The document discusses employer branding as an effective HR tool. It defines employer branding as representing an organization in a way that answers why someone should start and stay working there. The document outlines how to design an employer brand by knowing the organization's strengths/weaknesses, competitors, desired employee profile, and motivating factors. It also discusses aligning the employer brand with the corporate brand and using programs and communication to become an employer of choice.

1. EMPLOYER BRANDING An Effective
HR Tool

2. What is my brand? - Energizer
Why employer brand?
Corporate, internal & employer brand
Agenda
How to design your employer brand?
Common pitfalls in employer branding?
Q&A

3. ENERGIZER
What is my brand line?

4. WHAT IS MY BRAND LINE?
Three words/statements to describe
 One that is most like me
 One that I aspire to be
 One that is most unlike me
You should write the above
in a different order

5. SAMPLE - WHAT IS MY BRAND LINE (IN ANY
ORDER)
Excellent communicator
Humorous
Lovable

6. “Brand” ?

7. MATCH THE FOLLOWING:
HLL
HLL Profits
Profits
Reliance
Reliance Leadership
Leadership
Infosys
Infosys Marketing Skills
Marketing Skills

8. MATCH THE FOLLOWING:
HLL
HLL Marketing Skills
Reliance
Reliance Profits
Infosys
Infosys Leadership
Brand is an INTANGIBLE ASSET

9. BRAND
 Is a relationship/emotional connection
 Is an experience expectation
 Is a commitment both ways
 Is a love affair
 Is a philosophy

10. REALITY CHECK
“Nothing kills a bad product or service faster than good advertising”
Brand strength
Brand Awareness Brand Experience
Communication
Branding without living the brand promise is suicide! 10

11. INTERNAL BRANDING

12. PERCEPTION – BEHAVIOURS
Perception
Influences – Touch points
Performance
Behaviours

13. INTERNAL BRANDING
Branding efforts within the organization that enables an organization
to build cooperation, collaboration and alignment with their internal
and external customers on the products, policies and functioning of the
organization.
Mission Culture Image Brand identity
Organization Internal
Customers
Branding
Core values Vision Brand personality
Brand values
• Before projecting the Brand to outsiders (stakeholders), it should be
adopted by the Insiders.
• It has to be deeply rooted in something existing, solid & permanent in order
to be plausible and convincing.

14. INTERNAL BRANDING
The extent to which the brand beliefs are being lived by
employees of the Organisation (and demonstrated as
appropriate brand behaviours) determine the success of internal
branding
Internal branding involves:
 Communicating the brand ef fectively to the employees
 Convincing employees of its relevance and worth
 Successfully linking every job in the Organisation to delivery
of brand essence.

15. Internal Branding

16. What is my brand? - Energizer
Why employer brand?
Corporate, internal & employer brand
Agenda
How to design your employer brand?
Common pitfalls in employer branding?
Q&A

17. REALIT Y CHECK
“Organizations compete in two markets,
for clients and for talented people”
- Dr Karl Erik Sveiby

18. “Employer Brand ” ?

19. MATCH THE FOLLOWING:
Texas Instruments Freedom & Creativity
Google Employee Involvement
Eureka Forbes Learning & Dev.

20. EMPLOYER BRANDING DEFINED…
Representation of the organization in such
a way that 2 basic questions are answered :
 Why should I start working for this
organization?
 Why should I stay working for this
organization?

21. WHAT REALLY MAKES THE DIFFERENCE
BET WEEN GOOD AND GREAT EMPLOYER
BRANDS?
 When the employees actively engage in delivering,
 With pride the products and solutions both internally
and externally,
 In the unique way, aligned to the brand promise
 Living the brand & values!

22. EMPLOYER BRANDING DEFINED…
The image of your organisation as a ‘great place to work’ in
the mind of current employees and key stakeholders in the
external market (active and passive candidates, clients,
customers and other key stakeholders).
- Minchington (2005)
An Employer Brand (like any brand)
is what you do, not just what you
say!

