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Managing Reputation 2008
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Employment Branding: Reducing workforce risk through engagement, strategic employee communication and brand
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Transcript of Managing Reputation 2008
Employment Branding:Reducing workforce risk through engagement,
strategic employee communication and brand
3 March 2008
Employment Brand
1
You cannot create an employment brand.
3 March 2008
Employment Brand
2
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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Employment Brand
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Employment 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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Employment Brand
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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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Employment Brand
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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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Employment Brand
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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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Employment Brand
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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
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Employment Brand
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Employment Brand
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Employment Brand
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Employment Brand
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Employment Brand
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Employment Brand
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Employment brand
Communication
Recognition
Involvement
Dialogue
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Employment Brand
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What’s our scope?
Exit Attract
Develop Interview
HireRetain
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Employment Brand
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What’s our scope?
Exit Attract
Develop Interview
HireRetain
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Employment Brand
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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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Employment Brand
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Employment Brand
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Employment Brand
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Employment Brand
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What’s our scope?
Exit Attract
Develop Interview
HireRetain
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Employment Brand
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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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Employment Brand
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What’s our scope?
Exit Attract
Develop Interview
HireRetain
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Employment Brand
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Informal communication
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Employment Brand
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50% claim they get all their
company information at the
water cooler
Source: Talent2 March 2007
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Employment Brand
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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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Employment Brand
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