Rajesh MHROD 2012

The Flow
An introductory video. History of employer branding. Current scenario. Creating Employer Branding. Impact of a strong brand. Creating an employer brand. Fortune 2011:Top 2 Rank Holders. Concluding Video.
Rajesh 2

27 February 2012

27 February 2012

Rajesh

Origins
December 1996- Tim Ambler & Simon Barrow in the Journal of Brand Management. Defined as : Package of functional, economic and physiological benefits provided by employment and identified with the employing company

27 February 2012

Rajesh

Present Day
Generating Appeal Creating an Identity

Great place to have a CAREER Communicating the Identity

Rajesh 5

Ensuring Authenticity

27 February 2012

Continued
Employer Brand : Image of the organisation as an employer and a place to work as perceived internally and externally. The employer value proposition(EVP) communicates the image to the target audience(s) and reinforces why talented people would want to join (and stay with ) the organisation.

27 February 2012

Rajesh

Creating Employer Brand

Walk the talk HCL- Vineet Nayyar- Employee First. Public Relations Infosys- Vision of New India. CSR/Values Tata Steel Values Stronger than steel. Social media sites like glassdoor.com- employees give feedback. Competitions example the great places to work for. Recruitment and selection experience: - every touch point - recruitment methods. Employee engagement facilities.
27 February 2012 Rajesh 7

27 February 2012

Rajesh

IMPACT of a strong brand

Increased Talent Retention. Increased Productivity. Increased internal promotion. Decreased Recruitment Cost. Robust Succession plans at all levels. Brand advocates spreading the good word.

27 February 2012

Rajesh

27 February 2012

Rajesh

10

Development: Employer Brand

ASSESS the current atmosphere in terms of culture, values and employee satisfaction. Methods to be used include employee survey or observations. CONSTRUCT the information resulting from the observation to develop a clear, appropriate and deliverable employer brand identity, including a brand promise and statement.
27 February 2012 Rajesh 11

Continued
IMPLEMENT the employer brand identity aligned to the company s values and principles. Should be communicated to the stakeholders, by selecting the appropriate communication channel. MEASURE the reception of the newly launched program. Shall help in estimation of the effectiveness of the strategy.

27 February 2012

Rajesh

12

Creating a positive image

Involving the employees in the process. Observing the practices of the competitors. Increasing the awareness of your best practices. Take professional help from Ad Agencies. Activate Social Involvement. Visibility in Social Media.

27 February 2012

Rajesh

13

Fortune Magazine- Top 100 (2011)

Rank 1- SAS People stay at SAS in large part What makes it great: because they are happy, but dig 1. Epic Perks. deeper and you would find that 2. On site healthcare. they don t leave because they feel 3. High Quality childcare. rewarded 4. Summer camp for kids. 5. Car cleaning 6. More with nothing close for comparison.
27 February 2012 Rajesh 14

 Rank 2 BCG Reasons: The consulting giant not only avoided layoffs in the downturn, but hired its largest class of recruits ever in 2010. People are drawn by the firm s generous pay and a commitment to work with the UN, World Food Program and Save the Children. BCG pulled its consultants off client projects to provide on ground support in Haiti following the earthquake.
27 February 2012 Rajesh 15

Employer Branding at INTEL

27 February 2012

Rajesh

17

References:
www.therightgroup.com www.wikipedia.com www.employerbrandingtoday.com www.economictimes.indiatimes.com The Human Factor , October 2011 edition. AceProHR

27 February 2012

Rajesh

18

27 February 2012

Rajesh

19