The document discusses the importance of employer branding for attracting top talent. It outlines several ideas for effective employer branding, such as creating awareness of the company through social media and job sites, treating employees well so they become brand ambassadors, and creating an inspiring workplace environment. It also shares the results of a survey naming the top employer brands in Pakistan, with Telenor, Mobilink, and Unilever among the most recognized. The conclusion emphasizes that strong employer branding is key to building a productive organization by attracting and retaining top talent.

1. L A H O R E H R F O R U M
Power Recruitment:
BuildingYour Employer Brand
Employer Brand
Monis Rahman
h
January 13, 2010

2. The Role of HR
 Attract / Recruit
 Motivate Train Grow Manage Retain
Motivate, Train, Grow, Manage, Retain
Manage
Retain
tract
Motivate
cruit
Grow
Rec
Att
Train
B N E T W O R K S I N C
 A‐Grade people attract A‐Grade People
 B‐Grade people attract C‐Grade People
N A S E E B
 C‐Grade people do not attract anyone
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3. How do you attract talent?
 Awareness?
Em yer Bran g
B nding
 Money?
 Benefits?
 Responsibility?
 Culture?
 Lifestyle?
 Challenge?
 Growth?
mplo
 Innovation?
 Management?
B N E T W O R K S I N C
 Professionalism?
 Fiscal Health?
N A S E E B
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4. Employer Branding at Work
 1,200,000
Registered Professionals
R dP f l
 24,000
Employers/Companies
E l /C i
 5,200,000
Job Applications Processed
Bank A:
589 Applications
B N E T W O R K S I N C
pp
Bank B:
3,127
3 127 Applications
N A S E E B
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5. Brand Building: Understand Your Customer
Self
Actualization
Recognition
Social Affiliation
Safety and Security
B N E T W O R K S I N C
Physiological
N A S E E B
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6. Brand Building: Understand Your Brand Identity
Rugged Cool
Masculine pp
Supportive
Reliable Physique Personality Optimistic
Strong Good natured
Trusted
Friendly Responsible
Caring
Relationship Culture Relaxed
Helpful Open
Social
B N E T W O R K S I N C
High Standards Serious
Decent Hard Working
Reflection Self-Image
Self Image
N A S E E B
Motivational Educated
Inspirational Sophisticated
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7. Employer Branding: Idea #1 Create Awareness
 Corporate Career Portal
 Communicate Culture Values Opportunities
Communicate Culture, Values, Opportunities
 Build relationship with potential employees
 Post job vacancies and collect CVs
Post job vacancies and collect CVs
 Facebook, Twitter
 F e ue tly u date
Frequently update
 Create buzz and excitement
 Communicate events initiatives milestones
Communicate events, initiatives, milestones
 Get employees involved as brand ambassadors
B N E T W O R K S I N C
 C di
Coordinate with Marketing
i hM k i
 Project softer human side
 Newspapers job portals hoardings get the word out
Newspapers, job portals, hoardings – get the word out
N A S E E B
 Participate in events – job fair, exhibitions, etc. 6

8. Employer Branding: Idea #2 Hire the Best
 Be selective
 Being hired by your company should be like getting an award
Being hired by your company should be like getting an award
 Interview scientifically, surgically, strategically
 Reward merit in selection
Reward merit in selection
 Spread the word that you are highly selective
 Do ’t i o e eje ted a li a t
Don’t ignore rejected applicants
 They will tell others about their experience
 Send professional letters with decision
Send professional letters with decision
 Acknowledge applications as your receive them
B N E T W O R K S I N C
G d
Good people attract good people
l d l
 Leverage employee branding to create employer branding
N A S E E B
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9. Employer Branding: Idea #3 Treat Employees Well
 Employees are your brand ambassadors
 Policies should be fair transparent and clearly communicated
Policies should be fair, transparent and clearly communicated
 Recognize and reward achievers publically
 Provide growth and learning
Provide growth and learning
 Minimize politics
 Build atmosphere or empowerment vs. fear
p p
 Benefits should be above average
 Build a culture
 Turn departing employees into branding assets
B N E T W O R K S I N C
 HR should facilitate departures on a “good note”
p g
 Disgruntled employees can be a branding liability
 Let employees build their personal brands
Let employees build their personal brands
N A S E E B
 Employee branding will enhance employer branding 8

