Talent Talk Webinar Building Your Employment Brand

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Cytiva's TalentTalk series is a series of webinars focused on helping comanies, attract, hire, develop and retain top-quality talent. "Building Your Employment Brand" is a presentation focused on how companies can identify their existing brand, build a plan for recreating or enhancing their brand and communicate their brand to attract talent.

Published in: Business, Career
  • I agree that every company has what I like to refer to as a 'default brand'. That is the brand image that they have created thorugh their culture, hiring practices, etc. It is the perception that their applicants have of their organization.

    In order to create a new image (target brand), it is very important for a company to understand their default brand. Creating a target brand certainly is not easy. Afterall, to change the brand image you have to change the perception that existing employees and applicants have of your organization. However, it can certainly be done. Undestand the default brand, define your target brand, and establish a game.
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  • An employment brand isn't what the company says it is, but what candidates say it is.
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Talent Talk Webinar Building Your Employment Brand

  1. 1. “ Building Your Employment Brand” Hosted By: David Freeman Talent Management Solutions Consultant Cytiva Software Inc.
  2. 2. Ask Questions Enter Question Press Send
  3. 3. Ask Questions Slides Available [email_address] Recorded Webinar www.sonicrecruit.com/company/events.htm (You’ll get an email with this information. Check your spam filters)
  4. 4. “Building Your Employment Brand” <ul><li>Identifying Your Unique Employment Brand </li></ul><ul><li>Establishing a Plan to Enhance Your Brand </li></ul><ul><li>How to Foster and Communicate Your Employment Brand </li></ul>
  5. 5. “Building Your Employment Brand” “ By 2011, Organizations That Do Not Manage Their Employer Brands Effectively Will Fail to Attract Key Talent” – Gartner Inc.
  6. 6. “Building Your Employment Brand” <ul><li>What is an employment brand? </li></ul><ul><ul><li>It is an image or impression that enhances how your company is perceived as an employer. It articulates a promise that makes people want to work for you. In addition to attracting new employees, the promise also gives current employees a sense of pride and a shared mission. </li></ul></ul><ul><ul><li>More than a fancy logo or witty buzz phrase </li></ul></ul>
  7. 7. “Building Your Employment Brand” <ul><li>How do you build an employment brand? </li></ul><ul><ul><li>Identify an employment branding team </li></ul></ul><ul><ul><li>Identify your existing employment brand </li></ul></ul><ul><ul><li>Define what you’d like your brand to be </li></ul></ul><ul><ul><li>Communicate your brand </li></ul></ul>
  8. 8. “Building Your Employment Brand” <ul><li>How do you build an employment brand? </li></ul><ul><ul><li>Identify an employment branding team </li></ul></ul><ul><ul><li>Identify your existing employment brand </li></ul></ul><ul><ul><li>Define what you’d like your brand to be </li></ul></ul><ul><ul><li>Communicate your brand </li></ul></ul>
  9. 9. “Building Your Employment Brand” <ul><li>Identify your branding team </li></ul><ul><ul><li>HR, Management, Marketing, entry level through veteran team members – Senior level participation is a must! </li></ul></ul><ul><ul><li>Define the teams Mission Statement </li></ul></ul><ul><ul><li>Build a project outline </li></ul></ul><ul><ul><li>Establish a regular meeting schedule </li></ul></ul>
  10. 10. “Building Your Employment Brand” <ul><li>How do you build an employment brand? </li></ul><ul><ul><li>Identify an employment branding team </li></ul></ul><ul><ul><li>Identify your existing employment brand </li></ul></ul><ul><ul><li>Define what you’d like your brand to be </li></ul></ul><ul><ul><li>Communicate your brand </li></ul></ul>
