Employer Branding Workshop, building Talent Relationships


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Employer Branding workshop
HR, Human Relations & Human Results Management is the fundament for successful employer branding, becoming an employer of choice.

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  • I love the fact that we have to brand ourselves as people.
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  • Especially appreciate the observations - every company has an employer brand whether they choose to recognize and utilize it or not. Great presentation!
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Employer Branding Workshop, building Talent Relationships

  1. 1. Alexander Crépin inHR.nl<br />Workshop<br />Employer Branding<br />Explained<br />Building Talent Relationships<br />HR = Human Relations & Result Management <br />by<br />Alexander Crépin<br />
  2. 2. Alexander Crépin inHR.nl<br />Alexander Crépin <br /> building agile organizations for sustainable success<br />Crépin Consult<br />Talent Acquisition, Engagement & Employability<br />HR & Social Media<br />HR & CSR <br />www.crepinconsult.nl<br />
  3. 3. Alexander Crépin inHR.nl<br />Successful organizations <br />are able to establish instant access to<br />the talentsthat know what needs to be<br />done and are also capable and willing to<br />help you to do so <br />
  4. 4. Alexander Crépin inHR.nl<br />Engagement of high quality Talents inside & around your organisation is a bottom line issue in a modern globally competitive world where we should find a balance in a People, Planet & Profit perspective<br />
  5. 5. Alexander Crépin inHR.nl<br />Establishing instant access totalents<br />Requires:<br />Talent Acquisition & Engagement Communication<br />Building sustainable win-win relationships<br />This is what we used to call Employer Branding & <br />Candidate Relationship Management<br />
  6. 6. Alexander Crépin inHR.nl<br />Looking back:<br />Job advertising<br />Employer Brand & Branding<br />
  7. 7. Alexander Crépin inHR.nl<br />
  8. 8. Alexander Crépin inHR.nl<br />
  9. 9. Alexander Crépin inHR.nl<br />
  10. 10. Alexander Crépin inHR.nl<br />Looking back:<br />Job advertising<br />Employer Brand & Branding<br />
  11. 11. Alexander Crépin inHR.nl<br />Employer Brand<br />The imagean organization has <br />in the mind of<br />employees & external key talents <br />being an <br />an employer of choice<br />
  12. 12. Alexander Crépin inHR.nl<br />Employer Brand<br />a collection of perceptions <br />as a <br />“great place to work” <br />in the mind of <br />(potential) employees<br />
  13. 13. Alexander Crépin inHR.nl<br />Employer Brand <br />a critical aspect of the employer’s identity<br />in the employment marketplace <br /> Identity is critical for building engaging relationships<br />with talents in the marketplace<br />
  14. 14. Alexander Crépin inHR.nl<br />Some observations<br /><ul><li>Every organization has an Employer Brand!
  15. 15. Brand images are abstract, howeververy real!
  16. 16. Every applicant has an image of an employer
  17. 17. “Brands happen” even without paying attention to it
  18. 18. Theperceived brand can easily differ from the desired positioning as employer of choice!
