employer brand. the what, why and how of employer branding

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Employer brand. The what, why and how of employer branding.

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This is the first in our 30+3 Webinar Series: "The Employer brand. The what, why and how of employer branding." It is a high-level overview of employer branding - what it is, why it's important and how to get started. We also provide 3 action items designed to help you make your employer brand stronger.

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Page 1: Employer brand. The what, why and how of employer branding

Employer brand.

The what, why and how of employer

branding.

Page 2: Employer brand. The what, why and how of employer branding

Today’s format.

30 minutes – 3 action items Tuesday, May 13, 12:00-12:30 p.m.

Facilitator

N. Robert Johnson

Practice Leader • Workforce Communications

Page 3: Employer brand. The what, why and how of employer branding

We could spend all day . . .

This is the first in a series. Today’s webinar

provides a high-level overview of employer

branding. Future webinars will dive deeper

into employer branding and employee

engagement.

Interesting in a specific topic? Let us know.

Page 4: Employer brand. The what, why and how of employer branding

Today’s webinar.

Employer brand. The what, why and how of employer

branding.

Page 5: Employer brand. The what, why and how of employer branding

It’s your story.

Page 6: Employer brand. The what, why and how of employer branding

Your employer brand is the story of you

as an employer.

An employer brand is what your talent experiences, thinks,

feels and shares about you as a place to work.

What is an employer brand?

Page 7: Employer brand. The what, why and how of employer branding

Your employer brand is the experiences of your people.

Page 8: Employer brand. The what, why and how of employer branding

Employer branding ingredients.

promise attributes architecture

Page 9: Employer brand. The what, why and how of employer branding

Your employer brand

promise articulates your

identity as an employer;

showcases how you are

unique; and inspires

action.

Employer brand promise.

Page 10: Employer brand. The what, why and how of employer branding

Employer brand attributes.

The attributes of you as an employer

that connect people to your employer

brand promise.

FYI

Over 20% of employees under the age of 30 say that they would prefer to have a lower-paying job with a brand that they believe in. (Interbrand)

Page 11: Employer brand. The what, why and how of employer branding

Employer brand architecture.

Employer brand and attributes

Internal comm

Career site

and mobile

Social media

Collateral, events …

Everyday experiences

HR policies

Your employer brand architecture is the

design of how your employer brand

promise and attributes are

communicated and managed.

Page 12: Employer brand. The what, why and how of employer branding

Why it’s important.

FYI Less than half (46%) employees today can assert that they have felt

committed, fulfilled (28%) or excited (26%) about work in the last month.

(Kelton 2013)

Page 13: Employer brand. The what, why and how of employer branding

Warning signs of a perfect storm.

• 71% of the U.S. labor force is on the job market; 51% of

employed workers are either actively seeking or are

open to a new job (JobVite 2014)

• Trust in U.S. business is up but still only at 62% (Eldeman

trustbarometer 2014)

• 40% of American workers say that they don’t completely

understand their company’s vision. (Kelton 2013)

• Almost six in ten (57%) feel accountable for something at

work but do not count their company’s revenue, profit

or growth among those items (Kelton 2013)

Page 14: Employer brand. The what, why and how of employer branding

Storm warning signs – one more.

44% of candidates considering a

company would be more likely to

leave a company that failed to

engage them in an innovative way. (KornFerry/FutureStep 2013)

Page 15: Employer brand. The what, why and how of employer branding

The perfect storm impacting recruitment, engagement and retention performance and communication is the collision of employees who are less connected to their companies; more open to hearing and learning

about new jobs; and the changing dynamic in the way in which they gather and validate information.

.

Page 16: Employer brand. The what, why and how of employer branding

Why employer brand?

• Increases employee engagement

• Increases talent attraction and

retention performance

• Improves financial performance

Page 17: Employer brand. The what, why and how of employer branding

Why employer brand – a few proof

points.

• Increases employee engagement

• Reduces turnover by up to 28% (LinkedIn 2011)

• Lowers cost-per-hire by as much as 50% (LinkedIn 2011)

• Improves financial performance – 36%

stronger financial results due to strength of

consumer and talent brand alignment (Lippencott 2013)

Page 18: Employer brand. The what, why and how of employer branding

How to start.

Page 19: Employer brand. The what, why and how of employer branding

Get planning* and get support.

• Define what specific HCM issue(s) or problem(s) you

are looking to solve (business case)

• Gain feedback/support/buy-in from senior leaders

(including C-Suite), colleagues, employees and other

stakeholders

• Develop an action/project plan that includes a budget

and measurable outcomes

* We have a free readiness checklist …

Page 20: Employer brand. The what, why and how of employer branding

High-level “how” of employer branding.

• Use fact-based research

• Craft inspiring and engaging messages

• Focus on culture (the stories of your people)

• Be visual – use color, images and motion

• Engage and empower your people to be involved

• Segment audiences and target messages (relevancy and WIFM)

• Measure, analyze and adjust

Page 21: Employer brand. The what, why and how of employer branding

Action item 1:

Infuse employee engagement data.

Employer branding is about your story – your authentic story. It needs to be real. So, look for every data source you can to get to the real story.

Engagement data is often overlooked as a source for employer brand validation. Map your employer brand promise and attributes to key questions in your survey.

Page 22: Employer brand. The what, why and how of employer branding

Action item 2:

Look for easy entry points.

Employer branding doesn’t always have to

start with the big-hairy-project. College

recruiting, diversity programs, on-boarding

communications: these are easy ways to get

into employer branding.

Page 23: Employer brand. The what, why and how of employer branding

Action item 3:

Think like a brand manager.

Good brand managers always think about the

customer and the customer’s experience. In

our case, we must always be focused on the

experiences of our employees and

candidates.

Elements of experience to review as a brand

manager

• Employee value proposition

• On-boarding/promise alignment

• Messaging and creative

• Audience segmentation

Page 24: Employer brand. The what, why and how of employer branding

Our approach to employer brand.

Discover • Stakeholder interviews

• Focus groups

• Employee engagement data

• Communication audits

• External brand alignment

• Culture, mission and values alignment

Invent • Employer brand promise

• Employer brand attributes

• Employee value proposition

• Creative design expression

• Strategic communications planning

Deliver • Employer brand architecture

• Integrated communications

• Certified brand ambassadors

• Customer experience and employer branding

Page 25: Employer brand. The what, why and how of employer branding

Deeper Dive on Discovery. Infusing employee engagement data into your employer

brand.

Wednesday, May 28, 2014

12:00 noon ET/ 11:00 am CT

Thank you!

Offline questions?

Contact me at 216.685.4486

or [email protected]

Our next webinar.