Employee branding

2. What is Employee Branding?"The image projected by
employees through
their Behaviours,
Attitudes and Actions.
This
image is impacted on by
employees' attitude
and engagement
towards the employer
brand
image promoted
through the culture of
the
organization.” –

3. What is Employee Branding? Cont.

4. Relation with Employer Branding
Employee
Branding
Activity
Strong
Employer
Brand
Sustainable
Differential
Advantage
Perceived
Psychological
Contract
Organization
al Culture
Increased
Engagement
Employee
Retention
Method
Employ
ee
Brand
Loyalty

5. So, Employee Branding is
an indirect
branding effect
in which
communication
of company
employees
serves to
characterize
their company’s
employer brand

6. Example ……
Google:
1. The Life at Google G+ page (Googleween
Halloween)
2. Values- ‘Do cool things that matter’, ‘work
hard, play hard’
3. Study on gDNA
Microsoft:
1. YouTube channel- ‘Day in the Life’
2. Microsoft Careers site - ‘Life at Microsoft’

7. Objective of Employee Branding
 Expansion of employee empowerment
 Improvement of employee loyalty
 Improvement in reputation of
company in market
 Increase in the motivation level

8. Organization
Mission & Values
Desired Brand
Image
Sources/Modes of
Message
Employee’s psyche
Employee Brand
Image
Outcomes
Feedback
Miles and
Mangold’s
Six Steps
Process to
Employee
Brand

9. Organization
Mission & Values
Desired Brand
Image
Sources/Modes of
Message
Employee’s psyche
Employee Brand
Image
Outcomes
 Internal
- Formal (HR
system, Public
Relation system)
- Informal
(Culture/co-
worker influence,
leader/manager)
 External
- Formal
(Advertising, PR)
- Informal
(Customer feed
back)

10. Organization
Mission & Values
Desired Brand
Image
Sources/Modes of
Message
Employee’s psyche
Employee Brand
Image
Outcomes
 Knowledge of
desired brand
image
 Psychological
Contract

11. Organization
Mission & Values
Desired Brand
Image
Sources/Modes of
Message
Employee’s psyche
Employee Brand
Image
Outcomes
Feedback
Miles and
Mangold’s
Six Steps
Process to
Employee
Brand

12. Organization
Mission & Values
Desired Brand
Image
Sources/Modes of
Message
Employee’s psyche
Employee Brand
Image
Outcomes
 Position of
organization &
its offering in
customer’s mind
 Turnover
 Satisfaction
 Loyalty
 Favorable
Reputation
 Productivity &
better profit

13. Organization
Mission & Values
Desired Brand
Image
Sources/Modes of
Message
Employee’s psyche
Employee Brand
Image
Outcomes
Feedback
Miles and
Mangold’s
Six Steps
Process to
Employee
Brand

14. How to
achieve
Employe
e
Branding
Lead by
example
Recruitme
nt
Trainin
g
Communicating
Compensation
system
Advertisi
ng & PR
Job
Preview

15. Growing Importance
“ An unsatisfied customer tells ten
people
about his experience while an unsatisfied
employee tells a hundred.”
- D K Srivastava, VP HR at HCL Comnet

16. THANK YOU !!