  11. 11. “Building Your Employment Brand” <ul><li>Identify your existing employment brand </li></ul><ul><ul><li>Good, bad or indifferent…you already have one </li></ul></ul><ul><ul><li>Confirm core values and mission </li></ul></ul><ul><ul><li>Establish employee value proposition – What do you have to offer? </li></ul></ul><ul><ul><ul><li>Functional, Economic, Psychological Benefits </li></ul></ul></ul><ul><ul><li>Identify your target audience – who does your brand need to speak to? </li></ul></ul><ul><ul><li>Define your culture </li></ul></ul>
  12. 12. “Building Your Employment Brand” <ul><li>Identify your existing employment brand </li></ul><ul><ul><li>Interview current employees </li></ul></ul><ul><ul><li>Talk to former employees </li></ul></ul><ul><ul><li>Ask people from the community </li></ul></ul><ul><ul><li>Survey candidates who have declined offers </li></ul></ul><ul><ul><li>Solicit feedback from people who interact with your business. Third parties. </li></ul></ul>
  13. 13. “Building Your Employment Brand” <ul><li>What to ask? </li></ul><ul><ul><li>What have you heard about our company as an employer? </li></ul></ul><ul><ul><li>Give me three words that sum up your experience working for our company? </li></ul></ul><ul><ul><li>If you were CEO for the day what would you change? </li></ul></ul><ul><ul><li>What do you like about working here? </li></ul></ul><ul><ul><li>Would you recommend us to your friends? Why? Why not? </li></ul></ul>
  14. 14. “Building Your Employment Brand” <ul><li>The truth isn’t always pleasant, but it’s necessary </li></ul><ul><ul><li>A little bit of pride swallowing is sometimes necessary in this process </li></ul></ul><ul><ul><li>Perception is Reality </li></ul></ul><ul><ul><li>Understanding who you are today will help you become who you want to be tomorrow </li></ul></ul>
  15. 15. “Building Your Employment Brand”
  16. 16. “Building Your Employment Brand” <ul><li>How do you build an employment brand? </li></ul><ul><ul><li>Identify an employment branding team </li></ul></ul><ul><ul><li>Identify your existing employment brand </li></ul></ul><ul><ul><li>Define what you’d like your brand to be </li></ul></ul><ul><ul><li>Communicate your brand </li></ul></ul>
  17. 17. “Building Your Employment Brand” <ul><li>Define what you’d like your brand to be </li></ul><ul><ul><li>Review strengths and weaknesses in your current brand image.. </li></ul></ul><ul><ul><li>Establish employee value proposition – What do you have to offer? </li></ul></ul><ul><ul><ul><li>Functional, Economic, Psychological Benefits </li></ul></ul></ul><ul><ul><li>What sets you apart from the competition today? </li></ul></ul><ul><ul><li>What can set you apart tomorrow? </li></ul></ul>
  18. 18. “Building Your Employment Brand” <ul><li>Define what you’d like your brand to be </li></ul><ul><ul><li>Establish defining moments and review how you perform in these moments </li></ul></ul><ul><ul><ul><li>Applicant/Candidate experience </li></ul></ul></ul><ul><ul><ul><li>Onboarding/Orientation experience </li></ul></ul></ul><ul><ul><ul><li>Training and development experience </li></ul></ul></ul><ul><ul><ul><li>Evaluation and feedback experience </li></ul></ul></ul><ul><ul><ul><li>Company information and communication experience </li></ul></ul></ul><ul><ul><li>Make changes to your defining moments that will foster positive experiences – BIG PROJECT! </li></ul></ul>
  19. 19. “Building Your Employment Brand” <ul><li>Define what you’d like your brand to be </li></ul><ul><ul><li>Give your brand a visual identity </li></ul></ul><ul><ul><li>Make it real – you have to live up to your message </li></ul></ul><ul><ul><li>Make a commitment to your current employees, prospects and future members of your team </li></ul></ul><ul><ul><li>Remember, changing your employment brand won’t happen overnight </li></ul></ul>
