Employer Brand for recruitment session on March 10, 2011

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Employer brand

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Agenda
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• What is Employer brand
• Why is it important
• How to build a brand
• Employer brand touchpoints (recruitment
touchpoints)
• How we can manage them?
• Next steps

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Employer brand
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Marketing
Customer brand • Why should customers consider you?
proposition • Why should they come for more?
Customer experience
Brand DNA
(values /
• What shines through everything
the organization does and says?
Leadership
Personality
Employee experience
Employer Brand • Why should people join you?
proposition • Why should they stay?
• Why should they commit?
HR

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What is a brand
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Corporate brand:
• The core o what your organization stands for, it’s personality and culture
• The pledge your organization makes to it’s customers about the experience
they will have by doing business with you
• The perception your organization wants to create in the mind of it’s
customers, partners, employees and other stakeholders
Employer brand:
• The market perception of your organization as a “great place to work”

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What is Employer Branding?
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• Employer Branding focuses on the recruitment, retention and productivity
management initiatives targeted at enhancing a company's perception in the
minds of its current employees and key external stakeholders (i.e., active and
passive candidates, media).
• Employer Branding is a targeted, coordinated, long-term strategy. It’s an
ongoing process, not a quick fix.

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Why is it important?
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• Your organization’s strength = the strength of its team.
• Strong, clear and engaging employer brand:
– Attracts the best talent to your organization
– Ensures high employee retention and overall superior team performance
• Weak brand/lack of brand awareness:
– Contributes to growing employee dissatisfaction
– Fosters lack of motivation
– Creates high turnover

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PD PD
Why employees like their work?
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VOICE area Corr. Result, %
I see how my objectives
correspond to YOTA's 0.43* 90
goals.
YOTA gives me the best
opportunities for growth 0.41 73
and development.
I like my work– 88%
I feel my importance to
0.48 78
YOTA
Correlation analysis
I am proud to say that I Result above 81%
0.4 94
work at YOTA Result equal or below 70%
Result in the range 71% - 80%
0,43* - strength of correlation
Correlation above 0.40 is considered to be significant

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How to build a successful employer brand?
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Brand
Brand Strategy Brand Story
Relevancy
What are you What gives
looking to achieve? Does your brand
meaning to who
appeal to the right
How will you your are and what
audience?
measure success? you do?

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Strategy
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• What are your objectives:
– Building awareness?
– Recruitment? Retention? Increased Productivity?
– Making sure that your jobs are easily found by job seekers?
– Creating a better way for the job seeker to interact with your organization company?
• Different objectives will require a different approach and a different set of
tactics. Be clear going in how you will measure success.
• Align your employer brand strategy with the overall business goals
• Assure management buy-in and budget allocation
• Define the goals and the scope of your efforts
• Outline roles and responsibilities: Management, HR, Marketing,
Communications – who owns your Employer Brand?
• Research and analyze your organization’s existing vs. desired brand position
• Determine communications channels that are the best fit for your
organization, your audience, and your goals

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Brand relevancy
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• Does your brand positioning catch the attention of prospective talent and
moves them to action?
• Does it resonate well and create connection to your prospective candidates,
and does it reach the most interested, the most qualified candidates?
• Does it motivate your current employees to perform better and to share you
organization’s story with the world?

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Brand story
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Every company has a story. This is NOT your elevator speech, this is a story of
who you are, what you do and, most importantly, why it matters.
• What is your culture?
• What attracts people to your organization and why do they stay?
• What’s your story?

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Telling your story
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• The main attributes of a strong brand story are: Clarity, Consistency and
Character.
• To engage your prospective candidates and current employees with your
brand story, your organization needs to create a connection at every single
touchpoint.
• There’s a multitude of channels available – the challenge is to determine the
right set of communication tools for your organization: what channels will
reach your audiences most effectively and motivate them to take action?

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Employer brand
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Employer brand strategy
Graduate recruitment
(CC & Retail & Sales)
Unique value proposition
Developers (RooX & Lab) What we can
How we
Who we are offer them
communicate
looking for (Unique offer
it (Ways of
(candidate based on
communicatio
profile) common
Managers & Leaders n)
values)

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The touchpoint framework
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Working
environment
Everyday
behaviors
Measurement
Orientation
Employer
Brand
Experience
Discharge

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Recruitment touchpoints
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Unique offer
Banners and Communicati
adds on channels
Vacancy
description
Interview,
recruitment
Company steps
description
(brand story)

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Guess who?
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What we liked
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What we liked
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What we liked
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How the perfect vacancy will look like?
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Emotions Structure

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From EB 1.0 to EB 2.0
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Monologue Conversation
• Job fairs • Edutainment
• Adds and • Interactive events
commercials • Social media
• Speakers – HR, Top • Speakers – HR, Top
Management Management,
• Slogans Employees
• “day-in-the-life”
stories

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Employer brand building cycle
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Ask
Communi
Listen
cate
Plan Agree

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Employer brand building cycle
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Ask
Ask
Communi • Survey current employees
• EB/image research Listen
cate • What are the perceptions
of potential employees?
• Why are people proud to
say “I work here”?
• Why do highly specialized
employees choose you?
• What is unique about you?
Plan Agree

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Employer brand building cycle
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Ask
Listen
Communi • Listen to every word that
people say Listen
cate • Be open and welcome the
information
• Resist the urge to consider
your “uniqueness” before
you have finished listening
• Silence your collective
internal Voice of Judgment
(VOJ)
Plan Agree

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Employer brand building cycle
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Ask
Agree
• Current state EB done by top
Communi management
• Align the EB and the product Listen
cate brand: share the same core
message but with different
areas of emphasis
• Separate misconceptions from
issues
• Assert: “we’re this kind of
company, and we’ll appeal to
people like you – but not
everyone will fit in here”
• What are your 10 reasons?
Plan Agree

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Employer brand building cycle
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Ask
Plan
• Create a media plan
Communi • Consistency is key
Listen
cate
• Consider your target audience
• Craft message and consider
media
• Truthful, believable, attractive,
honest
• Create a feel-good factor
• Create and spread an internal
buzz that grows outward
Plan Agree

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Employer brand building cycle
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Ask
Communicate
Communi • Advertising
• Office environment Listen
cate • Recruitment fairs
• Internal communications
• Hiring and firings
• Websites
• Brochures
• Posters
• … but test it in-house first
for “buzz” and consistency
Plan Agree

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Sources
PD PD
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• Employer Brand Building - Career Site 2.0 -
http://www.slideshare.net/danstuart/employer-brand-
building-career-site-20
• Sub151 Employer Branding -
http://www.slideshare.net/substance151/sub151-
employer-branding
• Richard Mosley Employer Branding Masterclass Keynotes -
http://www.slideshare.net/brandbliss/richard-mosley-
employer-branding-masterclass-keynotes