managing reputation and risk presentation

Employment Branding:Reducing workforce risk through engagement,strategic employee communication and brand

3 March 2008Employment Brand

2

There is no such thing as employment brand.


3

One brand – one voice

Reward &recognition

Reward &recognition ReputationReputation

CultureCultureLeadershipLeadership

Productoffering

Productoffering ReputationReputation

Serviceoffering

Serviceoffering

Serviceperformance

Serviceperformance

Committed employees Products and services

EMPLOYER BRAND CONSUMER BRAND


4


5

“They were quite happy, because they know they've got one of the best packages

possible in the automotive industry in

Australia''


6

Connecting CVP and EVP

If you believe that 8 to 5 should be more about life than a grueling life sentence, maybe this is where you ought to be.

We do more than just sports. We do life. And we love what we do.


7

Connected

If you believe that 8 to 5 should be more about life than a grueling life sentence, maybe Nike is where you ought to be.

We do more than just sports. We do life. And we love what we do.


8

Supply of labour

• One of the critical business issues over the next 10 years

• Demographic time bomb – ageing workforce

– Work harder to attract applicants

– Brand as important as roles


9

Population distribution 1986


10



11



12



13

Supply of labour

• One of the critical business issues over the next 10 years

• Demographic time bomb – ageing workforce

– Work harder to attract applicants

– Brand as important as roles

• Generation Y becomes the new workforce

– Don’t dismiss Boomers and Generation X

• Increased opportunity and macro level social shift

– Fewer workers leads to more choice and independence

– The world is becoming a smaller place


14


15


16


17


18


19


20


21

Employment brand

Communication

Recognition

Involvement

Dialogue


22

What’s our scope?

Exit Attract

Develop Interview

HireRetain


23

What’s our scope?

Exit Attract

Develop Interview

HireRetain


24

‘Quality advice = Quality decisions’‘Quality advice = Quality decisions’

Client Value Proposition

‘Creating growth through quality’‘Creating growth through quality’

How They Connect

‘Building Possibilities’‘Building Possibilities’

Employee Value Proposition

Connect EVP to CVP


25


26


27


28

What’s our scope?

Exit Attract

Develop Interview

HireRetain


31

5% of jobseekers responded that they decided whether or not to stay in a role on their

first day and 58% determined whether or not to

stay inside a month.

Source: Chandler Macleod 2007


32

What’s our scope?

Exit Attract

Develop Interview

HireRetain


33

Informal communication


34

50% claim they get all their company information at the

water coolerSource: Talent2 March 2007


35

What’s our scope?

Exit Attract

Develop Interview

HireRetain


36

What workers want

Attribute Jobseekers Employers

Reputation for valuing employees 1 2

Career development 2 3

Challenging work 3 1

Fun and positive work environment 4 8

Attractive salary 5 4

Training and development 6 7

Work/life balance 7 9

Flexible working hours 8 5

A fair day’s pay 9 10

Company vision and values 10 6

Source: Reality Cheque – Workplace Barometer, November 2007, Chandler Macleod


37

Effective engagement

• Drives productivity

• Generates business efficiency

• Reduces direct cost


38

Approaching employment brand

• Start and finish with the business case

• Build a distinctive culture which connects to the CVP

– Ensure that current staff are not alienated

• Think ‘people engagement’ not just ‘communication’

• Focus on behaviour not just values

• Drive change at the frontline

• Create tailored solutions without preconceptions


39


40

About Daemon Group


41


42


43


44


45


46


47


48

Sample b2e clients

managing reputation and risk presentation

Business