52N - Employer Branding
description
Transcript of 52N - Employer Branding
The International & InclusiveEmployer Brand
Berlin - Bucharest - Budapest - Cambridge - Frankfurt - Munich - Prague - Sarajevo - Vienna - Warsaw
52N Brand Guidelines
® 52N 2013
4
This is the 52Nwordmark. Thisversion of the logo uses the North iconplus the full company name. This isa secondary logo used primarily forbusiness-to-business purposes andcorporate communication.
INTRODUCTIONTHE 52˚N WORDMARK
2.1 Introduction - wordmark
INTEGRATED RESOURCING SOLUTIONS
Steve McNally [email protected]
INTEGRATED RESOURCING SOLUTIONS
© 52 North 2013
52N Brand Guidelines
® 52N 2013
4
This is the 52Nwordmark. Thisversion of the logo uses the North iconplus the full company name. This isa secondary logo used primarily forbusiness-to-business purposes andcorporate communication.
INTRODUCTIONTHE 52˚N WORDMARK
2.1 Introduction - wordmark
The Roadmap for an International, Inclusive
Employer Brand.
© 52 North 2013
52N Brand Guidelines
® 52N 2013
4
This is the 52Nwordmark. Thisversion of the logo uses the North iconplus the full company name. This isa secondary logo used primarily forbusiness-to-business purposes andcorporate communication.
INTRODUCTIONTHE 52˚N WORDMARK
2.1 Introduction - wordmark
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
52N Brand Guidelines
® 52N 2013
4
This is the 52Nwordmark. Thisversion of the logo uses the North iconplus the full company name. This isa secondary logo used primarily forbusiness-to-business purposes andcorporate communication.
INTRODUCTIONTHE 52˚N WORDMARK
2.1 Introduction - wordmark
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
52N Brand Guidelines
® 52N 2013
4
This is the 52Nwordmark. Thisversion of the logo uses the North iconplus the full company name. This isa secondary logo used primarily forbusiness-to-business purposes andcorporate communication.
INTRODUCTIONTHE 52˚N WORDMARK
2.1 Introduction - wordmark
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
52N Brand Guidelines
® 52N 2013
4
This is the 52Nwordmark. Thisversion of the logo uses the North iconplus the full company name. This isa secondary logo used primarily forbusiness-to-business purposes andcorporate communication.
INTRODUCTIONTHE 52˚N WORDMARK
2.1 Introduction - wordmark
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
52N Brand Guidelines
® 52N 2013
4
This is the 52Nwordmark. Thisversion of the logo uses the North iconplus the full company name. This isa secondary logo used primarily forbusiness-to-business purposes andcorporate communication.
INTRODUCTIONTHE 52˚N WORDMARK
2.1 Introduction - wordmark
INTEGRATED RESOURCING SOLUTIONS
The Journey
Primary and Secondary Research
• Employee Segmentation (Question Set, Inclusive Surveys, Representative Focus Groups)
• Competitve Audits• Visual and Editorial Audits• Recommendations
Discovery
Brand Positioning Brand Personality Brand Promise• Strategy Workshops• Creative Strategy Workshops• Brainstorming Sessions• Explorations of Visual Language• Brand Architecture Study
Informs Envision
Creative Strategy Editorial Objectives
Collatoral and component development
Directs Implementation
Phase I Phase II Phase III
© 52 North 2013
52N Brand Guidelines
® 52N 2013
4
This is the 52Nwordmark. Thisversion of the logo uses the North iconplus the full company name. This isa secondary logo used primarily forbusiness-to-business purposes andcorporate communication.
INTRODUCTIONTHE 52˚N WORDMARK
2.1 Introduction - wordmark
INTEGRATED RESOURCING SOLUTIONS
Demographics – Sex
Demographics – Age
Demographics – Length of Service
Employee Segmentation by DemographicPhase I:
© 52 North 2013
52N Brand Guidelines
® 52N 2013
4
This is the 52Nwordmark. Thisversion of the logo uses the North iconplus the full company name. This isa secondary logo used primarily forbusiness-to-business purposes andcorporate communication.
INTRODUCTIONTHE 52˚N WORDMARK
2.1 Introduction - wordmark
INTEGRATED RESOURCING SOLUTIONS
Demographics – Full/Part Time
Demographics – Ethnicity
Demographics – Disability
Phase I:
© 52 North 2013
52N Brand Guidelines
® 52N 2013
4
This is the 52Nwordmark. Thisversion of the logo uses the North iconplus the full company name. This isa secondary logo used primarily forbusiness-to-business purposes andcorporate communication.
INTRODUCTIONTHE 52˚N WORDMARK
2.1 Introduction - wordmark
INTEGRATED RESOURCING SOLUTIONS
Employee Segmentation by Primary MotivationsPhase I:
The BalancersBalancers 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.
The BelieversBelievers 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 SeekersEssential 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 ProgressorsProgressors are highly focussed on career progression. Pro-active go-getters they seek self-advancement and view their career success as an extension of self-actualisation.
The UnderutilisedThe 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.
