EMPLOYER BRANDING

An Effective HR Tool

What is my brand? - Energizer

Why employer brand?

Agenda

Corporate, internal & employer brand How to design your employer brand?

Common pitfalls in employer branding?

Q&A

ENERGIZER

What is my brand line?

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

SAMPLE - WHAT IS MY BRAND LINE (IN ANY ORDER)

Excellent communicator Humorous Lovable

Brand ?

MATCH THE FOLLOWING:

HLL HLL Reliance Reliance

Profits Profits Leadership Leadership

Infosys Infosys

Marketing Skills Marketing Skills

MATCH THE FOLLOWING:

HLL HLL

Marketing Skills

Reliance Reliance
Infosys Infosys

Profits
Leadership

Brand is an INTANGIBLE ASSET

BRAND
Is a relationship/emotional connection Is an experience expectation

Is a commitment both ways

Is a love affair Is a philosophy

REALITY CHECK Nothing kills a bad product or service faster than good advertising

Brand strength

Brand Awareness

Brand Experience

Communication Branding without living the brand promise is suicide!

10

INTERNAL BRANDING

PERCEPTION BEHAVIOURS
Perception Influences Touch points Performance

Behaviours

INTERNAL BRANDING
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.
Culture Image Brand identity

Mission

Organization

Internal Branding

Customers

Core values

Vision

Brand values

Brand personality

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.

INTERNAL BRANDING
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 ef fectively to the employees Convincing employees of its relevance and worth Successfully linking every job in the Organisation to delivery of brand essence.

Internal Branding

What is my brand? - Energizer

Why employer brand?

Agenda

Corporate, internal & employer brand How to design your employer brand?

Common pitfalls in employer branding?

Q&A

REALIT Y CHECK

Organizations compete in two markets, for clients and for talented people - Dr Karl Erik Sveiby

Employer Brand ?

MATCH THE FOLLOWING:

Texas Instruments Freedom & Creativity

Google
Eureka Forbes

Employee Involvement
Learning & Dev.

EMPLOYER BRANDING DEFINED

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?

WHAT REALLY MAKES THE DIFFERENCE BET WEEN GOOD AND GREAT EMPLOYER BRANDS?
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!

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)

An Employer Brand (like any brand)

is what you do, not just what you say!

THE EMPLOYEE VALUE PROPOSITION DRIVES THE CUSTOMER VALUE PROPOSITION

THE KEY THING TO REMEMBER

You dont have to be the choice for everyone
Improve your chances of hiring the right people by focusing your brand on the right candidates

The Candidate Pool

Your Candidate Pool

HOW DOES AN EMPLOYER BRAND LOOK?

EMPLOYER BRAND EXPERIENCE MODEL

Brand Promise Brand positioning

CORE VALUES

Long-term value

Delivery of Promise

Core Values form the core of this model

MOMENTS OF TRUTH-EMPLOYEE TOUCH POINTS Interview Style

Marketing/Advertising Market Perception Internet website Career fairs Open days Events E-recruitment Engaging events Recruitment offers Promises made Brand Promise Brand positioning

CORE VALUES

Long-term value

Delivery of Promise

Ambassadors Alumni clubs Referrals Exit interviews Networking events

Living the Employer brand at every Moment of Truth

Induction Experience Work environment Management style Job satisfaction Learning/Development Retention Strategies

WHAT ARE THE BENEFITS OF EMPLOYER BRANDING?

BUSINESS BENEFITS OF EMPLOYER BRANDING IN A GREAT PLACE TO WORK

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

VOLUNTARY TURNOVER 100 BEST VS. INDUSTRY AVERAGE

Industry Average (%)

Professional & Business Svcs Manufacturing & Production Information Technology 5.2%

100 Best (%)

23.5%

9.6%
10.7% 13.8%

4.7%
17.4%

Health Care & Social Assistance

Financial Svcs & Insurance Construction 4.3%

7.2%
12.5%

8.2%
18.3%

*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

100 BEST VS. STOCK MARKET 1998-2009 ANNUALIZED RETURN

Annualized Returns 1998-2009
10.30% 10.00%
SOURCE: Russell Investment Group, 2010

8.00%

6.44%

6.00% 2.95% 3.27%

4.00%

2.00%

0.00% "100 Best" Reset Annually "100 Best" Buy and Hold S & P 500 Russell 3000

100 BEST VS. STOCK MARKET 1998-2009 CUMULATIVE RETURN

Cumulative Returns 1998-2009
250.00% 224.36%
SOURCE:
Russell Investment Group, 2010

200.00%

150.00%

111.39%

100.00%
41.70% 50.00%

47.06%

0.00%

"100 Best" Reset Annually

"100 Best" Buy and Hold

S & P 500

Russell 3000

WHAT AN EMPLOYER BRAND CAN DELIVER

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?

