Employer Branding Research Methodology


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This is the iNostix' Employer Branding research methodology. Scientifically validated, this research model has already been used in many organizations to measure the internal and extermal Employer Brand (private, public).

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Employer Branding Research Methodology

  1. 1. Employer Branding Research Methodology ©  Copyright  iNos.x  2010  
  2. 2. Our Mission Supporting organizations by developing and empirically validating scientifically rooted diagnostic instruments and research frameworks with regards to Human Capital & Organizational processes. iNostix can be considered as an extra ‘intelligence arm’ of the HR professional, HR consultant or HR research agency. iNos.x  has  a  strategic  partnership  with   ©  Copyright  iNos.x  2010  
  3. 3. 3 Focus Areas 1.  HR Function 2. HR Practices 3. Modeling Effectiveness Evaluation & Analytics Helping organizations, consultants and research agencies make more effective, scientifically rooted HRM and Human Capital diagnosis and research. Proprietary Products Consulting iNostix is a university spin-off in preparation ©  Copyright  iNos.x  2010  
  4. 4. Definitions Employer Branding Backhaus & Tikoo, 2004 “Employer Branding represents a firm’s efforts to promote, both within and outside the firm, a clear view of what makes it different and desirable as an employer.” Brett Minchington, 2006 (The Employer Brand Institute) “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, clients, customers and other key stakeholders).” The Corporate Leadership Council (CLC), 2006 “The employer brand establishes the identity of the firm as an employer. It encompasses the firm’s value system, policies and behaviors toward the objectives of attracting, motivating, and retaining the firm’s current and potential employees.” ©  Copyright  iNos.x  2010  
  5. 5. It’s not a logo. It’s not a visual identity. It’s not a product. It’s the emotion about an organization. The identification with an ethos or with a ‘raison d’être’. ©  Copyright  iNos.x  2010  
  6. 6. “Great employer brands are built from the inside out and the process starts at the top”. Simon Barrow, CIPD, Research Insight, 2009 “Great employer brands are built from the inside out and the process starts at the top”. Simon Barrow, CIPD, Research Insight, 2009 ©  Copyright  iNos.x  2010  
  7. 7. “The Brand is not what you say it is, it’s what they say it is”. (www.tribalfish.net) ©  Copyright  iNos.x  2010  
  8. 8. Every organization has an Employer Brand because of the reputation as an Employer! Maybe it’s not the brand you would wish or deserve to have, but it’s there! ©  Copyright  iNos.x  2010  
  9. 9. A few scientific roots of employer brand research… 1.  CLC (2006): - Model for Attraction & Retention - Instrumental framework 2. Lievens & Highhouse (2003); Lievens (2007): Instrumental – Symbolic framework 3. Bakhous & Tikoo (2004): Marketing influences on Employer Branding 4. Aaker (1997); Davies (2008): Symbolic framework ©  Copyright  iNos.x  2010  
  10. 10. Talent Attraction ‘the new way’ The big difference between Talent Attraction ‘the old way’ and the Brand-based ‘new way’ is the introduction of… RESEARCH !!! ©  Copyright  iNos.x  2010  
  11. 11. “Employer Branding Employee and Market Research will become absolutely essential”. Dr. Shirley Jenner, Manchester Metropolitan University, 2009 Different groups (age, attitudes, lifestyle,…) Different types of employment Distinct market segments ©  Copyright  iNos.x  2010  
  12. 12. Employer Branding Research Overview: •  5 Instrumental dimensions •  6 Symbolic dimensions •  3 External indexes •  3 Internal indexes Matrix  1,  see  p.  16   Matrix  2,  see  p.  17   Understanding: Understanding level of: •  Profile of Organization •  Attractiveness •  Stakeholder Differences •  External/Internal match ©  Copyright  iNos.x  2010  
  13. 13. The instrumental-symbolic framework: the research dimensions 5 Instrumental 6 Symbolic dimensions dimensions (40 subdimensions) (14 subdimensions) •  Pleasant •  Work •  Prestige •  People •  Rough •  Compensation •  Entrepreneurial •  Opportunity •  Professional •  Organization •  Simple ©  Copyright  iNos.x  2010  
  14. 14. Internal-External 3 external Research Indexes 3 internal indexes indexes Attractivity Engagement •  Increases the volume of •  Improves the the available candidate- incremental effort of pool existing employees •  Establishes a better •  Improves retention of match between existing employees candidates & organization Employer Brand Attributes 1. Attractivity- 4. Engagement- Index Index 2. Reputation- 5. Recommendation- Index Index 3. Application- 6. Departure intention- Index Index ©  Copyright  iNos.x  2010  
  15. 15. Research Summary Matrix 1 Symbolic Symbolic External Internal Profile of Organization Understanding Employer Brand Instrumental Instrumental External Internal Understanding Stakeholder Differences ©  Copyright  iNos.x  2010  
  16. 16. Research Summary Matrix 2 Internal/External Match Communication Sustained Breakdown Success Unattractive Attractive Long Term Strategy Disconnect Mismatch Internal/External Mismatch ©  Copyright  iNos.x  2010  
  17. 17. Contact More  info  about  the  research  methodology:   luk.smeyers@inos/x.com   www.inos.x.com   with  the  iNos/x  team:   www.linkedin.com/in/luksmeyers     www.linkedin.com/in/jeroendelmo;e   www.linkedin.com/in/fransbeerling     ©  Copyright  iNos.x  2010  
  18. 18. Thanks! ©  Copyright  iNos.x  2010