1. TIPS
FOR
CREATING
AN
EMPLOYMENT
BRAND
10
slide
deck
to
get
you
going
CONSULTING
*
PLANNING
*
ACTIVATION
INSPIRED
THINKING
B2E

2. Employment
Brand
What
it
is
and
why
it’s
important
• An
employment
brand
shapes
the
way
candidates
and
employees
think
about
an
organisaNon
• It
helps
people
understand
the
culture,
what’s
expected
of
them
and
what
it’s
like
to
be
part
of
the
workforce
• Being
able
to
arNculate
the
mission,
vision,
culture
and
personality
of
the
organisaNon
in
a
genuine
and
consistent
way
helps
organisaNons
aSract
and
retain
high
performing
candidates
• A
robust
employment
brand
will
create
a
good
reputaNon
as
an
employer
of
choice

3.
InvesNng
in
an
Employment
Brand
has
BIG
business
benefits
What’s
its
Purpose
• Drive
growth
• Achieve
business
objecNves
• Reduce
risk
• Increase
compeNNve
advantage
• Improve
producNvity
• Reduce
costs
• Retain
talent
• ArNculate
values
• MoNvate
&
engage
• Increase
investor
interest

4.
A
brand
value
is
created
and
reinforced
through
experiences
The
Brand
Experience
BRAND
VALUE
EXTERNAL
EXPERIENCE
INTERNAL
EXPERIENCE
• Product
experience
• Service
• ReputaBon
• CommunicaBon
• AdverBsing
• Perceived
value
• Recruitment
process
• Onboarding
• Culture
• Values
• Reward
• CommunicaBon

5.
Engaging
hearts
and
minds
to
take
acNon
How
it
Impacts
People
• I
want
to
be
part
of
it
• I
feel
valued
• I
care
for
the
company
• I
care
for
our
customers
• I
care
for
my
colleagues
• I
am
engaged
• I
want
to
work
there
• I
want
to
contribute
• I
want
to
do
a
good
job
• I
know
what’s
expected
• I
am
empowered
• I
am
rewarded
• I
want
to
work
there
• I
believe
the
leaders
• I
understand
what
is
happening
• I
am
informed
• I
am
part
of
something
• I
am
an
advocate

6.
Is
the
organisaNon
able
to
arNculate
these
elements
Employment
Brand
Building
Blocks
To
create
an
effecNve
employment
brand
or
audit
it’s
effecNveness,
it’s
essenNal
to
gather
informaNon
from
all
stakeholders.
Benchmark
the
organisaNon
and
ensure
the
data
is
balanced.
Use
it
to
create
a
unique
value
proposiNon,
values,
personality
and
benefits
to
employee.
This
process
will
help
inform
business,
recruitment
and
HR
decisions.

7.
Use
a
proven
methodology
to
gather
informaNon
and
create
the
strategy
before
acNvaNng
campaigns
CreaNng
an
Employment
Brand
STRATEGY
ACTIVATE
MEASURE
INSIGHT

8.
Theses
acNviNes
will
help
create
a
robust
employment
brand
Delivering
an
Employment
Brand
1. Insight
• Market
intelligence
• CompeNtor
benchmarking
• Candidate
percepNons
• Employee
Insight
• Employee
saNsfacNon
2.
Strategy
• Candidate
profiling
• Talent
pooling
• Employment
brand
development
• Employment
Value
proposiNon
• Brand
validaNon
• Onboarding
• Internal
communicaNons
• Change
communicaNons
• CommunicaNon
touch
point
mapping

9.
Theses
acNviNes
will
help
create
a
robust
employment
brand
Delivering
an
Employment
Brand
3.
AcNvate
• Recruitment
markeNng
• Career
web
sites
• Internal
web
sites
• Media
buying
• Candidate
sourcing
• Social
media
• CreaNve
campaigns
• Learning
&
assessment
• Internal
communicaNon
campaigns
4.
Measure
• Set
clear
objecNves
&
KPI’s
• Recruitment
process
metrics
• Screening
&
assessments
• Costs
per
applicaNon/hire
• Quality
of
applicants
against
• Channels
&
plaborms
• Media
performance
• Onboarding
• RetenNon
• Employee
engagement/saNsfacNon

10.
The
employment
brand
shapes
the
stories
you
tell
about
your
organisaNon
and
helps
focus
on
the
areas
of
importance
Employment
Brand
Touch
points
ASract
Change
Reward
Onboard
Exit
• Talent
Pools
• Stand
out
from
the
market
• Discover
what
other
organisaNons
are
doing
beSer
• Understand
talent
percepNons
• Clear
&
consistent
messages
• Manage
business
needs
• Be
an
employer
of
choice
• Robust
inducNon
&
retenNon
• Assess
and
give
feedback
• Explain
change
and
what
it
means
for
employees
• Invite
employees
to
input
to
the
culture
Culture
• Create
2
way
communicaNon
• Insight
about
the
culture
• Encourages
the
right
behaviours
• Clarity
for
managers
and
employees
• Results
in
good
client
service
• Tell
people,
tell
them
and
tell
them
again
• Use
1-­‐2-­‐1,
group
and
digital
communicaNon
channels
• Find
out
why
people
are
leaving
• Helps
manage
organisaNonal
reputaNon
• Facilitates
change
&
improvements
Benefits
of
Manage
an
Employment
Brand

11.
Advice
and
help
to
create,
manage
or
audit
an
employment
brand
for
your
organisaNon
or
a
client.
Need
Help
B2B
&
B2E
MarkeNng
Michelle@LuvTribe.com
07703
744446