Transcript Document
Using Employer Image & Brand to attract talent So, as we’re talking about brands….. Do you know which are top 10 Best Global Brands in the world ? http://www.interbrand.com/en/best-global-brands/best-global-brands2008/best-global-brands-2010.aspx Or which are the 10 most Admired companies in the world ? http://money.cnn.com/magazines/fortune/mostadmired/2010/ Or which are the top 10 MBA Employers in the world (Universum 2010)? And in Finland? http://www.greatplacetowork.com/what_we_do/lists-fi.htm Top 10 MBA Employers in the world Baby Boomers: 1946–1961 Generation X: 1961–1981 Generation Y: 1981–1997/2000 Maslow’s hierarchy of needs Motivating Gen Y When looking for a job Gen Y’ers want (in this order): Training Management Style Work flexibility Staff activities Non financial rewards Salary HR perspective Performance Management “where is our talent in the organisation?” Individual and Team Competence Performance Review Leadership Values and Culture Recruitment Processes “how we do attract talented people to us?” Employer Brand “what do people think of us?” Core Work Processes Talent Management “how do we manage our talent?” HR Processes Organisation, Team and Job Design Communication “how do we talk to our talented people?” Reward & Recognition “what keeps our talent with us?” Employer Image & Brand - What is it? “The package of functional, economic, and psychological benefits provided by employment, and identified with the employing company”, Ambler & Barrow 1996 A long term strategy that establishes an organisation’s identity as an employer Which differentiates them from competitors in the employment market Where do you start? The development of an employee value proposition (EVP) Capturing in one statement, the sum of “everything that people experience and receive while they are part of the company” = Core Message It must be aligned to the overall brand and reputation Who is it for? Potential employees – to persuade more and better applicants to apply and accept offers Current employees – to reduce turnover, increase employee motivation, a sense of belonging and align behaviour to the organisation’s needs Consistency of messages across both groups is vital as the organisation has to deliver what it promises Projecting an unrealistic image may improve recruitment but can increase attrition Brand Strength Brand strength Employer Brand The unique and differentiating promise a business makes to its employees and potential candidates + Employee experience Actual delivery of the promise throughout the employee lifecycle Attraction of the right candidates Employee engagement and retention Differentiation from competitors Customer engagement and retention Attraction of high quality employees is a competitive necessity Engagement of high quality employees is a bottom line issue Employer brand – a three step process 1.Brand insight • Competitor analysis • Brand positioning vs competition • Understanding vision for the business and employees • Understanding best of the current employee experience and improvements 2. Brand development 3. Implementation • Alignment of the consumer brand/ employer brand • Concept development • Concept testing • Refinement and development • Recruitment guidelines and roll out for recruitment advertising • Design of internal launch process • Production of comms materials, internally and externally Employee Value Proposition Employee vision Personality Key messages Strengths/areas to improve Brand book Communication strategy Communication tools Employer brand benefits Significant decreases in cost per hire Reduced cost of recruitment - efficiencies maximised throughout the recruitment process Reduction in recruitment marketing costs over time Greater numbers of higher quality applicants Higher performing employees Increased retention rates Stronger reputation in the marketplace Increased ability to attract specialist talent in a difficult market Employer Image Touchpoint Wheel Exit interviews Retention Career development Performance review Commitment Campus recruitment Internship PreApplication Experience PostApplication Experience Management behavior Awareness Career site Consideration Company brand Employer Brand Informing / Involving people Invitation letter Application Experience Engagement Introduction Preference Interview Rejection letter Assessment Contract handling Lessons learned Don’t underestimate the size of such an initiative Even if you have clearly defined the scope, focus and approach, you have to make tough choices along the way about what to keep in or leave out Getting the whole organization behind the Employer Brand is critical to making it a success You must get commitment and involvement of people beyond HR, particularly in marketing, and get it early on! Some final questions for the company Do you know what your organisation represents? Have you tested out your values, your culture? Have you looked at your brand values? What does this say about your organisation? Who is the real competitor in the employment market (not just the ones you know or think it should be?) Is your brand attractive to new recruits? Does it help you present a strong employer brand in the marketplace? Who manages your Employer Brand – HR or Marketing?