23. THE EMPLOYEE VALUE PROPOSITION
DRIVES THE CUSTOMER VALUE
PROPOSITION

24. THE KEY THING TO REMEMBER
You don’t have to be the choice for everyone
Improve
your
chances of
The Candidate
hiring the
Pool
right
≠ people by
Your Candidate focusing
Pool your brand
on the right
candidates

25. HOW DOES AN EMPLOYER BRAND LOOK?

26. EMPLOYER BRAND EXPERIENCE MODEL
Brand Promise
Brand positioning
CORE
VALUES
Long-term value Delivery of Promise
Core Values form the
core of this model

27. MOMENTS OF TRUTH-EMPLOYEE TOUCH
POINTS Interview Style
Engaging events
Recruitment offers
Marketing/Advertising Promises made
Market Perception
Internet website
Career fairs Brand Promise
Open days
Events Brand positioning
E-recruitment
CORE
VALUES
Long-term value Delivery of Promise
Ambassadors
Alumni clubs
Referrals
Exit interviews
Networking events
Induction Experience
Work environment
Management style
Job satisfaction
Living the Employer brand at every Moment of
Learning/Development
Truth Retention Strategies

28. WHAT ARE THE
BENEFITS OF EMPLOYER
BRANDING?

29. BUSINESS BENEFITS OF EMPLOYER
BRANDING IN A GREAT PLACE TO WORK®
Increased Lower Costs
Productivity
• Turnover Costs
• Caliber of Employees
• Resistance to Change
• Quality Products
• Health-Care Costs
• Innovation, Creativity
and Risk-Taking
Greater Retention
Customer Loyalty and Profitability
* Based on over 25years of Research by Great Place To Work Institute

30. VOLUNTARY TURNOVER
“100 BEST” VS. INDUSTRY AVERAGE
Industry Average (%) 100 Best (%)
23.5%
Professional & Business Svcs
9.6%
10.7%
Manufacturing & Production
5.2%
13.8%
Information Technology
4.7%
17.4%
Health Care & Social Assistance
7.2%
12.5%
Financial Svcs & Insurance
8.2%
18.3%
Construction
4.3%
*Source - "100 Best" data provided by Great Place to Work® Institute, Inc. Comparative data
provided by BLS. "100 Best" data includes FT & PT turnover; BLS data includes the same, in
addition to turnover for temp/contract workers

31. “100 BEST” VS. STOCK MARKET
1998-2009 ANNUALIZED RETURN
Annualized Returns 1998-2009 SOURCE:
10.30%
Russell
Investment
10.00% Group, 2010
8.00% 6.44%
6.00%
2.95% 3.27%
4.00%
2.00%
0.00%
"100 Best" "100 Best" S & P 500 Russell 3000
Reset Buy and Hold
Annually

32. “100 BEST” VS. STOCK MARKET
1998-2009 CUMULATIVE RETURN
Cumulative Returns 1998-2009 SOURCE:
Russell
224.36% Investment
250.00% Group, 2010
200.00%
150.00%
111.39%
100.00%
47.06%
41.70%
50.00%
0.00%
"100 Best" Reset "100 Best" Buy S & P 500 Russell 3000
Annually and Hold

33. WHAT AN EMPLOYER BRAND CAN
DELIVER
 Platform for communicating with current and
prospective employees
 Litmus test for organizational action and behavior
 Filters out poor fits
 Less leave for wrong reasons/more leave for right
reasons
 Helps potential and current employees answer:
 Where am I going?
 What am I part of?

