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ANATOMY OF A
NEIL MILLETT
neil.millett@reedonline.co.uk
WINNING
EMPLOYER BRAND
“
“
Your brand is what other
people say about you when
you're not in the room
Jeff Bezos – CEO, Amazon
*Backhaus & Tikoo, Conceptualising and researching employer branding
THE RESEARCHN= 2,000 UK WORKERS
JUNE 2018
WHO?
WHY?
If you could work for any organisation

who would you
LOVE to work for?
5.
4.
3.
2.
1.
PREVIOUS TOP 5s

1.
WHY did you choose
your #1 organisation?
It’s a brand I’d be
PROUD to work for
1.
WHY UK WORKERS MAKE BRANDS THEIR #1
> Articulate ‘pride’ for your organisation
> Communicate the ways you make a
difference to your customers & users
ACTION
Would be more likely to work
for a brand they use regularly
WHY UK WORKERS MAKE BRANDS THEIR #1
46%
Would be more likely to work
for a brand they've had a
personal experience with 45%
> Speak to your marketing team
> Engagement campaigns with returning
customers for new talent pools
ACTION
A reputation
for SUCCESS
2.
Offers generous
PAY & BENEFITS
3.
WHY UK WORKERS MAKE BRANDS THEIR #1
WHY UK WORKERS MAKE BRANDS THEIR #1
1. Brand I’d be proud to work for
2. Reputation for success
3. Generous pay and benefits
4. A market leadingbrand
5. Known for a fun, social environment
WHY UK WORKERS MAKE BRANDS THEIR #1
1. Brand I’d be proud to work for
2. Reputation for success
3. Generous pay and benefits
4. A market leading brand
5. Known for a fun, social environment
Is it important to you
to work for a
RECOGNISED brand?
28%
VERY
WORKING FOR A RECOGNISED BRAND
38%
SOMEWHAT
26%
NOT VERY
How important?
WHY A RECOGNISED BRAND?
JOB SECURITY
well know brands, history & heritage with
UK workers associate
> Share your successes & business performance
> Forget any preconceived notions or barriers
ACTION
Would you prefer to work for a
START-UP / FAST GROWING
organisation?
1IN 4
WOULD YOU WORK FOR A START UP?
Would prefer to
work for a start up
UK WORKERS SEE START-UPS AS

1. Challenging
2. Rewarding
3. High risk
4. Faster skill development
5. Greater responsibility
> Embrace challenging as part of your comms
> The perks of a dynamic environment
ACTION
WHY UK WORKERS MAKE BRANDS THEIR #1
1. Brand I’d be proud to work for
2. Reputation for success
3. Generous pay and benefits
4. A market leadingbrand
5. Known for a fun, social environment
WHY UK WORKERS MAKE BRANDS THEIR #1
1. Brand I’d be proud to work for
2. Reputation for success
3. Generous pay and benefits
5. A fun, social environment
4. A market leadingbrand
What kind of
WORKPLACE CULTURE
do you most want to work in?
A FUN and
SOCIABLE
workplace
1.
WORKPLACE CULTURE
DEFINING ‘FUN & SOCIABLE’
> After work socials
> Volunteering & charity days
> Work-related learning
> Creative classes & workshops
WORKPLACE CULTURE
INDEPENDANT
working (33%)
2.
COLLABORATIVE
working (31%)
3.
WORKPLACE CULTURE
1. Fun, social work place
2. Independentworking
3. Collaborative working
4. Motivational leaders
5. Team led, collective goals
Do you feel ENGAGED
and HAPPY at work?
64%
YES
26%
NO
NOT ACTIVELY LOOKING
10%
NO
ACTIVELY LOOKING
Are you engaged & happy at work?
EVP & EMPLOYEE ENGAGEMENT
EVP & EMPLOYEE ENGAGEMENT
Feel their employer is NOT
EFFECTIVE in communicating
its EVP74%
Of those who are actively disengaged

EVP & EMPLOYEE ENGAGEMENT
What does effective communication look like?
QUARTERLY
COMMS ANNUAL
REVIEWS
SUMMARY
>American tech giants dominate top 5.
Association with ‘entrepreneurial / start-up spirit’
> Brand recognition IS NOT essential for attraction.
Contemporary, sincere messaging is key
> Share organisational successes. Talent wants to work
for high achievers. Job security valued highly
> Lack of EVP can lead to disengaged talent.
Regularly reviewed & communicated EVP = purpose
THANK YOU
Neil Millett
Research Marketing Manager
neil.millett@reedonline.co.uk

