This document discusses developing an effective employer brand. It is from an employer marketing business that works with clients to build their employer brands. The business helps clients understand what employees want from employers, involves company leadership and employees to tell the company's story, and uses metrics to measure the employer brand's impact on attraction, engagement and retention. It then provides an example of the work done with Balfour Beatty to shape its employer brand, including research, developing a proposition and attributes, and planned next steps to bring the brand to life.

1. D E V E L O P I N G E M P L O Y E R B R A N D S T H A T W I L L
M A K E A M E A S U R A B L E D I F F E R E N C E

2. W E A R E A N E M P L O Y E R
M A R K E T I N G B U S I N E S S

3. A L L K I N D S O F C L I E N T S

4. A N E M P L O Y E R B R A N D I S …
What people think and feel about an
employer as a place to work.

5. W H A T D O P E O P L E W A N T
F R O M A N E M P L O Y E R ?

6. T H E W O R K P L A C E F A C T O R S T H A T
M A T T E R M O S T T O E M P L O Y E E S
Culture and Values
Senior Leadership
Career Opportunities
Business Outlook
Work-Life Balance
Compensation and Benefits
0% 5% 10% 15% 20% 25%

7. S T A R T W I T H Y O U R
B U S I N E S S L E A D E R S

8. YOUR STORY
IS BIGGER
THAN EVER
CULTURE COUNTS....
VISION
MISSION
PURPOSE
VALUES
STRATEGIC
NARRATIVE

9. I N V O L V E Y O U R P E O P L E

10. T H E V A L U E O F B R A N D A M B A S S A D O R S
59%
90%
2X
561%
8X
SAY THAT WORK BRINGS OUT THEIR MOST CREATIVE IDEAS
PEOPLE TRUST OTHER PEOPLE 90% OF THE TIME.
OFFICAL COPORATE MESSAGES 33%
AN EMPLOYEE IS BELIEVED TO BE TWICE AS TRUSTWORTHY
AS THE CEO
BRAND MESSAGES REACH 561% FURTHER WHEN SHARED
BY EMPLOYEES
CONTENT SHARED BY EMPLOYEES RECEIVES
8x MORE ENGAGEMENT

11. 01 02 03 04 05 06
D I G S H A R E
Using our findings to
come up with a clear and
full picture of what you
stand for and what you
offer as an employer.
Creating work that says
the right things to all your
audiences in a distinctive
and compelling way.
Sitting down with you to
work out what we’re all
trying to achieve, where
you are at the moment,
and how big the project
needs to be.
Getting under the skin
of who you are, what
people think of you, who
you compete with, and
what your plans for the
future are.
Using the right
communications channels
to get your message
across to the right people
– inside and outside
your organisation.
Monitoring and measuring
your brand to see how it’s
being received, and where
it could be improved.
T A L K D E V E L O P E X P R E S S T U N E
H O W W E D E V E L O P A N E M P L O Y E R B R A N D ?

12. EMPLOYER
B R A N D
E V P
ATTRACTIO
N
ENGAGEM
E
N
T
T A L E N T M A N A G E M E N T
L E A
R
N
IN
G
&
DEVELOPMENT
O
N
B
O
ARDING
S E L E C T I O N
C A N D I DAT E L I F E C YC L E
E M P L O Y E E L I F E C Y C L E
S H A R E B E Y O N D
A T T R A C T I O N

13. N O W L E T ’ S S E E W H E R E
Y O U C O U L D G E T T O . . .

14. BUILDING AN
EVP THAT LASTS
SHAPING AN
EMPLOYER BRAND
FOR BALFOUR
BEATTY

15. FOR A START,
HERE’S A QUICK
LOOK AT WHO
WE ARE
15,000 UK employees
KEY SECTORS:
TRANSPORT
POWER AND ENERGY
WATER
SOCIAL INFRASTRUCTURE
Work that supports community
and shapes society

16. EVERYBODY KNOWS
OUR PROJECTS

17. BUT NOT
EVERYBODY
KNOWS WHAT
WE’RE LIKE AS
AN EMPLOYER.
WHICH IS WHY
WE NEEDED AN
EMPLOYER BRAND.

18. THIS WAS ABOUT
MORE THAN
JUST RAISING
AWARENESS.
WE ALSO WANTEDTO:
TACKLE SCARCE SKILLS
GAIN A COMPETITIVE ADVANTAGE
ENCOURAGE PEOPLETO CHOOSE OUR INDUSTRY
ATTRACT FEMALETALENT

19. LIKE ALL BIG
PROJECTS,
THERE WERE SOME
CHALLENGES AHEAD.

20. WE HAD TO
EXPLAIN AN
ENTIRELY NEW
APPROACH TO
MARKETING

21. WE HAD TO
FIND ONE
VOICE FOR A
LARGE AND
DIVERSE
BUSINESS

22. AND WE HAD TO
SHOW PEOPLE
HOW EXCITING
OUR INDUSTRY IS.
BECAUSE IT
REALLY IS.
C L I C K H E R E

23. AS A CONSTRUCTION
BUSINESS, WE KNEW
OUR FOUNDATIONS HAD
TO BE SOLID
STAFF SURVEY (1,032)
EXTERNAL CANDIDATE PERCEPTION SURVEY (301)
EXTERNAL SUPPLIER SURVEY (26)
DESK RESEARCH INTO EIGHT COMPETITORS
HRLT WORKSHOP
16 SENIOR LEADERSHIP INTERVIEWS, INCLUDING LEO QUINN
18 JOB FAMILY SESSIONS – 16 FOCUS GROUPS ANDTWO PHONE CALLS

24. BIG IDEA
PROPOSITION
ATTRIBUTES
HERE’S HOW
WE BUILT OUR
EMPLOYER BRAND

25. CONTROL YOUR CAREER
LEAVE A LEGACY
SPARK SOMETHING
WORK TO BE PROUD OF
INCLUDE
EVERYONE
JOIN THE
JOURNEY
EMPLOYER
BRANDS

26. C L I C K H E R E
WE MADE
SOMETHING
WE’RE PROUD
OF

27. IT’S
ALREADY
WORKING

30. AND WE’VE
GOT A
LOT MORE
PLANNED
CAREERS SITE
SOCIAL EDIT VIDEOS
INTERNAL LAUNCH
INTERNAL MOBILITY PORTAL
DIVERSITY CAMPAIGN
ARMED FORCES CAMPAIGN
C L I C K H E R E

31. WE LEARNT
AS WE BUILT
KEEP EVERYONE INVOLVED DURING EACH STEP OF
THE PROCESS.
ENSURETHAT KEY PEOPLE ARE INVOLVED ACROSS
THE BUSINESS AND HR.
ENSURE LEADERSHIP AND BOARD BUY IN.
DON’T JUST PRESENT AT KICK OFF ANDTHE FINISH.
KEEP PRESENTING AT EACH STAGE,TO GET FEED-
BACK AND MAKE PEOPLE FEEL INVOLVED.

32. S M R S . C O . U K