Employer branding evolution workshop overview part 1 final 2016

Day Recruitment Workshop
Employer Branding
in a global talent landscape
Explained
Part 1
(of 4)
1
Alexander Crépin
recruitment strategist, coach & trainer
freelance, interim recruiting & management
Alexander Crépin AC@Recruitmentcoach.nl

Today you will learn what
Employer Branding
is about
You’ll get an overview about
WHAT & HOW
Employer Branding
2

Recruitment Workshop
Employer Branding
4 Parts
So take your time!
when only watching on Slideshare
3

Employer Branding
In these Workshops you’ll learn about:
Part 1
• Employer Brand
• Employer Branding
Part 2
• Employer Brand Advocacy & Ambassadors
• Employee Engagement
• Internal Branding
Part 3
• Employer Value Position
Part 4
• Employer Branding & Social Media
Employer Branding
4

SAAA Corporate Recruitment Model
4 phases
Attract AppointAssessStrategize
Recruitment is simple
5

Hiring
Talent
Acquisition
Attract Appoint
Selecting
Assess
On-
boarding
Strategize
Employer
Branding
Forecasting
Planning
Engaging
Talent Pool
Flex Force
Contingent Staff
“Permanent” staff
Job
Branding
Sourcing
and / or
6
Employer Branding
critical success factor in
today’s Corporate Recruiting
process

AttractStrategize
AppointAssess
Job
Branding
&
Why would Target Talent work for you?
• Interesting company to work for, Great Place to Work
• Interesting, value adding, impacting job!
Employer
Branding
7

Talent
Acquisition
Attract AppointAssessStrategize
Employer
Branding
8
Employer
Brand
(EB)
Employer
Value
Proposition
Employee
Brand
Advocacy
Employer
Brand
Ambassadors
Employer
Branding
EB
(Inbound)
Marketing
Employer
Brand
Segmentation
Internal
Branding
Brand
Alignment

Employer Branding
Printed Media Job Advertising
used to be the way to fill vacancies
Employer Branding
9

Employer Branding Why? (1)
Changes since end of 20th century
• Tightening labour markets
• War-for-Talent, bringing EB to forefront
• Internet borderless talent landscape, globalisation&localisation
• Decline of printed media
• Upcoming social & multi media
• More & better information available than ever before
• End of Life Time Employment, nomadic workforce
Result: Harder, more complex to recruit & retain staff
Employer Branding
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Battle for Best Talent
• Modern Talent Landscape: Competition for STEM Talent
• STEM Talent have won War for Talent
• Talent Driven Labour Market
• Companies must “sell” themselves
as Attractive Employer, becoming Employer of Choice (EoC)
• Organizations need to brand & market themselves almost
as FMCG
Employer Branding
11

Transparent world, Search & Research
• Reverse reference checking!!
• Prospect hires check & double check
• Search information about you, check online profile
( career site, talking to family & friends, social networking sites etc. etc.)
• Seeking the “Whole Story”
‒ What are you like, why do people like working for you?
‒ What really to expect on a day-to-day basis?
‒ What you offer must be clear, visible & no big surprises!
‒ What are the good, bad & the ugly about your company?
Employer Branding
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Employer Branding Why? (3A)
Is what you show, what you really are?
• Showing
• Being
Employer Branding
13

Employer Branding Why? (3B)
Some stats
Employer Branding
14

Employer Branding Why? (3C)
Employer Branding
15
You can’t control what is communicated online

Employer Branding Why? (3D)
Employer Branding
16

Employer Branding Why? (3E)
Employer Branding
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Employer Branding Why? (3F)
Employer Branding
18

Companies changing role
• Companies no longer “just”
companies, places to work
• Technology blurring boundaries
work & personal lives
• Employers expected adding value
• Prospect Talent expecting more than Job Description
Employer Branding
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Employer Branding
Millennials & Gen Now Expectations
.……. As the world changes & millennial generations take over,
more emphasis will be placed on relational elements – social
media will continue to play a huge role in this, as will “brand” –
and we will probably have to let go a lot of our rigid views as well
……..
Employer Branding

Employer Branding Why (4B)
Top Talent expecting a lot
• They want to make informed career decisions!
• They expect you to inform them about:
– Vocational value
– Career Value
– Economical value
– Social, community, stakeholder value
– Interest value
– Personal, Psychological value
Employer Branding
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Employer Branding Why (5)
Nomadic workforce
• Top Talent is increasingly mobile
• Talent Landscape Transparency showing plenty of options
• Turnover is costly
(interruptions in service levels, loss in knowledge base & in worst case lost of competitiveness)
• Retention & Development of (Top) Talent Top Priority
• Investing in improving perception & awareness of quality
of employment for engagement, commitment & loyalty
Employer Branding
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Employer Branding
Branding has gone mainstream
• In 20th century, primary branding challenge was making the
inherently abstract real
• Successful branding meant exerting control over all places the
brand lived. Great brands didn’t change!
• Today, brands must live in rough-and-tumble of the streets
• Brands are on the move in an entirely new, agile context
(Source Jacobs & Ordahl on Landor Blog)
Employer Branding
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Employer Branding Popular
Google search some 15 years ago: ± 250 hits
Presently: many, many, many more
Amazon offering for Employer Branding
Employer Branding
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Employer Branding Popular
Employer Branding
25

