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I WANT TO WORK FOR YOU
OR, THE IMPORTANCE OF AN EMPLOYER
BRAND (AND HOW TO CREATE ONE)
JAMIE MILLAR
CORPORATE COMMUNICATIO...
“WE’RE HIRING!”
(FORM AN ORDERLY QUEUE)
These guys are prefect. How do we get their attention?
EMPLOYER BRAND
“Employer brand is the package of
functional, economic, and
psychological benefits provided by
employment, and identified ...
Functional
Developmental and/or useful activities
Economic
Material or monetary rewards
Psychological
Feelings like belong...
WE GIVE OUR STAFF MONEY AND TIME OFF, WHAT MORE DO
THEY WANT? UNGRATEFUL BUNCH OF WHINGERS…
WHY IS THIS IMPORTANT?
LOYALTY
“I have yet to find a company that has earned
high levels of customer loyalty without first
earning high levels of employe...
MORE BENEFITS OF
EMPLOYER BRAND
SAVE 10% TO 20% ON
SALARY COSTS
CUSTOMER RETENTION
AND BUSINESS GROWTH
ENHANCED
CAPABILITIES FOR
COMPETITIVE
ADVANTAGE
ATTRACT VALUABLE
EMPLOYEES IN NEW
TERRITORIES
WHAT WE LEARNED BUILDING THE STRATEGY
EMPLOYER BRAND HAS
STRATEGIC IMPORTANCE
ATTRACT
RETAINENGAGE
CHALLENGES
Areas we had to focus on after analysis
PRODUCT APPEAL
SCALABILITY
ESSENCE OF SYNERGY
EMPLOYEE VALUE
PROPOSITION
EMPLOYEE VALUE
PROPOSITION (EVP)
“EVP is the set of attributes that the
labour market and employees perceive
as the value they gain through
employment in t...
EMPLOYEE VALUE PROPOSITION
Company/workplace Personal/professional
Threshold
attributes
Unique
benefits
Cool work space
St...
IMPLEMENTATION
WORKSHOP – THE ESSENCE OF SYNERGY
PARALLEL INTERNAL COMMUNICATIONS
PROMOTE CULTURE AND VALUES
REVIEW RITUALS AND EVENTS
DOCUMENT AND PROMOTE EVP
PROMOTE QUALITY OF COWORKERS
CONTENT MARKETING PLAN
EMPLOYEE ENGAGEMENT FOCUS
NURTURE EMPLOYEE ADVOCATE
Synergy2016 – I want to work for you (the importance of an employer brand) - Jamie Millar
Synergy2016 – I want to work for you (the importance of an employer brand) - Jamie Millar
Synergy2016 – I want to work for you (the importance of an employer brand) - Jamie Millar
Synergy2016 – I want to work for you (the importance of an employer brand) - Jamie Millar
Synergy2016 – I want to work for you (the importance of an employer brand) - Jamie Millar
Synergy2016 – I want to work for you (the importance of an employer brand) - Jamie Millar
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Synergy2016 – I want to work for you (the importance of an employer brand) - Jamie Millar

Total Synergy corporate communications manager Jamie Millar talks about what we learned in creating and implementing an employer brand strategy, why it has critical strategic importance, and how SME AEC businesses can create their own.

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Synergy2016 – I want to work for you (the importance of an employer brand) - Jamie Millar

  1. 1. I WANT TO WORK FOR YOU OR, THE IMPORTANCE OF AN EMPLOYER BRAND (AND HOW TO CREATE ONE) JAMIE MILLAR CORPORATE COMMUNICATIONS MANAGER @jamie9millar
  2. 2. “WE’RE HIRING!” (FORM AN ORDERLY QUEUE)
  3. 3. These guys are prefect. How do we get their attention?
  4. 4. EMPLOYER BRAND
  5. 5. “Employer brand is the package of functional, economic, and psychological benefits provided by employment, and identified with the employing company.” Tim Ambler and Simon Barrow. 1996.
  6. 6. Functional Developmental and/or useful activities Economic Material or monetary rewards Psychological Feelings like belonging, direction, purpose
  7. 7. WE GIVE OUR STAFF MONEY AND TIME OFF, WHAT MORE DO THEY WANT? UNGRATEFUL BUNCH OF WHINGERS… WHY IS THIS IMPORTANT?
  8. 8. LOYALTY
  9. 9. “I have yet to find a company that has earned high levels of customer loyalty without first earning high levels of employee loyalty.” Fred Reichheld. AdAge, 2006
  10. 10. MORE BENEFITS OF EMPLOYER BRAND
  11. 11. SAVE 10% TO 20% ON SALARY COSTS
  12. 12. CUSTOMER RETENTION AND BUSINESS GROWTH
  13. 13. ENHANCED CAPABILITIES FOR COMPETITIVE ADVANTAGE
  14. 14. ATTRACT VALUABLE EMPLOYEES IN NEW TERRITORIES
  15. 15. WHAT WE LEARNED BUILDING THE STRATEGY EMPLOYER BRAND HAS STRATEGIC IMPORTANCE
  16. 16. ATTRACT RETAINENGAGE
  17. 17. CHALLENGES Areas we had to focus on after analysis
  18. 18. PRODUCT APPEAL
  19. 19. SCALABILITY
  20. 20. ESSENCE OF SYNERGY
  21. 21. EMPLOYEE VALUE PROPOSITION
  22. 22. EMPLOYEE VALUE PROPOSITION (EVP)
  23. 23. “EVP is the set of attributes that the labour market and employees perceive as the value they gain through employment in the organisation.”
  24. 24. EMPLOYEE VALUE PROPOSITION Company/workplace Personal/professional Threshold attributes Unique benefits Cool work space Standing desks Casual dress code Fresh fruit End of trip facilities Welcome kit? Flexible working hours? Long service leave Annual review Synergy brand Synergy culture Synergy values Welcome kit – specific to us Rituals – designed for us Professional development Social contribution policy Flexible working hours? Quality of colleagues No passengers
  25. 25. IMPLEMENTATION
  26. 26. WORKSHOP – THE ESSENCE OF SYNERGY PARALLEL INTERNAL COMMUNICATIONS PROMOTE CULTURE AND VALUES
  27. 27. REVIEW RITUALS AND EVENTS DOCUMENT AND PROMOTE EVP PROMOTE QUALITY OF COWORKERS
  28. 28. CONTENT MARKETING PLAN EMPLOYEE ENGAGEMENT FOCUS NURTURE EMPLOYEE ADVOCATE

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