Masters of Human Resources

Employer Branding

Great Things
Begin with Great
People

Branding
Branding has become an
integral element in our
daily lives.
Decisions are based on our
opinions of brands.
Branding plays a role in
which company we choose
to work for
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Employer Branding
Employer branding is the process of promoting a
company, as the employer of choice to a desired
target group which the company needs and wants
to recruit and retain.
The process facilitates the companys ability in
attracting, recruiting and retaining ideal
employees(Top Talent) and helps secure the
achievement of the companys business plan.

The Power of Brands

Who would you like to work for?

An Employer Brand
MUST BE

True
Credible
Relevant
Distinctive
Aspirational

Match
Between Employers Identity
Top Managements Demands
Top Talents requisites

Influence of Corporate Brand on

Employer Brand
The strength of the corporate / product brand
has an immediate impact on the employer brand.

An organization with a
weaker corporate /
product brand will have to
do a lot more work on its
employer brand to attract
and retain key talent.
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Influence of Corporate Brand on

Employer Brand

What is Employer Branding?

It communicates your identity as an

organization to others. It is the essence of
what your organization stands for and
should typify the fundamental nature of
the organization.
It is the process of placing an image of
being a great place to work in the minds
of existing and prospective employees.
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Employee Value Proposition (EVP)

The compelling and unique value of what

the organization offers to the employee
Brand image can be built around a variety
of offerings, including: a fun place to
work, a place here people are invested in,
and a company that cares for people.
WIIFM
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Brand Integration
How important are employees?

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Why Focus on Employer

Branding?
How to find the right talent
Changing aspirations of employees
Changing nature of the workforce

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Key Benefits of Employer

Branding?
Recruiting the right person = competitive
advantage
Strong employer brand = differentiate your
organization, attract the best people
Business are unique = ideal fit, higher retention
potential
Strong employment brand = lower turnover,
reduce hiring costs, increased productivity
Strong employer brand = sense of pride
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Branding
Internal
Communication
Senior
Leadership

Reward &
Recognition

Learning and
Development

Vision

PURPOSE
External
Marketing

Working
Environment

CULTURE
Service Support

BRAND

EMPLOYMENT

Recruitment &
Induction

Measurement
Systems

Performance
Appraisal
Team
Management

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The Employer Branding Process

Measure

Understand
Performance
Measurement

Strategy
Execution

Market
Intelligence

Communications
Strategy

Internal
Identify

Strategy
Development

Execute

Plan
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Engagement

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Employer Branding Strategy (HR

Marketing) - Methodology
Diagnosis

Adjustments

Purpose
Mission Statement
Charter
Action Plan
INTERNAL

Follow Up

EXTERNAL
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Building a Branding Team

In order to build up your employer brand
and make it credible, it is important to set
up a multi-disciplinary project team
(managers, employees from the line, marketing, customer
service, salespeople)

(Please note: the implementation of the

branding strategy as well as control and
monitoring process - HR Department).

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How to build your employer

branding strategy

Management strategic objectives

Conduct an investigation
Mission statement
Organisation charter of ethics
Test branding strategy
Design external action plan (Target Audience)
Design internal action plan (Business Partner)
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CASE STUDY
Auto Spare Parts Manufacturer
Employs over 50000 employees in more than 20 countries and has
decentralized management, with 10 activity branches and about 100
divisions.
Until the early 1990s, each division was thus conducting its own
branding strategy in total autonomy.
Independently dealing with their own suppliers for the selection and
implementation of recruitment resources and procedures.
In order to meet recruitment needs i.e. hiring 1000 engineers every
year, a strong message had to be passed to attract young engineers
and young graduates into the group.
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Case Study Suggestions

Corporate Website
Groups describe strategy, organisaton,
products, geography, financial results

Job Advertisements Centralised

Applications processed locally

Job Advertisements formalized

Design charter, short charter to company

Advertising space centralized

Systemised use of logo
Creation of a corporate identify

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Steps in Branding Process

Analyse data
Suggestions for improvement
Interviews with staff
Analysis of exit interviews
Analysis of best employees
Review of business strategy
Creation of values and branding strategy
Clear, consistent and compelling message
Continuous engagement
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Monitor and Evaluate

EVP is an ever evolving concept
that needs to be continuously
reviewed for relevance and
resonance.
Staff surveys
Interviews (new and exit)
Continuous engagement staff,
preferred supplier recruitment
agencies
Engagement with graduates
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Quest for Purpose

Why should I work here?

NEW SET OF VALUES

PURPOSE
WORK is part of who they are!
NOT just a way to make $$$$
Work/Life Balance
Tangible attiributes
Exciting products / services

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Examples of Employer Branding

http://talent.linkedin.com/blog/index.php/
2014/03/7-funny-employer-brandingvideos

Twitter
Hubspot
Rapid 7
Betts Recruiting
Zappos
Webbly
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Key learnings
Work Closely

Marketing / brand team

Internal communications
HR has a major role
Education is crucial
Define what talent means
EVP will not appeal to
everyone

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