The International, Inclusive EVP.

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INTEGRATED RESOURCING SOLUTIONS
The International
& Inclusive
Employer Brand
Steve McNally
steve@weare52n.com
Berlin
-
Bucharest
-
Budapest
-
Cambridge
-
Frankfurt
-
Munich
-
Prague
-
Sarajevo
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Vienna
-
Warsaw

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INTEGRATED RESOURCING SOLUTIONS
The Roadmap for an
International, Inclusive
Employer Brand.
© 52 North 2013

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INTEGRATED RESOURCING SOLUTIONS
A Moment
of Truth
• an employment brand is not your logo
• an employment brand is not your products and services
• an employment brand is not your people
• an employment brand is not your marketing
• an employment brand is not your communications
• an employment brand is not your vendors
• an employment brand is not your quality/value
• an employment brand is not your location
• an employment brand is not your remuneration or benefits
© 52 North 2013

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INTEGRATED RESOURCING SOLUTIONS
The Truth:
Your Employer Brand is everything you
do and say as an Employer, to your
employees, candidates, alumni, investors,
vendors and all other stakeholders.
© 52 North 2013

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INTEGRATED RESOURCING SOLUTIONS
You can only control what you
can create, manage and develop.
You can create, manage and develop
your core employment proposition
– your Employment Value Proposition.
© 52 North 2013

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INTEGRATED RESOURCING SOLUTIONS
Your Employment Value
Proposition will enable you
to attract, recruit, retain and
develop talent – from all
communities; in all countries.
© 52 North 2013

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INTEGRATED RESOURCING SOLUTIONS
The Journey
Phase I
Phase II
Phase III
Discovery
Directs Implementation
Primary and
Secondary Research
Brand Positioning
Brand Personality
Brand Promise
Creative Strategy
Editorial Objectives
• Employee Segmentation
(Question Set, Inclusive Surveys,
Representative Focus Groups)
• Competitve Audits
• Visual and Editorial Audits
• Recommendations
© 52 North 2013
Informs Envision
•
•
•
•
•
Collatoral and
component
development
Strategy Workshops
Creative Strategy Workshops
Brainstorming Sessions
Explorations of Visual Language
Brand Architecture Study

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INTEGRATED RESOURCING SOLUTIONS
Employee Segmentation by Demographic
Phase I:
Demographics – Sex
Demographics – Length of Service
Demographics – Age
© 52 North 2013

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INTEGRATED RESOURCING SOLUTIONS
Phase I:
Demographics – Full/Part Time
Demographics – Disability
Demographics – Ethnicity
© 52 North 2013

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INTEGRATED RESOURCING SOLUTIONS
Employee Segmentation by Primary Motivations
Phase I:
The Balancers
THE
UNDERUTILISED
THE BELIEVERS
THE ESSENTIAL
SEEKERS
THE PROGRESSORS
© 52 North 2013
Balancers seek a healthy work-life balance as they
may have strong family commitments that their
career has to work around. They view hours and
flexibility as primary drivers of job consideration
and want to feel valued at work even though they’re
unable to commit full-time.
Progressors are highly focussed on career
progression. Pro-active go-getters they seek selfadvancement and view their career success as an
extension of self-actualisation.
The Believers
THE BALANCERS
The Progressors
The Underutilised are people who feel they have a
lot to offer but are often overlooked by employers.
They enjoy being involved and communicating with
people and have the potential to become strong
brand advocates if they’re happy in their work.
Believers love and care deeply about their company
brand. They’re already regular customers as they’re
passionate and knowledgeable about the product –
and they are driven to achieve with others.
The Essential Seekers
Essential Seekers view the workplace as a means
to an end. They have a ‘need money, must work’
mentality. They’re not brand loyal or committed to a
particular employer.
The Underutilised

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INTEGRATED RESOURCING SOLUTIONS
Aligning the Internal Truth with the External Perceptions
Phase II:
HAVE I HEARD
OF YOU?
DO I KNOW
WHAT YOU DO?
DO YOU MEET
MY NEEDS?
DO YOU MEET MY
NEEDS BETTER THAN
ANYONE ELSE?
DO YOU DELIVER ON
YOUR PROMISES?
STEP 1
STEP 2
STEP 3
STEP 4
STEP 5
AWARENESS
FAMILIARITY
CONSIDERATION
CHOICE
LOYALTY
© 52 North 2013

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INTEGRATED RESOURCING SOLUTIONS
Phase II:
AudienceAppropriate
Branded
Communications
Culture: Top Down vs Empowered
LOW
Compensation: Salary vs Benefits
HIGH
People: Team vs Individual
LOW
© 52 North 2013
LOW
HIGH
Environment: Head Office vs Network
HIGH
LOW
HIGH

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INTEGRATED RESOURCING SOLUTIONS
Audience-Appropriate Editorial Language - Motivations
Phase II:
PERFORMANCE?
CUSTOMERS?
INDIVIDUAL?
TEAM?
GROWTH?
SECTORS?
INVESTORS?
INNOVATION?
DEPENDABLE?
AWARD-WINNING?
=CORPORATE?
DEVELOPMENT?
RESULTS?
ENGAGING?
BUSINESS?
DIVERSITY?
LOCAL?
PROSPECTS?
GROUP?
WORK/LIFE?
EUROPE?
© 52 North 2013
INTERNATIONAL?
REMUNERATION?

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INTEGRATED RESOURCING SOLUTIONS
Audience-Appropriate Editorial Language - Groups
Phase II:
AGE?
GENDER?
MARRIED?
ETHNICITY?
FAITH?
FAMILY
RESPONSIBILITIES?
POLITICAL VIEWS?
BELIEF?
EDUCATION?
DISABILITY?
WORK EXPERIENCE?
SEXUAL
ORIENTATION?
SOCIO/ECONOMIC
BACKGROUND?
© 52 North 2013
PARENTS?
RACE?

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INTEGRATED RESOURCING SOLUTIONS
Phase II:
Audience-Appropriate
Visual Language
- Personality
© 52 North 2013

16. WORDMARK
This
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me. This is
marily for
poses and
.
INTEGRATED RESOURCING SOLUTIONS
The Journey
Phase I
Phase II
Phase III
Discovery
Directs Implementation
Primary and
Secondary Research
Brand Positioning
Brand Personality
Brand Promise
Creative Strategy
Editorial Objectives
• Employee Segmentation
(Question Set, Inclusive Surveys,
Representative Focus Groups)
• Competitve Audits
• Visual and Editorial Audits
• Recommendations
© 52 North 2013
Informs Envision
•
•
•
•
•
Collatoral and
component
development
Strategy Workshops
Creative Strategy Workshops
Brainstorming Sessions
Explorations of Visual Language
Brand Architecture Study

17. WORDMARK
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he North icon
me. This is
marily for
poses and
.
INTEGRATED RESOURCING SOLUTIONS
THANK YOU
Steve McNally
© 52 North 2013