Employer Branding & EVP- NHRDN presentation

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What brands a company in the eyes of the employees, what a company must do to improve it and many more...

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Employer Branding & EVP- NHRDN presentation

  1. 1. Employer Brand Management 14th September 2011 Mervyn Raphael Performance Consulting International1 2011 @ People in Business India Private Limited 1
  2. 2. Some issues we shall explore in thenext few minutes…Why is Employer What is Branding Employee Value relevant? Proposition? Understanding Becoming an Employer Brand Employer of Management Choice 2011 @ People in Business India Private Limited 2
  3. 3. The talent perspective“Leaders of companies that go from good to great start by getting the right people on the bus, the wrong people off the bus, and the right people in the right seats”. Jim Collins – ‘From Good to Great’ 2011 @ People in Business India Private Limited 3
  4. 4. The big question Do you have the right kind of bus, to attract and engage the right people? 2011 @ People in Business India Private Limited 4
  5. 5. Defining employer brand management There’s a difference between having an employer brand and proactively managing it. The role of the Employee Value Proposition (EVP) is to: define what you most want people to associate with you as an employer. The role of employer brand management is to: ensure that employee communication and experience is consistent with your EVP5 2011 @ People in Business India Private Limited 5
  6. 6. Proposition, Branding and Management • The EVP provides a common platform for employee communication (external and internal), but can only be fully effective if it helps to shape the employee experience. Employer Brand Management (Delivering a consistent brand experience through every employee „touch-point‟). Master Brand Process Vision / Mission „Touchpoints‟ Personality Values Everyday Behaviours „Employer Orientation Employer Employee Value Branding‟ + Brand Proposition (EVP) Experience Communication (Defines what you most want people to associate (Creative Underpinned with you as an employer). expression) By Working Environment6 2011 @ People in Business India Private Limited 6
  7. 7. For example: Meaningful Meaningful work work Employer Brand Management Open, honest Open, honest managers managers EVP Diversity Diversity of talent of talent Collaborative Collaborative teamwork teamwork GlobalGlobal citizenship citizenship Competitive & differentiated total rewardsEmployer Performance Performance management managementBranding Career Career development development 2011 @ People in Business India Private Limited 7
  8. 8. Creating a brand insight platform8 2011 @ People in Business India Private Limited 8
  9. 9. Defining attributes• Building blocks for the employer brand ‘platform’ / EVP• Answer the key question – what makes you special?• Typically 3-5 defining attributes per EVP• Differ from core values in terms of being: – More benefit-led for employees (addressing both the ‘give’ and ‘get’) – More distinctive / more compelling (vs. generic / obvious) – More in-tune with the customer brand / key organisational capabilities• Play to the ‘organisation at its best’ 2011 @ People in Business India Private Limited 9
  10. 10. Defining attribute - Example“The Power to Perform”• Description: The freedom and support to perform at your best• Desired employee profile (the give): – Self motivated, can-do attitude; – The drive to make it happen for customers and the business’ – “There’s always a way”• Benefit to employees (the get): – Clear expectations, supportive managers; – clear ownership, scope for personal initiative. – “I can make a difference” 2011 @ People in Business India Private Limited 10
  11. 11. Target definition and scoping• What kind of people will be right for your organisation?• (Shorthand) target profile examples: “Natural communicators with a passion for technology” 2011 @ People in Business India Private Limited 11
  12. 12. Attracting Gen Y General characteristics: • Highly networked / informed • Freedom and independence • Work-life balance / Flexibility • Advanced technology • Social / Environmental responsibility • Continuous feedback • Confidence to job-hop until they find the right fit12 2011 @ People in Business India Private Limited 12
  13. 13. Proposition Development13 2011 @ People in Business India Private Limited 13
  14. 14. The core positioning Corporate Brand Proposition Core EVP Positioning The heart of the employer brand proposition Sometimes derived from the corporate / customer brand (above) Or the more employee focused defining attributes (below) Defining attributes 2011 @ People in Business India Private Limited 14
  15. 15. Differentiation Attributes „Imagineering / magic‟ Providing a „Democratic design‟ distinctive angle on a E.g. Innovation generic attribute „Continuous improvement‟ OR „Systematic creativity‟ Creating relatively unique / distinctive attributes E.g. Channel 4 – ‘Make Trouble’ Occupying new territory15 2011 @ People in Business India Private Limited 15
  16. 16. Tailoring the „umbrella‟ proposition• Target propositions need to be aligned and adapted to reflect: – Regional / divisional strengths – The specific needs and aspirations of different target groups Brand DNA Additional target specific attribute CORE EVP Defining attributes TVP TVP TVPRegion Division Talent Group A B C D E EB attributes / themes 2011 @ People in Business India Private Limited 16
  17. 17. Case Study 1: A Fast growingorganization in the QSR sectorProblem Statement:• This organization was facing an attrition challenge and also needed to plan its HR strategy to look at trebling its growth in the next 3 years. A large proportion of the employees in this organization were in the age group of 18 to 22 years . Attracting people in this age group was not a challenge, however, retaining and engaging them was very difficult with stiff challenge from the BPO and Retail sector for hiring this target group of employees.A Snapshot of Our Approach• Identified the aspirations of the young workforce taking into account their socio- economic backgrounds.• Aligned these aspirations with what the company was doing well, and with the vision of the company to arrive at the EVP• Identified the Brand Busters to ensure that all causes of attrition are mitigated or nullified• Used the Brand Signature to create a pull for the right profile 2011 @ People in Business India Private Limited 17
  18. 18. Case Study 2: Leading GlobalFinancial Services PlayerProblem Statement:• One of the world’s largest bank began its operations in India some years back. This company is one of the best paymasters in the industry and also offers challenging opportunities to employees. However, every year a sizeable chunk of the employees left the organization (voluntary/involuntary). This has caused a sense of insecurity within the current employees. Also, in the job market, this has led to a lack of a pull factor and fewer people are expressing interest in joining.A Snapshot of Our Approach• Collaborating with the Senior Leadership team to identify the right profile for the company (who would be the right passengers on the bus).• Re-pitching the company as a career investment for ‘entrepreneurial people’ and as a place where they have an opportunity to build an “Organization for Tomorrow”.• Identifying an approach to build an emotional connect with the current employees by asking the manager to take ownership for the outcomes and move away from transactional management.• Building internal strengths to generate a positive brand image in the eyes of the prospective employees while lowering the negative perception alongside. 2011 @ People in Business India Private Limited 18
  19. 19. Case Study 3: One of India‟s largestBusiness ConglomeratesProblem Statement:• This business group operates across 7 industry sectors with multiple locations in India and globally. The company was finding it a challenge to change the market perception of a slow company to one of high growth in the market place. Younger employees felt stifled with the culture and did not tend to stay with the company. In addition, the company needed to attract graduates from the IIM/ IIT’s to partner in the journey for exponential growth.A Snapshot of Our Approach• In-depth analysis of organization’s brand perception across sectors to identify strengths and gaps• Workshops to identify distinctive and differentiating EVP for the entire group (built on the strengths of the group). This resulted in EVP for the entire group as well as for group companies.• Analysis of process touch points to enable the translation of the EVP into reality.The Group is currently engaged in implementing the Employer Brand Plan to translate thebrand promise into actual employee experience, based on our inputs. 2011 @ People in Business India Private Limited 19
  20. 20. Questions… You can reach me at mervyn.raphael@pci-india.net 2011 @ People in Business India Private Limited 20

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