HOW TO ALIGN YOUR EMPLOYER BRAND FROM THE INSIDE OUT

What does this video mean to you?

How do you feel when you watch it?

If you have any questions write them down.

ASK YOURSELF…

THE WORKPLACE IS CHANGING

The Physical Office Space.

Technology: Real-Time Communication.

Global & Diverse Talent.

Speed of Change.

Work/Life Blending.

Work Anywhere.

INFORMATION ASYMMETRY IS DEAD

Buyer (employee + prospect) = Seller (organization)

The employee voice matters.

Brand perception matters.

The employee experience matters.

Employees influence business outcomes more than ever.

What Other Organizations Come to Mind When You Think of a Strong External Employer Brand?

Once Upon a Time… An Employer Brand Campaign Gone Wrong

WHAT HAPPENED?

1. Achieved the goal of attracting more talent.

2. Failed to better engage and retain top talent.

3. The brand suffered over the long term.

4. Employees were left out.

5. External brand promise did not match the employee experience.

EMPLOYEE EXPERIENCE LIFECYCLE

Attract

Integrate

Perform

Retain

Succession

What Happens if the Employee Experience Sucks?

Productivity declines.

Costs increase.

Employees share their dissatisfaction with their networks.

Brand loyalty, internally and externally, declines.

Customer experience declines.

THE SIMPLE CONNECTION…

An awesome employee experience (inside) results in an awesome customer experience (outside), which positively impacts business outcomes.

GUESS WHAT?

The Employee Experience is Another Way of Saying Internal Brand.

EMPLOYER BRAND FORMULA

Internal Brand(Employee Experience)

External Brand(Talent Prospect Perception)+

EB STRATEGY MODEL

Understand Build Launch Measure

• State of employeeengagement.

• Mission, vision and values.

• Perception of EB internally and externally.

• Org change readiness.

• Leadership buy-in.

• Competitive analysis.

• Identify your Employee Value Proposition (EVP).

• What are you promising re employee experience?

• Build HR programs to support EVP delivery – note: think employee experience.

• Build content strategy.

• Identify tools/tech mix (e.g. ATS, social tools).

• Leadership support.

• Leverage brand ambassadors.

• Iterate on the fly.

• Keep doing.

• Stop doing.

• Make changes.

• Keep iterating.

DRIVING YOUR INTERNAL BRAND

Tap Into What Engages YOUR employees throughout the employee lifecycle…

BUT…

WE SUCK AT MARKETING.

Market/sell/communicate internally and externally.

Biz Case: positive correlation between strong employee and customer experience.

• One United Team. Treat Them Right and Give them Purpose.

• Be Innovative. Lead Change.

• Create Personal Accountability. Embracing Speed.

WESTJETTER CULTURE

Celebrating Employee Success.

Diversity and Inclusion.

Career Progression.

Community Investment.

Wellness.

→ Mission: “We Make it Easy” drives everything.

→ Values: passion, integrity and respect.

→ Vision: Exceptional people, valued customers.

→ 80% remote workers – heavy investment in best-in-class technology tools.

→ Top-to-bottom business transparency.

→ Investment in people development.

→ Great Place to Work Canada recognition.

SCALING WITH TECHNOLOGY

What is your HR tech stack?

Mobile-first design.

Integration. Open API. 1 data source.

Great tech vendor customer service.

Your stack should help you achieve your goals.

RECRUITING & HRIS TOOLS

AGILE PERFORMANCE TOOLS

COLLABORATION TOOLS

ENGAGEMENT & RECOGNITION

SOCIAL LEARNING TOOLS

MORAL OF THE STORY

With the help of Marketing, let your employees tell their story to your external audience, and drive your employer brand through providing an awesome employee experience.

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THANK-YOU