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Employer Brand

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Employer Brand for recruitment session on March 10, 2011

Publicada em: Negócios, Tecnologia
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Employer Brand

  1. 1. Employer brand
  2. 2. Agenda <ul><li>What is Employer brand </li></ul><ul><li>Why is it important </li></ul><ul><li>How to build a brand </li></ul><ul><li>Employer brand touchpoints (recruitment touchpoints) </li></ul><ul><li>How we can manage them? </li></ul><ul><li>Next steps </li></ul>
  3. 3. Employer brand Marketing Leadership HR <ul><li>Why should customers consider you? </li></ul><ul><li>Why should they come for more? </li></ul><ul><li>What shines through everything the organization does and says? </li></ul><ul><li>Why should people join you? </li></ul><ul><li>Why should they stay? </li></ul><ul><li>Why should they commit? </li></ul>Customer experience Employee experience
  4. 4. What is a brand <ul><li>Corporate brand: </li></ul><ul><li>The core o what your organization stands for, it’s personality and culture </li></ul><ul><li>The pledge your organization makes to it’s customers about the experience they will have by doing business with you </li></ul><ul><li>The perception your organization wants to create in the mind of it’s customers, partners, employees and other stakeholders </li></ul><ul><li>Employer brand: </li></ul><ul><li>The market perception of your organization as a “great place to work” </li></ul>
  5. 5. What is Employer Branding? <ul><li>Employer Branding focuses on the recruitment, retention and productivity management initiatives targeted at enhancing a company's perception in the minds of its current employees and key external stakeholders (i.e., active and passive candidates, media). </li></ul><ul><li>Employer Branding is a targeted, coordinated, long-term strategy. It’s an ongoing process, not a quick fix. </li></ul>
  6. 6. Why is it important? <ul><li>Your organization’s strength = the strength of its team. </li></ul><ul><li>Strong, clear and engaging employer brand: </li></ul><ul><ul><li>Attracts the best talent to your organization </li></ul></ul><ul><ul><li>Ensures high employee retention and overall superior team performance </li></ul></ul><ul><li>Weak brand/lack of brand awareness: </li></ul><ul><ul><li>Contributes to growing employee dissatisfaction </li></ul></ul><ul><ul><li>Fosters lack of motivation </li></ul></ul><ul><ul><li>Creates high turnover </li></ul></ul>
  7. 7. Why employees like their work? I like my work – 88% Correlation analysis I see how my objectives correspond to YOTA's goals. YOTA gives me the best opportunities for growth and development. I feel my importance to YOTA I am proud to say that I work at YOTA 90 73 78 94 VOICE area Corr. 0.43* 0.41 0.48 0.4 Result, % 0,43* - strength of correlation Correlation above 0.40 is considered to be significant Result above 81% Result equal or below 70% Result in the range 71% - 80%
  8. 8. How to build a successful employer brand?
  9. 9. Исходная ситуация Потенциальные кандидаты не знают о Yota как работодателе Трудно найти подходящих кандидатов как по профессиональным навыкам, так и компетенциям Yota Размытый образ Yota как работодателя
  10. 10. Цели
  11. 11. Strategy <ul><li>What are your objectives: </li></ul><ul><ul><li>Building awareness? </li></ul></ul><ul><ul><li>Recruitment? Retention? Increased Productivity? </li></ul></ul><ul><ul><li>Making sure that your jobs are easily found by job seekers? </li></ul></ul><ul><ul><li>Creating a better way for the job seeker to interact with your organization company? </li></ul></ul><ul><li>Different objectives will require a different approach and a different set of tactics. Be clear going in how you will measure success. </li></ul><ul><li>Align your employer brand strategy with the overall business goals </li></ul><ul><li>Assure management buy-in and budget allocation </li></ul><ul><li>Define the goals and the scope of your efforts </li></ul><ul><li>Outline roles and responsibilities: Management, HR, Marketing, Communications – who owns your Employer Brand? </li></ul><ul><li>Research and analyze your organization’s existing vs. desired brand position </li></ul><ul><li>Determine communications channels that are the best fit for your organization, your audience, and your goals </li></ul>
