Using Employer Image & Brand to attract talent

So, as were 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-brands2008/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

Baby Boomers: 19461961

Generation X: 19611981

Generation Y: 19811997/2000

Maslows hierarchy of needs

Motivating Gen Y
When looking for a job Gen Yers want (in this order):

Training Management Style

Work flexibility
Staff activities Non financial rewards Salary

HR perspective
Performance Management where is our talent in the organisation?
Leadership Values and Culture Individual and Team Competence Performance Review

Employer Brand what do people think of us?

Talent Management how do we manage our talent?

Recruitment Processes how we do attract talented people to us?

Core Work Processes Organisation, Team and Job Design

HR Processes

Communication how do we talk to our talented people?

Reward & Recognition what keeps our talent with us?

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 organisations

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 offers

Current employees to reduce turnover, increase employee

motivation, a sense of belonging and align behaviour to the organisations 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

Brand Strength
Brand strength Employer Brand
The unique and differentiating promise a business makes to its employees and potential candidates

Employee experience
Actual delivery of the promise throughout the employee lifecycle

Attraction of the right candidates Employee engagement and retention Differentiation from competitors Customer engagement and retention

Attraction of high quality employees is a competitive necessity

Engagement of high quality employees is a bottom line issue

Employer brand a three step process

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

2. Brand development 3. Implementation

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 Value Proposition Employee vision Personality Key messages Strengths/areas to improve 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

Employer Image Touchpoint Wheel

Retention
Exit interviews Career development Campus recruitment Internship

Awareness

Performance review

PostApplication Experience

PreApplication Experience

Career site

Commitment

Management behavior

Consideration
Employer Brand
Company brand

Informing / Involving people

Invitation letter

Engagement
Introduction

Application Experience
Interview Rejection letter Contract handling

Preference

Assessment

Lessons learned
Dont underestimate the size of such an initiative

Even 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?