THE BALANCERS THE BELIEVERS
THE ESSENTIAL SEEKERS
THE PROGRESSORS
THE UNDERUTILISED
© 52 North 2013
52N Brand Guidelines
® 52N 2013
4
This is the 52Nwordmark. Thisversion of the logo uses the North iconplus the full company name. This isa secondary logo used primarily forbusiness-to-business purposes andcorporate communication.
INTRODUCTIONTHE 52˚N WORDMARK
2.1 Introduction - wordmark
INTEGRATED RESOURCING SOLUTIONS
Aligning the Internal Truth with the External Perceptions
DO YOU MEET MY NEEDS BETTER THAN
ANYONE ELSE?
DO YOU DELIVER ON YOUR PROMISES?
DO YOU MEET MY NEEDS?
DO I KNOW WHAT YOU DO?
HAVE I HEARD OF YOU?
CHOICE LOYALTYCONSIDERATIONFAMILIARITYAWARENESS
STEP 4
STEP 5
STEP 3
STEP 2
STEP 1
Phase II:
© 52 North 2013
52N Brand Guidelines
® 52N 2013
4
This is the 52Nwordmark. Thisversion of the logo uses the North iconplus the full company name. This isa secondary logo used primarily forbusiness-to-business purposes andcorporate communication.
INTRODUCTIONTHE 52˚N WORDMARK
2.1 Introduction - wordmark
INTEGRATED RESOURCING SOLUTIONS
Audience-Appropriate Branded Communications
Culture: Top Down vs Empowered
People: Team vs Individual
Compensation: Salary vs Benefits
Environment: Head Office vs NetworkLOW LOW
LOWLOW
HIGH HIGH
HIGHHIGH
Phase II:
© 52 North 2013
52N Brand Guidelines
® 52N 2013
4
This is the 52Nwordmark. Thisversion of the logo uses the North iconplus the full company name. This isa secondary logo used primarily forbusiness-to-business purposes andcorporate communication.
INTRODUCTIONTHE 52˚N WORDMARK
2.1 Introduction - wordmark
INTEGRATED RESOURCING SOLUTIONS
CUSTOMERS?
RESULTS?GROWTH?
DEPENDABLE? ENGAGING?
TEAM?
DEVELOPMENT?
BUSINESS?AWARD-WINNING?
PROSPECTS?
DIVERSITY?
INTERNATIONAL?REMUNERATION?WORK/LIFE?
PERFORMANCE?
INDIVIDUAL?
INVESTORS?SECTORS?
INNOVATION?
=CORPORATE?
LOCAL?
GROUP?
EUROPE?
Audience-Appropriate Editorial Language - MotivationsPhase II:
© 52 North 2013
52N Brand Guidelines
® 52N 2013
4
This is the 52Nwordmark. Thisversion of the logo uses the North iconplus the full company name. This isa secondary logo used primarily forbusiness-to-business purposes andcorporate communication.
INTRODUCTIONTHE 52˚N WORDMARK
2.1 Introduction - wordmark
INTEGRATED RESOURCING SOLUTIONS
FAMILY RESPONSIBILITIES?
MARRIED?
WORK EXPERIENCE?
POLITICAL VIEWS?
RACE?
PARENTS?
AGE?
GENDER?ETHNICITY?
FAITH?
BELIEF?
DISABILITY?
SEXUAL ORIENTATION?
SOCIO/ECONOMIC BACKGROUND?
EDUCATION?
Audience-Appropriate Editorial Language - GroupsPhase II:
© 52 North 2013
52N Brand Guidelines
® 52N 2013
4
This is the 52Nwordmark. Thisversion of the logo uses the North iconplus the full company name. This isa secondary logo used primarily forbusiness-to-business purposes andcorporate communication.
INTRODUCTIONTHE 52˚N WORDMARK
2.1 Introduction - wordmark
INTEGRATED RESOURCING SOLUTIONS
Audience-Appropriate Visual Language - Personality
Phase II:
© 52 North 2013
52N Brand Guidelines
® 52N 2013
4
This is the 52Nwordmark. Thisversion of the logo uses the North iconplus the full company name. This isa secondary logo used primarily forbusiness-to-business purposes andcorporate communication.
INTRODUCTIONTHE 52˚N WORDMARK
2.1 Introduction - wordmark
INTEGRATED RESOURCING SOLUTIONS
The Journey
Primary and Secondary Research
• Employee Segmentation (Question Set, Inclusive Surveys, Representative Focus Groups)
• Competitve Audits• Visual and Editorial Audits• Recommendations
Discovery
Brand Positioning Brand Personality Brand Promise• Strategy Workshops• Creative Strategy Workshops• Brainstorming Sessions• Explorations of Visual Language• Brand Architecture Study
Informs Envision
Creative Strategy Editorial Objectives
Collatoral and component development
Directs Implementation
Phase I Phase II Phase III
© 52 North 2013
52N Brand Guidelines
® 52N 2013
4
This is the 52Nwordmark. Thisversion of the logo uses the North iconplus the full company name. This isa secondary logo used primarily forbusiness-to-business purposes andcorporate communication.
INTRODUCTIONTHE 52˚N WORDMARK
2.1 Introduction - wordmark
INTEGRATED RESOURCING SOLUTIONS
THANK YOUSteve McNally