34. POSSIBLE BENEFITS
 An ef fective employer brand and positioning in the talent market
 A roadmap for delivering the brand promise
 Better employee retention
 A committed, motivated and enthusiastic workforce leading to a
more spirited ownership of all organizational initiatives
 Greater bonding between the management and employees and
therefore ability to draw out the best in each other
 Climate of trust and confidence amongst the employees leading to
greater comfor t and therefore greater productivity
 Improved sense of belongingness at junior levels

35. What is my brand? - Energizer
Why employer brand?
Corporate, internal & employer brand
Agenda
How to design your employer brand?
Common pitfalls in employer branding?
Q&A

36. CORPORATE BRAND
Communicated to customers/
stakeholders
Internal Brand Corporate Brand
•Extension of •Logo, symbol, trademark Brand Image
External
corporate brand •An image Brand -
•Embodies Brand Image
Personality
corporate vision,
•Corporate vision, values Brand -Equity Corporate
Leads to
•Mission statement
Leads to
values Personality
Brand - brands are
•Consistent with •A catchy song, slogan Brand Equity
Positioning typically
mission statement Brand -Identity recognizable
•Caters to a specific niche, Positioning in the
•Reflected in
people/HR policies target market Brand Identity external
and programs •Positioning statement market.
•Employer value •An experience
proposition
Communicated to employees

37. TO SUM UP…
Corporate Brand
e.g. Whatever it takes
Vision,Mission,Values,culture
Employer Brand Internal Branding
Why will the right people join us e.g. People willing to do
and stay with us? “Whatever it takes”
Employee Experience

38. HOW DO YOU ALIGN EMPLOYER BRAND WITH
THE CORPORATE BRAND?
Creating Corporate Brand
How will the brand contribute to Parallelogram through
people’s sense of well-being? interrogation of key Analysis of existing
What will be the non-financial constituencies situation
measures of success?
What are our fundamental
beliefs / value F Process for Employee
Identification of Corporate
What will convey these values - I Branding –Vision & Values
Brand Attributes or Core
apart from advertising & PR? L (Employer Brand Attributes)
values
T
E
R Employer Brand & Brand
Research with stakeholders Attributes are finalized
(Distance between your
intention and customer
interpretation)
Articulation of Employer
Brand and Brand
Articulation of Corporate Attributes
Brand
Corporate Identity (that can Design/Align Talent
communicate the essence of Management processes
the company) with Employer Brand
Revisiting after one year

39. What is my brand? - Energizer
Why employer brand?
Corporate, internal & employer brand
Agenda
How to design your employer brand?
Common pitfalls in employer branding?
Q&A

40. A GREAT PLACE TO WORK IS ONE WHERE
YOU:
Management
Trust the people you
work for...
Employee
Job Other Employees
...have pride in what ...and enjoy the people you
you do... work with
Relationships are the key…..
46

41. ESSENTIAL ELEMENTS OF A GREAT PLACE
TO WORK®
Two way Communication
T Credibility Manager’s Competence
Integrity – Reliability of Management
R Professional Support
Collaboration
U Respect Demonstrated Caring
S Equity
Impartiality
T Fairness Justice
For the Job
Pride About my Team
With the Organization
Individuality is valued
Welcoming Atmosphere
Camaraderie
Part of something larger

42. EMPLOYER BRAND EXPERIENCE MODEL
Image Culture
5
• Plot the current
positioning in the 4
form of a spider-
3
graph (1=low,
5=high) across 2
the 6 areas 1
Rewards/
• Plot the future
Know-how Compensation
desired
positioning 1
• Identify the gaps
2
between the two
• What actions can
3
be taken to bridge 4 Work
the gap ? Worklife environment
5
balance

43. EMPLOYER BRANDING WORKSHEET
Knowing Yourself Knowing your
competition
Knowing your Motivating your Profile
Employee Profile Employee
Becoming the choice Aligning people
practices

44. 1. KNOWING YOURSELF
 Know yourself
 Know your weaknesses
 Know your strengths
 Know your people
 Who fits?
 What do they need?
 What excites them?