Employer Branding Employer Brand = ?
Employer Brand
• What is your definition of
‒ a Brand?
‒ an Employer Brand?
‒ Employer Branding?
• Why do you think it’s important?
Employer Branding
26

Employer Branding Many Definitions
Employer Brand (EB)
• Finding different views about EB
– Employment Experience
– Perception / Image as Employer
– Identity as an Employer
– Set of tangible & intangible attributes
– Your company’s Employment DNA
– Promise / Employment deal
– Talent Relationship
Employer Branding
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Employer Branding EB What?
Employer Brand Defined (long version)
• Direct reflection of what working in&with you is about
• Taking into account
– Tangible & Intangible Attributes you offer
– How you conduct your business, all you do & don’t do
– How Workforce is interacting within & outside your organisation
– All you are, Words, Deeds & Behaviour of your Workforce
• Resulting in:
– Quality of (Former) Workforce’s Total Employment Experience
– (Prospective) Workforce’s Perception as Attractive Employer
Employer Branding
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Employer Branding EB What?
Employer Brand Defined
• What your (Prospect) Workforce*
• Experiences, Thinks, Feels & Shares
• About you as a (Great) Place to Work
Resulting in
• Distinctive Employer Identity
• Image / Perception as Employer of Choice
* Workforce = Permanent & Contingent Staff
Employer Branding
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Employer Branding EB Personal
EB & Interaction for Experience
• EB experience happens mainly through interaction
• Prospective Workforce’s interactions
viewing your branding communication, speaking with
recruiters, hiring managers, employees, reading reviews, etc.
• Your Current Workforce interacting
working with colleagues for you on a day-to-day basis,
collaborating & cooperating to achieve results
Employer Branding
30

Employer Branding EB Provides Answers
Why work for you?
• Why do people choose to work for/with you?
• Why are you seen as an interesting Employer?
• What makes your company a Great Place to Work / an
Employer of Choice?
• What is it really like, to work for or with you?
• Answering however not that easy ……
Employer Branding
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Employer Branding Brand = ……..
Your Employer Brand
NOTwhat you sayitis
It's what your people tell you it is …
(Terry Leahy, CEO Tesco)
Employer Branding
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Employer Branding EB Personal
Employer Brands are Abstract!
• Experience, Perception, Image occurring in people’s
minds & hearts
• Feelings, emotions, understanding, many influencing factors
• Abstract quite hard to put exactly under words
• Personal & Diverse
• and …. influencing preferences & decisions about employment
Employer Branding
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Employer Branding Brand Reality
EB Abstract & Reality
• Every organization has Employer Brand!
• Everybody is looking at you, also as Employer
• Whether you like it or not!
Employer Branding
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Employer Branding Brand Reality
EB not to “control” or manage
• Your stakeholders “own” your Employer Brand
• You only “own” your Employer Brand Marketing
• Whether you like it or not!
Employer Branding
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Employer Branding Key to Success
Living your Brand!
• Great EB develops from inside out
• What you are inside is what you are outside!
• Your Employees, main driver of your EB
Employer Branding
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Living & Breathing your Brand!
• Increasing recognition EB is delivered by your workforce
• EB brought to life, co-shaped, co-created, by
• Words, Images, Deeds & Behaviours of
• People working for & with you
• Ultimately your EB is the workforce’s version of the truth
• Showing EB commitment by consistent delivery of your EB promise!
Employer Branding
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Living your EB Openly & Transparently!
• Great / Strong Employer Brands
• Sharing & Showing (real time)
• Day-to-day reality, working life
• What Workforce is Experiencing*
• No Window Dressing
* optional: Guiding cultural transition, what staff not yet but soon should be experiencing & embracing
Employer Branding
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Employer Branding Strong EB Effect
Strong Employer Brand
• Shows distinct aspects
of working environment
provided to/by your workforce
• Attracts attention
• Persuades & guides Target Talent into your workforce
• Engages Top Talent to keep working for you
• Commits to (out)perform & live your Brand
Employer Branding
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Employer Branding Strong, Powerful
• Grows step by step, long term investment!
• Requires Strong Foundation in
– Clear vision on EB role
– Clear EB Goals & Strategy, EB Roadmap
– Top Management Commitment & Ability
– Consistency with Company day-to-day Practice
– Employee Engagement & Advocacy
– Top HR
– Corporate Brand Alignment
– Data Driven EVP
Employer Branding
40

Employer Branding EB Characteristics
1. Attractive, Great Place to Work
2. Trustworthy
3. Authentic, Genuine You
4. Relevant
5. Distinctive, Recognized
6. Quality exposure
7. Incorporated in Total Employment Life Cycle (experience)
8. Memorable & Simple to put into words & images
Employer Branding
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Your questions ?

