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Managing Reputation 2008
The document discusses employment branding, which involves reducing workforce risk through engaging employees, strategic communication, and developing an employer brand. The key aspects of an employment brand are establishing a committed workforce, rewarding employees, developing a strong reputation, and connecting the employer value proposition to the consumer value proposition. An important part of employment branding is establishing a compelling brand that will help attract, develop, interview, and retain talent, especially as demographics change and the workforce ages.
Managing Reputation 2008
- 1. Employment Branding: Reducing workforcerisk through engagement, strategic employee communication and brand
- 2. You cannot createan employment brand. Employment Brand 1 3 March 2008
- 3. One brand –one voice EMPLOYER BRAND CONSUMER BRAND Committed employees Products and services Reward & Product Reputation Reputation recognition offering Service Service Leadership Culture performance offering Employment Brand 2 3 March 2008
- 4. Employment Brand 3 3 March 2008
- 5. “They were quite happy, because they know they've got one of the best packages possible in the automotive industry in 4 Employment Brand 3 March 2008 Australia''
- 6. Connecting CVP andEVP If you believe that 8 to 5 should be more about life than a grueling life sentence, maybe this is where you ought to be. We do more than just sports. We do life. And we love what we do. Employment Brand 5 3 March 2008
- 7. Connected If you believe that 8 to 5 should be more about life than a grueling life sentence, maybe Nike is where you ought to be. We do more than just sports. We do life. And we love what we do. Employment Brand 6 3 March 2008
- 8. Supply of labour • One of the critical business issues over the next 10 years • Demographic time bomb – ageing workforce – Work harder to attract applicants – Brand as important as roles Employment Brand 7 3 March 2008
- 9. Population distribution 1986 Employment Brand 8 3 March 2008
- 10. Population distribution 2000 Employment Brand 9 3 March 2008
- 11. Population distribution 2025 Employment Brand 10 3 March 2008
- 12. Population distribution 2050 Employment Brand 11 3 March 2008
- 13. Supply of labour • One of the critical business issues over the next 10 years • Demographic time bomb – ageing workforce – Work harder to attract applicants – Brand as important as roles • Generation Y becomes the new workforce – Don’t dismiss Boomers and Generation X • Increased opportunity and macro level social shift – Fewer workers leads to more choice and independence – The world is becoming a smaller place Employment Brand 12 3 March 2008
- 14. Employment Brand 13 3 March 2008
- 15. Employment Brand 14 3 March 2008
- 16. Employment Brand 15 3 March 2008
- 17. Employment Brand 16 3 March 2008
- 18. Employment Brand 17 3 March 2008
- 19. Employment Brand 18 3 March 2008
- 20. Employment Brand 19 3 March 2008
- 21. Employment brand Communication Recognition Dialogue Involvement Employment Brand 20 3 March 2008
- 22. What’s our scope? Exit Attract Develop Interview Retain Hire Employment Brand 21 3 March 2008
- 23. What’s our scope? Exit Attract Develop Interview Retain Hire Employment Brand 22 3 March 2008
- 24. Connect EVP toCVP ‘Quality advice = Quality decisions’ Client Value Proposition ‘Creating growth through quality’ How They Connect ‘Building Possibilities’ Employee Value Proposition Employment Brand 23 3 March 2008
- 25. Employment Brand 24 3 March 2008
- 26. Employment Brand 25 3 March 2008
- 27. Employment Brand 26 3 March 2008
- 28. What’s our scope? Exit Attract Develop Interview Retain Hire Employment Brand 27 3 March 2008
- 31. 5% of jobseekersresponded that they decided whether or not to stay in a role on their first day and 58% determined whether or not to stay inside a month. Source: Chandler Macleod 2007 Employment Brand 30 3 March 2008
- 32. What’s our scope? Exit Attract Develop Interview Retain Hire Employment Brand 31 3 March 2008
- 33. Informal communication Employment Brand 32 3 March 2008
- 34. 50% claim theyget all their company information at the water cooler Source: Talent2 March 2007 Employment Brand 33 3 March 2008
- 35. What’s our scope? Exit Attract Develop Interview Retain Hire Employment Brand 34 3 March 2008
- 36. What workers want Attribute Jobseekers Employers Reputation for valuing employees 1 2 Career development 2 3 Challenging work 3 1 Fun and positive work environment 4 8 Attractive salary 5 4 Training and development 6 7 Work/life balance 7 9 Flexible working hours 8 5 A fair day’s pay 9 10 Company vision and values 10 6 Source: Reality Cheque – Workplace Barometer, November 2007, Chandler Macleod Employment Brand 35 3 March 2008
- 37. Effective engagement • Drives productivity • Generates business efficiency • Reduces direct cost Employment Brand 36 3 March 2008
- 38. Approaching employment brand • Start and finish with the business case • Build a distinctive culture which connects to the CVP – Ensure that current staff are not alienated • Think ‘people engagement’ not just ‘communication’ • Focus on behaviour not just values • Drive change at the frontline • Create tailored solutions without preconceptions Employment Brand 37 3 March 2008
- 39. Employment Brand 38 3 March 2008