POSSIBLE BENEFITS
An ef fective 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 ability to draw out the best in each other Climate of trust and confidence amongst the employees leading to greater comfor t and therefore greater productivity

Improved sense of belongingness at junior levels

What is my brand? - Energizer

Why employer brand?

Agenda

Corporate, internal & employer brand How to design your employer brand?

Common pitfalls in employer branding?

Q&A

CORPORATE BRAND
Communicated to customers/ stakeholders

Internal Brand
Extension of corporate brand Embodies corporate vision, values Consistent with mission statement Reflected in people/HR policies and programs Employer value proposition

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 External Brand Brand Image Personality Brand Equity Personality Brand Brand Equity Positioning Brand Identity Positioning Brand Identity

Corporate brands are typically recognizable in the external market.

Leads to

Communicated to employees

Leads to

TO SUM UP
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

HOW DO YOU ALIGN EMPLOYER BRAND WITH THE CORPORATE BRAND?

How will the brand contribute to peoples 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? Creating Corporate Brand Parallelogram through interrogation of key constituencies Identification of Corporate Brand Attributes or Core values F I L T E R Analysis of existing situation

Process for Employee Branding Vision & Values (Employer Brand Attributes)
Employer Brand & Brand Attributes are finalized

Research with stakeholders (Distance between your intention and customer interpretation) Articulation of Corporate Brand Corporate Identity (that can communicate the essence of the company)

Articulation of Employer Brand and Brand Attributes Design/Align Talent Management processes with Employer Brand Revisiting after one year

What is my brand? - Energizer

Why employer brand?

Agenda

Corporate, internal & employer brand How to design your employer brand?

Common pitfalls in employer branding?

Q&A

A GREAT PLACE TO WORK IS ONE WHERE YOU:

Management

Trust the people you

work for...

Employee

Job ...have pride in what

you do...

Other Employees ...and enjoy the people you

work with

Relationships are the key..

46

ESSENTIAL ELEMENTS OF A GREAT PLACE TO WORK

Two way Communication

T Credibility R U Respect S T Fairness

Pride
Camaraderie

Managers Competence Integrity Reliability of Management Professional Support Collaboration Demonstrated Caring Equity Impartiality Justice For the Job About my Team With the Organization Individuality is valued Welcoming Atmosphere Part of something larger

EMPLOYER BRAND EXPERIENCE MODEL

Image

Plot the current

positioning in the form of a spidergraph (1=low,

5
4 3 2 1

Culture

5=high) across
the 6 areas Plot the future desired
Know-how

Rewards/ Compensation

positioning
Identify the gaps between the two What actions can be taken to bridge the gap ?
Worklife balance

1
2 3

4
5

Work environment

EMPLOYER BRANDING WORKSHEET

Knowing Yourself

Knowing your competition

Knowing your Employee Profile

Motivating your Profile Employee

Becoming the choice

Aligning people practices

1. KNOWING YOURSELF
Know yourself Know your weaknesses Know your strengths

Know your people Who fits? What do they need? What excites them?

1. KNOWING YOURSELF
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

2. KNOWING YOUR COMPETITION

On your worksheet Choose one talent competitor doesnt 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

Choose one talent competitor traditional or new

e.g Company X
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

List the things that give you an advantage over them

Flexibility wrt policies (No permission reqd. from HO) Great work culture (care & respect ) Multiple career tracks Encourage experimentation & learning

3. KNOWING YOUR EMPLOYEE PROFILE

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 & nonhierarchical environment Pride in Indian achievement

Likes to experiment & try new things

4. MOTIVATING YOUR PROFILE EMPLOYEE

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 Indias

image

5. BECOMING THE CHOICE

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 themmore 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

Strategies to communicate the brand in the market

3. Lead a Civic initiative in partnership with others

EMPLOYER BRAND TOUCH-POINTS

Leadership Programs Transfers/ Promotions Career Fairs Alumni Network

Direct Company Marketing Website Activities Advertising

Employer Brand Touch Points Interview process Induction

An indicative idea of brand touch-points.

6. ALIGNING PEOPLE PRACTICES

Rewards & Recognition

Performance Management

Work Design

Talent Profile

Selection & Staffing

Training & Development

Career Development

EMPLOYER BRAND EXPERIENCE MODEL

Image

Plot the current

positioning in the form of a spidergraph (1=low,

5
4 3 2 1

Culture

5=high) across
the 6 areas Plot the future desired
Know-how

Rewards/ Compensation

positioning
Identify the gaps between the two What actions can be taken to bridge the gap ?
Worklife balance

1
2 3

4
5

Work environment

What is my brand? - Energizer

Why employer brand?

Agenda

Corporate, internal & employer brand How to design your employer brand?`

Common pitfalls in employer branding?

Q&A

COMMON MISTAKES IN EMPLOYER BRANDING

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

What is my brand? - Energizer

Why employer brand?

Agenda

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 Indias Best Companies to Work For 2011 Study today Register at www.greatplacetowork.in or contact greatplace@greatplacetowork.in Ralsi Sharma Tel: 09920866406