Employer Branding 1. Attractive
Strong EB Attractiveness*
Great Place to Work Employee’s viewpoint
• Work arrangements Benefits & perks (fun), flexibility, location
• Workplace basics Proper resources & tools, physical safety
• Career Opportunities Learning & development
• Business success Prestige, pride in what & how to do business
• Leadership style Supportive,enabling,knowledgeable&decisive
* Experienced & Envisioned benefits to work for you
Employer Branding
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Strong EB Attractiveness
Great Place to Work Employee’s viewpoint
• Trust, reliability People to work for & with (experiencing
credibility,respect, fairness, openness, listening)
• Camaraderie Working with nice colleagues, close cooperation
• Belonging Feeling being part of the brand, of the company
• Pride In what they do & how they do it & why
• Fun Enjoyment, Having some fun now & then
Employer Branding
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Strong EB & The Law of Attraction
• You don’t attract what you want
• You attract what you are!
NB: If you don’t like what you’re getting You have to change what you’re giving!
Employer Branding
46

Strong EB Attracting
• Your EB is Not What You Say You Are!
• How to tell your EB stands for a Great Place to Work?
• Solution: other people telling & selling it!!
• NB compare Paid, Earned & Owned in Part 2
NB: If you don’t like what you’re getting You have to change what you’re giving!
Employer Branding
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Great Place to Work = (Consulting) Business
Employer Branding
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Great Place to Work = (Consulting) Business
Employer Branding
49

Great Place to Work Showing Facts
Employer Branding
50

Great Place to Work
Employer Branding
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Great Place to Work
Employer Branding
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Great Place to Work
Employer Branding
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Great Place to Work
Employer Branding
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Great Place to Work
Employer Branding
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EB Recognition to support your EB
Employer Branding
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Great Place to Work some Research
Employer Branding
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Great Place to Work some Research
Employer Branding
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Great Place to Work Leading concept
Employer Branding
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Employer Branding
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Employer Branding
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Employer Branding
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Employer Branding
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Great Place to Work Showing Facts
Employer Branding
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Great Place to Work
Employer Branding
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Great Place to Work Cool ……..
Employer Branding
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Great Place to Work
• How distinctive is core message “great place to work” &
“fun/cool place to work”
• Real challenge is uncovering & illustrating what
ingredients make people like working for/with you …
• Resulting in a deeper, more distinctive EB concept
• More easy to use for job-related & blog content / story
telling
Employer Branding
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Employer Branding 2. Trust
Strong EB = Trust
• Trust 2-way street, developing trustworthiness by trusting
others first! Giving = Receiving
• Transparency & Clarity about EB
• Illustrating Practising what you preach!
• What you offer & what you can’t & won’t
• What your workforce is experiencing day-to-day
Employer Branding
68

