Employer Branding                  Sandeep Bhushan                    VP Digital, HT Media Ltd.                  sandeep.b...
Shine’s Recruitment Portfolio                      DIGITAL                           PRINTIndia’s fastest growing Job site...
The imperativeIt’s a Buyer’s marketTalent will trail Business Growth opportunityThe pressure to resource right will contin...
Employer branding is “the image of the            organization as a ‘great place to work’ in the minds            of curre...
Why Organizations Work with Employer Branding?       Source: Universum 2009 Survey Question: What are the main objective(s...
Work for Nike                All about sport enriching everyday life6                          Amsterdam, Feb’ 2010, Job M...
Work for Starbucks             All about celebrating coffee and hospitality7                                Amsterdam, Feb...
Work for Google…the super power of the creative mind   8
What affects the Employer Brand                                                    External    Recruitment &              ...
What is the Proposition?       Differentiation       Consistency     Strategic approach     Internal co-operation         ...
Key Principles                        People build your business            People Do NOT apply to JDs: they apply to comp...
Applying these principles in the  new Digital environment
Time & Space‘Online’ & ‘digital’ allow you to overcome         barriers in time and space.   You don’t have to be at a spe...
Channel vs MediumThe internet is a channel, not a medium.       Spread the communication message yourself          Enable ...
Consumer vs UserSocial media: media use is no longer connected              to media ownership  People have access to medi...
Consumer vs User Consumers are both users & expertsWord-of-mouth is key in decision making                process        P...
Integrating all efforts     • Showcasing company efforts across media• Linking campus and outreach efforts to media push  ...
In Summary9/28/2011                20
To the Panel, therefore..• What’s our EVP?• How can we create and share it within our organisation?• How can we deliver th...
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Branding through EVP in Digital Age

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Panelist: Sandeep Bhushan

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  • There are various definitions available, this one is a good summary of all attributes
  • As read at a survery various reasons why one goes for employer branding
  • When we are comparing employer brand with company brand, we can see some consistency between the two. Various aspects that one has to keep in mind to ensure this is as follows
  • Refer the philips case study presentation attached separately for details
  • Talk aboutvarious stages in detailFramework difers across companies, would depend on company and objective
  • Branding through EVP in Digital Age

    1. 1. Employer Branding Sandeep Bhushan VP Digital, HT Media Ltd. sandeep.b1@livemint.com9/28/2011
    2. 2. Shine’s Recruitment Portfolio DIGITAL PRINTIndia’s fastest growing Job site with Leveraging HT Media’s print portfolio 8Mn candidates in just 3 year EVENTSDelivering Fulfilment and Brand Building through a range of complementary Products
    3. 3. The imperativeIt’s a Buyer’s marketTalent will trail Business Growth opportunityThe pressure to resource right will continue to increase9/28/2011 3
    4. 4. Employer branding is “the image of the organization as a ‘great place to work’ in the minds of current employees and key stakeholders in the external market (active and passive candidates, ..) Employer branding is about capturing the essence of a company in a way that engages employees and stakeholders. It expresses an organization’s "value proposition" Classic Brand Principles: Clear Proposition to a defined TG9/28/2011 Delivered through all elements of the Mix 4
    5. 5. Why Organizations Work with Employer Branding? Source: Universum 2009 Survey Question: What are the main objective(s) of your company’s employer branding work? (Please choose a maximum of three alternatives) www.universumglobal.com
    6. 6. Work for Nike All about sport enriching everyday life6 Amsterdam, Feb’ 2010, Job Mensink
    7. 7. Work for Starbucks All about celebrating coffee and hospitality7 Amsterdam, Feb’ 2010, Job Mensink
    8. 8. Work for Google…the super power of the creative mind 8
    9. 9. What affects the Employer Brand External Recruitment & Reputation Induction Internal Team Communication Management Local Picture: practiceBig Picture: Policy Senior Performance Leadership Appraisal Employer Brand Proposition Values Learning & and CSR Development Internal Reward & Measurement Recognition Systems Service Working Support Environment The Employer Brand Mix: The Product and the Activation Source: PiB
    10. 10. What is the Proposition? Differentiation Consistency Strategic approach Internal co-operation www.universumglobal.com
    11. 11. Key Principles People build your business People Do NOT apply to JDs: they apply to companies Be clear about your PROMISE Help the ORGANISATION spread the message Think big, act small, fail fast9/28/2011 13 Amsterdam, Feb’ 2010, Job Mensink
    12. 12. Applying these principles in the new Digital environment
    13. 13. Time & Space‘Online’ & ‘digital’ allow you to overcome barriers in time and space. You don’t have to be at a specific place at a specific time to be part of something. When you host a seminar, you offer a live video ‘webcast’ of the presentation. After the event you publish the presentation online. www.duvalguillaume.com/news
    14. 14. Channel vs MediumThe internet is a channel, not a medium. Spread the communication message yourself Enable others to spread your message www.duvalguillaume.com/news
    15. 15. Consumer vs UserSocial media: media use is no longer connected to media ownership People have access to media and share information Creator: as a publisher of articles, comments, photos, video, audio, podcasts Audience: as a reader, listener or viewer www.duvalguillaume.com/news
    16. 16. Consumer vs User Consumers are both users & expertsWord-of-mouth is key in decision making process People review products, jobs & brands. Peers are influencers by sharing recommendations, both positive and negative www.duvalguillaume.com/news
    17. 17. Integrating all efforts • Showcasing company efforts across media• Linking campus and outreach efforts to media push • Integrating EVP brand with every activity So, is every JD quickly link-able to the best the company has to showcase in that domain?
    18. 18. In Summary9/28/2011 20
    19. 19. To the Panel, therefore..• What’s our EVP?• How can we create and share it within our organisation?• How can we deliver the EVP consistently across all touch points?• How can we use the digital space to be in constant conversation with current and potential stakeholders? 9/28/2011 21

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