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6 neil millett reed

  • 1. ANATOMY OF A NEIL MILLETT neil.millett@reedonline.co.uk WINNING EMPLOYER BRAND
  • 2. “ “ Your brand is what other people say about you when you're not in the room Jeff Bezos – CEO, Amazon
  • 3. *Backhaus & Tikoo, Conceptualising and researching employer branding
  • 4. THE RESEARCHN= 2,000 UK WORKERS JUNE 2018
  • 6. If you could work for any organisation
 who would you LOVE to work for?
  • 7. 5.
  • 8. 4.
  • 9. 3.
  • 10. 2.
  • 11. 1.
  • 13. 1.
  • 14. WHY did you choose your #1 organisation?
  • 15. It’s a brand I’d be PROUD to work for 1. WHY UK WORKERS MAKE BRANDS THEIR #1 > Articulate ‘pride’ for your organisation > Communicate the ways you make a difference to your customers & users ACTION
  • 16. Would be more likely to work for a brand they use regularly WHY UK WORKERS MAKE BRANDS THEIR #1 46% Would be more likely to work for a brand they've had a personal experience with 45% > Speak to your marketing team > Engagement campaigns with returning customers for new talent pools ACTION
  • 17. A reputation for SUCCESS 2. Offers generous PAY & BENEFITS 3. WHY UK WORKERS MAKE BRANDS THEIR #1
  • 18. WHY UK WORKERS MAKE BRANDS THEIR #1 1. Brand I’d be proud to work for 2. Reputation for success 3. Generous pay and benefits 4. A market leadingbrand 5. Known for a fun, social environment
  • 19. WHY UK WORKERS MAKE BRANDS THEIR #1 1. Brand I’d be proud to work for 2. Reputation for success 3. Generous pay and benefits 4. A market leading brand 5. Known for a fun, social environment
  • 20. Is it important to you to work for a RECOGNISED brand?
  • 21. 28% VERY WORKING FOR A RECOGNISED BRAND 38% SOMEWHAT 26% NOT VERY How important?
  • 22. WHY A RECOGNISED BRAND? JOB SECURITY well know brands, history & heritage with UK workers associate > Share your successes & business performance > Forget any preconceived notions or barriers ACTION
  • 23. Would you prefer to work for a START-UP / FAST GROWING organisation?
  • 24. 1IN 4 WOULD YOU WORK FOR A START UP? Would prefer to work for a start up
  • 25. UK WORKERS SEE START-UPS AS
 1. Challenging 2. Rewarding 3. High risk 4. Faster skill development 5. Greater responsibility > Embrace challenging as part of your comms > The perks of a dynamic environment ACTION
  • 26. WHY UK WORKERS MAKE BRANDS THEIR #1 1. Brand I’d be proud to work for 2. Reputation for success 3. Generous pay and benefits 4. A market leadingbrand 5. Known for a fun, social environment
  • 27. WHY UK WORKERS MAKE BRANDS THEIR #1 1. Brand I’d be proud to work for 2. Reputation for success 3. Generous pay and benefits 5. A fun, social environment 4. A market leadingbrand
  • 28. What kind of WORKPLACE CULTURE do you most want to work in?
  • 30.
  • 31. DEFINING ‘FUN & SOCIABLE’ > After work socials > Volunteering & charity days > Work-related learning > Creative classes & workshops
  • 33. WORKPLACE CULTURE 1. Fun, social work place 2. Independentworking 3. Collaborative working 4. Motivational leaders 5. Team led, collective goals
  • 34. Do you feel ENGAGED and HAPPY at work?
  • 35. 64% YES 26% NO NOT ACTIVELY LOOKING 10% NO ACTIVELY LOOKING Are you engaged & happy at work? EVP & EMPLOYEE ENGAGEMENT
  • 36. EVP & EMPLOYEE ENGAGEMENT Feel their employer is NOT EFFECTIVE in communicating its EVP74% Of those who are actively disengaged

  • 37. EVP & EMPLOYEE ENGAGEMENT What does effective communication look like? QUARTERLY COMMS ANNUAL REVIEWS
  • 38. SUMMARY >American tech giants dominate top 5. Association with ‘entrepreneurial / start-up spirit’ > Brand recognition IS NOT essential for attraction. Contemporary, sincere messaging is key > Share organisational successes. Talent wants to work for high achievers. Job security valued highly > Lack of EVP can lead to disengaged talent. Regularly reviewed & communicated EVP = purpose
  • 39. THANK YOU Neil Millett Research Marketing Manager neil.millett@reedonline.co.uk