the employer brand (1)

More Resources, Rock Solid Solutions

THE EMPLOYER BRAND

What is meant by “Brand”?

Brand or Reputation Definition: a Company’s

reputation that is one strategic tool in attracting, recruiting, and retaining talent.

Not only do your products and services have a brand, but your Company as a place to work has a reputation or BRAND.

Companies should develop a well-defined corporate brand for their products and services.

Our Employer Brand should follow our Tredroc Corporate Product brand.

Customer Value

Proposition

Employee Value

Proposition

Candidates &

Employees’

View

Customers’

View

Brand -defined by: CVP AND EVP

Customer Value

Proposition

Employee Value

Proposition

The shared space or overlap between the two create our “values” What we promote to our customers – and those that we need from our employees to deliver on our promises to both.

CVP AND EVP

What traits could our product and employer brand share?

Where else we find Brand traits:

Culture: defined by the Company’s-- values mission statement slogans working language Systems/processes

……Company slogans, values and mission statements here….

Brand or “Reputation”Can be formed by: Employee opinions

about the Company that reach beyond our doors: they are shared on public forums

“Listen to the people that get it done for you.”

“Some of the best service techs in the business. A good portion of the people are easy to work with.”

“Get back to basics. Remember, it's the everyday employee that the customer sees on a regularbasis.”

“You also have some managers that are experts in their fields and would love to succeed. You do get to communicate with some great customers and employees.”

Where is the concept of our brand formed? we build Brand?

Company website

…or where we can build our Brand…..

Job Fairs, Trade Shows, Schools

Why take control of our brand now?

The Statistics… Presentation 95% of Job Seekers use

the Internet to learn about Companies1

78% of job seekers say that ratings and reviews from insiders are important when deciding where to work.2

Having an employer “brand” is no longer a “nice to have”, but a necessity.

The Interview experience First impressions are

very important. If a candidate’s experience is negative, our reputation can suffer.

The Recruiting Funnel Affected by Brand

Talent Pool – Active & Passive

Prospects – Leads & Referrals

Candidates – screening interviewing

FinalistsHires

A Visible Group GraphicsM

ILLE

NIA

LS

Millenials care more about a company’s culture, personal fit, growth potential, and work/life balance than they do about compensation.

They tend to be entrepreneurial types who want to feel that their work makes a difference to the growth of the Company.

Define our brand before someone else does! does!

So HOW will we develop Brand?

“Touchpoints”For Customer relationships – this is defined as Any point of contact between a buyer and seller.For Employees: Any point of contact between employer and

employee: Hiring/Onboarding Employment Termination – whether voluntary or involuntary

Developing Brand… Ask Employees To help understand the culture or

venture a guess as to how the Company will be reviewed, ask employees: What perks matter most? What motivates you to perform well? Why did you choose to work here? Why do you choose to continue working

here? When you’re at a BBQ with family and

friends, how do you describe our Company?

Show Appreciation for the Positive!

Elk Grove gets a 5-Star Review

Branding is Competitive – LinkedIn

Our Competitors - Facebook Brand

Facebook - Promotions

FB Help Wanted, etc.

Celebrations….

FB – CSA Violations….

Relevant articles and Company announcements

Glassdoor – Competitors’ Brands

More Glassdoor…….. Competitors’ Brands

Glassdoor continued…..

Glassdoor continued…..

Company Websites

Company Websites

Company Websites

Twitter

Yelp

YouTube

YouTube

What About the Job Sites?

Culture and values Work/life balance Senior Management Compensation and

benefits Career opportunities

Candidates can read these reviews and compare Company ratings

Candidates can now rate the interview process

Employees can provide Reviews Candidates

Our Competitors’ Brands – the Ugly…..Tying it all together.….

What can Human Resources / Corporate do to help build Brand and how can you help?

Action Items!

Human Resources can help by: Checking social websites and recruitment sites

daily. Checking competitor’s online presence weekly. Looking for negative employee and candidate

reviews and responding to concerns. Looking for negative reviews of service and

alerting GMs and Sales Management.

Human Resources can help by con’t: Running job ads to promote consistency and

support retread and service shops. Supporting interview process so candidates view

Tredroc favorably. Develop other ways to recruit: military websites

or career fairs, unemployment websites, job fairs at area colleges and vocational schools.

Human Resources can help by con’t: Develop a sensible social media policy that allows

employees to engage without being too uptight. Teach employees an “elevator pitch” or mission

statement – how do you describe our company when someone asks?

Give employees an opportunity to contribute so they can develop a sense of pride in Tredroc.

A CONTEST TO HELP US DEVELOP OUR BRAND!

GET OUR EMPLOYEES INVOLVED!!!

Help us build content….

Click icon to add picture

Let’s develop Brand by building content. Get your employees at your shop

(service and retread where applicable) to participate in our Tredroc-wide contest.

Share your best photos, videos of approx. 20 – 30 seconds in length and employee statements on why they like working at Tredroc.

Contest Ideas and Guidelines….

Use real videos and photos – developed at your shop.

Don’t use stock photography – candidates and customers want to see the real “us”.

Have employees write or talk about their day and their work.

Some ideas…..

Photos of employees who aren’t comfortable having their pictures shared

Photos that contain “horseplay” or unsafe acts

Statements regarding the Company that are derogatory or inflammatory

Statements that might be too personal – commenting on personal rate of pay or performance grading, etc.

Visual of shop and office Photos of employees at work Photos of teamwork Photos of people having fun Photos of important

moments: office moves or goals achieved

What to avoid:What’s great to share:

Questions?tc.

1Employer Brand Management, Richard Mosley, 20142Employer Branding for Dummies, Glassdoor Special Edition, Alicia Garibaldi, 20143Social Media – Master Social Media Marketing, Grant Kennedy, 20154Society for Human Resource Management, The Employer Brand, June 2008

Research Materials: