Creating an Employment Brand
-
Upload
michellerobertsclarke -
Category
Documents
-
view
16 -
download
0
Transcript of Creating an Employment Brand
TIPS FOR CREATING AN EMPLOYMENT BRAND
10 slide deck to get you going
CONSULTING * PLANNING * ACTIVATION
INSPIRED THINKING
B2E
Employment Brand
What it is and why it’s important
• An employment brand shapes the way candidates and
employees think about an organisaNon
• It helps people understand the culture, what’s expected of them and what it’s like to be part of the workforce
• Being able to arNculate the mission, vision, culture and personality of the organisaNon in a genuine and consistent way helps organisaNons aSract and retain high performing candidates
• A robust employment brand will create a good reputaNon as an employer of choice
InvesNng in an Employment Brand has BIG business benefits
What’s its Purpose
• Drive growth • Achieve business objecNves • Reduce risk • Increase compeNNve advantage • Improve producNvity
• Reduce costs • Retain talent • ArNculate values • MoNvate & engage • Increase investor interest
A brand value is created and reinforced through experiences
The Brand Experience
BRAND VALUE
EXTERNAL EXPERIENCE
INTERNAL EXPERIENCE
• Product experience • Service • ReputaBon • CommunicaBon • AdverBsing • Perceived value
• Recruitment process • Onboarding • Culture • Values • Reward • CommunicaBon
Engaging hearts and minds to take acNon
How it Impacts People
• I want to be part of it • I feel valued • I care for the company • I care for our customers • I care for my colleagues • I am engaged
• I want to work there • I want to contribute • I want to do a good job • I know what’s expected • I am empowered • I am rewarded
• I want to work there • I believe the leaders • I understand what is
happening • I am informed • I am part of something • I am an advocate
Is the organisaNon able to arNculate these elements
Employment Brand Building Blocks
To create an effecNve employment brand or audit it’s effecNveness, it’s essenNal to gather informaNon from all stakeholders. Benchmark the organisaNon and ensure the data is balanced. Use it to create a unique value proposiNon, values, personality and benefits to employee. This process will help inform business, recruitment and HR decisions.
Use a proven methodology to gather informaNon and create the strategy before acNvaNng campaigns
CreaNng an Employment Brand
STRATEGY
ACTIVATE MEASURE
INSIGHT
Theses acNviNes will help create a robust employment brand
Delivering an Employment Brand
1. Insight • Market intelligence • CompeNtor benchmarking • Candidate percepNons • Employee Insight • Employee saNsfacNon
2. Strategy • Candidate profiling • Talent pooling • Employment brand development • Employment Value proposiNon • Brand validaNon • Onboarding • Internal communicaNons • Change communicaNons • CommunicaNon touch point mapping
Theses acNviNes will help create a robust employment brand
Delivering an Employment Brand
3. AcNvate • Recruitment markeNng • Career web sites • Internal web sites • Media buying • Candidate sourcing • Social media • CreaNve campaigns • Learning & assessment • Internal communicaNon campaigns
4. Measure • Set clear objecNves & KPI’s • Recruitment process metrics • Screening & assessments • Costs per applicaNon/hire • Quality of applicants against • Channels & plaborms • Media performance • Onboarding • RetenNon • Employee engagement/saNsfacNon
The employment brand shapes the stories you tell about your organisaNon and helps focus on the areas of importance
Employment Brand Touch points
ASract Change Reward Onboard Exit
• Talent Pools • Stand out from the market • Discover what other organisaNons are doing beSer • Understand talent percepNons • Clear & consistent messages • Manage business needs • Be an employer of choice • Robust inducNon & retenNon • Assess and give feedback • Explain change and what it means for employees • Invite employees to input to the culture
Culture
• Create 2 way communicaNon • Insight about the culture • Encourages the right behaviours • Clarity for managers and employees • Results in good client service • Tell people, tell them and tell them again • Use 1-‐2-‐1, group and digital communicaNon channels • Find out why people are leaving • Helps manage organisaNonal reputaNon • Facilitates change & improvements
Benefits of Manage an Employment Brand
Advice and help to create, manage or audit an employment brand for your organisaNon or a client.
Need Help
B2B & B2E MarkeNng [email protected] 07703 744446