employer Branding Strengths Habits of Strong Employer Brands • Not afraid to relinquish a little control by empowering their workforce, stimulating employee EB advocacy • Involve external stakeholders & ask for feedback & actually listen to it • Embrace social/digital media as major recruiting channel &engagement tool • Work data driven • Cross functional Brand alignment mindset • EB is way of living / working Employer Branding Alexander Crépin AC@Recruitmentcoach.nl
  183. 183. Employer Branding EB Development EB some of the challenges • Having a workforce wide shared idea about what EB stands for • Being distinct what sets you apart from other employers • Segmenting smartly to reach Target Talent audiences • Balancing global consistency with local relevance • Developing a Recruitment / EB data ecosystem • Alignment with Corporate & Product Branding • EB advocacy • Multi-channel & media presence Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 184
  184. 184. Your questions ? Alexander Crépin AC@Recruitmentcoach.nl
  185. 185. OK or not? Alexander Crépin AC@Recruitmentcoach.nl
  186. 186. Recruitment Workshop Employer Branding in a global talent landscape Explained See also Part 2, 3 & 4 187 Alexander Crépin recruitment strategist, coach & trainer freelance, interim recruiting & management Alexander Crépin AC@Recruitmentcoach.nl
  187. 187. Thank You Thank you
  188. 188. Also on by Alexander Alexander Crépin AC@Recruitmentcoach.nl
  189. 189. Looking for corporate recruitment success? Looking for a recruitment trainer or coach? Contact Alexander Crépin I help you to succeed Alexander Crépin AC@Recruitmentcoach.nl
  190. 190. End!

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