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Connecting Purpose-Driven Messaging to Your Employer Brand

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Connecting Purpose-Driven Messaging to Your Employer Brand

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It's universal: people are searching for deeper meaning, for a closer sense of "fit" in all aspects of their lives. In this 30-minute webinar, we take a closer look at the power of purpose-driven messaging and how to connect it to our employer brand.

It's universal: people are searching for deeper meaning, for a closer sense of "fit" in all aspects of their lives. In this 30-minute webinar, we take a closer look at the power of purpose-driven messaging and how to connect it to our employer brand.

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Connecting Purpose-Driven Messaging to Your Employer Brand

  1. 1. HR’s ad agency. Connecting Purpose-Driven Messaging to Your Employer Brand A Workforce Communications Practice Webinar │October 25, 2016
  2. 2. HR’s ad agency. Today’s Agenda 1) Why It’s Powerful 2) The Talent and Business Cases 3) Connecting Purpose to Employer Branding (with a Quick Look at EY’s Purpose Transformation) N. Robert Johnson Practice Leader, Workforce Communications Practice 2
  3. 3. HR’s ad agency. HR’s ad agency. Our clients apply advertising and marketing practices to attract and retain talent in competitive talent markets. The focus of The David Group’s Workforce Communications Practice is to strengthen employer brands, engage people and cut the cost of talent. 3
  4. 4. HR’s ad agency. 4Part One Why It’s Powerful
  5. 5. HR’s ad agency. “High-performing employees want to work for a company that has an identity of sound values, a well-articulated brand, and a reputation for making a difference in customers’ lives.” 5 83% of workers say that it is “very important” for them to believe their life and work is meaningful and has a purpose. Gallup Gallup
  6. 6. HR’s ad agency. 1) All generations of the workforce are looking to connect in a deeper and more meaningful way 2) This trend is growing 3) People will connect when there is alignment between values 4) This puts pressure on us to define and articulate our culture, mission and values 6 75% of workers believe that work should have a deeper meaning than just bringing home the bacon. Monster, 2016
  7. 7. HR’s ad agency. 7 iCIMS, 2016 Part Two The Talent and Business Cases “In business, as in life, all that matters is that you do something positive.“ Sir Richard Branson
  8. 8. HR’s ad agency. The Talent Case • Purpose-driven employees have a stronger sense of belonging • They score higher than non purpose-driven employees on every measure studied • They are likely to: • Be in leadership positions, denoting leadership traits (50%) • Be advocates for the company (47%) • Stay longer (39%) • Be more satisfied with their jobs (73%) 8 Workforce Purpose Index, 2015 40% of U.S. workforce was identified as purpose-driven or seeking. Workforce Purpose Index, 2015
  9. 9. HR’s ad agency. 22% of all employees would consider leaving their employers because they no longer believe in the company’s mission and values. 9 iCIMS, 2016 In addition to being highly productive, purpose-driven employees serve as internal and external change-makers that enhance workplace culture and customer perceptions.
  10. 10. HR’s ad agency. The Business Case A company filled with purpose-driven employees will experience less turnover. • Reduced recruitment costs • Reduced recruiting pressure and stress • Greater ability to invest in other HR strategies and programs 10 Workforce Purpose Index, 2015 The average cost of turnover is 90 to 200% of the exiting employee’s base salary and represents 12% of an average company’s operating budget. PwC/Saratoga Institute
  11. 11. HR’s ad agency. 85% of purpose-led companies showed positive growth while 42% of non purpose-led companies showed a drop in revenue. 11 Ernst & Young Bacon Institute and Harvard University The Business Case A company filled with purpose-driven employees will experience greater employee engagement and connection. • Increased employee referrals • Increased employee engagement • Increased productivity and stronger profit performance
  12. 12. HR’s ad agency. 12 Part Three Connecting Purpose to Employer Brand
  13. 13. HR’s ad agency. 13 Use Validated Messaging When Building Your Purpose-Driven Employer Brand • Factual findings from engagement surveys, focus groups, stay and exit interviews, etc. • Data from external branding/marketing initiatives (new product launches, new ad campaigns, etc.) • Data gathered from achievement awards as well as community involvement Create a framework to outline and document the elements of purpose that need to be communicated1
  14. 14. HR’s ad agency. 14 Think like a brand manager2 Communicate Values and Mission Through All Employment Touchpoints Apply purpose-driven messages to not only recruitment, but to all communications, including: • On-boarding communications • Retention/engagement programs • Mentoring and team-building programs • Leadership communications • Learning and development activities
  15. 15. HR’s ad agency. 15 Become storytellers3 Hone Your Purpose-Driven Communication Style • Become an active-listener and be open for “all-way” communication • Use the emotional appeals of “employees for life” attributes found in your employer brand promise and attributes • Be open for new and different storytelling platforms, media and channels (a “day in the life” profiles, new work adventures, etc.)
  16. 16. HR’s ad agency. 16 Create a purpose-driven work environment4 Emulate Cultures Found in The Best Companies to Work For® • Trust and empower employees to do their jobs • Make your workplace a community • Foster a workplace that focuses on talent well- being • Recognize employee contributions
  17. 17. HR’s ad agency. 17 EY’s Building a better working worldQuick Look Multi-Year Business and Brand Transformation • Developed purpose, strategy, ambition, positioning and values • Created new name, logo, tag line and ways in which to talk about the firm • Sprang from EY’s response to financial crisis and perceived “new normal” in global business Disclaimer EY is not a client of The David Group
  18. 18. HR’s ad agency. 18 EY’s Building a better working world Disclaimer EY is not a client of The David Group Our purpose Building a better working world Our strategy • Relentless focus on winning the market • Create the highest-performing teams • Strengthen global, empower local Our ambition By 2020, we will be a US$50 billion distinctive professional services organization. Our positioning Point of competitive differentiation: highest- performing teams delivering exceptional client service, worldwide. Source: EY Building a better working world Quick Look
  19. 19. HR’s ad agency. 19 EY’s Building a better working world Disclaimer EY is not a client of The David Group Our quality and values Running through everything are our shared values, which inspire our people worldwide and guide them to do the right thing, and our commitment to quality, which is embedded in who we are and in everything we do. Quick Look Source: EY Building a better working world
  20. 20. HR’s ad agency. 20 EY’s Building a better working world Disclaimer EY is not a client of The David Group Source: betterworkingworld.ey.com Quick Look
  21. 21. HR’s ad agency. 21 EY’s Building a better working world Disclaimer EY is not a client of The David Group Source: betterworkingworld.ey.com Quick Look
  22. 22. HR’s ad agency. 22 EY’s Building a better working world Disclaimer EY is not a client of The David Group Source: betterworkingworld.ey.com Quick Look
  23. 23. HR’s ad agency. 23 EY’s Building a better working world Disclaimer EY is not a client of The David Group Source: Google search EY’s Brand Standards http://www.ey.com/Publication/vwLUAssets/Building _a_better_working_world/$FILE/EY-Building-a- better-working-world.pdf Quick Look
  24. 24. HR’s ad agency. 24 Next Webinar All Together: The David Group’s All-Way Branding Approach Tuesday, December 6 2:00 to 2:30 ET Registration https://attendee.gotowebinar.com/register/5630111240893449473
  25. 25. HR’s ad agency. 25 N. Robert Johnson Practice Leader, Workforce Communications 216.685.4486 │nrjohnson@davidgroup.com davidgroup.com The David Group Inc. All rights reserved.

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