  20. 20. “Building Your Employment Brand” <ul><li>How do you build an employment brand? </li></ul><ul><ul><li>Identify an employment branding team </li></ul></ul><ul><ul><li>Identify your existing employment brand </li></ul></ul><ul><ul><li>Define what you’d like your brand to be </li></ul></ul><ul><ul><li>Communicate your brand </li></ul></ul>
  21. 21. “Building Your Employment Brand” <ul><li>Communicate your employment brand </li></ul><ul><ul><li>Focus on target audience </li></ul></ul><ul><ul><li>Keep your message consistent – Brand Identity </li></ul></ul><ul><ul><li>Your current employees are your #1 marketing tool – provide opportunity for them to share the message </li></ul></ul><ul><ul><ul><li>Use employee generated content whenever possible. </li></ul></ul></ul><ul><ul><ul><ul><li>Employee picture/video sharing </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Blogs and forums </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Testimonials – “day in the life” sharing </li></ul></ul></ul></ul>
  22. 22. “Building Your Employment Brand” <ul><li>Communicate your employment brand </li></ul><ul><ul><li>Scream it from the mountain tops </li></ul></ul><ul><ul><ul><li>Onsite </li></ul></ul></ul><ul><ul><ul><li>Corporate Career Site </li></ul></ul></ul><ul><ul><ul><li>Social Media Outlets </li></ul></ul></ul><ul><ul><ul><li>Banner Advertisements </li></ul></ul></ul><ul><ul><ul><li>Job boards </li></ul></ul></ul><ul><ul><ul><li>Print </li></ul></ul></ul>
  23. 23. “Building Your Employment Brand”
  24. 24. “Building Your Employment Brand” Meet the Cytiva Team!
  25. 25. “Building Your Employment Brand”
  26. 26. “Building Your Employment Brand”
  27. 27. “Building Your Employment Brand” Statistics by Accenture
  28. 28. “Building Your Employment Brand”
  29. 29. “Building Your Employment Brand”
  30. 30. “Building Your Employment Brand”
  31. 31. “Building Your Employment Brand”
  32. 32. “Building Your Employment Brand” <ul><li>Identifying Your Unique Employment Brand </li></ul><ul><li>Establishing a Plan to Enhance Your Brand </li></ul><ul><li>How to Foster and Communicate Your Employment Brand </li></ul>
  33. 33. <ul><li>Cytiva’s Free Webinar series </li></ul><ul><ul><li>Career Center 101 </li></ul></ul><ul><ul><li>Rethinking Your Recruiting Metrics for a Down Economy </li></ul></ul><ul><ul><li>Tips and Tricks for Effective E-Recruiting </li></ul></ul><ul><ul><li>Talent Acquisition Systems: Building a Strong Business Case </li></ul></ul><ul><li>Visit : www.sonicrecruit.com/company/events.htm </li></ul>
  34. 34. <ul><li>Follow Us </li></ul><ul><ul><li>Twitter : https://twitter.com/Cytiva </li></ul></ul><ul><ul><li>Facebook: http://tinyurl.com/kt4qut </li></ul></ul>
  35. 35. “Building Your Employment Brand” <ul><li>Cytiva Software Inc. offers a wide variety of products and services to help you get the most out of your recruiting efforts. </li></ul><ul><li>Talent Acquisition System </li></ul><ul><ul><li>Custom career sites </li></ul></ul><ul><ul><li>Employee referral management </li></ul></ul><ul><ul><li>Career agents </li></ul></ul><ul><ul><li>Ad posting and tracking </li></ul></ul><ul><ul><li>Manager self-service </li></ul></ul><ul><ul><li>Contact management/Outlook integration </li></ul></ul><ul><ul><li>EEO/OFCCP compliance </li></ul></ul><ul><ul><li>Vendor Management Module </li></ul></ul><ul><ul><li>Onboarding Module </li></ul></ul><ul><ul><li>Hourly Recruiting System </li></ul></ul><ul><li>Consulting </li></ul><ul><li>SonicPerform Performance Management System </li></ul><ul><li>To learn more contact: </li></ul><ul><li>David Freeman </li></ul><ul><li>Talent Management Solutions Consultant </li></ul><ul><li>877-775-0888 </li></ul><ul><li>www.sonicrecruit.com </li></ul>

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