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Employer Branding for Talent Attraction

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Employer Branding for Talent Attraction

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Bob Johnson goes beyond the basics to look at how we can strengthen our employer brands. And, he unveils our new All-Way Brand Alignment model. He also looks at the impact of review sites on talent attraction

Bob Johnson goes beyond the basics to look at how we can strengthen our employer brands. And, he unveils our new All-Way Brand Alignment model. He also looks at the impact of review sites on talent attraction

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Employer Branding for Talent Attraction

  1. 1. HR’s ad agency. Employer Branding for Talent Attraction Workforce Communications Practice │Webinar │ May 10, 2016
  2. 2. HR’s ad agency. Today’s Agenda 1) The importance of “all-way” brand alignment 2) The impact of review sites on employer branding 3) The strategy beyond the basics N. Robert Johnson Practice Leader, Workforce Communications Practice 2
  3. 3. HR’s ad agency. HR’s ad agency. 3 We apply advertising and marketing practices to help organizations attract and retain talent. The focus of The David Group’s workforce communications practice is to strengthen employer brands, engage people and cut the cost of talent.
  4. 4. HR’s ad agency. 4 All-Way Brand Alignment
  5. 5. HR’s ad agency. 5 “The full value of talent comes from how talent choices affect those outside the organization, not just inside.” - Dave Ulrich Source: Taking Stock of Your Talent, Dave Ulrich, Workforce, February 2016
  6. 6. HR’s ad agency. 6 Our Premise All-Way Alignment Employer brand alignment to everyday experiences External brand and employer brand alignment Stronger employer brand and more engaged employees and customers 1 2 3
  7. 7. HR’s ad agency. What’s the Worry? Blurred Lines The new communications paradigm is blurring the lines between distinct enterprise experiences. The result? 7
  8. 8. HR’s ad agency. Blurred Lines The blurring of these lines – the melding of individual behavior and experience expectation – impact our connection with candidates, current employees and customers. 8
  9. 9. HR’s ad agency. Individual Behavior 1) Instant investigation, validation and formation of perceptions and beliefs 2) Speed of life: fast fingers traveling the world in an instant 3) What we digitally “touch” is what we see and, thus, what we believe 9
  10. 10. HR’s ad agency. Experience Expectation 1) Heightened experience expectation in every interaction 2) Inconsistencies cause questions and “slows the flow” 3) Low tolerance for poor user-experience and short attention span leads to drop out 10
  11. 11. HR’s ad agency. All-Way Alignment Employer brand and employee experiences 1) An employer is the employment story, but … 2) It’s the story as told by everyday employee experiences 3) Validation – asking them – is the measure of employer brand strength 11
  12. 12. HR’s ad agency. All-Way Alignment External Brand and Employer Brand 1) Do the brands align? 2) Are we using the same emotion, value proposition and branding elements to engage, reassure and connect external and internal audiences (to both the enterprise and to each other) 3) Payoff: Superior financial performance – 36% stronger financial results due to strength of consumer and talent brand alignment 12 Lippencott Advertising
  13. 13. HR’s ad agency. 13 Strong Weak Weak Strong Employer Brand Aligned to External Brand Employer Brand Aligned to Employees’ Everyday Experiences Unfounded Story • Brands are aligned but aligned to false employer brand • Risk of low ee engagement, high turnover due to see/told phenomenon (see bonus slide) • Customer experience isn’t reinforced by employees Disjointed Story • Employer brand is validated but not connected to external brand • Risk of employee confusion/disengagement • Customers are experience two separate experiences A Living Story • “Living the brand” • High engagement and high retention • Employees are providing a superior customer experience (and customers return) A Forgetful Story • Brands are not aligned and employer brand is not validated • Employees and customers are not engaged and not connected • Transactional relationships *TDG Workforce Communications Practice All-Way Alignment Model* for Employer Branding
  14. 14. HR’s ad agency. 14 The Impact of Review Sites
  15. 15. HR’s ad agency. Individual Behavior 1) Instant investigation, validation and formation of perceptions and beliefs 2) Speed of life: fast fingers traveling the world in an instant 3) What we digitally “touch” is what we see and, thus, what we believe 15
  16. 16. HR’s ad agency. 16 Online reviews have forever changed the way we think about what we will invest in, including our next career move.
  17. 17. HR’s ad agency. 17 Peer Recommendations Peers recommend companies and influence purchasing. Impact of conversations about brands with peers. Make decisions/overcome concerns/warn me about risks Earned Brand Study of Global Consumers, 2015 75%
  18. 18. HR’s ad agency. 18 Peer Recommendations Peers and employees are more credible. Eldeman Trust Barometer, 2016 63% “A person like me” 52% “Employee” 49% “CEO”
  19. 19. HR’s ad agency. 19 Peer Recommendations Peers and employees are more credible. Deloitte, 2014 60% 60% 43% 16% 12% Friends/Family Customer Reviews Independent Experts Staff/Website Product Manufacturer
  20. 20. HR’s ad agency. Individual Behavior 1) Instant investigation, validation and formation of perceptions and beliefs 2) Speed of life: fast fingers traveling the world in an instant 3) What we digitally “touch” is what we see and, thus, what we believe 20
  21. 21. HR’s ad agency. 21 of job seekers say it’s important to work for a company that embraces transparency of job seekers say their perception of a company improves after seeing an employer respond to a review 96% 69% Learning to Love … Review sites. Glassdoor, 2014
  22. 22. HR’s ad agency. 22 The decision has already been made: if you need to attract and retain talent, you have to embrace – and manage – your presence on online review sites.
  23. 23. HR’s ad agency. 23 The Strategy Beyond the Basics
  24. 24. HR’s ad agency. Beyond the Basics Dig … align … dig … align some more … 1) Strategy: become an evidence based talent marketer 2) Strategy: align experiences 24
  25. 25. HR’s ad agency. Evidence Based Talent Marketer Do your homework to understand your talent audiences (internal and external) and validate your employer brand to arrive at an authentic employer brand. 1) Immerse yourself in all available HR and marketing data 2) Validate with employee experiences via focus groups, interviews, etc. 3) Look at recruitment data 25
  26. 26. HR’s ad agency. Align Experiences Work with marketing, line leaders and functional leaders to align external and employer brands. 1) Become a branding expert in your company’s external branding (emotion, value proposition, promise, attributes, etc.) 2) Bring that knowledge to your already experience-validated employer brand 3) Create a unified enterprise-wide branding platform with particular attention to review sites 26
  27. 27. HR’s ad agency. 27 N. Robert Johnson Practice Leader, Workforce Communications 216.685.4486 │nrjohnson@davidgroup.com davidgroup.com The David Group Inc. All rights reserved. Ref 16 – 107
  28. 28. HR’s ad agency. 28 Validating the Employer Brand Everyday experiences (I see) versus employer branding effectiveness (I’m told) Imperative Align your employees’ everyday experiences and your employer branding and communications High I See Low Foundation Experience softens attitudes; solid foundation for internal communications programs; but employees will have a hard time committing without communication reinforcement Performance Communications and experiences are aligned; strong commitment to leadership and direction of organization Adrift No one knows what matters; risk of high disengagement; distrust in leadership and self Lost Employees distrust what they are told; dissonance between sight and messages; potential disconnection between aspirational and authentic employment story Low High I’m ToldBased on work by Johnson, D’Aprix and Quirke Bonus Slide
  29. 29. HR’s ad agency. 29 Bonus Slide Our approach to employer brand development.

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