"The war for talent” – kampen om de gode hodene – pågår for fullt i de fleste sektorer. Til mange stillinger er det mangel på kvalifiserte kandidater, og de man vil ha tak i er mer selvbevisste og bedre informert enn noen sinne. De har det bra der de er, og analyserer og sammenligner potensielle nye arbeidsgivere nøye. Det er “søkers marked”.

1. EMPLOYER BRANDING
FROKOSTSEMINAR 19.9

2. HOW TO MAKE AN
EMPLOYER BRAND WORK
FOR YOU IN A NEW REALITY

3. HOW TO MAKE YOUR EMPLOYER BRAND WORK FOR
YOU IN A NEW REALITY
1. Employer branding defines and differentiates your
company as an employer
1. Employer branding defines and differentiates your
company as an employer
2. New expectations are changing the rules of the
game
1. Employer branding defines and differentiates your
company as an employer
2. New expectations are changing the rules of the
game
3. To succeed, companies must apply their employer
brand to the entire employee lifecycle

4. 1. Employer branding
defines and differentiates
your company as an
employer

5. EMPLOYER BRANDING
=
THE BRAND PEOPLE WORK FOR!

6. Attract
Engage
Retain
Not actively seeking
Det som holder meg våken om nettene er utfordringen
med å beholde og rekruttere de riktige menneskene og
den riktig kompetanse som kan ta Hydros utvikling videre
Konsernsjef Svein Richard Brandtzæg i Norsk Hydro

7. Source: Employer brand international
COST PER HIRE
==
40% LOWER WITH EMPLOYER BRAND

8. ATTRACTION:
LINKEDIN- 50% MORE EFFECTIVE
Source: Linkedin
RETENTION:
40% LESS LIKELY TO LEAVE AFTER 6 MONTHS

9. Source: Talentsmoothie.com
INCREASE THE LIKELIHOOD
OF EMPLOYEES ACTING AS
ADVOCATES:
24% - 47%

11. Relevant
Unique
Attractive
Credible

12. UNCOVERUNCOVER YOUR EMPLOYER BRAND.. UNCOVER YOUR EMPLOYER BRAND..
DON´T CREATE IT

13. Julie Díez Bryn - 92 61 24 00 twitter.com/julie_diez
EMPLOYER BRAND MUST BE ALIGNED WITH CORPORATE
BRAND, BUT DEGREE OF OVERLAP WITH MARKET
COMMUNICATIONS VARIES
Customer
promise
Employer value
proposition
(EVP)
Corporate brand

14. Julie Díez Bryn - 92 61 24 00 twitter.com/julie_diez
EMPLOYER BRAND MUST BE ALIGNED WITH CORPORATE
BRAND, BUT DEGREE OF OVERLAP WITH MARKET
COMMUNICATIONS VARIES
Customer
promise
Employer value
proposition
(EVP)
Corporate brand

15. McKinsey&Company:
Things you can’t do
anywhere else – best at
leadership development

16. Apple:
Amaze yourself. Amaze the
world.

17. Starbucks:
It's a lot like working with
friends. We call each other
"partners". We respect our
customers and each other.

18. MASTER NARRATIVE

19. 2.New expectations are
changing the rules of the
game

20. It´s about understanding and respecting the
power and expectations people have to you
and your company.

21. It´s about understanding and respecting the
power and expectations people have to you
and your company.
yes

22. TECHNOLOGY IS CHANGING THE WAY WE
WORK AND THE WAY WE HIRE

23. Wheel shop at Crewe Works, 1913
Photo: National Railway museum
IT USED TO BE SIMPLE!

25. Source: Harvard Business Review, June 2013
«Encouraging employees to build networks outside
the organization, companies should establish active
alumni networks to maintain career-long relationships»

26. 3.To succeed, companies must
apply their employer brand to the
entire employee lifecycle.

27. Julie Díez Bryn - 92 61 24 00 twitter.com/julie_diez
MAP EMPLOYEE LIFECYCLE AND APPLY EMPLOYER BRAND TO
STRATEGIC TOUCHPOINTS

28. “EXTROVERT ERIK”
Name: Erik
Age: 29
Years of experience: 4
Education: Civil engineer -
Industrial economics
Current job: Wilh. Wilhelmasen
Personality: Extrovert. Leader
Type. Social. Secure
Interests: Engineering. History
IT. History. Cars
Status: Not actively seeking
new job
Hobbies: Free skiing. Cross
country. Down hill
“work should be
challenging and
social”
XYZ AS

29. Compare
UnderstandSearch
Knowledge
On-boarding
Work/follow-up
Belonging
Share
Career
development
EvangelizeTrust
Ambassador
Re-hire
14

30. Julie Díez Bryn - 92 61 24 00 twitter.com/julie_diez
LET YOUR EMPLOYEES POWER YOUR
EMPLOYER BRAND

31. MEASURE AND EVALUATE
Measure ROI by aligning metric with employer branding objectives

32. CASES AND INSPIRATION

33. Hydro “The Can”

43. DNV “Go for more”

44. DNV:
Giving candidates the
opportunity to be driven by
both their ambitions and
their ideals.

46. DNV
“Go for more”

47. DNV
“Go for more”

52. Giving candidates the opportunity to be driven
by both their ambitions and their ideals.
EVP:

53. Giving candidates the opportunity to be driven
by both their ambitions and their ideals.
EVP:

55. Julie Díez Bryn - 92 61 24 00 twitter.com/julie_diez
TOP EMPLOYER BRAND IN BRITAIN
What it is that makes Virgin
different? The simple answer is
people. If it weren’t for a bunch
of well trained, motivated and,
above all, happy people doing
their bit, we’d have never
launched a record label, never
mind a fleet of 747s.
Sir Richard Branson
“
www.careers.virgin.com

56. Julie Díez Bryn - 92 61 24 00 twitter.com/julie_diez
TOP EMPLOYER BRAND IN BRITAIN
What it is that makes Virgin
different? The simple answer is
people. If it weren’t for a bunch
of well trained, motivated and,
above all, happy people doing
their bit, we’d have never
launched a record label, never
mind a fleet of 747s.
Sir Richard Branson
“
www.careers.virgin.com

57. Julie Díez Bryn - 92 61 24 00 twitter.com/julie_diez
...MEET RED, CHIEF VALUES OFFICER AT
VIRGIN MEDIA

58. EY:
ACHIEVING POTENTIAL
#betterworkingworld

59. Julie Díez Bryn - 92 61 24 00 twitter.com/julie_diez

60. Julie Díez Bryn - 92 61 24 00 twitter.com/julie_diez

61. Julie Díez Bryn - 92 61 24 00 twitter.com/julie_diez

62. Julie Díez Bryn - 92 61 24 00 twitter.com/julie_diez

63. Julie Díez Bryn - 92 61 24 00 twitter.com/julie_diez

64. Julie Díez Bryn - 92 61 24 00 twitter.com/julie_diez

65. Julie Díez Bryn - 92 61 24 00 twitter.com/julie_diez

66. Julie Díez Bryn - 92 61 24 00 twitter.com/julie_diez
KEY TAKEAWAYS
1. Uncover what makes your company unique
2. Craft a relevant, attractive, credible and unique EVP
3. Develop a master narrative based on the EVP and
apply it to strategic touchpoints in the employee lifecycle
4. Let your employees power your employer brand

67. 5. Deliver on the promise of your employer brand!

68. THANK YOU!
Julie Díez Bryn
Senior Consultant and Manager
m: +47 92 61 24 00
e: julie.bryn@creuna.no