10. Employer Branding: Idea #4 Stay Connected
 Know what employees want
 Conduct regular surveys
Conduct regular surveys
 Understand latest compensation trends
 Understand latest technologies, methods, processes
Understand latest technologies, methods, processes
 Remove unnecessary hierarchy
 Ma a e e t hould e ula ly talk ith e loyee
Management should regularly talk with employees
 Employees should regularly be asked for feedback
 Involve employees in decision making
Involve employees in decision making
 Communicate, Communicate, Communicate
B N E T W O R K S I N C
N A S E E B
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11. Employer Branding: Idea #5 An Inspiring Workplace
 Office environment should inspire emotional energy
 Lighting
 Wall hangings / posters
 Decoration
 Highlight your achievements
 E i o e t hould hi hli ht u e e
Environment should highlight successes
 Environment should highlight values
 What will a new employee think when he walks in?
B N E T W O R K S I N C
N A S E E B
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12. Top Employer Brands of Pakistan
 Conducted by ROZEE.PK for 2009 ‐ 2010
 13 753 fully completed surveys
13,753 fully completed surveys
 60 questions
 Top of mind
Top of mind
 Respondent profile
 P ofe io al 66%
Professionals 66%
 Students 20%
 Unemployed 14%
Unemployed 14%
 68% between 22 and 29 years old
B N E T W O R K S I N C
 21% between 30 and 40 years old
y
 86% male vs. 14% female
 29% Karachi, 27% Lahore, 22% Islamabad
N A S E E B
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13. Top Employer Brands of Pakistan
Overall Respondents
25%
20%
20% 19%
15% 14%
11%
10%
10%
6% 5% 5% 5% 5%
5%
B N E T W O R K S I N C
0%
Telenor Pakistan Mobilink GSM Unilever Pakistan United Nations Nestleʹ Engro Pakistan Microsoft Ufone GSM Pakistan Tobacco Bank Alfalah
Organization Company (PTC)
N A S E E B
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14. Top Employer Brands of Pakistan
Employed Respondents by Location : Karachi
Unilever Pakistan 29.23%
Mobilink GSM
Mobilink GSM 14 29%
14.29%
Procter & Gamble Pakistan 9.61%
Telenor Pakistan 8.29%
Engro Pakistan 7.72%
Pakistan State Oil (PSO) 6.90%
Microsoft Corporation. 6.57%
Shell Pakistan 6.49% Employed Respondents by Location : Islamabad
Employed Respondents by Location Islamabad
GEO TV Network ‐ Jang Group 5.83%
Telenor Pakistan 26.85%
Axact Pakistan 5.09%
Mobilink GSM 18.77%
United Nations 16.99%
Employed Respondents by Location : Lahore
Employed Respondents by Location : Lahore Pakistan Tobacco
… 7.27%
OGDCL 7.12%
Nestleʹ Pakistan 20.00%
Ufone GSM 6.75%
Mobilink GSM 19.04% Schlumberger 4.97%
Telenor Pakistan 17.71%
Microsoft Corporation. 3.86%
Unilever Pakistan 10.48% PTCL 3.78%
Bank Alfalah 7.53% Unilever Pakistan 3.64%
Warid Telecom 6.13%
Microsoft Corporation. 5.24%
B N E T W O R K S I N C
United Nations 5.17%
JGC Descon 4.43%
Wateen Telecom 4.28%
N A S E E B
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15. Conclusion
 Employer branding is key to attracting top talent
 Top talent is key to building a productive organization
Top talent is key to building a productive organization
Manage
g
Retain
R
Attract
Motivate
Recruit
Grow
A
Train
T i
R
B N E T W O R K S I N C
N A S E E B
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16. N A S E E B
B N E T W O R K S I N C
Thank You!
Thank You!
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