Employer Branding 3. Authentic
Strong EB = Being Authentic
• Key in transparent world!!
• People’s extremely sensitive BS detectors to pick up on
brand’s authenticity—or fakeness—immediately!
• Don’t make promises outside that can’t be kept in-house
• Never pretend what you are not (yet)
Employer Branding
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Your EB = Your Genuine Identity / DNA
• who you are
• what you do
• why you do it
• how you do it
• EB perception/image shaped by
• Openness, Transparency about what usually not directly visible, but
experienced ……
Employer Branding
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Strong EB = Feeling, Sensing your DNA
• …. From the minute people walk into your company,
they should feel & experience what your EB is about ….
• Why it’s a Great Place to Work
• Live your EB & it will be easier to tell stories about it!
• Live your EB & it will be noticed!
Employer Branding
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Employer Branding 4. Distinct
Strong EB = Unique, Differentiating
• No uniqueness claiming to be like everyone else!
• Extremely hard to find a completely unique positioning
• Problem: many companies offering almost same
• Free lunches, home work arrangements, iPhone …….
• Basics Features ……
• Distinctive Features for Target Audience(s)
• Explain why your EB is distinctive & part of your
company culture/values!
Employer Branding
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EB Clarity, what’s making you a GPtW
www.liveperson.com/company/culture
Employer Branding
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EB Being Clear about your USP’s
https://www.squarespace.com/about/careers/
Employer Branding
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Employer Branding 5. Relevance
Authentic EB, Not For Everyone
• ……… all you can be is yourself
• Anything else gets found out
• For some candidates, you will be more than enough
• Others will look for something different
• My advice is to accept yourself & your brand, for that!
• It genuinely isn’t you — it’s them …………..
Steven Brand Randstad EMEA Sourceright's EB
Employer Branding
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Strong EB = Relevant!
• Is EB in alignment with what your Critical Target Talent is
looking for?
• Do you understand in- & external Talent Expectations?
• How do you know you’re right?
• How do you know you’re delivering the kind of work
experience you think you are?
NB: Never forget Aligned to organisation’s purpose, vision, mission, current key
business success factors etc.
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Strong EB = Know your Target Audience
Do you have actionable data driven Talent Intelligence about
• Today's employees want/expect
• The most talented people want/expect
• Talent in your particular industry want/expect
• Talent from the demographics you hire want/expect
• Talent from the various fields & job positions you hire
want/expect
Employer Branding
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EB Not Relevant Risk
• Low workforce engagement
• High turnover
• Being ignored, avoided & blocked!
• Applicants that are not interesting for you
• Wasting your EB time & energy!
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Strong EB & Relevant to Pre-Select
Clearly reflecting your working environment, easy to get an idea
about you as Employer
Not only to attract, also to pre-select!!
• Adidas Group
• 4,5 million career site visitors (2016)
• 1.5 million job views (2014)
• 700,000 applications worldwide (2016)
(Source Adidas)
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Strong EB Evolves
• Successful organisations change & adapt in response to
internal & external dynamics
• Talent Relationships, internal & external evolve
• Likewise Employer Brands evolve
• EB = story that’s never completely being told!
• EB is snapshot ……
Employer Branding
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EB Staying Relevant & Strong
• Listen, monitor, measure & adapt to attain lasting appeal,
reach & impact
• EB challenge, How to do it & finding balance:
– consistency, guidance
– update, refresh, look for new ways to create awareness,
interest, engagement & EB Relations
– (rebrand for transformation)
Employer Branding
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Employer Branding 6. Quality
Strong EB = Quality!
• In all respects, website, social media, wording, images, processes,
people behaviour, HR strategy, etc.
• Show Dedication & Ambition to deliver high standards to serve
stakeholders
• Critical Top Talent (& customers!) recognize Quality intention
• Candidate & Employee Journey = Experience of Quality
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Employer Branding 6. Quality
EB & Recruiting Process Quality
• Every step of recruitment process
• Shaping impression of your organisation of potential new
employees &
• Influencing to apply, accept or reject a job offer
• Make sure recruitment experience reflecting your EB to attract
& engage the right people
• Candidate Experience important part of EB
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Campus
recruitment
Internship
Career site
Invitation
letter
Introduction
Onboarding
Performance
review
Interview
Rejection
letter
Exit
interviews
Informing /
Involving
people
Career
development
Management
behavior
Assessment
Contract
handling
Employer
Brand
Company
brand
7. EB = Total Employment (HR) Lifecycle Experience !!
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Awareness
Interest &
Consideration
PreferenceEngagement
Commitment
Retention
Pre-
Application
Experience
Application Experience
Working
Experience
Source: Philips

