EBB

2. Employer
Employer branding
branding definitions
definitions
1. Employer brand consists of “the package of functional, economic and psychological benefits
he package of functional, economic and psychological benefits
provided
provided by employment, and identified with the employing company
by employment, and identified with the employing company”.
Ambler and Barrow (1996)
2. Employer branding “suggests differentiation of a firm’s characteristics as an employer
uggests differentiation of a firm’s characteristics as an employer from
from those
those
of its competitors, the employment brand highlights the unique aspects of
of its competitors, the employment brand highlights the unique aspects of the
the firm’s
firm’s employment
employment
offerings or environment
offerings or environment”. Backhaus and Tikoo (2004)
3. Employer branding is “sum of a company’s efforts to communicate to existing
sum of a company’s efforts to communicate to existing and
and prospective
prospective
staff that it is a desirable place to work
staff that it is a desirable place to work”. Lloyd (2002)
4. Employer brand as «the image of
the image of your
your organisation
organisation as
as a «
a « great
great place
place to work
to work». Minchington
(2005)

3. Employer
Employer branding
branding
positive
positive,
, meaningful
meaningful,
, differentiated
differentiated presence
presence in the
in the employment
employment market
market that
that will
will attract
attract,
, motivate
motivate and
and retain
retain
employees
employees.
.

4. WHO IS IT FOR…..
WHO IS IT FOR…..
1.Potential
1.Potential employees
employees
persuade more and better applicants to apply and accept offers
2.Current
2.Current employees
employees
to reduce turnover, increase employee motivation, a sense of belonging and align
to reduce turnover, increase employee motivation, a sense of belonging and align
behaviour to the organisation’s needs
3.Consistency
3.Consistency of messages
of messages
across both groups is vital as the organisation has to deliver what it promises
4.Projecting
4.Projecting an unrealistic image
an unrealistic image
may improve recruitment but can increase attrition

5. EMPLOYER BRANDING
EMPLOYER BRANDING-
-CORE PRINCIPLES
CORE PRINCIPLES
INSIGHT
INSIGHT FOCUS
FOCUS
DIFFERENTATION
DIFFERENTATION
What makes the organisation
- Different
- Better
how do emplyees currently perceive the employer brand?
why people have to join the organisation or leave it?
what kind of organisation do u work for??
Focal point to employee’s relation
with the organisation
Identify it and find a new focal point
and make it clear to all employees
than its nearst competitor
BENEFITS
BENEFITS
Make changes for employees:
-money
- Greates security
-great share in success
Competitive strengh
CONTINUITY
CONTINUITY
Understand these changes is not easy for
anyone,people will be more receptive to
change if theuy can see where it has come
from and not just where it is going
CONSISTENCY
Befween what the management is
saying and the changes
experienced by employees within
the company

6. Employer
Employer branding
branding is
is activity
activity based
based on:
on:
 EXSTERNAL PARTIES OBTAIN THE BEST EMPLOYEES ON THE MARKET
 INTERNAL PARTIES : STIMULATE AND MAINTAIN THE EXISTING EMPLOYEES
HOW
HOW TO DO IT
TO DO IT?
?
HOW
HOW TO DO IT
TO DO IT?
?
THE COMPANY IS RECOGNIZED BY A BRAND
BRAND Identification of the goods and services of one seller and
differentation from those of competitors. It is a mixture of attributes, tangible and intangible, symbolized in a
trademark, which if managed properly, creates value and influence”.
EMPLOYER
EMPLOYER IDENTITY
IDENTITY EMPLOYER
EMPLOYER BRAND
BRAND
unique and known differentiate itselves from competitors

7. Brand
Brand strength
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
Brand strength
Attraction of the right candidates, Employee engagement and retention
Differentiation from competitors, Customer engagement and retention

8. 3
3 steps
steps of
of establishing
establishing employer
employer branding
branding
Employer
value
proposition
External
marketing
Internal
branding
Employer
Employer
branding
branding

9. Employer value
Employer value pr
pro
oposition
position
The compelling and unique set of offerings, associations and values that will positively
influence the most suitable target candidates to choose an employer.
Throught information about :
Throught information about :
1. organization's culture
2. management style
3. qualities of current employees
4. current employment image
5. impressions of product or service quality managers develop a concept of what particular value their company offers employees
EVP has to be a true representation of what the firm offers to its employees and it provides
the central message that is conveyed by the brand

10. External
External marketing
marketing
External marketing of the employer brand is designed
primarily :
 to attract
attract the target population
 to attract
attract the target population
 to support
support and enhance
enhance the product or corporate
brands
Employer brand has to be consistent with all other
branding efforts of the firm.

11. Internal
Internal branding
branding
 It carries the brand “promise
brand “promise” made to recruits into
the firm and incorporates it as part of the organizational
culture
 The goal of internal marketing, also known as internal
branding, is to develop a workforce that is committed to
the set of values and organizational goals established
by the firm.

12. TYPICAL EMPLOYER BRANDING PROJECT
DISCOVERY : senior management workshop, employee survey, internal and external
focus group, building report with marketing, PR, communications teams
ANALYSIS, INTERPRETATION & CREATION: defining brand attributes,
defining of the overall employment value proposition, initial creative,
expression of brand
expression of brand
IMPLEMENTATION & COMMUNICATION
IMPLEMENTATION & COMMUNICATION : initial aspects of our brand,
internal launch of the brand, reinforcing, start of the life of the brand
MEASUREMENT,
MEASUREMENT, MAINTENANCE & OPTIMIZATION:
MAINTENANCE & OPTIMIZATION: probation of internal
response to new brand, probation of external perception, measuring of
improvements recruitment and retention metrics, measuring uptake of living
the brand, review and optimization of the brand experience

13. Baby Boomers:
Baby Boomers: 1946
1946–
–1961
1961,
, Generation
Generation X:
X: 1961
1961–
–1981
1981,
,
Generation
Generation Y:
Y: 1981
1981–
–1997/2000
1997/2000
When looking for a job Gen
Gen Y’ers
Y’ers want
(in this order):
 Training
Training
 Management Style
 Work flexibility
 Staff activities
 Non financial rewards
 Salary
Maslow’s hierarchy of needs
Maslow’s hierarchy of needs

14. Psychological
Psychological contract
contract
The unwritten understandings and informal obligations
between
an employer and its employees regarding their mutual
an employer and its employees regarding their mutual
expectations of how each will perform their respective roles.
The psychological contract might include such things as:
 levels of employee commitment
 job satisfaction
 quality of working conditions.