ultimate building a brand as an employer of choice general - 10.27.14

Name title Company

Building a Brand as an

Employer of Choice

Creating an Employment

Brand

What’s the Difference?

EMPLOYMENT BRAND

EMPLOYER OF CHOICE

What We’ll Cover

Does Employment Brand Matter

How to Gauge Your Current Employment Brand

Tips for Building Your Employment Brand

Becoming a “Best Company to Work for”

What We’ll Cover

Does Employment Brand Matter

How to Gauge Your Current Employment Brand

Tips for Building Your Employment Brand

Becoming a “Best Company to Work for”

5

Employment Brand Matters More Than Ever

6

Companies are Feeling the “War for Talent”

20%

[VALUE]

0%

10%

20%

30%

40%

50%

60%

70%

2009 2012Source: Talent.LinkedIn.com

Strong Employment Brand Makes a Difference

Source: Talent.LinkedIn.com

Figure 4 Impression of Employer Brand vs Job Consideration

Employer Consideration Average 43%

Emp

loye

r Im

pre

ssio

n A

vera

ge 4

5%

Imp

ress

ion

of

Emp

loye

r B

ran

d (

Top

3)

Job Consideration (Top 3)

100%

80%

60%

40%

20%

0%

0% 20% 40% 60% 80% 100%

Strong Employment Brands Spend Less Per Hire

Source: Talent.LinkedIn.com

Poor / Moderate Good / Strong

Figure 5 Impact of Employer brand strength on cost per hire

(very likely to consider your company)

Ind

exe

d C

ost

pe

r h

ire

Employer brand strength

125

67

Employers of Choice: Lower Turnover

Source: The Incentive Research Foundation Resource Center: The Economics of Engagement

16

11

19

13 12

8

18

8

26

15

33

14

28

19

48

17

Construction Manufacturing & Production

Retail (non-food)

Financial Services / Insurance

Professional Services / Consulting

Hospitals Hospitality Technology / Telecom

Great Place to Work Institute, Attrition 1998 - 2006

Vo

lun

tary

Tu

rno

ver

100 Best

Industry Average

FORTUNE® 100 Best Companies

to Work For®

Russell 3000

S&P 500

“Great Workplaces” Outperform

Comparative Annualized Stock Market Returns (1997 – 2012)

Source: Russell Investment Group Copyright© 2013 The Great Place to Work ® Institute www.greatplacetowork.com

10.80%

4.81% 4.49%

What We’ll Cover

Does Employment Brand Matter

How to Gauge Your Current Employment Brand

Tips for Building Your Employment Brand

Becoming a “Best Company to Work for”

Not many say they regularly measure their employer brand in a quantifiable way

Only one out of three

Gauging Your Current Brand as an Employer

Participate in a Culture Audit/Trust Index

How Our Employees Ranked US in the Key Categories

Source: The Great Place to Work ® Institute Copyright© 2013 www.greatplacetowork.com

94% 94% 94% 96% 97% 98%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Credibility Respect Fairness Pride Camaraderie This is a GreatPlace to Work

Trust Index© Summary

LinkedIn Brand Talent Index

11.20%

13.60% 14% 15.40%

0.00%

2.00%

4.00%

6.00%

8.00%

10.00%

12.00%

14.00%

16.00%

18.00%

Peer Company Peer Company Your Company Peer Company

What We’ll Cover

Does Employment Brand Matter

How to Gauge Your Current Employment Brand

Tips for Building Your Employment Brand

Becoming a “Best Company to Work for”

©2013 Ultimate Software 18

Building a strong culture

+ Communicating your employment brand

to the market

Striking the Right Balance

Building a Strong Culture

6 Fundamentals of Building a Differentiated

Culture

Work Environment

Gratitude

Innovation & Collaboration

Engagement

Authenticity

Compensation

From day one, we've run the company with the philosophy

that if we pay better than average, provide a salary people can live on, have a

positive environment and good benefits, we'll be able to hire

better people, they'll stay longer and be more efficient.

- Richard Galanti, CFO, Costco

“

”

Compensation: Competitive Salary

Compensation: Benefits

100%

Employees granted equity

35%

401(k) match

0

Healthcare premiums

Benefits

Positive Work Environment

Google employees are encouraged to spend up to 20 percent of their work week to pursue projects of personal interest and passion.

Innovation and Collaboration

Source: “Fortune 100 Best Companies to Work For,” 2013 List from the Feb 4th issue www.greatplacetowork.com

NetApp Vice Chairman Tom Mendoza asks managers to notify him when they "catch someone doing something right," and then calls 10 to 20 employees every day to thank them.

Gratitude

Source: “Fortune 100 Best Companies to Work For,” 2013 List from the Feb 4th issue www.cnnmoney.com

Culture of Engagement

Engagement

Authenticity

Source: “Fortune 100 Best Companies to Work For,” 2013 List from the Feb 4th issue www.cnnmoney.com

Authenticity

Chris McCann, President and COO of 1-800-FLOWERS

Build Awareness of Your Employment Brand

One Characteristic of Your

Employment Brand Build into Your DNA

Communicate to the Market

Employees = Brand Ambassadors

Candidate Engagement with

Your Brand

1 2 3

4 5

Innovation

Fun Elite

One Primary Employment Brand Trait

Creativity

Creativity

What Does Your Employment Brand Stand for?

Make it Part of your DNA!

Culture is in SouthWest’s DNA

Communicate Your Brand in Everything You Do

Let Your Employees Be Your Ambassadors

Our Employees Say it Best

What We’ll Cover

Does Employment Brand Matter

How to Gauge Your Current Employment Brand

Tips for Building Your Employment Brand

Becoming a “Best Company to Work for”

“Best Company” Rankings

Best Places to Work (small and mid-sized businesses)

FORTUNE Best Companies to Work for

Regional Best Places to Work

Building Market Awareness of Your Employment Brand

Eligibility

Eligibility Requirements

FORTUNE 100 Best Companies to Work For®

Great Place to Work® : Best Small and

Medium Workplaces

Company must:

be five or more years old and

have at least 1,000 regular full and part-time employees in the United States

Company must:

be two or more years old and

have between 25 and 999 regular full and part-time employees in the United States

Application

Accompanying Materials –

Optional

Culture Audit©

Employee Survey –

Great Place to Work® Trust

Index©

Company Response

Employee Survey

Five or more years old; 1,000+ U.S. employees

Model based on more than 25 years of analysis

Making the List : Eligibility and Scoring

Trust Index

2/3 1/3

Source: The Great Place to Work® Institute Copyright© 2013 www.greatplacetowork.com

Culture Audit

How They Evaluate Companies

Based on 5 Categories They’ve Defined as Creating Employee Trust

Source: The Great Place to Work® Institute Copyright© 2013 www.greatplacetowork.com

Key Dates

December Registration deadline for application

July Materials Due

May - July Survey goes live – you pick the date

January List Unveiled

To Learn More

Web sites: http://www.ultimatesoftware.com/culture_books

www.money.cnn.com/magazines/fortune/best-companies/

www.greatplacetowork.com

Reports: The State of the American Workplace: Employee

Engagement Insights for U.S. Business Leaders – Gallup LLC. http://www.gallup.com

LinkedIn: Why Employment Brand Matters: The State of Employer Branding:

http://talent.linkedin.com/node/69037

What Employment Brand Matters: http://talent.linkedin.com/node/62196

Resources Books (available on Amazon):

The Great Workplace: How to Build It, How to Keep It, and Why It Matters - by Michael Burchell & Jennifer Robin

People People - by Scott Christopher

Videos Simon Sinek: How great leaders

inspire action - TEDX

http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html

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