Employer Branding 7. Total Life Cycle
EB & (Prospective) Workforce XP
Elizabeth Lupfer, The Social Work Place .com
EB: more than Recruiting !! ??
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Employer Branding 8. Memorable
Strong EB Easy to Remember
• Top be & stay Top of Mind
• Memorable & Simple to put into words & images
• Easy to summarize essence of the EB in 3-5 words
• Clear supporting images/pics
• Short (video) stories
• See also Part 3 EVP
Employer Branding
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Strong EB Impact
Improving
• Talent Attraction Talent Magnet, Costs & Quality
• Talent Retention Loyalty & Relationships
• Focus HR agenda Strategic Guidance
• Productivity Better Staffing & Engaged Staff
• Corporate & Product Brand(s) One Brand
• Bottom line EB Valuable intangible Asset, Goodwill
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Employer Branding Strong EB
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Employer Branding Why? (5A)
Strong EB For Talent Retention
Turnover Reduction
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Employer Branding
Employer Brand Recap
• EB = You in the eyes, minds & hearts of stakeholders
• How & What you do & don’t do
– Demonstrating, illustrating your culture, values & believes
through action
– How internal & external stakeholders experiencing &
valuing this
– How this makes you interesting to work for & with
– Image & perception that is consequently being developed
about you as attractive employer
Employer Branding
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Employer Branding
Employer Brand
Next
Employer Branding
Employer Branding
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Employer Branding & EB
EB & Employer Branding
• Employer Brand without Employer Branding is likely
no more than a distinct identity …….
• To take fully advantage of power of your EB
– Invest to make it stronger
– Ensure internal, workforce engagement & commitment
– Create EB visibility, awareness, interest, engagement & desire
to join
Employer Branding
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Employer Branding What is it? (1)
Employer Branding
• Data Driven Process
• Addressing both current & prospective workforce
• Developing & Cultivating
• a strong, desirable & authentic
• Employer Brand
• To attract, engage & retain best possible, committed workforce
Employer Branding
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Employer Branding What is it? (2)
Employer Branding
• Sum of organisation's efforts
• To current & prospect workforce
• To become “Employer of Choice”
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Employer Branding Objective
EB Goal
• Being top of mind as
Employer of Choice (EoC)
‒ Desirable, Attractive to work for or with
‒ Shining brighter than other, competitor employers
• Current & prospective Workforce
Associating your company as Great Place to Work
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Employer Branding Strategy, why?
Employer Branding Strategy Development
Begin by asking questions, such as:
• Why is employer branding important to our business?
• What do we hope/need to achieve by actively investing in EB?
• What are the intended outcomes? Why?
• Which outcome could have greatest potential for business?
• Do we see EB affecting the whole employee life cycle (not just
recruiting) and are we prepared to support that?
• What does this mean for Employer Branding responsibility?
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Employer Branding Strategy, why?
Employer Branding Strategy Development
• How do EB & Employee Communications connect?
• What role is/could marketing play in Employer Branding? Why?
• Do we want/need alignment between product branding & EB?
• Who is currently having ownership for recruitment, retention,
employee communications?
• Do we need someone responsible for EB development? HR,
Recruitment, Marketing, …. why ?
• Who has the budget to support headcount, provide training,
and obtain the tools and technology necessary for success?
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Employer Branding Audience
Good Employer Branding Reach
• Internal & External
• Internal EB, Your entire Organization / Workforce
• External Talent Landscape, Prospective Workforce
• Other external Stakeholders
• Potential Customers
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Employer Branding Doing Great Things
Employer Branding by Doing
• Awesome Stuff
• Surprising customers & other stakeholders
• Being Proud & Enjoy doing it
• Making it explicit & visible
• Sharing it in short multi media stories
• Within internal & external networks
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Employer Branding Doing Great Things
Employer Branding Nurturing Culture
• A great culture attracts & retains talent
• Invest in developing & maintaining kind of culture
that makes it great working for & with you
• Great distinctive culture will be
‒ recognized
‒ talked about
‒ bringing great stories
‒ making Employer Branding a lot easier
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Employer Branding What is it?
Employer Branding Focus Areas
• Creating more understanding, awareness & visibilityas
Great Place to Work
• Influencing perceptions of what makes you an EoC
• Connecting, Engaging & Generating serious interest to
join you & develop reciprocal Talent Relationship
• Nurturing Workforce’s Great Place to Work culture,
fostering a sense of identity & belonging
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Employer Branding Themes
Employer Branding Building Blocks
• Listening, Analysing & Understanding
• Positioning EB for Target Talent Groups
• Collaboration, stakeholder involvement - MarCom, HR, PR
• Portraying, stories illustrating your Great Place to Work
• Communicating, Informing, Influencing, in- & outside
• Living your EB & maintaining your EB delivery
• Relating, Engaging & Inviting
• Monitoring, Refining & Refreshing
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Employer Branding What to do
Employer Branding by
• Portraying your EB, your Great Place to Work
• Uncovering your EB by sharing real working life stories
• Nurturing & Leveraging positive Workforce Experiences
• Showcasing attractive EB characteristics & attributes
• Expressing value for current & prospective workforce
• Illustrating EB, why people like working for you
• Transparency, openness about what it’s like to work for you
• Clarifying what your EB is & is NOT
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Employer Branding What to do
EB Empowering Process
• ……… You need to be able to tell & show new & prospective
hires what it’s like to work at your company, to articulate the
values and attributes that make working at your firm unique.
• ……… You need to provide a “signature experience” that tells
the right story about your company.
• ……… In the process, you’ll empower the people who share
your values and enthusiasm for work to self-select into your
firm, thereby creating the foundation for highly productive
employee-employer relationships
Source: HBReview Erickson & Gratton
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Employer Branding Tools, Tech & Skills
Employer Branding Enablement
• Upfront investment in critical Tech, Tools & Skills required
– Talent Intelligence ecosystem & infrastructure
– Multichannel Branding / Marketing platform
– (Big) Data feeds
– Analytical tools & resources
– Constantly tweaking algorithms to refine
– Content, global, local & personal
+
– Data Driven mindset & strategy
– Draw line between personalisation & privacy invasion How personal is
too personal?
– Cross functional collaboration with Marketing & HR
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Employer Branding

Employer Branding Talent Relations
Branding = Relationship Building
Likewise
Regard your
Employer Brand as
Talent Relationship
• EB Focus not on “just” promoting & selling your EB
• Investment in developing mutually beneficial & lasting
Talent Relationships as foundation for your EB
• The better the Talent Relationships, the better your EB
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Employer Branding Relationship
EB = Relationship Development
Relationship mindset:
• Focus on longer-term Talent Engagement
• Like any Relationship, it is NOT a one time effort!
• EB is ongoing practice – a work in progress, developing over time
• Relationships is about building Trust (transparency & authenticity)
• Relations emerge from an Emotional Click (Human Touch)
• Relations means easy Two-way communication
• Good Relations start with Giving & Receiving
• Integrated in Corporate & Business Branding
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Employer Branding EB Personal, Tailored
Talent come in many
• Not one, fully uniform Target Talent Community
• Sales or Engineers, Marketing or Finance, HR or Supply Chain
• Generational Workforce
• Don’t try to be everything to everyone
• 1 size fits all likely not best possible strategy
• Your Brand message becomes vague & less impactful!
• EB Challenge: Tailoring by Segmentation
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Employer Branding EB Segmentation
EB Segmentation
• Influencing effectively EB perceptions
• Knowing/understanding your Target Audience!
• Be aware of risk of Stereotyping!!!
• Debunk Stereotyping fact/data driven!
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Employer Branding Segment Relevance
Segmenting & EB Relevance
• Is your EB in alignment with what Critical Target Talent is
looking for?
• Different “groups” of employees & Target Talent
• Attracted & engaged by
• Different combinations of factors!
• Challenge Translating Core of EB to Target Talent Groups
• Your EB should be authentic, relevant & tailored
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Employer Branding & Diversity
EB Segmentation
• Taking into account differing values, ambitions, needs in
addition to geographic & cultural backgrounds
• Segmentation usually including the following:
– Geographic - Addresses, Location, Climate, Region
– Demographic/socioeconomic - Gender, age, wage, career, education
– Psychographic - Attitudes, values, religion & lifestyles
– Behavioural – how people behave on the labour market (active/passive)
https://en.wikipedia.org/wiki/Target_market
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Employer Branding

