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José Bancaleiro
The Power of Brands in HR Management
José Bancaleiro
Itinerary
• Talent Management
• Employer Branding
• EVP – Employer Value proposition
• Brand Management
2
José Bancaleiro
3
Talent Management
José Bancaleiro
4
Talent Management
“The thing that wakes me up in the middle of the
night is not what might happen in the economy or
what our competitors might do next. It is worring
about whether we have the leadership capacity and
the talent to implement the new and more
complexes global strategies ”
David Whirwam, CEO of Whirlpool Corporation
José Bancaleiro
• The Market is more and more competitive;
• Margins are more and more reduced;
• The success of each project needs more and more
focus, energy and creativity;
• Motivate and retain our talents in more difficult
each day.
and even plus . . .
5
Have you heard?
José Bancaleiro
. . . when . . .
• Mergers and aquisitions;
• Internationalization;
• Diversification;
• “Downsizing”;
• Turnaround
to compete in this market you need . .
6
José Bancaleiro
. . . teams strongly . .
• Competent;
• Engaged;
• Aligned with the company values;
• Focused on objectives and
• Performant
7
This is, with talented teams
José Bancaleiro
8
Performance
CompetentEngaged
Potencial of
Evolution
Talents are employees:
José Bancaleiro
How to have talent . . .
• Attraction
• Development
• Retain
• Or all
9
Have you done your company talent inventory?
José Bancaleiro
Talent atraction
10
José Bancaleiro
11
• If employees are the most decisive factor for the
success of a project, the process of to attract, recruit
and integrate them is key;
• A wrong admission costs 3 times the annual salary of
that employee;
• Talent attracts Talent
Why invest in talent atraction
José Bancaleiro
12
• “Resourcing”
• Find de the best solution;
• Process scope
• Starts earlier - Employer Branding
• Ends later
• E.recruitment
• Executive Search
• Price vs Value
4 Trends in talent atraction
José Bancaleiro
Employer Branding
13
José Bancaleiro
Employer Branding
• Brands dominate ours lifes. They determine the car
we drive, the wine we drink, etc.
• So, it is not strange brands have a key role when
people have to choose the company where they want
to work
14
José Bancaleiro
José Bancaleiro
16
Features
Value
and
Price
Inovation
and
Design
Product
Brand
PROCESSO
Quality
and
Performance
Image
and
Prestige
Product Brand
José Bancaleiro
17
Mission
and
Values
Pay Policy
Internal
and external
Communication
Employer
Brand
PROCESSO
Leadership
Style
Work
climate
Employer Brand
José Bancaleiro
Employer Branding
18
It is to create a HR communication strategy, integrated,
consistent and prolonged that communicates externally and
internally the most relevant aspects of the organization identity
(soul) , this is, the organizational purpose, its most deep values,
it’s managerial practice, etc. all this with the objective of to
create or reinforce an image of a “great place to work” among
the present employees and of a “First choice employer” among
potential candidates
José Bancaleiro
Employer Branding is not . . .
• To design a template for employment announcements
• It is a communication strategy
• A project with a strong launching
• It is a process for a long period
• A project to be done by “amateurs”
• It needs HR and Communication specific competencies
• A HR project
• It is a company project and it needs Top Management involvement
19
José Bancaleiro
20
Culture
Performance Communication
Employer
Brand
PROCESSO
Leadership
Work
climate
STRATÉGY
OPERATIONAL
PROCESSES PEOPLE
Brand componnents
José Bancaleiro
21
LIDERANÇA
PERFORMANCE
EMPLOYER
BRAND
PROCESSO
CULTURA
AMBIENTE
Imagem
Institucional
e Produto
Walk the talk
Fairness
Serviços
de apoio
Sistemas de
Recompensa e
Reconhecimento
Equilibrio
Familia /
Profissão
Atracção
Integração
Dispensa
Politica de
Desenvolvimento
Reputação
organizacional
Responsabilidade
social
Missão e
Valores
Valor dado
Às Pessoas
Relacionamento
interpessoal
Gestão da
Performance
Comunicação
interna
STRATÉGY
OPERATIONAL
PROCESSES PEOPLE
COMUNICAÇÃO
Employer Brand
José Bancaleiro
Brand Management
• Insight
– Alignement between brand and target audience
• Benefits
– Employee Value Proposition (EVP)
• Diferentiation
– What makes the Organization better and different of all others
22
José Bancaleiro
Brand Management
• Focus
– Sinthetize in one point / image
• Continuity
– From where it cames and to where it wants to go
• Consistence
– Real vs promised brand; walk the talk
23
José Bancaleiro
Talent atraction funil
6
José Bancaleiro
EVP
Employer Value Proposition
José Bancaleiro
EVP - Employer Value Proposition
26
It is the group of functional, economic and
emotional benefits delivered by the job that are
identified with the employer
(Barrow, in Corporate Executive Board, 2001).
