How to Align Your Employer Brand From the Inside Out
This presentation was delivered at the HR Leaders Summit in Toronto on November 17, 2016 -- www.hrleaders.ca. During the course of the Summit attendees will have learned about how to build world class organizations. Topics relating to performance management to data analytics to workplace culture, and everything in between, everything we do on a day-to-basis boils down to one thing. That thing is “brand”. When you ask yourself which organizations have strong external brands (product or employer), you immediately think of several. Perhaps you think of Apple, Google, Lululemon or Hootsuite. For their own unique reasons people gravitate towards them, buy their products, seek employment opportunities and willingly promote them to their networks. But when we overlay the notion of an “internal brand” we get confused. What does this mean? Why does it matter what employees think? In the age of employer-rating websites, such as Glassdoor, and rapidly shifting labour markets, aligning your external brand with internal brand is more important than ever to generate long-term employee loyalty and engagement. In this session, Jeff Waldman will share best practices, including: - How the different types of brands interconnect. Why the employee voice matters more than ever, and what to do about it. - Using the concept of customer experience to help shape the brand: customers of business and employment. - A model for building an effective employer brand strategy. - Programs and tactics to cultivate and build a strong internal brand. - Best practices in leveraging technology and working with marketing to build and promote the brand, internally and externally.
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (19)
Similar to How to Align Your Employer Brand From the Inside Out
Similar to How to Align Your Employer Brand From the Inside Out (20)
More from Jeff Waldman
More from Jeff Waldman (13)
How to Align Your Employer Brand From the Inside Out
- 1. HOW TO ALIGN YOUR EMPLOYER BRAND FROM THE INSIDE OUT
- 3. What does this video mean to you? How do you feel when you watch it? If you have any questions write them down. ASK YOURSELF…
- 4. THE WORKPLACE IS CHANGING The Physical Office Space. Technology: Real-Time Communication. Global & Diverse Talent. Speed of Change. Work/Life Blending. Work Anywhere.
- 5. INFORMATION ASYMMETRY IS DEAD Buyer (employee + prospect) = Seller (organization) The employee voice matters. Brand perception matters. The employee experience matters. Employees influence business outcomes more than ever.
- 7. What Other Organizations Come to Mind When You Think of a Strong External Employer Brand?
- 11. Once Upon a Time… An Employer Brand Campaign Gone Wrong
- 12. WHAT HAPPENED? 1. Achieved the goal of attracting more talent. 2. Failed to better engage and retain top talent. 3. The brand suffered over the long term. 4. Employees were left out. 5. External brand promise did not match the employee experience.
- 14. What Happens if the Employee Experience Sucks? Productivity declines. Costs increase. Employees share their dissatisfaction with their networks. Brand loyalty, internally and externally, declines. Customer experience declines.
- 15. THE SIMPLE CONNECTION… An awesome employee experience (inside) results in an awesome customer experience (outside), which positively impacts business outcomes.
- 16. GUESS WHAT? The Employee Experience is Another Way of Saying Internal Brand.
- 17. EMPLOYER BRAND FORMULA Internal Brand (Employee Experience) External Brand (Talent Prospect Perception)+
- 18. EB STRATEGY MODEL Understand Build Launch Measure • State of employee engagement. • Mission, vision and values. • Perception of EB internally and externally. • Org change readiness. • Leadership buy-in. • Competitive analysis. • Identify your Employee Value Proposition (EVP). • What are you promising re employee experience? • Build HR programs to support EVP delivery – note: think employee experience. • Build content strategy. • Identify tools/tech mix (e.g. ATS, social tools). • Leadership support. • Leverage brand ambassadors. • Iterate on the fly. • Keep doing. • Stop doing. • Make changes. • Keep iterating.
- 19. DRIVING YOUR INTERNAL BRAND Tap Into What Engages YOUR employees throughout the employee lifecycle… BUT…
- 20. WE SUCK AT MARKETING. Market/sell/communicate internally and externally. Biz Case: positive correlation between strong employee and customer experience.
- 21. • One United Team. Treat Them Right and Give them Purpose. • Be Innovative. Lead Change. • Create Personal Accountability. Embracing Speed.
- 22. WESTJETTER CULTURE Celebrating Employee Success. Diversity and Inclusion. Career Progression. Community Investment. Wellness.
- 23. → Mission: “We Make it Easy” drives everything. → Values: passion, integrity and respect. → Vision: Exceptional people, valued customers. → 80% remote workers – heavy investment in best-in-class technology tools. → Top-to-bottom business transparency. → Investment in people development. → Great Place to Work Canada recognition.
- 24. SCALING WITH TECHNOLOGY What is your HR tech stack? Mobile-first design. Integration. Open API. 1 data source. Great tech vendor customer service. Your stack should help you achieve your goals.
- 25. RECRUITING & HRIS TOOLS
- 30. MORAL OF THE STORY With the help of Marketing, let your employees tell their story to your external audience, and drive your employer brand through providing an awesome employee experience. “ ”