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Branding through EVP in Digital Age
The document discusses employer branding and its importance for organizations. It notes that employer branding is about capturing an organization's value proposition in a way that engages employees and stakeholders. It also discusses how employer branding can help organizations with recruitment by differentiating them from competitors and maintaining consistency. The document provides some key principles for effective employer branding, such as focusing on people and being clear about promises to potential employees. It also discusses how organizations can apply these principles in the new digital environment by using online channels to overcome barriers of time and space.
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Branding through EVP in Digital Age
- 1. Employer Branding Sandeep Bhushan VP Digital, HT Media Ltd. sandeep.b1@livemint.com 9/28/2011
- 2. Shine’s Recruitment Portfolio DIGITAL PRINT India’s fastest growing Job site with Leveraging HT Media’s print portfolio 8Mn candidates in just 3 year EVENTS Delivering Fulfilment and Brand Building through a range of complementary Products
- 3. The imperative It’s aBuyer’s market Talent will trail Business Growth opportunity The pressure to resource right will continue to increase 9/28/2011 3
- 4. Employer branding is“the image of the organization as a ‘great place to work’ in the minds of current employees and key stakeholders in the external market (active and passive candidates, ..) Employer branding is about capturing the essence of a company in a way that engages employees and stakeholders. It expresses an organization’s "value proposition" Classic Brand Principles: Clear Proposition to a defined TG 9/28/2011 Delivered through all elements of the Mix 4
- 5. Why Organizations Workwith Employer Branding? Source: Universum 2009 Survey Question: What are the main objective(s) of your company’s employer branding work? (Please choose a maximum of three alternatives) www.universumglobal.com
- 6. Work for Nike All about sport enriching everyday life 6 Amsterdam, Feb’ 2010, Job Mensink
- 7. Work for Starbucks All about celebrating coffee and hospitality 7 Amsterdam, Feb’ 2010, Job Mensink
- 8. Work for Google …thesuper power of the creative mind 8
- 9. What affects theEmployer Brand External Recruitment & Reputation Induction Internal Team Communication Management Local Picture: practice Big Picture: Policy Senior Performance Leadership Appraisal Employer Brand Proposition Values Learning & and CSR Development Internal Reward & Measurement Recognition Systems Service Working Support Environment The Employer Brand Mix: The Product and the Activation Source: PiB
- 10. What is theProposition? Differentiation Consistency Strategic approach Internal co-operation www.universumglobal.com
- 11. Key Principles People build your business People Do NOT apply to JDs: they apply to companies Be clear about your PROMISE Help the ORGANISATION spread the message Think big, act small, fail fast 9/28/2011 13 Amsterdam, Feb’ 2010, Job Mensink
- 12. Applying these principlesin the new Digital environment
- 13. Time & Space ‘Online’& ‘digital’ allow you to overcome barriers in time and space. You don’t have to be at a specific place at a specific time to be part of something. When you host a seminar, you offer a live video ‘webcast’ of the presentation. After the event you publish the presentation online. www.duvalguillaume.com/news
- 14. Channel vs Medium Theinternet is a channel, not a medium. Spread the communication message yourself Enable others to spread your message www.duvalguillaume.com/news
- 15. Consumer vs User Socialmedia: media use is no longer connected to media ownership People have access to media and share information Creator: as a publisher of articles, comments, photos, video, audio, podcasts Audience: as a reader, listener or viewer www.duvalguillaume.com/news
- 16. Consumer vs User Consumers are both users & experts Word-of-mouth is key in decision making process People review products, jobs & brands. Peers are influencers by sharing recommendations, both positive and negative www.duvalguillaume.com/news
- 17. Integrating all efforts • Showcasing company efforts across media • Linking campus and outreach efforts to media push • Integrating EVP brand with every activity So, is every JD quickly link-able to the best the company has to showcase in that domain?
- 18.
- 19. To the Panel,therefore.. • What’s our EVP? • How can we create and share it within our organisation? • How can we deliver the EVP consistently across all touch points? • How can we use the digital space to be in constant conversation with current and potential stakeholders? 9/28/2011 21
Editor's Notes
- #5 There are various definitions available, this one is a good summary of all attributes
- #6 As read at a survery various reasons why one goes for employer branding
- #11 When we are comparing employer brand with company brand, we can see some consistency between the two. Various aspects that one has to keep in mind to ensure this is as follows
- #14 Refer the philips case study presentation attached separately for details
- #21 Talk aboutvarious stages in detailFramework difers across companies, would depend on company and objective