  19. 19. EB’s develop both formally & informally!</li></ul>Branding aims to influence these images in the desired direction to become<br />
  20. 20. Alexander Crépin inHR.nl<br />Employer Brand <br />Quote:<br />a strong Employer Brand<br />is as important<br />as Capital & Goodwill!<br />
  21. 21. Alexander Crépin inHR.nl<br />A strong Employer Brand<br />is noticed<br />is recognized<br />is like a magnet<br />
  22. 22. Alexander Crépin inHR.nl<br />A strong Employer Brand enables you <br />to attract & engage the talent<br />you need for success<br />investment in employer branding is worthwhile doing, <br />it provides ROI!<br />
  23. 23. Alexander Crépin inHR.nl<br />Brands have a value !<br />
  24. 24. Alexander Crépin inHR.nl<br />Looking back:<br />Job advertising<br />Employer Brand & Branding<br />
  25. 25. Alexander Crépin inHR.nl<br />Employer Branding<br />Developed in the last years of the twentieth century as labour markets tightened and it became harder to recruit & retain staff<br />
  26. 26. Alexander Crépin inHR.nl<br />Employer Branding Google stats. <br />Google search some 5 years ago: ± 250 hits<br />Presently: many, many, many more<br />This looks like a strong indication that <br />organisations becoming interested in EB<br />
  27. 27. Alexander Crépin inHR.nl<br />Employer Brand: <br />1. What you want to be (positioning)<br />2. How this is being perceived<br /> internally & externally !<br />
  28. 28. Alexander Crépin inHR.nl<br />Employer Branding<br />is about building <br />positive <br />awareness & recognition<br />as a great place to work <br />
  29. 29. Alexander Crépin inHR.nl<br />Employer branding <br />the primary purpose is to establish <br />a positive, meaningful, differentiated presence in the employment market that will increase the ability to attract & retain the talents you need for success<br />
  30. 30. Alexander Crépin inHR.nl<br />Employer branding <br />promoting to target groups, internally & externally, a clear view of what makes your organization different & desirable as an employer of choice <br />
  31. 31. Alexander Crépin inHR.nl<br />Employer Attractiveness Dimensions<br />Interest Value: The extent to which there is attraction because of the excitement & creativity of the work environment<br />Social Value: Attraction based on a collegial work environment with an inspiring constructive team atmosphere<br />Economic Value: Attraction based on salary and benefits<br />Development Value: Based on recognition of work and career-enhancing opportunities<br />Application Value:The employee’s ability to apply what they have learned to teach others and interact with stakeholders in a way that is positive and humanitarian<br />Source: Ewing and Hah<br />
  32. 32. Alexander Crépin inHR.nl<br />Who is/are interested in Employment Branding?<br />What is the use of Employer Branding <br />for a candidate?<br />……....should you try to tell a candidate what his or her views of an organisation should be? Are you taking people serious by doing so?....<br />
  33. 33. Alexander Crépin inHR.nl<br />Good Employer Branding provides answers<br /><ul><li>Whatkind of organization is this?
  34. 34. Whatare they doing?
  35. 35. Howdo they make money?
  36. 36. Whoare involved?
  37. 37. Whatdo they find here, what engages them?
  38. 38. Why do they like it here?
  39. 39. Whatis important for them?
  40. 40. Whatdoes it bring them?
  41. 41. Whywould I like to work here?
  42. 42. What could orwould be my challenges?
  43. 43. Etc etc.</li></li></ul><li>Alexander Crépin inHR.nl<br />The ideal world:<br />Employer Positioning<br />EmployerBranding<br /> Employer Brand = Employerof Choice<br />Engaged Talents & Quality Applicants Pipeline <br />
  44. 44. Alexander Crépin inHR.nl<br />Employer Branding Competitive advantage<br /><ul><li>Candidatesmore, faster & better
  45. 45. Recruitment costs reduced
  46. 46. Cost per hire lower
  47. 47. Differentiation from competition
  48. 48. Salary levels less important
  49. 49. Higher performing employees
  50. 50. Retention less required</li></li></ul><li>Alexander Crépin inHR.nl<br />Employer branding 2 dimensions <br />FormalEmployer Branding<br />&<br />InformalEmployer Branding<br />
  51. 51. Coffee break<br />Alexander Crépin www.inHR.nl<br />
  52. 52. Alexander Crépin inHR.nl<br />all you intentionally do <br />to position & promote your organization as an<br />Employer of Choice <br />towards employees & potential employees<br />1. Formal Employer Branding<br />
