The document discusses employer branding methodology which involves conducting interviews, focus groups, and surveys with internal and external stakeholders to understand a company's corporate brand identity and develop compelling themes and propositions. It outlines strengthening the employer brand with employees through internal communication programs and externally positioning the brand in the market. The methodology also includes segment-specific marketing strategies, measuring internal metrics like brand awareness and hiring metrics, and external metrics like brand awareness and applications. Case studies provided show impact on various organizations like improving campus hiring and creating differentiated internship programs.

2. When something just doesn’t seem right

3. How we tend to respond

4. If this isn’t yielding the results…

5. The way we see it

7. The brew
employer
A fine balance brand
group individual
managerial non-managerial
reality aspiration
internal external

8. Every Channel – Every Influencer

9. Cross functional tool kit

10. How we go about it

11. The Methodology
1-1 interviews
Quantitative survey
Focus Group discussions
Quantitative & Marketing
HR & Leadership
qualitative survey communication
workshop
with external TG strategy & execution

12. Route to brand of stature
Understanding the Corporate
Brand Identity Distilling compelling
themes and propositions
Internal Strengthening the EB with
communication employees
program for the EB
External
Go to market
positioning
(external)
assessment
Go to market
(internal)
Segment wise marketing
The ‘courtship’ experience
strategy

13. Diving into the methodology

15. What the Metrics look like
Elevation in day ranking
Brand awareness and external credibility
Reduction in new hire premiums
Better offer-acceptance ratio Internal Metrics
Improved slot within a placement day
Increase in number of applicants Elevation in day ranking
Increased unsolicited profiles Brand awareness and external credibility
Reduction in new hire premiums
External Metrics Better offer-acceptance ratio
Improved slot within a placement day
Increase in number of applicants
Increased unsolicited profiles

16. Picking up where we left off…

17. Helps to Dig a little Deeper
What is our core proposition…
Does it appeal to my target talent pools…
Who is driving our employer brand…
Is it differentiated…
Is it known & credible within the organization…
Would potential candidates reflect it back…
Is the message consistently spread through all channels…

18. What we bring to the table

19. Cross-functional
Branding
Human
Resources
Employer
Branding

20. Truly cross functional

21. Travelled the path
Regained Day 1 status on management school campus
Developed a world class and differentiated Internship program to
increase predictability of intake
Attracted professionals into a family run business hitherto run by loyalists
Increased ‘share of women’ in a service organisation
Created an engagement model that also ensures longevity
of the employee with the company and consistent performance
Design of an alumni connect program to perpetuate
the Employer Brand

22. A few journeys we are on
Putting together an online media strategy for a business with low national
brand awareness
Designing a ‘courtship experience’ in line with the EVP’s and organisational
values
Creating marketing strategies towards attracting critical talent pools
Refining the internal organisation and employee related systems and processes to
make the Employer Brand a reality
Increasing offer to joining ratio of engineering campus recruits

23. Main Cast
Tarun
School – XLRI
Training Ground – Hindustan Unilever
Skills - Develop consulting framework, bring consumer marketing concepts to projects
Shampa
School – XLRI
Training Grounds – Citigroup, Spice Telecom, AOL India and OnMobile Global
Skills – Crystalise brand identity & essence, define futuristic roadmap for HR
Vijayalakshmi
School – National Law School & XLRI
Training Ground – Hindustan Unilever
Skills - Create strategy and convert into a robust & practical activation agenda, flawless activation
Nishant
School – CA by education
Training Ground – KPMG
Skills - Integrate brand and HR strategy with business, develop frameworks for analysis
Srikant
School – Engineer
Training ground – Yahoo
Skills – Online media strategy & social media marketing