This document discusses employment branding and its importance for engaging employees. It notes that only 30% of employees are engaged in their jobs, costing companies over $750 billion per year in lost productivity. Organizations with engaged employees outperform others by 22% in operating income. Employment branding is defining a company's value proposition to motivate high employee performance. When done effectively through onboarding, rewards, recognition, culture and recruiting, it can decrease absenteeism and turnover while increasing productivity, quality, safety, ideas and customer satisfaction. The marketing and HR teams must partner to ensure internal and external branding aligns and employees become brand ambassadors.

1. CINDY CHAMBERLAIN  MARKETING & COMMUNICATION STRATEGIES
Employment Branding

2. Only 30% of employees
are engaged in their jobs
And 20% are actively disengaged.1
This costs companies more than
$751 billion
in productivity every year.2
State of the Workforce
Organizations with
engaged employees
outperform
other organizations by
22% in operating income. 3
22%
Operating
Income
1 Gallup Report State of the American Workplace 2013
2 Inward Strategy quoting 2012 Towers Watson Workforce Study
3 Gallup Report on Employee Engagement & Growth 2013

3. Engagement:
the degree to which
employees are motivated
to deliver a high performance.
Employment Branding:
the company’s value proposition
to the employee to be fully engaged.
Engagement and Employment Branding
Decreased
Absenteeism
& Turnover
Increased
Safety Records
Employees’ Ideas
Embraced
Increased
Productivity
& Quality
Increased
Customer
Satisfaction
Engaged Employees
Increased
Profitability
External Brand
& Campaign
Passion
Employment
Branding

4. Employment Branding Starts at the Top
CEO leads the charge
CMO and CHRO are the champions
Sr. Leadership & Manager
buy-in is crucial
Employees are engaged
and are brand ambassadors

5. Primary Stakeholder: Human Resources
A unique value proposition for employees that is people-
focused brand. It supports the mission, vision, values, and
core competencies; consistently communicating the value of
building your career.
Branding the Employee Experience
Onboarding:
Culture,
Community orientation,
Mentor/Buddy programs
Total Rewards:
Compensation & benefits:
Fully understand value of total offerings
Diversity and Inclusion:
Celebrations, Language and messaging is
standard in all communications
Recognition:
Spot awards, Peer to Peer,
Resident ‘hero’, Bright Ideas program,
Goal achievement Awards-individual & community
Education:
Current position, Career advancement,
Scholarships, Tuition Reimbursement
Corporate Culture
Engagement:
Increased engagement,
Brand ambassadors
Recruiting:
Career site, Job descriptions,
interview conversations,
offer letter/rejection letter
Pipeline: schools, veterans, job
fairs, former employees
Employment Brand
Value proposition to employees
Why should I believe?
Strategic Partner: Marketing Team
The employee brand must be aligned with the external brand.
This partnership is crucial to the success of the employment brand.
Then your employees become your greatest brand ambassadors.

6. What you do well
• Customer Engagement
• Organization Reputation
• Community Growth
• Leadership
• Financial Security
Employment Branding
• Employee value proposition
• Employee engagement
• Internal communication platform
• External brand & campaign passion
Another Opportunity for Innovation
Results
Deeper community presence
Market differentiator
Internal language that supports Erickson Way culture
Addresses generational needs and other workplace changes
Brand (external) ambassadors in your employees
Increased productivity and profitability