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Sub151 Employer Branding

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Sub151 Employer Branding

  1. 1. Employer Branding Seminar 11.10.09 Ida Cheinman Principal/Creative Director substance151 [email_address]
  2. 2. WHAT IS A BRAND? <ul><li>CORPORATE BRAND = </li></ul><ul><ul><li>The core of what your organization stands for, its personality and culture </li></ul></ul><ul><ul><li>The pledge your organization makes to its customers about the experience they will have by doing business with you </li></ul></ul><ul><ul><li>The perception your organization wants to create in the minds of its customers, partners, employees and other stakeholders </li></ul></ul><ul><li>EMPLOYER BRAND = </li></ul><ul><ul><li>The market perception of your organization as a “g r eat place to work” </li></ul></ul>
  3. 3. CORPORATE VS. EMPLOYER BRAND <ul><li>Audiences </li></ul><ul><li>Prospects </li></ul><ul><li>Clients </li></ul><ul><li>Partners </li></ul><ul><li>Investors </li></ul><ul><li>Media </li></ul><ul><li>Current Employees </li></ul><ul><li>Future Employees </li></ul><ul><li>Other </li></ul><ul><li>Audiences </li></ul><ul><li>Current Employees </li></ul><ul><li>Future Employees </li></ul><ul><li>Media </li></ul><ul><li>Other </li></ul>CORPORATE BRAND EMPLOYER BRAND
  4. 4. WHAT IS EMPLOYER (OR EMPLOYMENT) BRANDING? <ul><li>Employer Branding focuses on the recruitment, retention and productivity management initiatives targeted at enhancing a company's perception in the minds of its current employees and key external stakeholders (i.e., active and passive candidates, media). </li></ul><ul><li>Employer Branding is a targeted, coordinated, long-term strategy. It’s an ongoing process, not a quick fix. </li></ul>
  5. 5. WHY IS IT IMPORTANT? <ul><li>Your organization’s strength = the strength of its team. </li></ul><ul><li>Strong, clear and engaging employer brand: </li></ul><ul><ul><ul><li>Attracts the best talent to your organization </li></ul></ul></ul><ul><ul><ul><li>Ensures high employee retention and overall superior team performance </li></ul></ul></ul><ul><li>Weak brand/lack of brand awareness: </li></ul><ul><ul><ul><li>Contributes to growing employee dissatisfaction </li></ul></ul></ul><ul><ul><ul><li>Fosters lack of motivation </li></ul></ul></ul><ul><ul><ul><li>Creates high turnover </li></ul></ul></ul>
  6. 6. HOW TO BUILD A SUCCESSFUL EMPLOYER BRAND <ul><li>Brand Strategy </li></ul><ul><li>What are you looking to achieve? </li></ul><ul><li>How will you measure success? </li></ul><ul><li>Brand Relevancy </li></ul><ul><li>Does your brand appeal to the right audience? </li></ul><ul><li>Brand Story </li></ul><ul><li>What gives meaning to who your are and what you do? </li></ul>
  7. 7. STRATEGY <ul><li>What are your objectives: </li></ul><ul><ul><ul><li>Building awareness? </li></ul></ul></ul><ul><ul><ul><li>Recruitment? Retention? Increased Productivity? </li></ul></ul></ul><ul><ul><ul><li>Making sure that your jobs are easily found by job seekers? </li></ul></ul></ul><ul><ul><ul><li>Creating a better way for the job seeker to interact with your organization company? </li></ul></ul></ul><ul><li>Different objectives will require a different approach and a different set of tactics. Be clear going in how you will measure success. </li></ul>
  8. 8. STRATEGY <ul><li>Align your employer brand strategy with the overall business goals </li></ul><ul><li>Assure management buy-in and budget allocation </li></ul><ul><li>Define the goals and the scope of your efforts </li></ul><ul><li>Outline roles and responsibilities: Management, HR, Marketing, Communications – who owns your Employer Brand? </li></ul><ul><li>Research and analyze your organization’s existing vs. desired brand position </li></ul><ul><li>Determine communications channels that are the best fit for your organization, your audience, and your goals </li></ul>
  9. 9. BRAND RELEVANCY <ul><li>Does your brand positioning catch the attention of prospective talent and moves them to action? </li></ul><ul><li>Does it resonate well and create connection to your prospective candidates, and does it reach the most interested, the most qualified candidates? </li></ul><ul><li>Does it motivate your current employees to perform better and to share you organization’s story with the world? </li></ul>
  10. 10. BRAND STORY <ul><li>Every company has a story. This is NOT your elevator speech, this is a story of who you are, what you do and, most importantly, why it matters. </li></ul><ul><ul><li>What is your culture? </li></ul></ul><ul><ul><li>What attracts people to your organization and why do they stay? </li></ul></ul><ul><ul><li>What’s your story? </li></ul></ul>
  11. 11. TELLING YOUR STORY <ul><li>The main attributes of a strong brand story are: Clarity, Consistency and Character. </li></ul><ul><li>To engage your prospective candidates and current employees with your brand story, your organization needs to create a connection at every single touchpoint. </li></ul><ul><li>There’s a multitude of channels available – the challenge is to determine the right set of communication tools for your organization: what channels will reach your audiences most effectively and motivate them to take action? </li></ul>