  53. 53. Alexander Crépin inHR.nl<br />"Your Employer Brand is NOT what you say it is. <br />It's what your people tell you it is“<br />Sir Terry Leahy CEO Tesco<br />“Your brand is what people say about you <br />when you leave the room” (Jeff Bezos, Amazon.com)<br />Your brand is also what Google says that you are!<br />Every organization has an Employer Brand whether you like it or not!<br />2. Informal Employer Branding<br />
  54. 54. Alexander Crépin inHR.nl<br />“It is not really possible to “do” Employer Branding” <br /> Your Employer Brand lives inside your organization, so you don’t need marketers to create it !! <br />2. Informal Employer Branding<br />
  55. 55. Alexander Crépin inHR.nl<br />“You don’t attract who you want You attract who you are”<br />John Maxwell<br />
  56. 56. Alexander Crépin inHR.nl<br />You attract who you are: <br /><ul><li>What you are doing and don’t do
  57. 57. What you say & promise you will do
  58. 58. What makes you unique & distinguishing
  59. 59. What you all believe in as the right way to do</li></li></ul><li>Alexander Crépin inHR.nl<br />Feeling good about …your work<br />Feeling good about …the people you work with<br />Feeling good about …contributions your work makes<br />Feeling good about …your management<br />Feeling good about …yourselves<br />Feeling time spent at work <br />is time well spent!<br />
  60. 60. Alexander Crépin inHR.nl<br />Employer Brand <br />Authentic employer brands live inside<br />Your people make them & live by them!<br />A strong brand acts as the foundation for conduct within organizations. <br />It is both sustainable & dynamic <br />
  61. 61. Alexander Crépin inHR.nl<br />Employer Branding <br />Just as making promises to customers on the outside, leadership of organizations makes promises to its workers on the inside<br />If you don’t live your promise, you’ll be having problems in the end<br />
  62. 62. Alexander Crépin inHR.nl<br /> A strong Employer Brand <br />Employer Brand<br />The image an organization has <br />in the mind of <br />employees & external key talents being an <br />an employer of choice<br />Employer Brand strength<br />Attraction of quality talents<br />Employee engagement & retention<br />Positive differentiation on employment market<br />Stakeholder engagement<br />Employee experience<br />Actual delivery of the promise throughout the employee lifecycle by contemporary HR management<br />+<br />=<br />
  63. 63. Alexander Crépin inHR.nl<br />Employer Branding <br />Is all about building & living a total & integrated working experience that engages talents and makes your organization inside & outside being perceived as an employer of choice!<br />
  64. 64. Alexander Crépin inHR.nl<br />Philips Employer Branding Framework<br />Campus <br />recruitment<br />Exit<br />interviews<br />Internship<br />Career<br />development<br />Awareness<br />Retention<br />Pre-<br />Application <br />Experience<br />Career site<br />Performance<br />review<br />Post-<br />Application Experience<br />Employer<br /> Brand<br />Management<br />behavior<br />Company <br />brand <br />Commitment<br />Consideration<br />Invitation<br />letter<br />Informing /<br />Involving<br />people<br />Application Experience<br />Engagement<br />Preference<br />Introduction<br />Interview<br />Rejection<br />letter<br />Assessment<br />Contract <br />handling<br />
  65. 65. Alexander Crépin inHR.nl<br />Investing in Employer Branding is bottom line about<br />Investing in People engagement & development & top performance<br />It is about “good” HR management<br />
  66. 66. Alexander Crépin inHR.nl<br />Branding is a concept based on the ideas & experiences of the 20th century <br />In the industrial Age it was about <br />being or getting in control<br />Traditional media supported this perception<br />
  67. 67. Alexander Crépin inHR.nl<br />Web 2.0 & Social Media <br />are changing it all<br />
  68. 68. Alexander Crépin inHR.nl<br />Success in business means<br />building an engaging relationship with those talents, internally & externally, you need for the success of your business, now and in the future<br />
  69. 69. Alexander Crépin inHR.nl<br />receiving<br />Building a relationship is a 2-way street!<br />Sending<br />(re)acting<br />(inter) acting<br />
  70. 70. Alexander Crépin inHR.nl<br />Web 2.0<br />2nd generation internet<br />is all about a 2-way street!<br />
  71. 71. Alexander Crépin inHR.nl<br />Before starting a working relationship<br />externally & internally<br />people want to know<br />who are we dealing with?<br />