Employer Branding Diverse Target Talent
Employer Branding What if you hiring …..
• for specialist expertise
• starters
• experienced staff
• for strategic, tactical and/or execution level
• for career/life stage (age)
• for diversity
• for integrators, followers or challengers
• for local, regional, national, international, for Hong Kong, Chicago, Paris, Cape Town
• for HR, customer services, sales, inbound marketing, admin, software development
• for manufacturing, IT, healthcare, financial services, retail, non-profit …….
• for now
• for growth potential
• Etc. etc.
114
Employer Branding

EB Segmentation
Strong Employer Branding is as customized as possible
• Data Driven
• Target Talent Segmentation
• Defining workforce segments & critical segments
• Differentiating authentically to improve EoC image
• Tailor your Branding to Target Talent Groups for max. impact
• Stops the one-size-fits-all attitude
• Balancing Brand Consistency, Talent Segmentation & Local Targeting
Employer Branding
115

EB Segmentation Need
• For successful EB
• Acknowledge need for collaborative introspection
• Uncovering EB (expectations & experience) for total
workplace population starting with key roles
• Opening doors for input from all demographic categories
Millennials, X’ers, Boomers, functional expertise areas
etc. ……
Employer Branding
116

EB Target Talent Segmentation by
• Getting clear understanding of segment needs & expectations
– What are shared preferences
– What matches company culture
• Developing hypothetical EB Profiles / Recruitment Personas
• Overview of subjects, words, images etc. to match segments
• Driving clarity, how segment’s needs/preferences being
addressed by Employer Brand
• EB strategy how to influence & enhance segment’s EB
Perception
117
Employer Branding

Employer Branding Talent Segmentation
Source: Lara Moroko & Mark D. Uncles in Employer branding & market segmentation 2009
118
Employer Branding

Employer Branding Diversity
EB Target Talent Segmentation
• Millennials
• 6 out of 10 Millennials look for a “sense of purpose” in job
• Not interested in organisations too fixated on their own
agendas
Source:
The 2015 Deloitte Millennial survey
119
Employer Branding

Employer Branding Segmentation
120
Employer Branding

121
Employer Branding

Employer Branding
122

Employer Branding
123

Employer Branding
124

Employer Branding
125

126
Employer Branding
Employers who sign up to the Workingmums.co.uk
Top Employers’ Charter are doing so as a statement of their commitment
to fully embracing the business case for flexible working & enabling parents to progress &
enhance their careers whilst managing the challenges of family life

127
Employer Branding

128
Employer Branding

129
Employer Branding

130
Employer Branding

131
Employer Branding

132
Employer Branding

133
Employer Branding

Employer Branding Global Branding
Strong EB & Several Brands
• One Company, many Brands
One Corporate EB?
• Every Brand its distinctive EB
variations or own EB?
Employer Branding
136

Employer Branding Global EB Segmentation
Strong EB Internationally
• Which degree of global EB standardization
• One size fits all possible?
• Does EB attractiveness differ per location?
• Regional Segmentation?
• Strong EB in France, also in India or South Africa?
• Students in “developing” countries place higher
emphasis on Remuneration & Advancement
(Universum study 2014)
Employer Branding
137

Employer Branding Global EB
Communicating Strong EB world wide
• Strong EB may vary among countries
• Attracting & retaining Talent, local focus variation
• Corporate Global (control) & Local (freedom) Harmony
• EY research:
– In Brazil & India emphasize corporate social responsibility
– In Russia focus on the financial strength
– In China highlight prestige of organization
Employer Branding
138

EB World Wide Variations
Employer Branding
139

EB World Wide Variations
Employer Branding
140

Communicating EB world wide
Employer Branding
141

Communicating EB world wide
Employer Branding
142

E
Presenting Employee
Insights from
Germany
China
Mexico
Employer Branding
143

Employer Branding
144

Employer Branding
145

Employer Branding
146

Employer Branding
147

Employer Branding
148

Employer Branding
149

Employer Branding
150

Employer Branding
EB In Transparent World
• Integrated approach, a “Must” in Transparent World!!
• Potential hires will research your company
• Trying find confirmation for your EB/EVP & their perception about it
• Crucial your core messages supported/illustrated by
– All/most information you share online
– Behaviour, expressions of your workforce
– Stakeholder, Customer, Workforce & Candidate Experience
Employer Branding
151

