5. “They were quite
happy, because they
know they've got one
of the best packages
possible in the
automotive industry in
4
Employment Brand
3 March 2008
Australia''
6. Connecting CVP and EVP
If you believe that 8 to 5 should be more
about life than a grueling life sentence,
maybe this is where you ought to be.
We do more than just sports. We do life.
And we love what we do.
Employment Brand
5 3 March 2008
7. Connected
If you believe that 8 to 5 should be more
about life than a grueling life sentence,
maybe Nike is where you ought to be.
We do more than just sports. We do life.
And we love what we do.
Employment Brand
6 3 March 2008
8. Supply of labour
• One of the critical business issues over the next 10 years
• Demographic time bomb – ageing workforce
– Work harder to attract applicants
– Brand as important as roles
Employment Brand
7 3 March 2008
13. Supply of labour
• One of the critical business issues over the next 10 years
• Demographic time bomb – ageing workforce
– Work harder to attract applicants
– Brand as important as roles
• Generation Y becomes the new workforce
– Don’t dismiss Boomers and Generation X
• Increased opportunity and macro level social shift
– Fewer workers leads to more choice and independence
– The world is becoming a smaller place
Employment Brand
12 3 March 2008
21. Employment brand
Communication
Recognition Dialogue
Involvement
Employment Brand
20 3 March 2008
22. What’s our scope?
Exit Attract
Develop Interview
Retain Hire
Employment Brand
21 3 March 2008
23. What’s our scope?
Exit Attract
Develop Interview
Retain Hire
Employment Brand
22 3 March 2008
24. Connect EVP to CVP
‘Quality advice = Quality decisions’
Client Value Proposition
‘Creating growth through quality’
How They Connect
‘Building Possibilities’
Employee Value Proposition
Employment Brand
23 3 March 2008
28. What’s our scope?
Exit Attract
Develop Interview
Retain Hire
Employment Brand
27 3 March 2008
29.
30.
31. 5% of jobseekers responded
that they decided whether or
not to stay in a role on their
first day and 58%
determined whether or not to
stay inside a month.
Source: Chandler Macleod 2007
Employment Brand
30 3 March 2008
32. What’s our scope?
Exit Attract
Develop Interview
Retain Hire
Employment Brand
31 3 March 2008
34. 50% claim they get all their
company information at the
water cooler
Source: Talent2 March 2007
Employment Brand
33 3 March 2008
35. What’s our scope?
Exit Attract
Develop Interview
Retain Hire
Employment Brand
34 3 March 2008
36. What workers want
Attribute Jobseekers Employers
Reputation for valuing employees 1 2
Career development 2 3
Challenging work 3 1
Fun and positive work environment 4 8
Attractive salary 5 4
Training and development 6 7
Work/life balance 7 9
Flexible working hours 8 5
A fair day’s pay 9 10
Company vision and values 10 6
Source: Reality Cheque – Workplace Barometer, November 2007, Chandler Macleod
Employment Brand
35 3 March 2008
37. Effective engagement
• Drives productivity
• Generates business efficiency
• Reduces direct cost
Employment Brand
36 3 March 2008
38. Approaching employment brand
• Start and finish with the business case
• Build a distinctive culture which connects to the CVP
– Ensure that current staff are not alienated
• Think ‘people engagement’ not just ‘communication’
• Focus on behaviour not just values
• Drive change at the frontline
• Create tailored solutions without preconceptions
Employment Brand
37 3 March 2008
