Manish Verma, HR Manager at Globus, discusses employer branding initiatives at his company. He explains that employer branding aims to retain employees by generating an emotional and rational employee value proposition. It is important due to the competitive talent market. Globus's initiatives include equal treatment, training, high incentives up to 45% of salary, parties, transportation, and work-life balance. Ensuring alignment between internal and external employer brands is key to success. Recommendations include investing in culture, transparency, senior management involvement, and employer branding through the website. The goal is to deliver a consistent employee experience to attract, engage, and retain talent.

1. GROUP 3 Employer Branding Initiatives

2. Interviewed Manish Verma HR Manager, Globus, Indore

3. Employer Brand

4. Employer Brand Initiative A consumer branding goal is to ask a person to buy a product or service. An employment branding goal is to retain the employees.

5. Cont’d “Long term strategy” Generates employee value preposition Emotional benefits Rational benefits

6. Employer Brand The image of your organization as a ‘Great place to work’ (in the mind of current employees and); Key stakeholders in the external market (active and passive candidates, clients, customers and other key stakeholders)

7. Why It is Important? War for talent– In the competitive market It provides attraction, engagement and retention.

8. Employees should pursue Globus as Proud to be a Globus employee Crucial skills they acquire at Globus Overall growth of the employee Care taker Working for a brand of elite class

9. Employer Branding Initiatives Equal treatment to all Proper training time to time High incentives– up to 45% of their salary Picnics and trips Parties and events Pick and drop service Relaxation time

10. Realisation A key determinant of Employer brand success Match / Mismatch External Brand (External experience) Internal brand (employee experience)

11. Cont’d If there is vacancy, then employees promoted first (at higher level) Sufficient holidays Transparency in performance appraisal

12. Cont’d Job security Birthday, Anniversary Celebration Security for women employees

13. Recommendations Invest more in creating a specific culture Generate faith in the employees. Let employees know what you are doing for them Listen to them

14. Cont’d Involve more Senior Management in Employer Branding Employer branding through their website

15. Cont’d Employer brand = Promise of a distinctive employee experience “The [employer] brand can create that all important alignment between the anticipated and the actual experience”

16. The Opportunity Consumers focused on experience Means brand delivery through consistent behaviour With no internal-external brand mismatch Current interventions are inadequate - or just plain wrong

17. Conclusion

18. An unsatisfied customer tells ten people about his experience while an unsatisfied employee tells to hundreds.