great place to work employer branding paper
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Great Place to Work Employer Branding PAPERTRANSCRIPT
An Effective
HR Tool EMPLOYER BRANDING
Agenda
What is my brand? - Energizer
Why employer brand?
Corporate, internal & employer brand
How to design your employer brand?
Common pitfalls in employer branding?
Q & A
ENERGIZER
What is my brand line?
Three words/statements to describe
One that is most like me
One that I aspire to be
One that is most unlike me
You should write the above
in a different order
WHAT IS MY BRAND LINE?
Excellent communicator
Humorous
Lovable
SAMPLE - WHAT IS MY BRAND LINE (IN ANY
ORDER)
“Brand” ?
MATCH THE FOLLOWING:
HLL
Reliance
Infosys
Profits
Leadership
Marketing Skills
HLL Profits
Reliance
HLL Profits
Infosys
Reliance
HLL Profits
Marketing Skills Infosys
Reliance
HLL Profits
Leadership
Marketing Skills Infosys
Reliance
HLL Profits
HLL
Reliance
Infosys
HLL HLL
Reliance
HLL
Infosys
Reliance
HLL
Infosys
Reliance
HLL
Brand is an INTANGIBLE ASSET
Leadership Infosys
Reliance Profits
HLL Marketing Skills
MATCH THE FOLLOWING:
Is a relationship/emotional connection
Is an experience expectation
Is a commitment both ways
Is a love affair
Is a philosophy
BRAND
10
“Nothing kills a bad product or service faster than good advertising”
REALITY CHECK B
ran
d s
tren
gth
Communication
Brand Awareness Brand Experience
Branding without living the brand promise is suicide!
INTERNAL BRANDING
Behaviours
Performance
Influences – Touch points
Perception
PERCEPTION – BEHAVIOURS
INTERNAL BRANDING
Internal Branding
Customers
Image Brand identity
Brand personality Core values
Organization
Mission Culture
Vision
• Before projecting the Brand to outsiders (stakeholders), it should be adopted by the Insiders.
• It has to be deeply rooted in something existing, solid & permanent in order to be plausible and convincing.
Brand values
Branding efforts within the organization that enables an organization to build cooperation, collaboration and alignment with their internal and external customers on the products, policies and functioning of the organization.
The extent to which the brand beliefs are being lived by
employees of the Organisation (and demonstrated as
appropriate brand behaviours) determine the success of internal
branding
Internal branding involves:
Communicating the brand effectively to the employees
Convincing employees of its relevance and worth
Successfully linking every job in the Organisation to delivery
of brand essence.
INTERNAL BRANDING
Internal Branding
Agenda
What is my brand? - Energizer
Why employer brand?
Corporate, internal & employer brand
How to design your employer brand?
Common pitfalls in employer branding?
Q & A
“Organizations compete in two markets,
for clients and for talented people”
- Dr Karl Erik Sveiby
REALITY CHECK
“Employer Brand ” ?
MATCH THE FOLLOWING:
Texas Instruments
Eureka Forbes
Freedom & Creativity
Employee Involvement
Learning & Dev.
Representation of the organization in such
a way that 2 basic questions are answered :
Why should I start working for this
organization?
Why should I stay working for this
organization?
EMPLOYER BRANDING DEFINED…
When the employees actively engage in delivering,
With pride the products and solutions both internally
and externally,
In the unique way, aligned to the brand promise
Living the brand & values!
WHAT REALLY MAKES THE DIFFERENCE
BETWEEN GOOD AND GREAT EMPLOYER
BRANDS?
An Employer Brand (like any brand)
is what you do, not just what you
say!
EMPLOYER BRANDING DEFINED…
The image of your organisation as a ‘great place to work’ in the mind of current employees and key stakeholders in the
external market (active and passive candidates, clients, customers and other key stakeholders).
