How do you view your place of work? Companies are investing more in employee recruitment, retention and activation than ever before. Yet the challenges of attracting and optimizing top talent continue to be front of mind for the C-suite globally. In this session, we discuss all.
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10. Articulates compelling reasons people should…
Join the company over
other opportunities
Grow their career and
perform at their best
Retain connections and
refer others after leaving
SELECT
STAY SUSTAIN
11. Provides a competitive advantage in talent market
• Attracts larger number of qualified candidates
• Improves quality of hires
• Reduces overall cost of recruitment
• Drives engagement and brand ambassadorship
• Builds company pride and loyalty
• Increases performance and customer satisfaction
• Contributes to significantly lower attrition rates
• Fosters a high-performing culture where people want to stay
• Clarifies what people can expect from the company before they apply
REC
RU
ITM
EN
T
RETEN
TIO
N
ENGAGEMENT
13. Corporate Brand vs. Employer Brand
CORPORATE BRAND
For External Audiences
(customers, partners, investors, media)
Selling Products & Services
Differentiates from
Business Competitors
EMPLOYER BRAND
For Internal Audiences
(candidates and current & past employees)
Selling Company as an Employer
Differentiates from
Competitors for Talent
14. REDUCE
TURNOVER
COMPANIES THAT INVEST
IN AN EMPLOYER BRAND
28%JOB VIBE, 2017
CAN
ARE
MORE LIKELY
TO MAKE
QUALITY
HIRES
3X
THE TRUE COST OF A BAD HIRE, 2015
WHEN DECIDING WHERE TO APPLY
84%
JOB SEEKERS SAY
EMPLOYER
REPUTATION
IS IMPORTANT
GLASSDOOR, HARRIS POLL, APRIL 2017
10%
LOWER
SALARY COSTS
HARVARD BUSINESS REVIEW, 2016
STRONG EMPLOYER BRANDS
LINKEDIN, 2017
43%
REDUCE
COST PER
HIRE
15. How do we build our own
unique, compelling
Employer Brand?
16. Define your unique Employer Value Proposition (EVP)
Needs and wants
of desired talent
Primary drivers for the
type of talent you need
today and in the future
Best of employer as
a place to work
Greatest and unique
strengths, corporate
reputation, operations
and workplace culture
EVP
17. • Articulate Employer
Brand positioning
POSITIONING STATEMENT
Articulates company’s competitive position as an employer
VALUE PROPOSITION
States the value company provides to employees
Reason to
Believe
Reason to
Believe
Reason to
Believe
Reason to
Believe
Employment
Offerings
Employment
Offerings
Employment
Offerings
Employment
Offerings
CORPORATE BRAND
Mission, Vision, Values
• Align with
Corporate Brand
EMPLOYER BRAND
EXPRESSION
Creative expression of EVP that aligns with corporate brand
• Translate into
creative expression
23. Embedding into programs, policies & communications
Great Place
to Work
Careers
Site
College
Programs
Social
Media
Recruitment
Partners
Recruitment
Sites
Employer
Brand
Formal
Internal
Comms
Informal
Internal
Comms
How
Leaders
Lead
Performance
Mgmt
HR
Programs
& Policies
Rewards &
Recognition
Peer-to-Peer
Collaboration
24. Embedding into Employee Journey
ATTRACTION ONBOARDING
ON THE JOB
EXPERIENCE
FORMAL
TRAINING
PERFORMANCE
MANAGEMENT
LEAVING
EXPERIENCE
Recruitment strategy
Employee profiles
Recruitment
campaign idea
Advertising & collateral
Hiring guidelines
Interview process –
articulating the brand
Process design
Brand induction:
• Face-to-face
• Video
• Online
• Print
• Giveaways
Brand awareness:
• Messaging guidelines
• Online campaigns
• Worksite branding
• Support collateral
• Brand ambassadors
Culture & collaboration
Workplace design &
branding
Cross-company programs
Citizenship involvement
Manager brand training
Face-to-face brand
training
Online training
Corporate academies
Tuition assistance
Conferences
Association training &
certifications
Embedding behaviors in
appraisal process
Career pathing &
advancement
Merit-based pay &
incentive programs
Values rewards schemes
Informal recognition
initiatives
Brand measurement in
employee surveys
Brand memento
Exit interviews
Alumni program
•Social media network
•Network benefits
•Events
•Company updates
25. Activating the Employer Brand
TIME
LEARNING
BECOMING
BEING
AWARENESS
UNDERSTANDING
ACTION
ADVOCACY
27. BARRIERS REMEDIES
• Leadership Buy-in
• Global, Diverse Workforce
• HR Support for Embedding
• Employee Disengagement
• Manager Inconsistency
• Enlist Support to Build Business Case
• Employ Data & Analytics
• Conduct Global Online Focus Groups
• Include Appropriate Stakeholders
• Involve HR Early & Often
• Leverage Executive Influence
• Activate Employee Ambassadors
• Sponsor Engagement Activities
• Infuse in Performance Management
• Introduce Manager Training