Talent Brand Management (2)

Talent Branding
A Step-by-Step Guide for Creating and
Managing a Powerful Talent Brand.
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Copyright © 2015 WSB, LLC. All rights reserved.

Talent Branding
Creating the emotional connectivity between
human capital and the employer.
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Talent Branding
Is a marketing campaign directed to prospective
employees, staff, and other key stakeholders.
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Talent Branding
Messaging that reminds targets and employees of
their close alignment with the company’s mission,
vision, values, and goal achievement.
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Talent Branding
A talent brand exists only as a set of beliefs and
associations in the minds of prospective
employees and active staff.
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Benefits
~ Improves Recruitment and Retention Rates
~ Improves Engagement
~ Markets HR’s Value Throughout the Company
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Benefits
~ Casts a “halo” over company’s consumer brand(s)
~ Leads to a Better Workplace
~ Substantial Indirect Contribution to Profitability
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Elements
I. Managing Company Reputation
II. Managing Company Culture
III. Managing Value Proposition/Total Rewards
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Company Reputation
Element I
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Company Reputation
UNDERSTAND COMPANY CULTURE, MISSION AND VISION
~ Conduct research with applicants, customers, and
employees to learn their perceptions of
the company’s identity and goals.
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Company Reputation
~ Compare perceptions to the employer’s desired image.
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Company Reputation
ESTABLISH THE EMPLOYER BRAND
~ Perform a gap analysis of where you are vs. want to be.
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Company Reputation
~ Form a diverse team and ask them to create an
appropriate brand.
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Company Reputation
~ Make sure the brand is realistic and attainable.
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Company Reputation
~ Ask employees to imagine how the brand may be
perceived internally and externally.
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Company Reputation
PARTNER HR WITH MARKETING AND PR DEPARTMENTS
~ Talent branding: a marketing campaign for “internal” audiences.
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Company Reputation
~ Manage PR with customers and potential employees in mind.
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Company Reputation
~ Collaborate on improving messaging for all recruitment
materials, advertising, and the career website.
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Company Reputation
~ Select promotional media.
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Company Reputation
~ Perform a gap analysis of where you are vs. want to be.
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Company Reputation
~ Form a diverse team and ask them to create an
appropriate brand.
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Company Reputation
~ Make sure brand is realistic and attainable.
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Company Reputation
~ Ask team members to imagine how the brand may be
perceived internally and externally.
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Company Reputation
PROJECTING THE EMPLOYER BRAND IN RECRUITING
~ When interviewing, be punctual, polite and friendly.
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Company Reputation
~ Be honest and do not raise expectations that cannot be
fulfilled.
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Company Reputation
~ Promptly inform them of your hiring decision.
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Company Reputation
EVALUATE BRAND EFFECTIVENESS
~ Select specific metrics to gauge impact of the brand on
recruiting and retention.
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Company Reputation
~ Are your objectives being met?
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Company Reputation
~ Regularly survey employees to measure and confirm
their perception on the brand and brand-building activities.
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Company Culture
Element II
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Company Culture
~ Conduct research with employees to make sure they
understand the company’s identity and goals.
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Company Culture
DEFINE BRAND-LED CORPORATE GOALS & OBJECTIVES
~ Make sure business goals and objectives are building the
branded customer experience that the firm wants to attain.
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Company Culture
~ Perform appropriate research to ensure the customer
(external) and employee (internal) brand values are aligned.
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Company Culture
~ Make sure business goals and objectives are building the
branded customer experience that the firm wants to attain.
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Company Culture
~ Perform appropriate research to ensure the customer
(external) and employee (internal) brand values are aligned.
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Company Culture
~ Alignment is when a brand promise to external customers
does not compromise commitments to internal customers.
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Company Culture
EVALUATE PERCEPTIONS OF INTERNAL BRANDS
~ Survey employees to find inconsistencies between brand
objectives and employee perceptions.
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Company Culture
~ Learn if employees feel managers reward and appreciate
their efforts to fulfill the company’s mission.
~
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Company Culture
~ Segment the target groups into appropriate training and
development processes, or change HR policies to align the
marketing strategy with the HR policies.
