Employer Branding - The short and Sweet
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Bite sized chunks of Employer Branding. A complex discipline and practice made simple in 3 easy to understand steps.
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Employer Branding - The short and Sweet
- 1. employer branding employee value strategy future talent evolution Employee engagement disability transformation future talent attraction recruitment marketing www.y3kglobal.co.za info@y3kglobal.co.za Skype – y3kglobal +27 (0)11 849 3005 +27 (0)72 922 9152 Employer Branding the short and sweet of employer branding
- 2. employer branding employee value strategy future talent evolution Employee engagement disability transformation future talent attraction recruitment marketing www.y3kglobal.co.za info@y3kglobal.co.za Skype – y3kglobal +27 (0)11 849 3005 +27 (0)72 922 9152 Employer Branding Employer Branding – The internal process involved in developing a compelling and attractive total rewards offering (culture, remuneration, benefits, expectations) differentiated from competitors and in line with the corporate brand aimed at target specific employee targets and the external process of communicating a creative, unique, authentic and memorable image association in the mind of employees, (future, existing, past ) of the employment experience.
- 3. employer branding employee value strategy future talent evolution Employee engagement disability transformation future talent attraction recruitment marketing www.y3kglobal.co.za info@y3kglobal.co.za Skype – y3kglobal +27 (0)11 849 3005 +27 (0)72 922 9152 Employer Branding 3 Step Process The business and the talent What talent does the business need to achieve. What talent is there and what isn’t. Understand the talent. Who they are and what they want. Internal Offering & External Activity Identify the experience, develop the proposition. Creatively communicate where and how it matters. Define measureable to compare. Execute, Assess, Adapt Execute memorable communication strategy. Assess feedback and results at regular intervals. Adapt strategy or tactic and optimize. Repeat Assess Repeat Adapt
- 4. employer branding employee value strategy future talent evolution Employee engagement disability transformation future talent attraction recruitment marketing www.y3kglobal.co.za info@y3kglobal.co.za Skype – y3kglobal +27 (0)11 849 3005 +27 (0)72 922 9152 Employer Branding The business and the talent Talent determines success and failure. What talent is needed to achieve in 3 years. What talent do we have and what is the gap going to be. The future of future talent. Who are they. Where they are. What they want (persona)
- 5. employer branding employee value strategy future talent evolution Employee engagement disability transformation future talent attraction recruitment marketing www.y3kglobal.co.za info@y3kglobal.co.za Skype – y3kglobal +27 (0)11 849 3005 +27 (0)72 922 9152 Employer Branding Internal Offering – External Activity What is your employee experience. Compare to competitors. Identify your Unique attributes and differences. Determine what matters most. Execute to achieve. Communicate effectively to the right target in the right way. Don’t guess. Use factualist data-rich information
- 6. employer branding employee value strategy future talent evolution Employee engagement disability transformation future talent attraction recruitment marketing www.y3kglobal.co.za info@y3kglobal.co.za Skype – y3kglobal +27 (0)11 849 3005 +27 (0)72 922 9152 Employer Branding Execute – Assess - Adapt Define a communication strategy in line with corporate brand. Keep message consistent with ‘How you want to be perceived’ Execute strategy with clear objectives in mind Invite feedback and key touch points to guide tactics Assess successes and failures and adapt strategy to suit
- 7. employer branding employee value strategy future talent evolution Employee engagement disability transformation future talent attraction recruitment marketing www.y3kglobal.co.za info@y3kglobal.co.za Skype – y3kglobal +27 (0)11 849 3005 +27 (0)72 922 9152 Employer Branding – do’s • Authenticity • Employee Value Proposition must be authentic and true to the employment experience • Involve existing employees • Ask employees to get involved to understand the good, the bad and the not so great. • Who your are • How do you want to be seen. Who do you want to be. Why would someone want to work for you? • Compare Offerings • Understand competitor offering. Provide what is average. Deliver something better.
- 8. employer branding employee value strategy future talent evolution Employee engagement disability transformation future talent attraction recruitment marketing www.y3kglobal.co.za info@y3kglobal.co.za Skype – y3kglobal +27 (0)11 849 3005 +27 (0)72 922 9152 • Know the talent • What you need. Who you need. Who they are. Where they are. What they want. • Uniqueness differentiators • Define your own unique attributes, your work environment, your people culture and your total rewards offering. • Creative Communications • Develop creative communications campaign according to each brand message and target audience. • Employee Experience Product • Who wants it. Why do they want it. Where are your customers. Do they know who you are. Is it a product worth buying. Employer Branding – do’s
- 9. employer branding employee value strategy future talent evolution Employee engagement disability transformation future talent attraction recruitment marketing www.y3kglobal.co.za info@y3kglobal.co.za Skype – y3kglobal +27 (0)11 849 3005 +27 (0)72 922 9152 • Mixed Messages • For best recognition and brand association, do not mix the messages, do not confuse issues or create ambiguity. • Same ‘ol, same ‘ol • Avoid the generic bland images and texts for your attributes, (posed pictures, overused clichés, boring job specs) • Unaligned branding • A company has more than one brand; e.g.. Consumer, Employer, Leverage off products. Do not forget to align brands. • Unrealistic Expectations • Employer Branding is not a quick fix sprint to talent challenges, but a marathon of tactical activities to achieve objectives. Employer Branding – do not’s
- 10. employer branding employee value strategy future talent evolution Employee engagement disability transformation future talent attraction recruitment marketing • Factualist versus Fatalist • There is data to support every decision. Do not put personal opinions before truth. Be factual, not fatal. • Selling instead of Story Telling • Do not ‘sell’ the experience. When we see ‘selling’ , we move on. Use your people to tell stories about the company and its people. • The business of people. • If you don’t think that people determine success and failure. Remember that C-Level are also people. Less ‘I’ and more ‘we’. • It’s about the people, not the business • Do not underestimate the power of people. Employees are more than customers. Create employer consumer brand advocates. Employer Branding – do not’s www.y3kglobal.co.za info@y3kglobal.co.za Skype – y3kglobal +27 (0)11 849 3005 +27 (0)72 922 9152
- 11. employer branding employee value strategy future talent evolution Employee engagement disability transformation future talent attraction recruitment marketing • Employer Branding is the tactical advantage in the war for talent. • Employee value proposition is the promise to an employee of the employment experience and reward. • Employee engagement is the level of emotional connection with a company and it’s business. • Talentism is the new Capitalism. Without the right talent, there will be no Capital. • Different is better. Unique is exciting. Employer Branding www.y3kglobal.co.za info@y3kglobal.co.za Skype – y3kglobal +27 (0)11 849 3005 +27 (0)72 922 9152