- Minchington (2005)
THE EMPLOYEE VALUE PROPOSITION
DRIVES THE CUSTOMER VALUE
PROPOSITION
You don’t have to be the choice for everyone
The Candidate Pool
≠ Your Candidate
Pool
Improve your chances of hiring the right people by focusing your brand on the right candidates
THE KEY THING TO REMEMBER
HOW DOES AN EMPLOYER BRAND LOOK?
Brand Promise
Brand positioning
Delivery of Promise
Core Values form the
core of this model
CORE
VALUES
Long-term value
EMPLOYER BRAND EXPERIENCE MODEL
Interview Style
Engaging events
Recruitment offers
Promises made Marketing/Advertising
Market Perception
Internet website
Career fairs
Open days
Events
E-recruitment
Brand Promise
Brand positioning
Delivery of Promise
Induction Experience
Work environment
Management style
Job satisfaction
Learning/Development
Retention Strategies
Ambassadors
Alumni clubs
Referrals
Exit interviews
Networking events
CORE
VALUES
Long-term value
Living the Employer brand at every Moment of
Truth
MOMENTS OF TRUTH-EMPLOYEE TOUCH
POINTS
WHAT ARE THE
BENEFITS OF EMPLOYER
BRANDING?
Increased Productivity
• Caliber of Employees
• Quality Products
• Innovation, Creativity and Risk-Taking
Lower Costs
• Turnover Costs
• Resistance to Change
• Health-Care Costs
Greater Retention
Customer Loyalty and Profitability
* Based on over 25years of Research by Great Place To Work Institute
BUSINESS BENEFITS OF EMPLOYER
BRANDING IN A GREAT PLACE TO WORK®
*Source - "100 Best" data provided by Great Place to Work® Institute, Inc. Comparative data provided by BLS. "100 Best" data includes FT & PT turnover; BLS data includes the same, in addition to turnover for temp/contract workers
4.3%
8.2%
7.2%
4.7%
5.2%
9.6%
18.3%
12.5%
17.4%
13.8%
10.7%
23.5%
Construction
Financial Svcs & Insurance
Health Care & Social Assistance
Information Technology
Manufacturing & Production
Professional & Business Svcs
Industry Average (%) 100 Best (%)
VOLUNTARY TURNOVER
“100 BEST” VS. INDUSTRY AVERAGE
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
"100 Best"
ResetAnnually
"100 Best"
Buy and Hold
S & P 500 Russell 3000
10.30%
6.44%
2.95% 3.27%
Annualized Returns 1998-2009 SOURCE: Russell Investment Group, 2010
“100 BEST” VS. STOCK MARKET
1998-2009 ANNUALIZED RETURN
SOURCE: Russell Investment Group, 2010
0.00%
50.00%
100.00%
150.00%
200.00%
250.00%
"100 Best" ResetAnnually
"100 Best" Buyand Hold
S & P 500 Russell 3000
224.36%
111.39%
41.70% 47.06%
Cumulative Returns 1998-2009
“100 BEST” VS. STOCK MARKET
1998-2009 CUMULATIVE RETURN
Platform for communicating with current and
prospective employees
Litmus test for organizational action and behavior
Filters out poor fits
Less leave for wrong reasons/more leave for right
reasons
Helps potential and current employees answer:
Where am I going?
What am I part of?
WHAT AN EMPLOYER BRAND CAN
DELIVER
POSSIBLE BENEFITS
An effective employer brand and positioning in the talent market
A roadmap for delivering the brand promise
Better employee retention
A committed, motivated and enthusiastic workforce leading to a
more spirited ownership of all organizational initiatives
Greater bonding between the management and employees and
therefore abil ity to draw out the best in each other
Climate of trust and confidence amongst the employees leading to
greater comfort and therefore greater productivity
Improved sense of belongingness at junior levels
Agenda
What is my brand? - Energizer
Why employer brand?
Corporate, internal & employer brand
How to design your employer brand?