45. 1. KNOWING YOURSELF
 On your worksheet,
 create a list of the strengths and weaknesses of
your organization as an employer
 Image
 Culture
 work-life balance
 Reward/compensation
 Work environment
 and anything else you can think of (e.g. training
and development, growth opportunities)
 Plot the above on the Employer Brand Experience
Model

46. 2. KNOWING YOUR COMPETITION
 On your worksheet
 Choose one talent competitor
 doesn’t have to be a direct competitor
 could be “thinking outside the box”
 List the things that your competitor does better
than you as an employer that give them an
advantage
 List the things that give you an advantage over
them

47. 2. KNOWING YOUR COMPETITION
Choose one talent competitor -
traditional or new e.g Company X
Global Brand Image List the things that your competitor does better
Global exposure than you as an employer that give them an
advantage
/secondment
Compensation
Flexibility wrt policies (No
permission reqd. from HO)
List the things that give you an advantage over Great work culture (care &
them respect )
Multiple career tracks
Encourage experimentation &
learning

48. 3. KNOWING YOUR EMPLOYEE PROFILE
 On your worksheet…
 taking into consideration the strengths and
weaknesses of your organization relative to your
talent market competition
 create a profile of the person who would be
 happy
 healthy
 productive

49. 3. KNOWING YOUR EMPLOYEE PROFILE
Profile of a person who would be
happy, healthy and productive in your organization
Strong affiliation needs
Likes flexibility & non-
hierarchical environment
Pride in “Indian”
achievement
Likes to experiment & try
new things

50. 4. MOTIVATING YOUR PROFILE EMPLOYEE
 On your worksheet…
 list some of the things that make your profile
person happy and productive
 is it
 money
 challenge
 work-life balance
 development

51. 4. MOTIVATING YOUR PROFILE EMPLOYEE
Things that make your profile person happy and
productive
1.Feeling of being cared for
2. Feeling of being respected
3. Freedom to experiment & learn
4. Pride in contributing to India’s
image

52. 5. BECOMING THE CHOICE
 Know your organization
 Know your competition for talent
 Know the profile of the people who will be happy and
effective at your organization
 Develop programs and benefits that will motivate
those people
 Communicate the “brand” in the market
 ….to help you get the right people in the door and
keep them…more cost effectively

53. 5. BECOMING THE CHOICE
Programs and benefits that will motivate those
people 1.Employee engagement skills
workshops
2.Publication of achievements in
journals
3. Budget for learning/ mistakes
1. Communicate the Vision Strategies to communicate the “brand” in the
2. Active leadership in industry market
forums
3. Lead a Civic initiative in
partnership with others

54. EMPLOYER BRAND
TOUCH-POINTS
Direct
Leadership Company
Marketing
Programs Website
Activities
Transfers/ Advertising
Promotions Employer Brand
Touch Points
Interview
Career Fairs
process
Alumni Induction
Network
An indicative idea of brand touch-points.

55. 6. ALIGNING PEOPLE PRACTICES
Performance
Rewards &
Management
Recognition
Selection
Work Design Talent Profile &
Staffing
Training & Career
Development Development

56. EMPLOYER BRAND EXPERIENCE MODEL
Image Culture
5
• Plot the current
positioning in the 4
form of a spider-
3
graph (1=low,
5=high) across 2
the 6 areas 1
Rewards/
• Plot the future
Know-how Compensation
desired
positioning 1
• Identify the gaps
2
between the two
• What actions can
3
be taken to bridge 4 Work
the gap ? Worklife environment
5
balance

57. What is my brand? - Energizer
Why employer brand?
Corporate, internal & employer brand
Agenda
How to design your employer brand?`
Common pitfalls in employer branding?
Q&A

58. COMMON MISTAKES IN EMPLOYER
BRANDING
 Not aligning with business strategy
 Branding by opinion not data
 Not understanding the target segment
 Lack of differentiation
 Not leveraging every communication channel
 Employee experience divergent
 Not considering employer brand throughout the life -
cycle of the employee

59. What is my brand? - Energizer
Why employer brand?
Corporate, internal & employer brand
Agenda
How to design your employer brand?`
Common pitfalls in employer branding?
Q&A

60. Take the first step in building your
Employer Brand- Register for
“India’s Best Companies to Work
For – 2011 Study today”
Register at
www.greatplacetowork.in
or contact
greatplace@greatplacetowork.in
Ralsi Sharma
Tel: 09920866406