Apresentação efetuada por Miguel Luís no evento "Conferência Internacional Social Hire" que decorreu nos dias 12 e 13 de Maio de 2015

1. Employer Branding
GO>Express Case Study
Miguel Luís | People Manager

2. AGENDA
1. THE SPEAKER
2. THE CONCEPT OF EMPLOYER BRANDING
1. INTERNAL STRATEGIES
2. EXTERNAL STRATEGIES
3. OUR WORK AT GO>Express

3. THE SPEAKER
/migueluis
/in/mluis
@migueluis
+MiguelLuísGoExp
ress
BIOGRAPHIC NOTE
• Founder of the HR Youth
Group @APGPessoas
• Intern Recruiter @Multipessoal
• Quality and Process
Coordinator @PTCompras
• HR Director @Taguspark
• Social Brand Manager
@Cegocpt
• Social Media Manager
@BelenensesSAD
• Board Member &
Communication Manager @
APGPessoas
• People Manager @GoExpress

4. THE SPEAKER & HIS BRANDS

5. THE CONCEPT OF EMPLOYER
BRANDING
“Whether it’s recognized or not, every business has an
employer brand. From a conventional marketing point of view,
a brand is what differentiates a product or service from
another. The name of the business, design and reputation all
form a brand’s image and the public understanding of what
the company offers. In a similar way, an employer brand is the
look, feel, and reputation of an employer and generally
influences what current and prospective employees use to
assess whether or not the company is an attractive place to
work.”
http://www.thehrdepartment.ie/newsblog/employer-branding-what-is-it-and-why-

6. THE CONCEPT OF EMPLOYER BRANDING
Considerations
Employer Branding starts
internally, within your
own company, and the
reflex of what you do
will affect the external
perception of your
company.
The key words for
Employer Branding are
transparency and
consistency.

7. THE CONCEPT OF EMPLOYER
BRANDING

8. THE CONCEPT OF EMPLOYER
BRANDING

9. THE CONCEPT OF EMPLOYER BRANDING |
INTERNAL STRATEGIES
Ensuring current and past employees speak positively about a
company is fundamental for a business. There are a variety of
factors that affect job satisfaction, and so understanding what
motivates employees is essential. Sustaining a strong and
successful workplace environment will not only attract the
best employees, it will also assist in retaining them, which in
turn will reduce employee turnover and improve a
company’s bottom line. When an employee does decide to
leave a company, ensuring they leave in a way that is positive
and respectful is important too, as word of mouth is a
powerful thing!

10. THE CONCEPT OF EMPLOYER BRANDING |
INTERNAL STRATEGIES
INTERNAL FACTORS
• Leadership Style(s)
• Employee Benefits
• Communication Strategy
• Learning and Development Strategy
• Objectives and Analytics
Considerations
Put together a short
employee survey to
gather what employees
feel the company is doing
correctly while revealing
what may need
improvement.

11. THE CONCEPT OF EMPLOYER BRANDING |
EXTERNAL STRATEGIES
Consumer brand and employer brand are nearly always
connected, with one potentially having a positive, or negative,
effect on the other. Top candidates always want to work for
top companies and ensuring best suited applicant is hired,
helps companies do more within the budget they have.
Companies who don’t necessarily operate in the consumer
market, still need to leverage their employer brand within the
business-to-business sector.

12. THE CONCEPT OF EMPLOYER BRANDING |
EXTERNAL STRATEGIES
EXTERNAL FACTORS
• Carreer Events (Universities)
• Website and Social Media
• Employer Branding websites (e.g. Glassdoor)
• Recruitment Placing Strategy
• Corporate Social Responsibility
• Objectives and Analytics
Considerations
Do you know how your
brand is perceived?
Ask your candidates
Ask your customers
Ask your shareholders

13. THE CONCEPT OF EMPLOYER BRANDING |
TEST
IN WHICH ONE WOULD YOU RATHER WORK?
OR

14. THE CONCEPT OF EMPLOYER BRANDING |
TEST
AND IN THE TECH BUSINESS?
OR

15. THE CONCEPT OF EMPLOYER BRANDING |
TEST
AND IN PORTUGAL?
OR

16. OUR WORK AT

17. OUR WORK AT GO>EXPRESS |
THE BRAND
EVOLUTION

18. OUR WORK AT GO>EXPRESS | OUR
INTERNAL STRATEGY
COMMUNICATION

19. OUR WORK AT GO>EXPRESS | OUR
INTERNAL STRATEGY
EMPLOYEE BENEFITS
WHAT WE OFFER
• Social Responsability – Internal & External
• Work Schedules – Full & Part-Time openings
• Telecommunications – Mobile phone, Tablet & Router
• Health Insurance
• Fuel Plafond
• Bonus for targeted objectives
• Mobility

20. OUR WORK AT GO>EXPRESS | OUR
INTERNAL STRATEGY
ANALYTICS

21. OUR WORK AT GO>EXPRESS | OUR
EXTERNAL STRATEGY
EVENTS
STRATEGY
• PARTICIPATION IN TARGETED EVENTS AT IPTRANS
& IPS – ESCE
OBJETIVES
• INCREASE BRAND NOTORIETY
• GET MORE SOCIAL MEDIA TRAFFIC
• PROMOTE INTERNSHIPS
• COMUNICATE JOB OPENINGS

22. I thank you all on behalf of GO>Express and hope to see you soon
again in a road anywhere in Portugal!

23. FOLLOW US
WWW.GOEXPRESS.PT