  72. 72. Alexander Crépin inHR.nl<br />Employer Branding & Web 2.0<br />People know how to find you!<br />People know how to find out about you! <br />If they can’t find anything they will wonder why?<br />
  73. 73. Your Target Talents Google..!<br />
  74. 74. Alexander Crépin inHR.nl<br />
  75. 75. Alexander Crépin inHR.nl<br />Social Media=Transparency <br />Transparency :<br />be real, be authentic <br />& <br />there is nothing to fear<br />
  76. 76. Alexander Crépin inHR.nl<br />Your targeted candidates want to hear an authentic story from REAL PEOPLE, about their total working experience, including the plusses & the minuses<br />Where do they find these stories? <br />In Web 2.0 !!<br />
  77. 77. Alexander Crépin inHR.nl<br /> Social Media is about people to people<br />
  78. 78. Coffee break<br />Alexander Crépin www.inHR.nl<br />
  79. 79. Alexander Crépin inHR.nl<br />Engaging Talents = <br />Authentic Storytelling<br />
  80. 80. Alexander Crépin inHR.nl<br />
  81. 81. Alexander Crépin inHR.nl<br />Your employees & stakeholders<br />- past, present & future –<br />should be able & willing<br /> to tell their stories and <br />pass an engaging message!<br />
  82. 82. Alexander Crépin inHR.nl<br />Quote:<br />great Employer Brandsare driven <br />by people<br />who fully understand, appreciate, <br />live, breath and passionately adhere<br />to the values expressed by their brand <br />every day!<br />
  83. 83. Alexander Crépin inHR.nl<br />Employer branding: the internal challenge<br />Engaged employees will engage other talents<br />A Chinese proverb illustrates this challenge<br /><ul><li>Inform me and I`ll forget
  84. 84. Show me and I may remember
  85. 85. Involve me and I`ll understand </li></li></ul><li>Alexander Crépin inHR.nl<br />Internal Transparency<br />Your employees will increasingly be expecting you to engage them via social media <br />This means an interactive conversation with opportunities for feedback & to have an impact on business decisions!<br />
  86. 86. Alexander Crépin inHR.nl<br />Brands grow from the inside out<br />.. a brand that is only visible in external communications is less valuable than a brand that is truly lived inside... <br />.. Winning the war for talent means primarily focusing on the retention of your current talent and [then], building a strong position in your key labour markets…<br />.. Each and every employee should act as an ambassador of your brand and that requires a strong recognized internal and external employee value proposition ..<br />Jo Pieters, Philips<br />
  87. 87. Alexander Crépin inHR.nl<br />Employer Branding:<br />Bringing the good news <br />by the right persons <br />to the right persons<br />Make sure “they” internally know what to say <br />and they externally want to know more of it! <br />
  88. 88. Alexander Crépin inHR.nl<br />Consequences of social media for Employer Branding<br />Engage & respond to feedback <br />Responding to candidate & staff opinions makes for a stronger relationship, gaining trust and understanding <br />Blogging<br />building up online presence and generating awareness of what it is like to be employed within the company<br />Social networking<br />Building relationships with each other being viewable by the public makes organizations seem more approachable and engaging<br />Advanced search facilities<br />allow people to find what they are looking for quickly and easily is efficient <br />People enjoy social media <br />and are likely to pass on the good message<br />
  89. 89. Alexander Crépin inHR.nl<br />Be (come) social!<br />The biggest mistake I’ve seen in folks who are trying to get involved in social media, is that they are not being social enough! <br />Social media is great for getting the word out about job openings and your organization’s culture –- but you can’t just get the word out and expect results. <br />You have to work to build relationships with people on social networks and have conversations where there are actual exchanges, which means that you have to stop and listen<br />Jessica Lee, APCO Worldwide,<br />
  90. 90. Alexander Crépin inHR.nl<br />You’re not a social media expert <br />Guess what – no one is <br />Start by understanding <br />what social media/Web 2.0 is<br />
  91. 91. Alexander Crépin inHR.nl<br />Investing in Talent Engagement is a continuous learning process<br />it is about <br />being authentic, open & informative <br />this requires<br />reflection, perception & using feedback <br />
