This document discusses the evolution of jobseekers, employees, and workplaces. It argues that employer branding is important for attracting and retaining talent in the current environment. An effective employer brand clearly communicates a company's values and culture to both internal and external stakeholders. It should be aligned with the company's consumer brand and embodied by all employees through their words and actions. Building a strong employer brand requires identifying core values and implementing them consistently in hiring, management, and workplace practices.

1. The Employer Brand Thingamajig
and the modern workplace
By Neha Asthana,
Talent, Employer Brand & Culture Specialist
Mumbai, India
E: neha.asthana@gmail.com

2. The Evolution of the Jobseeker

3. Jobseekers back then looked for..

4. Jobseekers back then looked for..
Contractual or Permanent Jobs
Jobs with benefits preferably
Jobs that required skilled/unskilled labour
Company transport preferred
Wages as agreed upon by the employer
Others

5. Jobseekers today look for..

6. Jobseekers today look for:
Job profiles that complement their career
aspirations.
Absolute clarity on the job role, compensation,
reporting & growth.
Knowledge of company culture & employee
satisfaction.
Proper interview feedback & candidate experience

7. The Evolution of the Employee

8. Employees Back then looked for…

9. Employees back then looked for
Job Security
Medical & health benefits
Company benefits like gratuity, pension, etc.
Stability
Large companies that promise lifelong employment
Other miscellaneous long term benefits

10. Employees today look for…

11. Employees today look for:
Interesting, Intelligent workplaces
Inspiring, Transparent & Communicative leadership.
Opportunities to learn & grow
Progressive HR/Company policies

12. Employees today look for:
Interesting Colleagues
Diversity
Opportunities to travel for work

13. Evolution of the Workplace

14. Workspaces back then..

15. Workspaces today..

17. The Employer Brand Thingamajig
at the modern workplace

18. An Employer Brand can be defined as the IMAGE of an
organization as a ‘Great place to work’ in the minds of:
Current employees and key stakeholders in the
internal ecosystem.

19. Active & passive candidates, clients, customers and
other key stakeholders in the external ecosystem.

20. What is Employer Branding?
It is your company’s resume / introduction to all
prospective future employees as also a brand
mission statement to all internal employees.
About how prospective/future employees of your
company identify, perceive, recall & appreciate your
company value as an employer of choice.

21. What is your Employer Brand all about?

22. What is your Employer Brand all about?

23. What Market leaders are saying..
 G.E – Imagination at Work
 “Culture is to recruiting as product is to marketing.” –
HubSpot
 I am JP Morgan – JP Morgan
 Our Superstars are a little different from your
superstars – Intel
 At Work, at Play, at Microsoft
 The Geek shall inherit the earth - Google

24. Study your employer brand to create
your brand:
 What differentiates us?
 What do we want to be known for?
 What does talent today look for?
 Are we communicating what we wish to be known
for or seen as?

26. My Favourite Quote that Sums It All.
“ We believe that it’s really important to come
up with core values that you can commit to.
And by commit, we mean that you’re willing
to hire and fire based on them. If you’re
willing to do that, then you’re well on your
way to building a company culture that is in
line with the brand you want to build.”
– Tony Hsieh, CEO, Zappos

27. It is Everyone’s Business!
• The employer brand proposition also needs
ambassadors & executors, right from the CEO
to the Managers to Fresh recruits!
• A Top down approach works effectively in
communicating the company’s value
proposition.

28. Here to stay, Not a fad!

29. Here to stay, Not a fad!
 When Jack Welch made Six Sigma a fundamental part of G.E's
functioning almost 2 decades ago, I'm sure he had the vision to see
that it was indispensable & not just a fashion
statement/experiment.
With the continuously evolving workforce, emigrating global
cultures, advent of Gen Y & Gen Z who look beyond just money -
there is a sea change that is gearing towards age old
HR/management practices towards the EVP.
And no amount of trying to make Noah's ark to preserve the old
will do any good. You need to surf the waves! And how. It needs to
be made into a way of life, just like crash diets don't work.

30. Don’t need Employer Branding?
Even if you're able to attract talent, is that talent
staying with you?
Are you communicating to the right audiences with
the right value proposition?
Is your unofficial brand delivering your EVP?

31. Don’t need Employer Branding?
If You think you're able to attract talent easily, & don't
need this? Think again.
Also, If you're able to attract talent, is that talent
staying with you? Is your employer brand delivering on
its promise? The employer brand proposition also
needs ambassadors & executors, right from the CEO to
the Manager.

32. Don’t need Employer Branding?
As a company, you put thought, R & D, & whatnot into
your products/services right? After sales, you even take
the pain to keep customer service on their toes which
deals with aggravated customers, gives them
resolutions until they are 'happy customers' who will
buy again/continue to buy from you. What happens
when the very employees who deliver to these
customers don’t know of your Brand proposition?
Employees join on a great brand promise, but leave
due to poor/incapable managers. But you know that.

33. Why you NEED to get hitched onto
the Employer Brand-wagon

34. Social Advantaging!

35. Social Advantaging!
Your employees are using the many social platforms
available today to talk about their employee
experience at your company, case in point : Glassdoor.
Is your messaging & your employee messaging
reflecting the same message? You may be calling
yourself a great place to work but your employees may
be communicating otherwise online.
Employee Experience / Testimonials are now openly
available online to anyone (even your customers to
read) who wishes to know the integrity of your
company employee programs & culture health!

36. Visible (BIG) Data Drivers

37. Visible (BIG) Data Drivers
Did you know: The company background
data/information your release to prospective
employees / customers is now not the only source of
data for them.
Sites like LinkedIn, Glassdoor, etc offer rich talent
data & workforce analytics for free that reflect
metrics like employee longevity at your company,
gender parity & equal opportunity hiring, companies
your employees go to once they leave you, etc

38. Visible (BIG) Data Drivers
Are you ready for these metrics to be released to the
public? It doesn’t matter, they already are! Time to
inspect the health of your EVP programs & fix that once
& for all!
That Social employee of yours is your company brand
ambassador but will also keep you honest, case in point
Glassdoor & similar platforms where you too are getting
dynamically rated! :)
Leverage that currency to showcase your progressive
work practices & employee happiness quotients. And
keep it real! Employee experiences are online now!

39. Consumer Brand & Employee Brand
convergence

40. Consumer Brand & Employee Brand
convergence
If your company brand talks about excellence, innovation,
growth & many more wonderful aspects that define your
brand - Your employee brand needs to follow suit.
Your customers are not only observing your Business Reps,
but also your employees to get a feel of how happy your
employees are which directly results in how they service
your customers!
Like Sir Richard Branson once said, “Clients do not come
first. Employees come first. If you take care of your
employees, they will take care of the clients.”

41. Consumer Brand & Employee Brand
convergence
How your employees feel & hence conduct
themselves is a reflection of the brand then!
Googlers are Googlers, for a reason, for eg. They all
embody the Google promise, culture & learning.
Ensure your employees are communicating in general
what you want your brand to communicate to your
customers!

42. The Process
Identify Company Values that you won’t
negotiate/compromise on.
Communicate it to internal & external stakeholders,
customers & current/prospective employees.
Work to implement them & entrench them in the
company DNA by way of routine way of working.
Hire/Fire/Retain/Manage in a way that reflects these
values, everyday.

43. Thank You!
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