Infusing employee engagement data into your employer brand


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Infusing employee engagement data into your employer brand discovery process validates perceived or established employer brand attributes and promise. This 30 minute presentation looks at the connection between employee engagement data and your employer brand.

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Infusing employee engagement data into your employer brand

  1. 1. Deeper Dive on Discovery. Infusing employee engagement data into your employer brand.
  2. 2. Today’s format. 30 minutes – 3 action items Wednesday, May 28, 12:00-12:30 p.m. Facilitator N. Robert Johnson Practice Leader • Workforce Communications Practice
  3. 3. Expectation setting. Interested in a specific topic? Let us know. • New ways of thinking about employer brand, employee communication and employee engagement • Ideas that you can use • All within 30 minutes
  4. 4. Recap of last webinar. “The what, why and how of employer branding.” • Employer brand is your story and is made up of your employee’s every day experiences • Three elements of employer branding including employer brand promise, attributes and architecture • Warning signs of the “perfect storm” facing us • Ideas of how to start your employer brand journey
  5. 5. Today’s webinar. Deeper Dive on Discovery. Infusing employee engagement data into your employer brand.
  6. 6. We can’t afford to blend in.
  7. 7. Your people – current and future talent – see and hear your employer brand messages within the context of this new paradigm. A new paradigm in the way we communicate.
  8. 8. Authenticity is the new paradigm.
  9. 9. • A new world of instant search via smartphone, tablet, etc. • Impressions, opinions and validation are made within seconds • The collective experience has an impact • “Consumer-driven” behavior applies to every facet of life, including employment Context.
  10. 10. Therefore ... It is critical to get to your authentic voice – one that is deeply rooted in the every day experiences of your people.
  11. 11. The tactic. Use every data point within reach. The strategy. Shape your employer brand messaging with every day experiences.
  12. 12. Traditional employer brand discovery sources. Leadership • Senior executives • HR • MBMA* Limited Discovery • Small sample focus groups • Anecdotal impressions Over Reliance on … • Company marketing function • External ad agency * Management by Magazine Article
  13. 13. Another place to look: engagement data. Dimension questions in the areas of: • Intent to stay/leave • Satisfaction • Commitment and line of sight • Manager/supervisor relationship • Confidence in leadership • Recommend as an employer
  14. 14. Data threads make, or break, an employer brand narrative. Weaved within the results of your engagement data you’ll find attributes of your employer brand as well as proof-points to validate your employer brand promise and attributes.
  15. 15. Impact.
  16. 16. It’s curious. 70% The percentage of companies that collect employee engagement data. 20% The percentage of companies that transform employee engagement data into visible action. AonHewitt, 2013
  17. 17. Visible action. 31% The percentage increase in employee engagement by companies who transform employee engagement data into visible action. AonHewitt, 2013
  18. 18. Employer brand communication is visible action.
  19. 19. Action item 1: Set up to capture data. Set up the data points you need to capture as your survey is being developed or, if not possible, mark the most relevant ones in the current survey construct.
  20. 20. Action item 2: Connect data dots. Connect the data you’ve set aside from your engagement survey to your other employer brand data points – stakeholder interviews, focus groups, mission and culture statements, etc.
  21. 21. Action item 3: Leverage. Once all is set, leverage the great employer brand stories told by your employees; connect the rollout/change management initiatives of your engagement data to your employer brand.
  22. 22. Call to action.
  23. 23. Prove the point. We’re keen to further validate the connection between employer brand and employee engagement. We’ll be unveiling a new survey and new employerbrandlab research shortly. But, if you would like to explicitly work together on this, let us know.
  24. 24. Our approach to employer brand. Discover • Stakeholder interviews • Focus groups • Employee engagement data • Communication audits • External brand alignment • Culture, mission and values alignment Invent • Employer brand promise • Employer brand attributes • Employee value proposition • Creative design expression • Strategic communications planning Deliver • Employer brand architecture • Integrated communications • Certified brand ambassadors • Customer experience and employer branding
  25. 25. What to do about it. Gaining executive support: the plan to develop and demonstrate employer brand value in your organization. Tuesday, June 17th – 2:00-2:30 pm ET Thank you! Offline questions? Contact me at 216.685.4486 or Our next webinar.