Employer Branding
EB In Dynamic World, Change is Constant
Adaptable Employer Branding Strategy
• Changing employment trends require agility & good market insight
• Workforce profile changes, flexible staffing strategies, full-time,
part-time, permanent & temporary, freelance, contractors
• Rapidly evolving tech impacting recruiting processes & expectations
• Mobile, responsive design & mobile friendly marketing
Employer Branding
152

Employer Branding Communication
EB & Communication Dynamics
• Changed dramatically compared to early years
• Channel changed from 1-direction to multi-directional
• Both synchronous & asynchronous
• Both real-time & time-lagged
• One-to-one, one-to-many, many-to-one & many-to-many
• Data Driven, with Human Touch
Employer Branding
153

Employer Branding & Marketing
Employer Branding & EB Marketing
• Branding: Who you are, the delivered offering
• Marketing: Your message for your Target audience
about who you are
• EB Marketing easier to control & to comprehend
• EBranding goes deeper than EB Marketing
Employer Branding
154

Employer Branding & EB Marketing
• Authentic brands don’t emerge from marketing
cubicles or advertising agencies
• They emanate from everything the company
does …..
(Howard Schultz, in Pour Your Heart Into It: How Starbucks Built a Company One Cup at a Time)
Employer Branding
155

Brand Management
• In marketing, brand management is the analysis & planning on how
that brand is perceived in the market
• Developing a good relationship with the target market is
essential for brand management.
• Tangible elements of brand management include the product itself;
look, price, the packaging, etc.
• Intangible elements are the experience that the consumer has had
with the brand, and also the relationship that they have with that brand
Source: https://en.wikipedia.org/wiki/Brand_management
Employer Branding
156

Employer Branding or Marketing?
EBranding & EB Marketing (1)
• Your Employer Brand (EB) is who you are (what & why)
• EBranding is making visible what your EB is all about
• EB expressing essential truth or value of an organization
• EB is listening & understanding & empowering
• Your stakeholders define your Employer Brand
• EB is pull, strategic & ongoing
• EB drives loyalty, advocates & evangelists
• EB comes first, EB Marketing follows next
Employer Branding
157

Employer Branding You
Your EB = You …… so:
• Don’t expect “marketers” to develop an EB !!
• Your EB is bigger than any marketing effort
• Marketing principles help
– Effectively communicating about your EB
– Getting attention & generating awareness & interest from
Target Talent
– Developing positive image as EoC
– EVP segmentation
Employer Branding
158

EBranding & EB Marketing (2)
• EBM is about how attracting, converting & retaining
• EBM about your message & storytelling (how)
• EBM is actively promoting (processes & tools)
• EBM is actively increasing (organic) Career Site Traffic
• EBM is Marketing ownership & control
• EBM is tactical
• EBM is push tactic
• EBM unearths & activates applications
• EBM follows Employer Branding
Employer Branding
159

EB Marketing
• Mix of inbound & outbound marketing tactics
• Inbound EB Marketing
– Drawing attention & interest of Prospective, Target Talent by
– Supplying relevant information, Content aligned with interests
– Best possible formats & channels, easily to find (SEO) & accessible
• Outbound EB Marketing
– Directly reaching out to Target Talent through tactics like job posting,
paid advertising, working with 3rd party recruiters
Employer Branding
160

AttractStrategize
AppointAssess
Job
Branding
&
Recruitment Marketing: Employer & Jobs
• How, where & when to promote your Great Place to Work
• How to gain attention & interest of qualified & interested
talent for your jobs, now & future
Employer
Branding
161

Employer Branding Inbound
Inbound means Content
• Shift to a Culture Of Content*
• Encouraging non-marketing employees to create &
share content
• Becoming social & shift into the digital age!
* Altimeter Group - “Culture of Content” increase in adoption & participation
in content marketing across non-marketing divisions!
Employer Branding
162

Employer Branding Content
Inbound & Content
• Quality Content key
• Adding value to your audience
• Attracting & Engaging Target Talent
• Inspiring, facilitating your Workforce
• EB becoming cross-functional, collaborative effort
• HR, Marketing, Recruitment & Communication
Employer Branding
163

(Employer) Branding
Employer Branding
164

Employer Branding Dream or Reality
EB Image Building?
• EB Marketing for very positive image-building?
• No problem!!
• As long as what your EB promises, is actually being
experienced, perceived & delivered
• As long as you are who you say you are!
Employer Branding
165

EB Being Unique and/or Different?
• Standing out from the crowd by
• EB Marketing Providing cues making your EB identifiable
– Segmentation
– Your Brand illustrating Stories
– Your Tone of Voice
– Images, pictures
– Your Brand Ambassadors / Influencers
– Becoming more personal, valuing Talent Relationship
– Etc. etc.
Employer Branding
166

Employer Branding or Marketing
EB Attractiveness Company Culture
Employer Branding
167