José Bancaleiro
27
Job
Contend
Development
PossibilitiesNo financial
Compensation
EVP
PROCESSO
Proud
to belong
EVP - Áreas
Salary
and Benefits
José Bancaleiro
28
Função
DesenvolvºRemuneração
não Financeira
Proposta
de
Valor
PROCESSO
Pertença
Remuneração
Financeira
Desafio
Autonomia
Significado
Benefícios
Financeiros
Sistemas de
Reconhecimento
Equilibrio
Familia / Profissão
Benefícios
não Financeiros
Liderança
Reputação
organizacional
Responsabilidade
social
Segurança
Formação
Nível de
Oportunidades
Remuneração
VariávelSalário
Proposta de Valor - Componentes
José Bancaleiro
Salary & Evolution
(Salary, Benefists,
Evolution opportunities)
Job
(Contends, learning
experiences,)
Culture
(Mission, values, lidership)
Reputation
(Image perceived)
Employer attractiveness “drivers”
José Bancaleiro
Atractividade
do
Empregador
Salary
&
Evolution
Job
Culture
Reputation
Top 3 :
• Imagem institucional e de Produto
• Ética e Responsabilidade Social
• Solidez financeira
22%
25%
27%
Top 3 :
• Segurança
• Aprendizagem
• Flexibilidade
Top 3:
• Valores
• work/life balance
• Ambiente de trabalho
Top 3 :
• Possibilidades de
rendimento
• Rendimento fixo
competitivo
• Rapidez de evolução
26%
3
0
6
Employer Brand Image
Employer Value Proposition
Employer attractiveness “drivers”
José Bancaleiro
Post-
Application
Experience
Pre-
Application
Experience
Application Experience
Campus
recruitment
Awareness
Engagement
Commitment
Retention
Consideration
Preference
Internship
Career site
Invitation
letter
Introduction
Performance
review
Interview
Rejection
letter
Exit
interviews
Informing /
Involving
people
Career
development
Management
behavior
Assessment
Contract
handling
Employer Brand
Company
brand
Touchpoint Wheel
José Bancaleiro
Employer Brand - Benefits:
• Talent Attraction;
• Talent attracts new Talent
• Impact on the proud to belong:
• Retention;
• Reduction of recruitment costs
32
José Bancaleiro
Guidelines
• Cultural alignement
• Strategic objectives alignement
• Diferentiation positionement
• Wide. integrated, consistent and prolonged
• Balance between real vs aspirational brand
• Notority e adhesion
• Effective communication channels
33
José Bancaleiro
Employer Branding includes
• Design of a image / identity
• Documents / ads / Websites/ etc.
• External communication strategy . . .
• And also, internal (ex. eventos)
• Schools Roadshows
• Analyse main processes: Attraction, integration
leaving;
34
José Bancaleiro
José Bancaleiro
INSPIRED PEOPLE. INSPIRING RESULTS.
José Bancaleiro
Ensuring Global Consistency – Deployment
José Bancaleiro
José Bancaleiro
José Bancaleiro
José Bancaleiro
José Bancaleiro
José Bancaleiro
José Bancaleiro
José Bancaleiro
José Bancaleiro
jnj.com/careers
José Bancaleiro
47
Thank you.
Questions. Comments. Thoughts.
José Bancaleiro

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