Common pitfalls in employer branding?
Q & A
CORPORATE BRAND
Corporate Brand •Logo, symbol, trademark •An image •Corporate vision, values •Mission statement •A catchy song, slogan •Caters to a specific niche, target market •Positioning statement •An experience
Brand Image Brand - Personality Brand Equity Brand - Positioning Brand Identity
Corporate brands are typically recognizable in the external market.
Lead
s to L
ead
s to
Internal Brand •Extension of corporate brand •Embodies corporate vision, values •Consistent with mission statement •Reflected in people/HR policies and programs •Employer value proposition
Communicated to employees
Communicated to customers/ stakeholders
Brand Image Brand - Personality Brand Equity Brand - Positioning Brand Identity
External Brand Brand Image Brand - Personality Brand Equity Brand - Positioning Brand Identity
Corporate Brand
e.g. Whatever it takes
Vision,Mission,Values,culture
Employer Brand
Why will the right people join us and stay with us?
Internal Branding
e.g. People willing to do “Whatever it takes”
Employee Experience
TO SUM UP…
Identification of Corporate
Brand Attributes or Core
values
Analysis of existing
situation
Process for Employee
Branding –Vision & Values
(Employer Brand Attributes)
Corporate Identity (that can
communicate the essence of
the company)
Research with stakeholders
(Distance between your
intention and customer
interpretation)
Articulation of Corporate
Brand
Articulation of Employer
Brand and Brand
Attributes
Employer Brand & Brand
Attributes are finalized
F
I
L
T
E
R
Design/Align Talent
Management processes
with Employer Brand
Revisiting after one year
Creating Corporate Brand
Parallelogram through
interrogation of key
constituencies
How will the brand contribute to
people’s sense of well-being?
What will be the non-financial
measures of success?
What are our fundamental
beliefs / value
What will convey these values -
apart from advertising & PR?
HOW DO YOU ALIGN EMPLOYER BRAND WITH
THE CORPORATE BRAND?
Agenda
What is my brand? - Energizer
Why employer brand?
Corporate, internal & employer brand
How to design your employer brand?
Common pitfalls in employer branding?
Q & A
Employee
...have pride in what you do...
Job
...and enjoy the people you work with
Other Employees
Trust the people you work for...
Management
Relationships are the key….. 46
A GREAT PLACE TO WORK IS ONE WHERE
YOU:
Individuality is valued
Welcoming Atmosphere
Part of something larger
Two way Communication
Manager’s Competence
Integrity – Reliability of Management
Professional Support
Collaboration
Demonstrated Caring
For the Job
About my Team
With the Organization
Equity
Impartiality
Justice
T
R
U
S
T
Credibility
Respect
Pride
Fairness
Camaraderie
ESSENTIAL ELEMENTS OF A GREAT PLACE
TO WORK®
• Plot the current
positioning in the
form of a spider-
graph (1=low,
5=high) across
the 6 areas
• Plot the future
desired
positioning
• Identify the gaps
between the two
• What actions can
be taken to bridge
the gap ?
5
4
3
2
1
1
2
3
4
5
Image
Culture
Rewards/
Compensation
Work
environment
Worklife
balance
Know-how
EMPLOYER BRAND EXPERIENCE MODEL
Knowing Yourself
Knowing your
competition
Knowing your
Employee Profile
Motivating your Profile
Employee
Becoming the choice
Aligning people
practices
EMPLOYER BRANDING WORKSHEET
1. KNOWING YOURSELF
Know yourself
Know your weaknesses
Know your strengths
Know your people
Who fits?
What do they need?
What excites them?
