Employer branding


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How HR and branding are coming together to drive strategic HR function.

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Employer branding

  1. 1. Employer branding
  2. 2. Attract Engage Retain Employer branding defines as “the image of your organisation as a great place to work’”
  3. 3. Best Practices: Social Media Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition 2013
  4. 4. Attract pool of talents Enhance market position and value Strengthen corporate and social relationship Best Practices: Social Media - IMPACT Source: Samsung SG Corporate profile, Techcrunch.com 2012 & samsungvillage.com
  5. 5. Best Practices: Community Empowerment  On Campus Engagement  Courses/ Certifications/ Forums  Industry Affiliations
  6. 6. Attract ? “ Workers complain of eliminated raises, a frenzied pace and mandatory overtime. Several said it’s common to find out on Friday evening that they’ll have to pull a weekend shift, with disciplinary action for those who can’t or don’t show up.” IKEA brand in Crisis ? (http://www.tlnt.com/2011/04/1 2/employer-brand-in-crisis- even-ikea-is-struggling-with- negative-publicity/) Motivate ? When Christine Kwapnoski of Concord, Calif., told her boss at a division of Walmart that she wanted a job promotion, she said, he told her to "blow the cobwebs off your make up" and to "doll up" in order to advance. http://abcnews.go.com/Politics /walmart-discrimination-court- decide-millions-female- employees- sue/story?id=13237106 Retain ? “I am writing you to acknowledge the mistake I made last Friday during the Patch all-hands meeting when I publicly fired Abel Lenz.” http://jimromenesko.com/2013/ 08/10/listen-to-aol-ceo-tim- armstrong-fire-his-creative- director-during-a-conference- call/ Ineffective Practices: Misrepresentation
  7. 7. Attract ? Weeks after Federico “Fred” d’Escoto stepped down from the board of the United Neighborhood Organization, his company, d’Escoto Inc., got its first check from the influential charter-school operator toward what now totals more than $1.8 million in state-funded payments — part of a pattern of insider hiring now under scrutiny by state authorities http://www.suntimes.com/1952 3753-761/insider-got-bigger- payout-from-clout-heavy- hispanic-group-uno.html Retain ? It has been a tough two days for IT services firm iGate, which on Tuesday fired its chief executive Phaneesh Murthy for not disclosing a relationship with his subordinate http://articles.economictimes.in diatimes.com/2013-05- 23/news/39475702_1_igate- shares-murthy-ceo-phaneesh Motivate ? It may not be totally fair for all responsibilities to be cast on former Perm Sec and Chief of Defence Force who now holds the unenviable position of SMRT CEO http://www.tremeritus.com/201 2/11/30/may-not-be-fair-to-put- all-blame-smrt-ceo/ Ineffective Practices: Leadership Failure
  8. 8. TREND  Ranked extremely favorable in Singapore  Career progression opportunities  Competitive salary  Employee benefits  Good work-life balance  Pleasant working atmosphere  Good training  Strong management  Financial health and concern for the environment  Interesting job content  http://www.westjet.com/guest/en/jobs.sht ml NEW STRATEGIES  Usage of social media : • Mobile apps to send postcards • Provide advertisement on YouTube which is cost effective option. • Provide brand campaign which speaks organization  Choosing own employee as brand ambassadors.  Socially Share extraordinary employee experiences  Disadvantages:  More competitive for all organizations  Spend cost for • continuous innovative & creative • find the latest communication channel & advertising techniques to reach more population.
  9. 9. BEYOND EMPLOYER BRANDING Benefits : • Talent pool will have an opportunity to • Engage and connect with people • Know and understand what they do • Relate to the company culture • Drive higher brand awareness. • Reduce attrition and cost of hiring Limitation : • Establish a social media policy • Empower select employees with training and incentives to drive a brand positive communication.