Employment Branding:Reducing workforce risk through engagement,

strategic employee communication and brand

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You cannot create an employment brand.

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One brand – one voice

Reward &recognition

Reputation

CultureLeadership

Productoffering

Reputation

Serviceoffering

Serviceperformance

Committed employees Products and services

EMPLOYER BRAND CONSUMER BRAND

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“They were quite happy, because they

know they've got one of the best packages

possible in the automotive industry in

Australia''

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Connecting CVP and EVP

If you believe that 8 to 5 should be more

about life than a grueling life sentence, maybe this is where you ought to be.

We do more than just sports. We do life. And we love what we do.

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Connected

If you believe that 8 to 5 should be more

about life than a grueling life sentence, maybe Nike is where you ought to be.

We do more than just sports. We do life. And we love what we do.

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Supply of labour

• One of the critical business issues over the next 10 years

• Demographic time bomb – ageing workforce

– Work harder to attract applicants

– Brand as important as roles

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Population distribution 1986

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Population distribution 2000

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Population distribution 2025

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Population distribution 2050

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Supply of labour

• One of the critical business issues over the next 10 years

• Demographic time bomb – ageing workforce

– Work harder to attract applicants

– Brand as important as roles

• Generation Y becomes the new workforce

– Don’t dismiss Boomers and Generation X

• Increased opportunity and macro level social shift

– Fewer workers leads to more choice and independence

– The world is becoming a smaller place

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Employment brand

Communication

Recognition

Involvement

Dialogue

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What’s our scope?

Exit Attract

Develop Interview

HireRetain

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What’s our scope?

Exit Attract

Develop Interview

HireRetain

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‘Quality advice = Quality decisions’

Client Value Proposition

‘Creating growth through quality’

How They Connect

‘Building Possibilities’

Employee Value Proposition

Connect EVP to CVP

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What’s our scope?

Exit Attract

Develop Interview

HireRetain

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5% of jobseekers responded that they decided whether or not to stay in a role on their

first day and 58% determined whether or not to

stay inside a month.Source: Chandler Macleod 2007

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What’s our scope?

Exit Attract

Develop Interview

HireRetain

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Informal communication

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50% claim they get all their

company information at the

water cooler

Source: Talent2 March 2007

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What’s our scope?

Exit Attract

Develop Interview

HireRetain

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What workers want

Attribute Jobseekers Employers

Reputation for valuing employees 1 2

Career development 2 3

Challenging work 3 1

Fun and positive work environment 4 8

Attractive salary 5 4

Training and development 6 7

Work/life balance 7 9

Flexible working hours 8 5

A fair day’s pay 9 10

Company vision and values 10 6

Source: Reality Cheque – Workplace Barometer, November 2007, Chandler Macleod

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Effective engagement

• Drives productivity

• Generates business efficiency

• Reduces direct cost

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Approaching employment brand

• Start and finish with the business case

• Build a distinctive culture which connects to the CVP

– Ensure that current staff are not alienated

• Think ‘people engagement’ not just ‘communication’

• Focus on behaviour not just values

• Drive change at the frontline

• Create tailored solutions without preconceptions

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