employer branding june 2010
DESCRIPTION
One-day training course delivered in London to an audience of HR practitioners, marketing professionals, recruiters and recruitment advertising agencies.TRANSCRIPT
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Employer branding
by Fluid
June 2010
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Contents
3-4 Introduction to Fluid5-6 Definitions7-8 Looking for the X factor in a job
brand9-10 Building competitive advantage11-12 Rules of attraction 13-15 Research costs16-17 Talent and the recruitment
marketing mix18-19 The employee platform20-21 The strategic platform22-23 Excellence framework24-25 Creating a successful
employee value proposition26-27 Employer brand
development and communication28-29 What is actively
managed?30-31 Working on digital
platforms32-33 Real-life example34-35 Bringing the employer
brand to life36-37 Limiting reputation
damage after job cuts38-44 Developing and
maintaining the employer brand45-46 The future of employer
branding and HR47-48 Exercise49-50 Case studies51-52 Conclusion and questions
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Introduction
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Introduction to Fluid• Fluid Consulting Limited (Fluid) is a specialist
human resources consultancy headed by Tim Holden MCIPD
• 10 years in banking• 10 years in Human Resources consultancy• Fluid trading since 2006• The core services provided by Fluid are:
- Retention- Selection- Attraction- Remuneration & Reward - Outplacement- Training & HR consultancy
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Definitions
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Definitions
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Looking for the X factor in a job brand
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Looking for the X factor in a job brand
• First job• Leaving first job• Joining current job• Staying in current job
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Building competitive advantage
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Building competitive advantage
• Concept• Design• Integration• Evaluation
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Rules of attraction
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Rules of attraction
• Get ready for a fight• Focus on your audience• Honesty is the best policy• Keep in interesting• Look beyond convention• Consider value as well as cost• Think ahead
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Research costs
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Research costs 1 of 2
• EXTERNAL FOCUS GROUPS• Recruitment costs• Incentives• Venue hire• Moderation fees• Analysis and reporting• Project management• INTERNAL FOCUS GROUPS
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Research costs 2 of 2
• OTHER SAMPLING METHODS• Telephone interviews• Online surveys• Street surveys• Omnibus research
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Talent and the recruitment marketing
mix
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Talent and the recruitment marketing mix
• Consider• Commit• Contribute• Commend
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The employee platform
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The employee platform
• WHAT AFFECTS EMPLOYEES• Recruitment and induction• Compensation and benefits• Career development• Employee research• Reward and recognition• Communication systems• Work environment
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The strategic platform
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The strategic platform
• HOW THE BRAND RELATES TO OVERALL STRATEGY
• The mission, vision and values• Corporate social responsibility• Leadership• Corporate reputation and culture• People management policies and practices• Performance management• Innovation
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Excellence framework
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Excellence framework
• Define your employer value proposition (EVP)• Consider the employee and strategic level
elements that impact on your employer brand• Analyse the impact of your corporate brand• Identify the market forces that need to be
monitored• Identify stakeholders’ , customers’ and
prospective employees’ perception of your employer brand
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Creating a successful employer value
proposition
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Creating a successful employer value proposition
• Image• Identity• Profile
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Employer brand development and communication
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Employer brand development and communication
• Discovery• Analysis, interpretation and creation• Implementation and communication• Measurement, maintenance and
optimisation
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What is actively managed?
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What is actively managed?
• Recruitment advertising• Employee communications• Learning and development• Leadership and management behaviours• Careers website• Performance management• Public relations• Physical working environment• IT, technology and communications• Compensation and benefits strategy
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Working on digital platforms
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Working on digital platforms
• Do your research• Don’t do something just because it is new or
because everyone else is doing it• Tap into the expertise of an expert• Don’t create something and leave it• Track and measure everything you do online• Integrate your employer branding in digital
platforms with your existing recruitment process
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Real-life example
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Real-life example
• KEY ATTRIBUTES• Competence• Courage• Human insight• Humour• Realism• Thoughtfulness
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Bringing the employer brand to life
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Bringing the employer brand to life
• Books, games and DVDs• Brand champions• Events and workshops• Role of HR• Internal communications• Internet
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Limiting reputation damage after job cuts
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Limiting reputation damage after job cuts
• Be sympathetic to employees• Offer leaving employees support to find a new
job• Communicate as clearly and factually as
possible• Make sure remaining employees know what is
expected of them• Ensure line managers offer praise and
incentives• Streamline your employer branding strategy
to concentrate only on crucial elements
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Developing and maintaining the employer brand
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Developing and maintaining the employer brand 1 of 6
• GOALS• Alignment to vision and value• Increase recruitment performance overall• Compete effectively for labour in local markets• Increase employee satisfaction• Compete effectively for labour in the national and
international markets• Improve productivity and service delivery• Reduce attrition• Reduce costs of HR
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Developing and maintaining the employer brand 2 of 6
• Sell the benefits• Join it up• Meet the ‘on-a-shoestring’ challenge• Engage your people• Communicate• Think to the future
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Developing and maintaining the employer brand 3 of 6
• Think it through• Get top-level buy-in• Get marketing involved• Get the brief right• Invite the right partner to pitch• Make your decision for the right reasons• Understand the process and the costs• How will you roll it out?• How will you measure success?
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Developing and maintaining the employer brand 4 of 6
• Make a start• Show a return on investment• Decide what you want to be famous for• Take your partners• Talk to your own people first• Launch it to the world• Keep your promises• Don’t forget to measure• Remember, a brand is for life
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Developing and maintaining the employer brand 5 of 6
• Believe in one brand• Set clear objectives• Get boardroom buy-in• Work with passionate experts• Remember this is science• Remember this is also art• Be flexible• Test it out• Let it live• Measure it
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Developing and maintaining the employer brand 6 of 6
• IN A HIGH UNEMPLOYMENT ENVIRONMENT• Communicate internally and externally• Research & implement technology• Standardised templates• Delegate a single point of contact• Engage with talent
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The future of employer branding and HR
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The future of employer branding and HR
• Brand management in the employer brand area• HR may split in two• Tomorrow’s CEO may spend as much time
working on their organisation’s reputation than with the investment community
• Suppliers to HR will have to relate successfully to new and higher levels of client management and be able to see their contribution in the context of the overall brand
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Exercise
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Exercise
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Case studies
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Case studies
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Conclusion & Questions
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Conclusion
• Summary• 30 things you need to know about
employer brands• Questions