Panelist: Sandeep Bhushan

1. Employer Branding
Sandeep Bhushan
VP Digital, HT Media Ltd.
sandeep.b1@livemint.com
9/28/2011

2. Shine’s Recruitment Portfolio
DIGITAL PRINT
India’s fastest growing Job site with Leveraging HT Media’s print portfolio
8Mn candidates in just 3 year
EVENTS
Delivering Fulfilment and Brand Building through a range of complementary Products

3. The imperative
It’s a Buyer’s market
Talent will trail Business Growth opportunity
The pressure to resource right will continue to
increase
9/28/2011 3

4. Employer branding is “the image of the
organization as a ‘great place to work’ in the minds
of current employees and key stakeholders in the
external market (active and passive candidates, ..)
Employer branding is about capturing the essence
of a company in a way that engages employees and
stakeholders. It expresses an organization’s "value
proposition"
Classic Brand Principles: Clear Proposition to a defined TG
9/28/2011 Delivered through all elements of the Mix 4

5. Why Organizations Work with Employer Branding?
Source: Universum 2009
Survey Question: What are the main objective(s) of your company’s employer branding work?
(Please choose a maximum of three alternatives)
www.universumglobal.com

6. Work for Nike
All about sport enriching everyday life
6
Amsterdam, Feb’ 2010, Job Mensink

7. Work for Starbucks
All about celebrating coffee and hospitality
7
Amsterdam, Feb’ 2010, Job Mensink

8. Work for Google
…the super power of the creative mind
8

9. What affects the Employer Brand
External Recruitment &
Reputation Induction
Internal Team
Communication Management
Local Picture: practice
Big Picture: Policy
Senior Performance
Leadership Appraisal
Employer Brand
Proposition
Values Learning &
and CSR Development
Internal Reward &
Measurement Recognition
Systems Service Working
Support Environment
The Employer Brand Mix: The Product and the Activation
Source: PiB

10. What is the Proposition?
Differentiation
Consistency
Strategic approach
Internal co-operation
www.universumglobal.com

11. Key Principles
People build your business
People Do NOT apply to JDs: they apply to companies
Be clear about your PROMISE
Help the ORGANISATION spread the message
Think big, act small, fail fast
9/28/2011 13
Amsterdam, Feb’ 2010, Job Mensink

12. Applying these principles in the
new Digital environment

13. Time & Space
‘Online’ & ‘digital’ allow you to overcome
barriers in time and space.
You don’t have to be at a specific place at a specific time to be
part of something.
When you host a seminar, you offer a live video ‘webcast’ of the
presentation. After the event you publish the presentation
online.
www.duvalguillaume.com/news

14. Channel vs Medium
The internet is a channel, not a medium.
Spread the communication message yourself
Enable others to spread your message
www.duvalguillaume.com/news

15. Consumer vs User
Social media: media use is no longer connected
to media ownership
People have access to media and share information
Creator: as a publisher of articles, comments, photos,
video, audio, podcasts
Audience: as a reader, listener or viewer
www.duvalguillaume.com/news

16. Consumer vs User
Consumers are both users & experts
Word-of-mouth is key in decision making
process
People review products, jobs & brands.
Peers are influencers by sharing recommendations,
both positive and negative
www.duvalguillaume.com/news

17. Integrating all efforts
• Showcasing company efforts across media
• Linking campus and outreach efforts to media push
• Integrating EVP brand with every activity
So, is every JD quickly link-able to the best the company has to
showcase in that domain?

18. In Summary
9/28/2011 20

19. To the Panel, therefore..
• What’s our EVP?
• How can we create and share it within our organisation?
• How can we deliver the EVP consistently across all touch
points?
• How can we use the digital space to be in constant
conversation with current and potential stakeholders?
9/28/2011 21