employer brand: rebrand, refresh or tweak

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  • Employer Brand: Rebrand, Refresh or Tweak? A David Group Webinar, February 9, 2016

    HRs ad agency.

  • Todays

    Webinar Employer Brand: Rebrand, Refresh or Tweak?

    Facilitated by:

    N. Robert Johnson

    Practice Leader

    Workforce Communications

    2HRs ad agency.

  • HRs ad agency.We apply advertising and marketing

    practices to help organizations attract

    and retain talent.

    The focus of The David Groups

    Workforce Communications Practice is

    to strengthen employer brands,

    engage people and cut the cost of

    talent.

    3HRs ad agency.

  • Agenda1. The stages of strengthening

    your employer brand

    2. When to rebrand, refresh or tweak

    3. A roadmap for employer brand strength

    4HRs ad agency.

  • Employer Brand Strength

  • Employer

    BrandAn employer brand is the story of you

    as an employer as told by the every

    day experiences of your people.

    Employer brand promise

    Employer brand attributes

    Employee value proposition

    6HRs ad agency.

    Strengthening Employer Brand

  • Lifecycle

    7HRs ad agency.

    Strengthening Employer Brand

    Employer brand for attraction Employer brand and employee communications for retention

    Social Media

    PR/Publicity

    Employees

    Customers

    Careers site

    Talent

    community

    Special

    events

    Corp. site

    Mobile site

    EE Stories

    ATS

    Mobile site

    Recruiters

    Hiring Mgr

    Process and

    updates

    Offer

    Alignment

    experience

    Collateral

    Initial

    engagement

    EE comm

    Leadership

    comm

    Rewards

    Engagement

    drivers

    Exit interview

    Social media

    Special events

  • 8HRs ad agency.

    Strengthening Employer Brand

    The strongest employer brands reflect the authentic story of

    an organizations employment experience

    Employer Brand Strength Continuum

    Well just go

    with what we

    think

    weaker stronger

    Were using

    validated

    employee

    perspectives

    Point-of-View

  • ValidationValidation = Discovery

    Focus groups

    Interviews

    Surveys Engagement data

    Stay/exit interviews

    Communications audit

    9HRs ad agency.

    Strengthening Employer Brand

    WCPs approach to employer branding

  • Rebrand Full discovery (focus groups,

    executive interviews, audits, surveys, etc.)

    Enterprise-wide communication strategy and action plan

    All new materials across all media channels

    Tied to measurable business outcomes

    10HRs ad agency.

    Strengthening Employer Brand

    Comprehensive

    overhaul of an

    employer brand

  • Refresh One to several issues identified

    Organized and well thought-out response (discovery based)

    Tied to measurable outcome(s)

    A brand update but within existing employer branding

    statements and guidelines

    11HRs ad agency.

    Strengthening Employer Brand

    Rebrand lite

    targeted and

    focused intervention

  • Tweak Spot improvements

    Limited to passing feedback

    Common sense based

    Doesnt alter or change existing employer brand standards

    Less direct alignment to business outcomes

    12HRs ad agency.

    Strengthening Employer Brand

    Adjustments to

    existing brand

    elements

  • Take-AwayEmployer brand strength is

    directly correlated to validated

    employee experiences

    Not every organization needs a

    full-blown rebranding of their

    employer brand

    13HRs ad agency.

    Strengthening Employer Brand

  • Rebrand, Refresh or Tweak?

  • OverviewGuiding Principles

    Every organization is unique and is in a different place in

    terms of talent communications

    Branding is fluid: you can think big, start small and scale up

    15HRs ad agency.

    When to Rebrand, Refresh or Tweak?

  • Rebrand Poor recruitment and retention

    performance (negative impact)

    External brand alignment

    Shifts in mission and/or culture change

    16HRs ad agency.

    When to Rebrand, Refresh or Tweak?

    When a dramatic

    change is needed

  • Refresh Targeted talent communication

    intervention

    To solve a specific talent problem

    Change management initiative

    17HRs ad agency.

    When to Rebrand, Refresh or Tweak?

    When a targeted

    branding solution is

    needed

  • Tweak Instances of simple

    miscommunication

    Adjustment/reactions to social media

    A need for something different

    Connecting the dots

    18HRs ad agency.

    When to Rebrand, Refresh or Tweak?

    When there is a

    need to connect

    better

  • Take-AwayIt is important to calibrate the

    desire for something new with

    need, levels of validation and the

    organizations willingness to act

    19HRs ad agency.

    When to Rebrand, Refresh or Tweak?

  • Roadmap to a Stronger Employer Brand

  • Elements Organize (do I need to take a journey?)

    Assess (what kind of journey should I take?)

    Plan (how am I going to take this journey?)

    21HRs ad agency.

    Roadmap to a Stronger Employer Brand

  • Organizing What is prompting me to think about

    employer branding?

    What problem(s) am I trying to solve?

    On a five point scale, how urgent are these challenges?

    Where do they fall as weve discussed?

    22HRs ad agency.

    Roadmap to a Stronger Employer Brand

  • Assessment What level of validation will I need to

    solve my branding challenge?

    Whats the magnitude or scope of contemplated changes to our

    employer brand?

    What levels of support and resources would I have to

    accomplish these changes?

    23HRs ad agency.

    Roadmap to a Stronger Employer Brand

  • Planning What business outcomes am I

    tying to my employer branding

    initiatives?

    Whats my budget?

    How will I measure success?

    Whats the long-term plan?

    24HRs ad agency.

    Roadmap to a Stronger Employer Brand

  • Take-AwayPlanning helps for every phase:

    whether rebrand or just tweaking,

    having a detailed plan adds value

    to the project

    Short-term fixes may lead to more

    complex problems in the future,

    try to think steps-ahead

    25HRs ad agency.

    Roadmap to a Stronger Employer Brand

  • THANK YOU!

  • Resources Employer Brand: Rebrand or Refresh?, 2015 White

    Paper, The David Group

    Employer Brand Dimensions, Talent Solutions, The

    David Group

    Employer Brand Readiness Checklist, Talent

    Solutions, The David Group

    Our Approach to Employer Branding, 2015 White

    Paper, The David Group

    All of these items can be found at:

    www.davidgroup.com/what-we-think/downloads/

    27HRs ad agency.

    ContactN. Robert Johnson

    The David Group216.685.4486

    216.410.5258 (cell)

    nrjohnson@davidgroup.com

    http://www.davidgroup.com/what-we-think/downloads/mailto:nrjohnson@davidgroup.com