Using Employer Image & Brand to attract talent

So, as we’re talking about brands…..

Do you know which are top 10 Best Global Brands in the world ?http://www.interbrand.com/en/best-global-brands/best-global-brands-

2008/best-global-brands-2010.aspx

Or which are the 10 most Admired companies in the world ?http://money.cnn.com/magazines/fortune/mostadmired/2010/

Or which are the top 10 MBA Employers in the world (Universum 2010)?

And in Finland?http://www.greatplacetowork.com/what_we_do/lists-fi.htm

Top 10 MBA Employers in the world

Generation X: 1961–1981

Generation Y: 1981–1997/2000

Baby Boomers: 1946–1961

Maslow’s hierarchy of needs

Motivating Gen YWhen looking for a job Gen Y’ers want (in this order):TrainingManagement StyleWork flexibilityStaff activitiesNon financial rewardsSalary

Values and Culture

Performance Review

HRProcesses

Leadership

Organisation,Team and Job

Design

Individualand Team

Competence

Core WorkProcesses

HR perspective Employer Brand“what do people think of us?”

Recruitment Processes“how we do attract talented people to us?”

Reward & Recognition“what keeps our talent with us?”

Performance Management“where is our talent in the organisation?”

Talent Management“how do we manage our talent?”

Communication“how do we talk to our talented people?”

Employer Image & Brand - What is it?

“The package of functional, economic, and psychological benefits provided by employment, and identified with the employing company”, Ambler & Barrow 1996

A long term strategy that establishes an organisation’s identity as an employer

Which differentiates them from competitors in the employment market

Where do you start?

The development of an employee value proposition (EVP)

Capturing in one statement, the sum of “everything that people experience and receive while they are part of the company” = Core Message

It must be aligned to the overall brand and reputation

Who is it for?Potential employees – to persuade more and better

applicants to apply and accept offersCurrent employees – to reduce turnover, increase

employee motivation, a sense of belonging and align behaviour to the organisation’s needs

Consistency of messages across both groups is vital as the organisation has to deliver what it promises

Projecting an unrealistic image may improve recruitment but can increase attrition

Employer BrandThe unique and

differentiating promise a business makes to its employees and

potential candidates

Employee experience

Actual delivery of the promise throughout the

employee lifecycle

Brand strengthAttraction of the right

candidatesEmployee engagement and

retentionDifferentiation from

competitorsCustomer engagement and

retention

+

Attraction of high quality employees is a competitive necessity

Engagement of high quality employees is a bottom line issue

Brand Strength

Employer brand – a three step process

1.Brand insight 2. Brand development 3. Implementation

• Competitor analysis• Brand positioning vs competition• Understanding vision for the business and employees• Understanding best of the current employee experience and improvements

• Alignment of the consumer brand/ employer brand• Concept development• Concept testing• Refinement and development

• Recruitment guidelines and roll out for recruitment advertising• Design of internal launch process• Production of comms materials, internally and externally

Employee vision

Personality

Key messages

Strengths/areas to improve

Employee Value Proposition

Brand book Communication strategy

Communication tools

Employer brand benefits

Significant decreases in cost per hire Reduced cost of recruitment - efficiencies maximised

throughout the recruitment process Reduction in recruitment marketing costs over time Greater numbers of higher quality applicants Higher performing employees Increased retention rates Stronger reputation in the marketplace Increased ability to attract specialist talent in a difficult market

Post-Application Experience

Pre-Application Experience

Application Experience

Campus recruitment Awareness

Engagement

Commitment

Retention

Consideration

Preference

Internship

Career site

Invitationletter

Introduction

Performancereview

Interview

Rejectionletter

Exitinterviews

Informing /Involvingpeople

Careerdevelopment

Managementbehavior

AssessmentContract handling

Employer BrandCompany

brand

Employer Image Touchpoint Wheel

Lessons learnedDon’t underestimate the size of such an initiativeEven if you have clearly defined the scope, focus

and approach, you have to make tough choices along the way about what to keep in or leave out

Getting the whole organization behind the Employer Brand is critical to making it a success

You must get commitment and involvement of people beyond HR, particularly in marketing, and get it early on!

Some final questions for the company

Do you know what your organisation represents?

Have you tested out your values, your culture?

Have you looked at your brand values?

What does this say about your organisation?

Who is the real competitor in the employment market (not just

the ones you know or think it should be?)

Is your brand attractive to new recruits?

Does it help you present a strong employer brand in the marketplace?

Who manages your Employer Brand – HR or Marketing?