After all is said and done, the credibility of an organization’s business brand is proven when customers experience the brand promise in their interaction with the organization and its employees. Employees who experience the employer brand promise in the workplace are motivated, engaged and loyal to the organization and its goals. Engaged, loyal employees, regardless of their role, are the key to success in every organization.

1. MANAGING THE
EMPLOYER BRAND
THE SOLUTION TO
EMPLOYEE ENGAGEMENT AND RETENTION
Camille N. Isaacs-Morell
with
Jenny Winter – Chief People Officer, Capital One
A
Case
Study

2. SOME BAD NEWS…
• 22% turnover occurs in first 45 days of employment
• 69% of HR professionals say employee engagement
is a serious problem
• 59% HR professionals say turnover rates will get
worse

3. WHAT DOES THIS MEAN?
• Employers are missing out on the benefits of
employee retention and engagement
• Entire business suffers –
• customers
• financial performance

4. WHY?
• No sense of belonging
• Unclear expectations
• Relevance?
• Shifting strategies, missing vision
• No work-life balance
• Differences in values
• Poor performance management
• Poor leadership
• No recognition / reward
• No opportunities to learn and grow

5. Gen Y Gen X Baby Boomers Traditionalists
Tech-savvy Individualistic Work-centric Hardworking
Family-centric Tech-adept Independent Loyal
Achievement Flexible Goal-oriented Submissive
Team Work/life
balance
Competitive Tech-challenged
Attention Traditional
GENERATION CHARACTERISTICS

6. Top performing
companies build loyalty
to an employee in the
same way a consumer
brand builds loyalty to a
product
Towers Watson 2009/2010
Communication ROI Study Report

7. DEFINITIONS
Consumer brand / Business brand:
• Company’s identity to customers
• Promise of what customers can expect from the company.
Employer brand / Employer brand proposition:
• The company’s identity to prospective and existing employees
• Promises to employees in return for their performance and
productivity.
• Expectation that delivered promises will result in
engagement and loyalty

8. EMPLOYER BRAND
• Relevance
• Relationships / Resources
• Reward / Recognition

9. ALIGNMENT
• Walk the talk – beyond recruitment
• Co-dependency of business brand and employer
brand
• Align responsibilities and accountabilities
• Expanded perspective of roles

10. Corporate brand promise
• Values:
• Excellence
• Do the right thing
• Promise to customers:
Committed to meet customers’
needs
Challenge themselves to find
better ways of serving
customers
Employer brand promise
• Values:
• Excellence
• Do the right thing
• Promise to employees:
Why?
Contribute to high-performing
teams
Create products that are
relevant to customers
How?
Opportunities to learn and grow
Fun work environment
What?
Work-life balance
Rewards and recognition

11. CASE STUDY