1.
Deeper Dive on Discovery.
Infusing employee engagement data
into your employer brand.

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.
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.
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.
Today’s webinar.
Deeper Dive on Discovery.
Infusing employee engagement data into
your employer brand.

6.
We can’t afford to blend in.

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.
Authenticity is the new paradigm.

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.
Therefore ...
It is critical to get to your authentic voice –
one that is deeply rooted in the every day
experiences of your people.

11.
The tactic.
Use every data point within reach.
The strategy.
Shape your employer brand messaging with every day
experiences.

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.
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.
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.
Impact.

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.
Visible action.
31%
The percentage increase in employee
engagement by companies who transform
employee engagement data into visible action.
AonHewitt, 2013

18.
Employer brand communication is visible action.

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.
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.
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.
Call to action.

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.
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.
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 nrjohnson@davidgroup.com
Our next webinar.