- Employer branding represents a company's efforts to promote a clear image of what makes it desirable to work for, both internally and externally. It aims to attract future employees and increase productivity of current ones. - An employer brand is shaped by the employer brand experience across many touchpoints, from core ones like values, behaviors, and competencies to secondary processes like recruitment and development. - Effective employer branding involves measuring these touchpoints, identifying gaps between actual and desired experiences, implementing solutions, and consistently communicating improvements internally and externally. The goal is to make interactions smooth across all important touchpoints.

1. “Employer of Choice” and the role of Employer BrandingPresented byAmitShukla, CEO, Deccan Chronicle Holdings LtdSeminar on HR Value Propositions, 20th May 2011

2. AgendaIntroduction to Deccan ChronicleEmployer Brand, and BrandingWhat is it : The DefinitionWhy is it important : The LinkagesHow to Manage itThe Basics approach The Right approachSummary and Key take-aways

3. About Deccan Chronicle

4. Deccan Chronicle : For Young MindsNot Just a SloganThe 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 IndiaAs per Audit Bureau of Circulation Certificate ABC Jan-June 2010Deccan Chronicle is well ahead of the Hindu, in South India.

7. . . . And for the 4 Key towns of the SouthBangalore (Karnataka) +Chennai (Tamil Nadu) +Hyderabad (Andhra Pradesh) +Kochi (Kerala)Deccan Chronicle is now No# 1 English DailyNo # 1 in Circulation (as per ABC JD 2010)No # 1 in Average Issue Readership AIR andNo # 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 DefinitionEmployer Brand is the image of your company’s soul , the essence of what you are as a place to work in.Employer branding representsA 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 outsideIt includes changing current policies and practices if there is a gap between how the company is seen vs. the targeted imageIt 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 BrandCULTUREPURPOSEEMPLOYEE PROCESSES

12. The DefinitionEmployer Brand is the image of your company’s soul , the essence of what you are as a place to work in.Employer branding representsA 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 outsideIt includes changing current policies and practices if there is a gap between how the company is seen vs. the targeted imageIt is not the use of superficial gimmicks to get more employee applications : lipstick on a gorilla simply does not work

13. Why is Employer Branding important ?

14. Employer Brand Linkagesto Employer Attraction (for future employees) and Employee Productivity (for existing employees)Source : Emerald Research, Emerald Group Publishing Ltd, Bingley, UK

15. Employer Brand Linkagesto Employer Attraction (for future employees) and Employee Productivity (for existing employees)Source : Emerald Research, Emerald Group Publishing Ltd, Bingley, UK

16. Employer Brand Linkagesto Employer Attraction (for future employees) and Employee Productivity (for existing employees)Its doesn’t impact NEW employees, it impacts ALL employeesSource : Emerald Research, Emerald Group Publishing Ltd, Bingley, UK

17. Employer Branding : Shaping the Employer Brand Experience

18. The Basic’s ApproachMeasure where you arePrioritise what makes most impact (Core) and what makes a lesser impact (non Core)Shape the core, and the problem areas in the non-core experienceGo back and measure again

19. Employer Branding : Key Touch-points

20. Core Touchpoints for Employer Brand Experience ValuesMeasure where you are :Check : is this where you want to beDefine the gap, and what will it take for the gap to be perceived to be bridgeAction, and measure againEveryday BehaviorMeasure what is “normal behaviour” in typical interactions Internal and external bothIdentify gaps and train , educate, evangelizeMeasure again

21. Core Touchpoints for Employer Brand Experience Management CompetenciesMeasure Desired competencies vs Actual Competencies vs Perceived (internal and external images)Management Training and Workshops to bridge gaps, Communication to bridge perceptionLeadership CompetenciesMeasure 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 TouchpointsThe ListRecruitment ProcessCommunication ProcessOrientation ProcessPerformance and DevelopmentMeasurementReward and RecognitionProcess TouchpointsThe Method of attackEvaluate all from the “ant’s eye view”, capture VoxPopuliForm Task Forces with dedicated cross-functional representation to “workshop” the solutionsLet the task force communicate and propogate the achievementsCommunicate externally

23. The Right Approach Designed by Right of Australia5 phase approach, 13 stepsWidely believed to be suited for an evolved organisation going from Good to Great.

24. Source : The Right Group, North Sydney, Australia

25. Summary

26. SummaryAn 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 inMaking the experience a smooth one across ALL the key touchpoints, and MAXIMUM of the non-core touchpointsCommunicating, Communicating, and Communicating .

27. Thank You