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Employer branding.2
- 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. 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
- 19. 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
- 20. Breaking through the clutter An Iconic cinema going experience 360 degree stake holder branding Nurturing Heroes A Brave new conference The Texas Instruments Internship program Global Education in India Redefining the brand through creative packaging Powerful regional brand
- 21. Nurturing Heroes Taking the Employer Brand to Management Graduates …
- 22. Nurturing Heroes Taking the Employer Brand to Management Graduates …
- 23. Nurturing Heroes Taking the Employer Brand to Management Graduates …
- 24. The Texas Instruments Internship program
- 25. A brave new HR conference
- 26. A brave new HR conference
- 27. Whose business is people?
- 28. A brave new HR conference
- 29. A brave new HR conference
- 30. 360 degree stakeholder branding • Isteel is a Chennai-based construction grade steel manufacturer, now known for establishing itself as a premium brand in its cluttered category • The challenge here was to make the brand relevant to every stakeholder, using economical, yet effective, marketing channels.
- 31. 360 degree stakeholder branding Home Owners Striking outdoor hoardings strategically placed across the city maximized reach and optimized media costs Quality home grade construction steel that would last for generations
- 32. 360 degree stakeholder branding Contractors / Architects / Engineers /Bar Benders The „forever partnership‟ delivered through the “UngalUyirThozan” Isteel Mobile Testing Van program that provided A novel concept of a mini-lab on wheels to LIC Life Insurance policies validate the promise of Quality. Contractors, to bar benders. architects and engineers could run quality tests Technical training, on their steel at their construction sites. The Meets & manuals on van also doubled up as a mobile ad-canvas. construction techniques by industry experts
- 33. An iconic in cinema experience
- 34. An iconic in cinema experience
- 35. An iconic in cinema experience “ Escape is going to be the hottest entertainment option in Chennai. It beats all the other cinemas” - User review, mouthshut.com
- 36. An iconic in cinema experience
- 37. Developing a powerful regional brand Hoardings in local language spread across key towns in AP
- 38. Developing a powerful regional brand Use of popular local media such as radio to communicate quality and value for money proposition
- 39. Global Education in India
- 40. Redefining the brand through packaging Packaging that would go unnoticed on shelf, began getting the notice of shoppers amongst the clutter
- 41. Redefining the brand through packaging
- 42. Web www.isteel.in www.sathyamcinemas.com www.pronatureorganic.com www.escapecinemas.com www.bluesteel.in www.hrconference2011.com We‟ve designed each of these websites (even developed the logos for all the brands)