On your worksheet,
create a list of the strengths and weaknesses of
your organization as an employer
Image
Culture
work-life balance
Reward/compensation
Work environment
and anything else you can think of (e.g. training
and development, growth opportunities)
Plot the above on the Employer Brand Experience
Model
1. KNOWING YOURSELF
On your worksheet
Choose one talent competitor
doesn’t have to be a direct competitor
could be “thinking outside the box”
List the things that your competitor does better than you as an employer that give them an advantage
List the things that give you an advantage over them
2. KNOWING YOUR COMPETITION
e.g Company X
Choose one talent competitor -
traditional or new
List the things that your competitor does better
than you as an employer that give them an
advantage
Global Brand Image
Global exposure /secondment
Compensation
Flexibility wrt policies (No permission reqd. from HO)
Great work culture (care & respect )
Multiple career tracks
Encourage experimentation & learning
List the things that give you an advantage over
them
2. KNOWING YOUR COMPETITION
On your worksheet…
taking into consideration the strengths and
weaknesses of your organization relative to your
talent market competition
create a profile of the person who would be
happy
healthy
productive
3. KNOWING YOUR EMPLOYEE PROFILE
Profile of a person who would be
happy, healthy and productive in your organization
Strong affiliation needs
Likes flexibility & non-
hierarchical environment
Pride in “Indian”
achievement
Likes to experiment & try
new things
3. KNOWING YOUR EMPLOYEE PROFILE
On your worksheet…
list some of the things that make your profile
person happy and productive
is it
money
challenge
work-life balance
development
4. MOTIVATING YOUR PROFILE EMPLOYEE
Things that make your profile person happy and
productive
1.Feeling of being cared for
2. Feeling of being respected
3. Freedom to experiment & learn
4. Pride in contributing to India’s
image
4. MOTIVATING YOUR PROFILE EMPLOYEE
Know your organization
Know your competition for talent
Know the profile of the people who will be happy and
effective at your organization
Develop programs and benefits that will motivate
those people
Communicate the “brand” in the market
….to help you get the right people in the door and
keep them…more cost effectively
5. BECOMING THE CHOICE
Programs and benefits that will motivate those
people
1.Employee engagement skills
workshops
2.Publication of achievements in
journals
3. Budget for learning/ mistakes
1. Communicate the Vision
2. Active leadership in industry
forums
3. Lead a Civic initiative in
partnership with others
Strategies to communicate the “brand” in the
market
5. BECOMING THE CHOICE
EMPLOYER BRAND
TOUCH-POINTS
Employer Brand Touch Points
Direct Marketing Activities
Advertising
Company Website
Interview process
Induction Alumni Network
Transfers/ Promotions
Leadership Programs
Career Fairs
An indicative idea of brand touch-points.
Performance
Management
Selection
&
Staffing
Career
Development
Training &
Development
Work Design
Rewards &
Recognition
Talent Profile
6. ALIGNING PEOPLE PRACTICES
• Plot the current
positioning in the
form of a spider-
graph (1=low,
5=high) across
the 6 areas
• Plot the future
desired
positioning
• Identify the gaps
between the two
• What actions can
be taken to bridge
the gap ?
5
4
3
2
1
1
2
3
4
5
Image
Culture
Rewards/
Compensation
Work
environment
Worklife
balance
Know-how
EMPLOYER BRAND EXPERIENCE MODEL
Agenda
What is my brand? - Energizer
Why employer brand?
Corporate, internal & employer brand
How to design your employer brand?`
Common pitfalls in employer branding?
Q & A
Not aligning with business strategy
Branding by opinion not data
Not understanding the target segment
Lack of differentiation
Not leveraging every communication channel
Employee experience divergent
Not considering employer brand throughout the life -
cycle of the employee
COMMON MISTAKES IN EMPLOYER
BRANDING
Agenda
What is my brand? - Energizer
Why employer brand?
Corporate, internal & employer brand
How to design your employer brand?`
Common pitfalls in employer branding?
Q & A
Take the first step in building your
Employer Brand- Register for
“India’s Best Companies to Work
For – 2011 Study today”
Register at
www.greatplacetowork.in
or contact
Ralsi Sharma
Tel: 09920866406