2. What is EMPLOYER BRANDING?
It is defined as the sum of a company’s efforts to
communicate to existing and prospective staff
what makes it a desirable place to work, and the
active management of a company’s image as
seen through the eyes of its associates and
potential hires.
It is a process of creating an identity and
managing the company’s image in its role as an
employer
5. • External/Consumer Branding – Influence
customers to buy products & services
• Internal/Employer Branding – Influence
employees to be attracted to and remain with
the organization
12. Positive image for media
– More Advertising
To achieve Competitive
Advantage
13. Extremely
4 1 important
16 Very important
42
Fairly important
37
Not very
important
Not at all
important
14.
15.
16.
17. Launched a comprehensive employer branding
campaign, including
– Employee value proposition:
• Envision. Innovate. Accomplish.
– Consumer message:
• Caring is good. Doing something is better.
18. RECRUITING
ADVERTISEMENT PacifiCare’s employer branding
efforts have been recognized by
the following awards:
Best Employer Brand: 2006 Electronic
Recruiting Exchange
Best in Class Employee Referral Web
Site: VirtualEdge West Coast User
Group
Top 50 Employer for Minorities and
Women: Fortune Magazine
19. EMPLOYEE ASSISTANCE
PROGRAMS
They are
worksite-based
programs and/or
resources
designed to
benefit both
20. FEATURES OF AN EAP
• Is a work-site based
program.
• Designed to assist
businesses in
addressing
productivity issues.
• Identifies and
resolves personal
concerns of
employees.
21. Issues dealt by EAP
• Relationship &
Family Issues
• Stress Management
(at home and at
work)
• Addictions
• Workplace
Challenges
• Eldercare &
22. SERVICES PROVIDED BY EAPs
EAP services to individuals
• Mental health-related services.
• Services related to personal issues
such as divorce and parenting
• Information on work/life
supports, such as care giving for
elderly parents and financial
planning.
23. EAP services to individuals
• Wellness and health
promotion services, such as
smoking cessation and weight
reduction.
• Work-related supports like
career counseling services to
individuals
24. EAP services to organizations
• Education on
handling mental
health, stress, an
d addictions in
the workplace.
• Addressing
workplace
violence
25. EAP services to organizations
• Guidance on
communicating in
difficult
situations, such as
mergers, layoffs, or
when employees die
on the job.
• Absence management
26. BENEFITS OF EAPs
• Psychological Health Care
• Productivity
• Healthy Human Resources
27. LATEST TRENDS IN EAPs
• Increased use of
technology
• New promotional
materials
• New topics for
seminars
• Creative
28. Latest Trends in EAPs
• Retention strategies
• Supervisor training
• Mediation services
• Work/life coordination
Editor's Notes
PacifiCare Health Systems is a leading consumer health organization with 10,000 employees.PacifiCare needed to improve their hiring. To do so, they developed a strategic recruitment and branding program.Employee value proposition: Envision. Innovate. Accomplish.They used this theme in all of their communication related to working at PacifiCare (webpages, direct mail, employee referral marketing).Their consumer message is: Caring is good, doing something is better. To what extent do you think these are aligned? Employee referral program (ERP):- ERPs are one of the best recruiting tools in terms of performance and retention.- Particularly effective when the referrals are coming from committed and productive employees.
