Linda Devereux shared how Atlas Iron sees branding as core to any HR strategy. She goes through what branding is, the myths and Atlas Iron's journey.

1. Employer Branding

2. Key Focus Points for Today
 What is Branding?
 What defines it, what impact can it have?
 Myths & Untruths about Branding
 The Atlas Journey to establish our Brand
 Critical Success Factors
 Keeping it alive
 What does Atlas do?

3. What is Branding?
Is it warm and fuzzy
stuff?
Is it the role of HR or
Marketing?

4. What defines our Brand?
Our Brand
is our
Reputation
What we
say
How we
say it
How we
actThe
service we
provide
How
people
feel about
us
Our
Culture
How
people
see us

5. 5
A good Brand is good for business.
Attracting & Retaining the best talent
Loyal customers who promote you to others
Effective & efficient organisations
Premium pricing & protection against price wars
Greater new product success & Market expansion
Why do Google
attract & Retain
good people
Why will I
travel Kms for a
good Chinese
meal?
Why do I choose
one mechanic
over another
Why do I still pay
$3.40 for 2lts Milk
in a $2 price war
Why would I
consider a ‘Virgin’
credit card?

6. Myths & untruths
 Employment marketing = employer branding
 HR or Marketing is the sole custodian of the employer brand
 Employer branding is solely a tactical measure
 In a downturn, employer branding doesn't matter
 It’s all about attraction, isn’t it?
 Once you sort it out, you can forget about it

7. 2004
1 Employee
&
Floated on ASX
Our Story in brief
2008
63 Employees
Opened our first mine
Atlas Who?
Dave Who?
2013
302 Employees
4 mines
4 mergers
Atlas?
Dave Flanagan?
Oh yeh, Atlas
Flano?
The Atlas Journey

8. What did ‘We’ do?
• We found the result of an engagement survey we had participated in
over the previous two years and reviewed the results
• Dusted off the values that were “somewhere”!
• Had an “ahha” moment – will we get to where we want if we remain
the same?
• Got senior leadership buy-in that we needed to ‘do something’
• Established a project committee to work through a plan
• Engaged an expert to help us

9. What did ‘We’ do?
• Completed focus groups, internal/external interviews
• Developed a blueprint to work to
• Created a new steering committee and brand champions
• Refined our values, developed a vision and rolled them out – ‘BIG TIME’!!

10. What did ‘We’ do?
• We asked our staff what was our EVP and refined that
• Enhanced our recruitment & candidate management experience
And most importantly
We work on it continuously

11. Critical Success Factors
• Senior management commitment & wait, more senior
management commitment!!
• Seek to understand your current position & acknowledge the gaps
• To ensure buy in, ask those in the ‘know’ – your stakeholders
• Review your vision, values and desired reputation and do a sense
check
• Align your plan to your strategic priorities and strategy

12. Critical Success Factors
• Leadership development & capability
• Change takes time, look for quick wins
• Ongoing employee engagement & communication
• Consider systems, processes and structure
• Keep it alive – KPI’s and reporting

13. Where to from here
• Monthly steering committee meetings
• Planned annual employee engagement surveys and
• Engagement sessions to communicate survey results and actions

14. Look after your Employer Brand & it will look after you!
QUESTIONS??