Employer Brand & Marketing Need
• Being data driven & creative in
– engaging, in leveraging existing Talent Relationships
– why, how, where, when you showcase your EB!
– composing, formatting, presenting the stories to share
– involving Brand Ambassadors & using Employee Advocacy
• Closely collaborating with Marketing & Branding colleagues
Employer Branding
168

Employer Branding EB Roles
EB various Roles in road to success
• Architect Builds a vision for overall EB strategy
• Connector Ensures EB & Corporate/Product/Consumer Brand Alignment
• Editor Develops narrative structure & content ideas
• Stylist Determines optimal EB image & ensures consistent look & feel
• Journalist & Storyteller Identifies & crafts compelling EB stories
• The Publicist Raises awareness of stories, both internally & externally
• Health Specialist Nourishes the EB by implementing improvements that
enhance the employee & Candidate Experience
• Ambassador Represents the interests of EB
• Scorekeeper Ensures metrics are in place to quantify the EB performance
Source: Pete Price Strategist at JWT
Employer Branding
169

Employer Branding EB ownership
EB & Employer Branding ownership
• Your stakeholders “own” your Employer Brand
• You only “own” your Employer Branding & Marketing
• Who is you?
• Ownership of Employer Branding often grey area
Employer Branding
170

Employer Branding EB Alignment
EB Leveraging corporate & product branding
• EB not done in isolation from business branding, they are
related & mutually supportive
• Harmony / Consistency of experiences with product-,
corporate- & employee branding is important!
• Integrated branding can help to bring forth a stronger,
more wholesome brand experience to both current &
new potential employees & customers!
Employer Branding

Employer Branding EB Ownership
Ownership Employer / Talent Branding Strategy
• Key stakeholder consensus, shared mindset essential for
Employer,Product,Consumer & Corporate Branding success
• Cross functional collaboration (HR, recruitment marketing, PR &
communications) to ensure Brand alignment & results
• Small Branding Steering Committee could take the
Drivers Seat to achieve Brand alignment (collaboration)
Employer Branding

Employer Branding EB Ownership
EB Responsibility, Ownership
Employer Branding
173

Employer Branding EB Roles
EB Job Profile, Responsibilities
Employer Branding
174

EB Leveraging corporate & product branding
Employer Branding

Employer Branding Integrated
aligned branding in a transparent world
176
Branding
(Team)
Job
(External) Social
(Government)
Employer
(In- & External)
Product / Service
(Consumers)
Personal
(professional network)
Corporate
(Stakeholders)
Employer Branding

EB Cross functional Collaboration
Few positions have cross-functional influence EB can have
Source: Exaqueo blog
Employer Branding

Employer Branding EVP Alignment
Employer & Product Branding
Also differences
• Your Competition in Product Branding & Marketing
• Product Branding, competition is limited to companies
who make similar products or services
• Employer Branding, in online Talent Landscape,
competition is anyone who could be poaching talent from
your (prospective) workforce pool
Employer Branding

EB evolution: Talent Branding
• Convergence of Product & Employer Brand into “Talent
Brand”
• Talent Branding: story-telling focused on sharing the
Employee Experience
• Engage consumers through stories about employees
behind the products and services
• Consequence: ensuring very tight alignment between HR,
recruiting & marketing, PR & Communications
Employer Branding

Employer Branding One Brand …..
Employer Branding in- & outside
……. Brand management of the future requires, even fuller & more
consistent engagement among people inside & outside
the company —both those who experience the brand & those
who represent it ……..
Employer Branding
180

EB evolution: One Brand Branding
• Growing awareness importance for companies to align
their consumer & employer brand
• ……… There is a need for a more cohesive story, with the
same brand messages reaching consumers, current
employees & the key talent market ……
• Only 20% of employers have a combined strategy
Source: Universum’s research ‘Consumer vs. Employer Brand’
Employer Branding

Employer Branding
Aligning the employer brand & product brand
Employer Branding

Employer Branding Strengths
Habits of Strong Employer Brands
• Not afraid to relinquish a little control by empowering their
workforce, stimulating employee EB advocacy
• Involve external stakeholders & ask for feedback & actually
listen to it
• Embrace social/digital media as major recruiting channel
&engagement tool
• Work data driven
• Cross functional Brand alignment mindset
• EB is way of living / working
Employer Branding

Employer Branding EB Development
EB some of the challenges
• Having a workforce wide shared idea about what EB stands
for
• Being distinct what sets you apart from other employers
• Segmenting smartly to reach Target Talent audiences
• Balancing global consistency with local relevance
• Developing a Recruitment / EB data ecosystem
• Alignment with Corporate & Product Branding
• EB advocacy
• Multi-channel & media presence
Employer Branding
184

OK or not?

Recruitment Workshop
Employer Branding
in a global talent landscape
Explained
See also Part 2, 3 & 4
187
Alexander Crépin
recruitment strategist, coach & trainer
freelance, interim recruiting & management

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Employer branding evolution workshop overview part 1 final 2016

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