  12. 12. COMMUNICATION CHANNELS <ul><li>Careers website or section: culture, location, benefits, personality </li></ul><ul><li>Recruitment marketing materials: professionalism, credibility, outreach </li></ul><ul><li>Web 2.0: have a conversation, build a community </li></ul><ul><li>Public recognition: best place to work ranking, editorial placements, employee engagement </li></ul><ul><li>Internship programs, academic partnerships </li></ul>
  13. 13. COMMUNICATION CHANNELS: Careers Website <ul><li>A separate website or a section within your corporate website? It depends on your goals and recruitment strategy/needs . </li></ul><ul><li>Engage, inspire, start a conversation, built a community. </li></ul><ul><li>Have an easy way for the prospective candidates to reach out to you, to take action </li></ul>
  14. 14. MICROSOFT CAREERS WEBSITE Positive User Experience = Favorable Brand Perception
  16. 16. ADIDAS CAREERS WEBSITE The Adidas brand story + move to action – seamlessly integrated through design, technology and functionality to create a superior brand experience
  17. 17. ADIDAS CAREERS WEBSITE Where conference rooms are like basketball arenas – a didas Careers!
  18. 18. DOES YOUR BRAND EXPERIENCE MEASURE UP? <ul><li>Put yourself in the driver’s seat and experience your online and offline candidate engagement. </li></ul><ul><li>How do you feel: IMPRESSED? MOTIVATED? DISAPPOINTED? </li></ul>
  19. 19. DOES YOUR BRAND EXPERIENCE MEASURE UP? <ul><li>Smaller, less known brands often have to work harder to stay shoulder to shoulder with Adidas and Microsofts of the world. </li></ul><ul><li>Using innovation across employer brand strategy and execution, brands of all sizes can overcome the “b i g brand” advantage and be as appealing to potential candidates. </li></ul>
  22. 22. COMMUNICATION CHANNELS: Web 2.0 <ul><li>“ E m ployment Branding 1.0 was a monologue. Employment Branding 2.0 is a conversation. ” </li></ul><ul><li>–  Ryan Estis, Managing Director, Estis & Associates </li></ul>
  24. 24. COMMUNICATION CHANNELS: Public Recognition <ul><li>“Bragging Rights” </li></ul><ul><li>“Doing well by doing good” </li></ul><ul><li>Be talked about </li></ul><ul><li>Engage employees in proactive storytelling </li></ul>
  25. 25. COMMUNICATION CHANNELS: Public Recognition <ul><li>“ BRAGGING RIGHTS” </li></ul><ul><li>The first step to a good employment brand is a senior management team that encourages the development and outbound communication of your organization’s best management practices. </li></ul><ul><li>Become a “Benchmark Company” </li></ul>
  26. 26. COMMUNICATION CHANNELS: Public Recognition <ul><li>“ DOING WELL BY DOING GOOD” </li></ul><ul><li>Creating a culture where community work is encouraged and rewarded. Not only will it give your organization some good PR exposure, it will positively affect employees’ satisfaction and, therefore, decrease burnout and turnover. </li></ul><ul><li>Environmental and social responsibility (but must walk the talk!) </li></ul>
  27. 27. COMMUNICATION CHANNELS: Public Recognition <ul><li>BE TALKED ABOUT </li></ul><ul><li>PR, Media Placement, Great-Place-To-Work-Lists, etc., increase your organization’s brand awareness. </li></ul><ul><li>By getting media exposure through writing articles, obtaining speaking engagements and positioning your management team as industry experts and thought leaders will also increase chances that press will follow your company. </li></ul>
  28. 28. COMMUNICATION CHANNELS: Public Recognition <ul><li>ENGAGE EMPLOYEES IN PROACTIVE STORYTELLING </li></ul><ul><li>Your current employees are the most effective ambassadors of your brand. </li></ul><ul><li>Encourage employees proactively share stories about your organization’s best practices and policies, and its positive impact on their lives. </li></ul><ul><li>Use employee testimonials. </li></ul>
  29. 29. FINAL THOUGHTS <ul><li>Employer brand can be only as strong as the corporate-level brand </li></ul><ul><li>Have a strategy first </li></ul><ul><li>Be authentic </li></ul><ul><li>Have a careers section on your website, or a separate recruitment website, and make sure it tells a compelling story and motivates action </li></ul><ul><li>Use employee testimonials </li></ul><ul><li>Make a list of the great things that your organizations does –  then talk them up </li></ul><ul><li>Show your personality – it will differentiate you </li></ul>
  30. 30. CONTACT Ida Cheinman Principal / Creative Director substance151 p: 410-732-8379 e: [email_address] .com w: @substance151 substance151 on facebook

Notas del editor

  • Having a clearly defined strategy is the most important factor in achieving employer branding objectives.
  • Candidates are using new tools and technologies to elevate their profiles – they expect organizations to do the same. Easy access to technology creates a low entry point and levels the playing field. The real sustainable advantage comes from an organization’s ability to leverage those tools and technologies to build immediate, meaningful and impactful relationships.
  • The first step to a good employment brand is a senior management team that encourages the development and outbound communication of your organization’s best management practices.
  • We all know that environmentally and socially responsible business practices are huge influencers in today’s buying decisions. However, this is also a part of the company culture that employees are looking for. ESPECIALLY the younger generations.