Employer Branding Role Promoting Desirable Employer Image
1. “Employer of Choice” and the role of Employer Branding Presented by AmitShukla, CEO, Deccan Chronicle Holdings Ltd Seminar on HR Value Propositions, 20th May 2011
2. Agenda Introduction to Deccan Chronicle Employer Brand, and Branding What is it : The Definition Why is it important : The Linkages How to Manage it The Basics approach The Right approach Summary and Key take-aways
4. Deccan Chronicle : For Young Minds Not Just a Slogan The Largest %age of readers below 30 years age, of any English daily in India . . . . (Source : Indian Readership Survey IRS 2010 R2)
5. . . . And with the youth connect, Deccan Chronicle has been the Fastest Growing English Daily Newspaper in India . . .
6. . . . And from the last one year . . . “Deccan Chronicle” is now the Largest Circulated English daily in South India As per Audit Bureau of Circulation Certificate ABC Jan-June 2010 Deccan Chronicle is well ahead of the Hindu, in South India.
7. . . . And for the 4 Key towns of the South Bangalore (Karnataka) + Chennai (Tamil Nadu) + Hyderabad (Andhra Pradesh) + Kochi (Kerala) Deccan Chronicle is now No# 1 English Daily No # 1 in Circulation (as per ABC JD 2010) No # 1 in Average Issue Readership AIR and No # 1 in Total Readership TR (As per IRS R2 2010)
8. . . .use “Career Chronicle” pages for the biggest impact for your recruitment ad in South India (Comes on Tue/Wed/Thu/Sat, Next-day ad 4 out of 5 working days )
9. What is the Employer Brand, and Employer Branding ?
10. The Definition Employer Brand is the image of your company’s soul , the essence of what you are as a place to work in. Employer branding represents A company’s effort to promote a clear image of what makes your company different and desirable as an employer, both as seen from within and seen from outside It includes changing current policies and practices if there is a gap between how the company is seen vs. the targeted image It is not the use of superficial gimmicks to get more employee applications : lipstick on a gorilla simply does not work
11. Key Components of an Employer Brand CULTURE PURPOSE EMPLOYEE PROCESSES
12. The Definition Employer Brand is the image of your company’s soul , the essence of what you are as a place to work in. Employer branding represents A company’s effort to promote a clear image of what makes your company different and desirable as an employer, both as seen from within and seen from outside It includes changing current policies and practices if there is a gap between how the company is seen vs. the targeted image It is not the use of superficial gimmicks to get more employee applications : lipstick on a gorilla simply does not work
14. Employer Brand Linkages to Employer Attraction (for future employees) and Employee Productivity (for existing employees) Source : Emerald Research, Emerald Group Publishing Ltd, Bingley, UK
15. Employer Brand Linkages to Employer Attraction (for future employees) and Employee Productivity (for existing employees) Source : Emerald Research, Emerald Group Publishing Ltd, Bingley, UK
16. Employer Brand Linkages to Employer Attraction (for future employees) and Employee Productivity (for existing employees) Its doesn’t impact NEW employees, it impacts ALL employees Source : Emerald Research, Emerald Group Publishing Ltd, Bingley, UK
18. The Basic’s Approach Measure where you are Prioritise what makes most impact (Core) and what makes a lesser impact (non Core) Shape the core, and the problem areas in the non-core experience Go back and measure again
20. Core Touchpoints for Employer Brand Experience Values Measure where you are : Check : is this where you want to be Define the gap, and what will it take for the gap to be perceived to be bridge Action, and measure again Everyday Behavior Measure what is “normal behaviour” in typical interactions Internal and external both Identify gaps and train , educate, evangelize Measure again
21. Core Touchpoints for Employer Brand Experience Management Competencies Measure Desired competencies vs Actual Competencies vs Perceived (internal and external images) Management Training and Workshops to bridge gaps, Communication to bridge perception Leadership Competencies Measure Desired competencies vs Actual Competencies vs Perceived (internal and external images) External Leadership Training and Workshops, Internal and External Communication to bridge perception
22. Second Level Touchpoints The List Recruitment Process Communication Process Orientation Process Performance and Development Measurement Reward and Recognition Process Touchpoints The Method of attack Evaluate all from the “ant’s eye view”, capture VoxPopuli Form Task Forces with dedicated cross-functional representation to “workshop” the solutions Let the task force communicate and propogate the achievements Communicate externally
23. The Right Approach Designed by Right of Australia 5 phase approach, 13 steps Widely believed to be suited for an evolved organisation going from Good to Great.
24. Source : The Right Group, North Sydney, Australia
26. Summary An employer brand is shaped by employer brand experience experienced in a myriad of ways, across high impact and moderate impact touchpoints. In each interaction, there is a “moment of truth” Summary of employer branding is in Making the experience a smooth one across ALL the key touchpoints, and MAXIMUM of the non-core touchpoints Communicating, Communicating, and Communicating .