  12. 12. Brand relevancy <ul><li>Does your brand positioning catch the attention of prospective talent and moves them to action? </li></ul><ul><li>Does it resonate well and create connection to your prospective candidates, and does it reach the most interested, the most qualified candidates? </li></ul><ul><li>Does it motivate your current employees to perform better and to share you organization’s story with the world? </li></ul>
  13. 13. Brand story <ul><li>Every company has a story. This is NOT your elevator speech, this is a story of who you are, what you do and, most importantly, why it matters. </li></ul><ul><li>What is your culture? </li></ul><ul><li>What attracts people to your organization and why do they stay? </li></ul><ul><li>What’s your story? </li></ul>
  14. 14. Telling your story <ul><li>The main attributes of a strong brand story are: Clarity, Consistency and Character. </li></ul><ul><li>To engage your prospective candidates and current employees with your brand story, your organization needs to create a connection at every single touchpoint. </li></ul><ul><li>There’s a multitude of channels available – the challenge is to determine the right set of communication tools for your organization: what channels will reach your audiences most effectively and motivate them to take action? </li></ul>
  15. 15. Employer brand
  16. 16. The touchpoint framework Employer Brand Experience Discharge Working environment Orientation Recruitment Communication Everyday behaviors Measurement Performance & Development Reward & Recognition Brand & Leadership Core competencies Style of Management Core values
  17. 17. Recruitment touchpoints Vacancy description Banners and adds Communication channels Interview, recruitment steps Company description (brand story) Unique offer
  18. 18. Guess who?
  19. 19. What we liked
  20. 20. What we liked
  21. 21. What we liked
  22. 22. How the perfect vacancy will look like?
  23. 23. From EB 1.0 to EB 2.0
  24. 24. Employer brand building cycle
  25. 25. Employer brand building cycle <ul><li>Ask </li></ul><ul><li>Survey current employees </li></ul><ul><li>EB/image research </li></ul><ul><li>What are the perceptions of potential employees? </li></ul><ul><li>Why are people proud to say “I work here”? </li></ul><ul><li>Why do highly specialized employees choose you? </li></ul><ul><li>What is unique about you? </li></ul>
  26. 26. Employer brand building cycle <ul><li>Listen </li></ul><ul><li>Listen to every word that people say </li></ul><ul><li>Be open and welcome the information </li></ul><ul><li>Resist the urge to consider your “uniqueness” before you have finished listening </li></ul><ul><li>Silence your collective internal Voice of Judgment (VOJ) </li></ul>
  27. 27. Employer brand building cycle <ul><li>Agree </li></ul><ul><li>Current state EB done by top management </li></ul><ul><li>Align the EB and the product brand: share the same core message but with different areas of emphasis </li></ul><ul><li>Separate misconceptions from issues </li></ul><ul><li>Assert: “we’re this kind of company, and we’ll appeal to people like you – but not everyone will fit in here” </li></ul><ul><li>What are your 10 reasons? </li></ul>
  28. 28. Employer brand building cycle <ul><li>Plan </li></ul><ul><li>Create a media plan </li></ul><ul><li>Consistency is key </li></ul><ul><li>Consider your target audience </li></ul><ul><li>Craft message and consider media </li></ul><ul><li>Truthful, believable, attractive, honest </li></ul><ul><li>Create a feel-good factor </li></ul><ul><li>Create and spread an internal buzz that grows outward </li></ul>
  29. 29. Employer brand building cycle <ul><li>Communicate </li></ul><ul><li>Advertising </li></ul><ul><li>Office environment </li></ul><ul><li>Recruitment fairs </li></ul><ul><li>Internal communications </li></ul><ul><li>Hiring and firings </li></ul><ul><li>Websites </li></ul><ul><li>Brochures </li></ul><ul><li>Posters </li></ul><ul><li>… but test it in-house first for “buzz” and consistency </li></ul>
  30. 30. Sources <ul><li>Employer Brand Building - Career Site 2.0 - http://www.slideshare.net/danstuart/employer-brand-building-career-site-20 </li></ul><ul><li>Sub151 Employer Branding - http://www.slideshare.net/substance151/sub151-employer-branding </li></ul><ul><li>Richard Mosley Employer Branding Masterclass Keynotes - http://www.slideshare.net/brandbliss/richard-mosley-employer-branding-masterclass-keynotes </li></ul>