#FIRMday Manchester 9th March 2017: reed.co.uk, The Happiness Index
#FIRMday Manchester 25th Feb 2016 - Creed - Bringing your employer brand to life
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Transcript of #FIRMday Manchester 25th Feb 2016 - Creed - Bringing your employer brand to life
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Nice to meet you!
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Bringing your Employer Brand to lifeAn interactive session !!! ;-)
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“An authentic promise that’s consistently kept - a truth well told.”
What’s an Employer Brand?
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Campaign Specific Tactics
Generic Brand Assets
People Promises
Performance, Culture & Value /
Behavioural alignment
People Deal
Your Employer Brand
How people feel about you as a current or potential employee - your internal and
external employer reputation.
The psychological contract - a single statement capturing what you expect and
what people can expect from you.
What makes you different/better than/to your talent competitors? Culture, Values, Rewards, Development, Opportunity etc. Remember to tell the truth well!
Your Careers sites, Social Media, ERP, PR, ATS & Candidate comms, Recruitment process, Internal Comms, Rewards & Recognition, Performance reviews etc.
Role/Audience specific proposition-led campaigns supporting/supported by EVP’s for specific skill sets
or departmental needs.
Brand building blocks
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The Employer Brand journey
What can & should you say
How and where should you say it
Creating your brand
ambassadors
Saying it consistently &
positively
How well you are making and keeping
your promises?
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Discover - understanding the four crucial elements
Internal
ExternalContext
Future
Internal - current employee experience
External - your employer reputation
Future - leadership & business goals
Context - competitor/talent landscape
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So how do youbring it to life?
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When is it felt?The four C’s
ConsiderConsider CommitCommit ContributeContribute CommendCommend
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When is it felt?The four C’s
ConsiderConsiderThis is the phase when people first consider joining you, and they first encounter your propositions and messages. Here potential candidates will make direct comparisons between you and your talent competitors.
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Our thinking
Celebrate what defines you
Know your audience
Be authentic
Make it interactive and innovative
Target passive and active jobseekers
Be confident, bold and creative
Be expansive in your media selection
Use social media to engage and tell stories, not just to advertise
Consider
ConsiderConsider
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When is it felt?The four C’s
CommitCommit
As the audience commit to becoming applicants, the candidate experience and journey become crucial. Your brand and messages should evolve as the candidate journey continues, and feeling the brand through the recruitment process should enable applicants to self-screen and deliver pre-engaged candidates.
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Our thinking
Build an interesting and user-friendly site
Continue to be interactive
Use technology
Don’t over automate
Evolve your propositions to keep candidates motivated
Introduce values and culture messages
Tell stories
Open up your environment
Build the understanding of your brand during on boarding
Commit
CommitCommit
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When is it felt?The four C’s
ContributeContribute
You and your employees should now be living the brand and the People Deal - understanding what you expect from them and what they can expect in return. Therefore, the employee experience of Internal comms, Management style, Reward and recognition, L&D, Performance management and all other touch-points should positively reinforce the brand.
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Our thinking
Bring your values to life - I remember, then I understand, then I behave
Celebrate what’s great about working here
Live your People Deal through Internal comms
Share stories about how everyone is keeping the People Deal
Embed your Employer Brand in Performance Management and L & D
Showcase skills development and career progression
Contribute
ContributeContribute
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When is it felt?The four C’s
CommendCommendAt this stage your employees (past and present) will be making high quality candidate referrals, your engagement scores will be higher and productivity will have increased. You will now have Employer Brand Advocates, and it’s time to measure and improve.
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Our thinking
Engage senior leaders as brand ambassadors
Launch a referral programme that reinforces your Employer Brand
Get creative with reward mechanisms
Make it about more than money
Use technology to make it easier… (for everyone!)
Educate third party recruiters
Encourage alumni to be advocates
Have some fun
Commend
ContributeCommend
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Thanks for listening