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Company Culture
CREATE AN ON-CULTURE INTERNAL BRAND
~Instill the talent brand into the corporate culture by
formalizing it into HR’s planning, job analysis, recruitment
and selection processes.
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Company Culture
~Formalization will align employee behaviors with the
company’s goal and objectives.
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Company Culture
~ Formalization will help employees deliver the brand
promises that are deeply-rooted in the brand ethos.
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Company Culture
RECEIVE CONFORMITY FROM MANAGEMENT
~ Building a talent brand starts at the top of the org chart,
not at the bottom.
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Company Culture
~ Ensure senior management buys-in to the talent brand to
convey authenticity and consistency.
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Company Culture
~ Managers must be living examples of the talent brand and
eager to work with other employees to build and represent
the brand’s identity.
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Company Culture
MEASURE THE TALENT BRAND’S EFFECTIVENESS
~ Use surveys to learn if the firm’s values and talent brand
are aligned with those of employees and customers.
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Company Culture
~ Do line-level and top-level employees perceive the culture
the same?
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Company Culture
~ Are customers seeing the employment culture, exhibited
by employee behaviors in the delivery of the
service/product?
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Total Value Proposition
Element III
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Is a positioning statement explaining a
company’s unique value to employees.
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UNDERSTAND THE COMPANY’S CULTURE, MISSION, & VISION
~Before undertaking any talent-branding activities, make sure
the organization’s identity and goals are fully understood by all
internal customers.
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ANALYZE THE SITUATION AND DDEFINE OBJECTIVES
~Asses strategic and tactical opportunities and challenges of
total compensation, and learn what must be communicated.
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ANALYZE THE SITUATION AND DDEFINE OBJECTIVES
~Set communication SMART goals that are audience-specific,
relevant and tide to the business’ overall needs.
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SELECT TARGET AUDIENCES & DETERMINE KEY MESSAGES
~ Conduct research with all employee cohorts to understand
their perceptions of the total compensation package and
employment experience.
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~Tailor messages to different employee segments (e.g., part-time
vs. full-time).
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~ Make sure all communications are “on message,”
comprehensible, appropriate in style and tone, and are
error-free.
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CHOOSE THE APPROPRIATE COMMUNICATION CHANNELS
~ Use multiple channels to best deliver information about total
rewards to employees.
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WRITTEN COMMUNICATION
~ Ideal for communicating complex info to be referred to over
time and for any audience size.
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~ No guarantee that employees will comprehend the information.
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~ Diverse workforces may present language challenges.
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FACE-TO-FACE COMMUNICATION
~ Most effective for changing employee behavior since it
provides instant feedback through verbal and non-verbal cues.
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FACE-TO-FACE COMMUNICATION
~ Difficult to execute consistently due to variables such as
ability of speaker, different locations, various audiences, etc.,.
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INTERACTIVE TECHNOLOGY
~ Can be cost-effective and almost limitless in terms of location
and accessibility.
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~ Difficult to execute consistently due to variables such as
ability of speaker, different locations, various audiences, etc.,.
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~ Effectiveness may vary due to employee preferences and
capabilities with using technology.
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~ For an online total rewards system, consider creating a
website and other interactive platforms to show the total value of
the rewards package. Multiple platforms helps balance the
communication needs and preferences of employees and the
business.
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DEVELOP & IMPLEMENT THE TALENT BRANDING PLAN
~ Reinforces the overall corporate mission and values that serve
the total rewards philosophy.
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~ Summarizes key findings from surveys and quantitative
research, action items, cost estimates, and evaluations.
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~ Specifies what information is delivered to and by whom; when
and how the messages will be communicated; and at what cost.
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EVALUATE TOTAL REWARDS BRANDING ACTIVITIES
~ Survey employees to learn if they are (1) aware of all aspects of
the total rewards package, and (2) whether they understand the
value associated with their rewards.
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EVALUATE TOTAL REWARDS BRANDING ACTIVITIES
~ Consider forming a team of internal communicators to regularly
reassess the needs of prospects and staff, and to help ensure that
the Total Rewards Package is understood and consistently meets
employee expectations.
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Thank You!
For more information visit
www.wsballas.com
-- or call --
Bill Ballas
442.274.2131 | 925.989.4276
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Talent Brand Management (2)

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