  92. 92. Alexander Crépin inHR.nl<br />7 Habits of Highly Effective Employer Brands<br />1. They’re not afraid to relinquish a little control <br />2. They embrace new/social media as a recruiting tool <br />3. They embrace new media as an engagement tool <br />4. They think outside the Facebooks <br />5. They ask for employee feedback & actually listen to it<br />6. They actively encourage learning & development <br />7. They work in partnership with HR <br />Mary Lorenz<br />
  93. 93. Alexander Crépin inHR.nl<br />……. As the world changes and the 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 of our rigid definitions as well…….. <br />Donna White<br />
  94. 94. Alexander Crépin inHR.nl<br />Summary & conclusion<br />
  95. 95. Alexander Crépin inHR.nl<br />Success in business means<br />building an engaging relationship with those talents, internally & externally, you need for the success of your business, now and in the future<br />
  96. 96. Alexander Crépin inHR.nl<br />Employer Brand<br />a collection of perceptions <br />as a <br />“great place to work” <br />in the mind of <br />your (potential) employees<br />
  97. 97. Alexander Crépin inHR.nl<br />a great place to work<br />Investing in People engagement & development & top performance<br />It is about “good” HR management<br />=<br />
  98. 98. Alexander Crépin inHR.nl<br />“The Employee Experience”<br />"The Candidate Experience"<br />
  99. 99. Alexander Crépin inHR.nl<br />If you invest in your people<br />they will be able & willing<br /> to tell their stories and <br />pass an engaging message!<br />
  100. 100. Social Media will be/are the platforms<br /> for sharing employee experiences<br />
  101. 101. Controle is over & out<br />You can’t control social media <br />Today we no longer control the message in the way we used to; <br />Today we have to learn to listen to what is being said about "us“ (Keith Robinson) <br />
  102. 102. Alexander Crépin inHR.nl<br /> It is not really possible to <br />“do” Employer Branding <br />without “the organization”<br />Informal Employer Branding<br />
  103. 103. Alexander Crépin inHR.nl<br />Internally<br />Externally<br />
  104. 104. Alexander Crépin inHR.nl<br />The best companies will find use the same social media tools used with consumers to engage present, former & potential future workers<br />They will monitor what is said via social media and react to feedback and criticism<br />Libby Sartain<br />
  105. 105. Alexander Crépin inHR.nl<br />Today any talent brand must be able to survive in an open social media world <br />Now that we instantly share any idea with millions of people, the question for many business leaders is how to use these social media to open up communications with (associated) workers & customers, while protecting the reputation as a solid supplying organization and as an employer of choice?<br />Libby Sartain<br />
  106. 106. Alexander Crépin inHR.nl<br />Doing Good HR <br />Will Do You Good!<br />and provide instant access to<br />the talentsthat know what needs to be done and are also capable and willing to help you to do so!<br />
  107. 107. Alexander Crépin inHR.nl<br />Good HR will enable (recruitment) to build engaging relationships (together) with talented people<br />HR: <br />Human Relations management for Human Results!<br />
  108. 108. Alexander Crépin inHR.nl<br />OK or not?<br />
  109. 109. Alexander Crépin inHR.nl<br />Questions?<br />Photo by jn2race<br />
  110. 110. Alexander Crépin inHR.nl<br />Looking for a <br />challenging <br />contemporary<br />Talent Management<br />Sparring Partner ?<br />www.ailo.nl<br />
  111. 111. Alexander Crépin inHR.nl<br />Alexander Crépin<br />Talent Acquisition services portfolio<br /><ul><li>Talent Relationship Management
  112. 112. TalenTTipper, International Employee Referral Services
  113. 113. Talent Pipeline Management
  114. 114. Talent Community Development & Management
  115. 115. Talent 2.0 Mobility & Employability </li></ul>INTERIM, PROJECTS, COACHING, CONSULTING & TRAINING<br />
  116. 116. Alexander Crépin inHR.nl<br />Call for information<br />Alexander Crépin<br />+ 31 653 641 905<br />info inHRMnl<br />Twitter.com/alexandercrepin<br />http://www.linkedin.com/in/alexandercrepin<br />.<br />@<br />
  117. 117. Alexander Crépin inHR.nl<br />See also my TRM workshop<br />
  118. 118. Alexander Crépin inHR.nl<br />See also my Corporate recruitment workshop<br />
  119. 119. Alexander Crépin inHR.nl<br />See also my Talent 2.0 presentation <br />
  120. 120. Thank you<br />Thank You<br />
  121. 121. End!<br />www.inHR.nl<br />