Presentation done by Blu Ivy Group for HR leaders and Managers to introduce the roadmap to building an employer brand

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14. EVPC
Increase Brand Equity and market share globally
Attract and recruit targeted talent:
Co-ops, entry levels, business line specific
Improve the employment experience:
On-boarding, communications, learning,
benefits. Adopting employees as ambassadors
Channels
Channels
Channels
Employment Brand customizes
3 levels of Employment Value Proposition

15. EVPC
Employment Value Proposition: Check up!
Based on a solid work on employer brand platform. Checklist of compensation, benefits,
learning, leadership and growth opportunities.
Includes Rational Benefits: Make sure you have attractive products and services part of
Learning, Performance, Compensation, Leadership opportunities, and Benefits package.
Includes Emotional Benefits: Inspires the right people to join you. It is formulated to attract
people into a defined culture that drives business goals.
Real Investment: Is the organization ready to deliver the promise?
and services.
Directly associated to business priorities: it is sustainable business priority, therefore it is
associated to business continuity and growth strategies.

16. EVPC
Employer Value Proposition:
Case Study 1
Home Financing, Scotiabank
Persona: entrepreneurs, women, heads of family, self
driven, results oriented, confident, with a winning attitude
Rational benefits: a strong winning brand that opens the
door to clients and invests in its employees, best training in
the industry, best mobile technology, compensation that
allows room to grow based on performance, customized
rewards program.
Emotional benefits: connect them to a business network,
mobility and independency to take care of their family and
business, rewarding experience based on their results, part
of an elite group supported by a winning brand, considered
a performance elite in the organization.
Result:
Specialist team, Sevan and Shawn stop at nothing to
deliver the very best to their clients day in and day out.
Program and some of the best training in the business, and
you have two amazing career stories of epic proportions.

17. EVPC
Contact Centres, Scotiabank
Personas: several profiles: young professionals
unsure of options, returning to work, new
Canadians, special hours.
Rational benefits: access to learn all about banking,
extended training and coaching, opportunity to see
the breath and depth of the business and make
your career selection, facilities accommodate
relaxation rooms and games rooms.
Emotional benefits: you are never on your own,
extended family, respected, encourage work-life
balance.
Result: By starting out at a Scotiabank Contact
Centre, Linh had the opportunity to learn, grow, and
interact with new and engaging people, everyday.
-star cast of thousands
and her amazing career story is well underway.
Employer Value Proposition:
Case Study 1

18. EVPC
Employer Value Proposition:
Case Study 3
Retail Banking, Scotiabank
Personas: relationship builders, community
oriented, financial results driven
Rational benefits: we will invest in your career to
become a certified financial professional.
Emotional benefits: support your passion to get
involved with the community, extended family, you
are never on your own. A super hero for the
community, admired by his/her team, accredited
professional with a career path ahead.
Result: By starting out in a Scotiabank Branch,
Samy found an opportunity to really lend a hand -
whether it was helping his clients realize their
financial dreams, or helping his team-mates
achieve their goals. Plus, he gained the knowledge
to be a recognized accredited professional.
-star cast of thousands
and his amazing career story is well underway.

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43. EVPC
About the author
ESTELA VAZQUEZ PEREZ COLOMBO
Visionary, idealist, finds opportunity, thrives in change and ambiguity, people advocate
Role: Brings brands to market and advocates for their uniqueness and value.
Currently I am the Senior Manager, Global Employer Brand at Scotiabank, also head the
recruitment marketing teams for multiple business lines and markets.
aspiration. By partnering with Corporate Identity, Internal Communications, Marketing
and Human Resources, I ensure that the employee experience is a driver of all decision
making.
My experience with clients started in marketing technology and education in Mexico. I
moved to Toronto and joined the Financial Services to market employment brand and
intercultural alliance. I am tech-savvy and information architect that empowers the
organization.
As a Board Member.of the Human Capital Executive Research Board, I share my insights
with the industry.
I hold a Bachelor in Marketing and a Masters in Information Technology Management
from Instituto Tecnológico y de Estudios Superiores de Monterrey, Mexico
Specialties:- Employer Branding and Marketing Strategist. Brand Management,
Campaign Management, Marketing, Advertising, Behavioural Economics, Market
Intelligence, Communications, Information Architecture, Training and Development
estelacolombo