Amit Shukla,

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Amit Shukla,

  1. 1. “Employer of Choice” and the role of Employer Branding<br />Presented by<br />AmitShukla, CEO, Deccan Chronicle Holdings Ltd<br />Seminar on HR Value Propositions, 20th May 2011 <br />
  2. 2. Agenda<br />Introduction to Deccan Chronicle<br />Employer Brand, and Branding<br />What is it : The Definition<br />Why is it important : The Linkages<br />How to Manage it<br />The Basics approach <br />The Right approach<br />Summary and Key take-aways<br />
  3. 3. About Deccan Chronicle<br />
  4. 4. Deccan Chronicle : For Young Minds<br />Not Just a Slogan<br />The Largest %age of readers below <br />30 years age, of any English daily in India . . . .<br />(Source : Indian Readership Survey IRS 2010 R2)<br />
  5. 5. . . . And with the youth connect, Deccan Chronicle has been the <br />Fastest Growing English Daily Newspaper in India . . .<br />
  6. 6. . . . And from the last one year . . .<br />“Deccan Chronicle” is now the Largest Circulated English daily in South India<br />As per Audit Bureau of Circulation <br />Certificate ABC Jan-June 2010<br />Deccan Chronicle is well ahead of the Hindu, in South India.<br />
  7. 7. . . . And for the 4 Key towns of the South<br />Bangalore (Karnataka) +<br />Chennai (Tamil Nadu) +<br />Hyderabad (Andhra Pradesh) +<br />Kochi (Kerala)<br />Deccan Chronicle is now No# 1 English Daily<br />No # 1 in Circulation (as per ABC JD 2010)<br />No # 1 in Average Issue Readership AIR and<br />No # 1 in Total Readership TR (As per IRS R2 2010)<br />
  8. 8. . . .use “Career Chronicle” pages for the biggest impact for your recruitment ad in South India (Comes on Tue/Wed/Thu/Sat, Next-day ad 4 out of 5 working days )<br />
  9. 9. What is the Employer Brand, and Employer Branding ?<br />
  10. 10. The Definition<br />Employer Brand is the image of your company’s soul , the essence of what you are as a place to work in.<br />Employer branding represents<br />A company’s effort to promote a clear image of what makes your company different and desirable as an employer, both as seen from within and seen from outside<br />It includes changing current policies and practices if there is a gap between how the company is seen vs. the targeted image<br />It is not the use of superficial gimmicks to get more employee applications : lipstick on a gorilla simply does not work<br />
  11. 11. Key Components of an Employer Brand<br />CULTURE<br />PURPOSE<br />EMPLOYEE PROCESSES<br />
  12. 12. The Definition<br />Employer Brand is the image of your company’s soul , the essence of what you are as a place to work in.<br />Employer branding represents<br />A company’s effort to promote a clear image of what makes your company different and desirable as an employer, both as seen from within and seen from outside<br />It includes changing current policies and practices if there is a gap between how the company is seen vs. the targeted image<br />It is not the use of superficial gimmicks to get more employee applications : lipstick on a gorilla simply does not work<br />
  13. 13. Why is Employer Branding important ?<br />
  14. 14. Employer Brand Linkages<br />to Employer Attraction (for future employees) <br />and Employee Productivity (for existing employees)<br />Source : Emerald Research, Emerald Group Publishing Ltd, Bingley, UK<br />
  15. 15. Employer Brand Linkages<br />to Employer Attraction (for future employees) <br />and Employee Productivity (for existing employees)<br />Source : Emerald Research, Emerald Group Publishing Ltd, Bingley, UK<br />
  16. 16. Employer Brand Linkages<br />to Employer Attraction (for future employees) <br />and Employee Productivity (for existing employees)<br />Its doesn’t impact NEW employees, <br />it impacts ALL employees<br />Source : Emerald Research, Emerald Group Publishing Ltd, Bingley, UK<br />
  17. 17. Employer Branding : Shaping the Employer Brand Experience <br />
  18. 18. The Basic’s Approach<br />Measure where you are<br />Prioritise what makes most impact (Core) and what makes a lesser impact (non Core)<br />Shape the core, and the problem areas in the non-core experience<br />Go back and measure again<br />
  19. 19. Employer Branding : Key Touch-points<br />
  20. 20. Core Touchpoints for Employer Brand Experience <br />Values<br />Measure where you are :<br />Check : is this where you want to be<br />Define the gap, and what will it take for the gap to be perceived to be bridge<br />Action, and measure again<br />Everyday Behavior<br />Measure what is “normal behaviour” in typical interactions Internal and external both<br />Identify gaps and train , educate, evangelize<br />Measure again<br />
  21. 21. Core Touchpoints for Employer Brand Experience <br />Management Competencies<br />Measure Desired competencies vs Actual Competencies vs Perceived (internal and external images)<br />Management Training and Workshops to bridge gaps, Communication to bridge perception<br />Leadership Competencies<br />Measure Desired competencies vs Actual Competencies vs Perceived (internal and external images)<br />External Leadership Training and Workshops, Internal and External Communication to bridge perception<br />
  22. 22. Second Level Touchpoints<br />The List<br />Recruitment Process<br />Communication Process<br />Orientation Process<br />Performance and Development<br />Measurement<br />Reward and Recognition<br />Process Touchpoints<br />The Method of attack<br />Evaluate all from the “ant’s eye view”, capture VoxPopuli<br />Form Task Forces with dedicated cross-functional representation to “workshop” the solutions<br />Let the task force communicate and propogate the achievements<br />Communicate externally <br />
  23. 23. The Right Approach <br />Designed by Right of Australia<br />5 phase approach, 13 steps<br />Widely believed to be suited for an evolved organisation going from Good to Great. <br />
  24. 24. Source : The Right Group, North Sydney, Australia<br />
  25. 25. Summary<br />
  26. 26. Summary<br />An employer brand <br />is shaped by employer brand experience<br /> experienced in a myriad of ways, across high impact and moderate impact touchpoints. <br />In each interaction, there is a “moment of truth” <br />Summary of employer branding is in<br />Making the experience a smooth one <br />across ALL the key touchpoints, and <br />MAXIMUM of the non-core touchpoints<br />Communicating, Communicating, and Communicating . <br />
  27. 27. Thank You<br />

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