INSTITUTE OF By EMPLOYER

BUSINESS BRAND TEAM

MANAGEMENT

PROJECT
EMPLOYER BRANDING
Title: The Consulting Team

Split the slide into two columns… Employer

Branding Team followed by the names of
Consultants & their organizations (nothing else).
Organizational Development Team followed by
names of consultants

Rabiya Shehab HR Executive

British Council Pakistan
Talent Acquisition
Hafsa Alvi Associate
Mushawar Consulting
Talent Acquisition
Wasif Eijaz Professional
IBM
About SS&C Primatics Financials – Improve this slide

• Over 300 highly qualified technology, risk, and finance

professionals combines industry knowledge and experience
with our innovative software platform to support the most
critical risk and finance processes of industry-leading financial
institutions.
• Services Include:
Advisory Training Implementation On-Demand Support
& Outsourcing
 SOWING THE SEEDS OF YOUR
EM P LO YE R B R AN DI N G

REPUTATION
An employer brand is about defining the essence of
your company, both how it’s unique and what it stands
for, and then crafting and aligning those aspirations
with the people you’re looking to attract.
AT T RACT
C A N DIDATE S
Only 21% of candidates would apply to a one-
star rated company. Only one in three (34%)
would apply to a two-star company
(CareerArc)
IM P RO V ES H I RI N G
PR O CE SS
79% of job applicants use social media in
their job search (Glassdoor)
IMPACT
R E TA I NS
E MP L O Y EE S
83% of employees would leave their current
Employer if they receive an offer from a Extracted from:
company with a better reputation.
5 Employer Branding Statistics
worth knowing in 2019
Damian Samoila
PROJECT ROADMAP

SS&C Primatics
PRO JE C T KI C K OFF R ESEA R CH   FR AM EW A CT ION PL AN
understanding the O RK research framework and
Selecting Presenting our research findings
project's deliverable  analysing data gathered in
the process
 PROJECT FRAMEWORK
ADOPTED
FRAMEWORK

Source Hudson RPO

Research Framework
SURVEYS
To assess the EVP and EB of SS&C Primatics we conducted 3 surveys
. Employee Value Proposition Survey (Focus Groups)
  To better understand the internal EVP, we conducted a focus group with
employees the company
• Industry Benchmarking Survey
  To gauge what expectations do people in the job market have about the  EVP,
• External Brand Recognition Survey
To gauge what expectations of people in the job market about the  EVP, we
conduct a survey in which 100 individuals participated

RESEARCH REVIEW
We also reviewed research journals and other available literature to
determine the most suitable initiatives that can be adopted by Primatics
SURVEY \ SCOPE &
SAMPLE PLAN
BRAND RECALL SURVEY
85 students and graduates from different Engineering and
Management Institutes and Universities submitted their responses
online

EMPLOYEE FOCUS GROUP

13 employees of SS&C Primatics participated in the focus group

BENCHMARKING SURVEY

Representatives of 5 companies recorded their responses. Their responses

were collected via face to face interviews and phone calls
WHY EVP MATTERS

Have 5-7 solid reasons on how a strong EVP results in a strong EB. How it is a sustainable as well as cost effective way of
creating positive word of mouth internally and externally etc
EMPLOYEE VALUE
PROPOSITION
STUDY However we also noted some areas of concern,
• We conducted a focus group with 13 which are:
employees of SS&C Primatics to better
understand the internal EVP of the Company.
• Disconnect with the vision and mission of the
We observed the following
• •Employees were attracted towards the Company
environment, culture and compensation • Belief that the leadership is not concerned with
• •They were also attracted by the challenging
their feedback
nature of work compelled employees to stay
•Lack of trust in the HR function
•Dissatisfaction with the current appraisal system
BENCHMARKING 1. Have each organization with its logo spread out on this
slide
SURVEY 2. Also have on this slide our focus of this survey was
twofold, current recruitment practices and engagement
practices for both internal engagement (EVP) and
external (Brand Association)

We talked with a few competitors to

understand how they attract top
talent:
•Systems Limited
•10 Pearls
•Astera
•KalSoft
•Centegy Technologies
 RECRUITMENT PRACTICES

These companies have implemented some basic practices that SS&C Primatics should adopt

MARKET PRACTICE
1. Systems Limited
Paid LinkedIn and Rozee.pk accounts; Internal referrals; Online job portals; career fairs; Recruitment drives;
outsourced Recruitment consultants

2. 10 Pearls
Career page; LinkedIn; Online job portals; Career fairs; Recruitment drives

3. Astera
Online job portals; LinkedIn; Recruitment drives; Outsourced Recruitment consultants; internal referrals

4. Kalsoft
Online job portal; LinkedIn; Rozee.pk; Internal referrals

5. Centegy Technologies
LinkedIn; Rozee.pk accounts; Internal referrals; Online job portals;
 ENGAGEMENT PRACTICES

These companies have implemented some basic practices that SS&C Primatics should adopt

MARKET PRACTICE
1. Systems Limited
Internal newsletter; social media engagement; employee engagement activities; university events; internships; internal cod
competitions; office visits by students

2. 10 Pearls
Internal newsletter; social media engagement; engagement events; university events; external training programmed for bot
university students and experienced professionals; gaming and technology related competitions

3. Astera
Employee engagement; social media engagements; training activities; internal training program; internal newsletter

4. Kalsoft
Newsletter; training activities; internships

5. Centegy Technologies
Training activities; internships; social media engagement; engagement events
 • Career page
• Social media presence (official page in
Compared to the competitors, LinkedIn, Facebook & Twitter)
SS&C Primatics can take notes
• Recruitment drives
on a few initiatives, such as:
• Participation in cost free career fairs – WHAT
DO YOU MEAN COST FREE? You havent
mentioned any of the other companies doing
campus recruitment free of cost! Re-word or
take out
• Internship programs
• Promotion of internal engagement activities
BRAND RECALL
SURVEY

We conducted a survey of over 80 students

to understand their expectation and
perception regarding the current job market.
Universities in focus are as follows:
•Engineering universities
.Business schools
.IT institutes
.Finance and Accounting institutes
R ESPONDENT' S’ CHARACTERISTICS
CHANNLES USED BY JOB SEEKERS
EMPLOYER ATTRIBUTES
RESPONDENTS’ EMPLOYER OF CHOICE
EMPLOYERS’ CHARACTERISTICS
JOB SEEKERS’ SOCIAL MEDIA PREFERENCE
COMPANY’S AWARNESS AMONG PARTICIPANTS
 Important Insights:

• Most participants report career progression, rewards and

remuneration, work life balance, work environment and challenge
in career as the most important determinants in career decision
making
• Most Participants report to change data based on my comments
on slide 22
• Most Participants believe that (take insights from slide
25__________________________ makes an Employer attractive,
thus increasing the brand awareness and association
• The most important social media platforms for most participants
are _________ (take insights from my comments on slide 26)
• Less than 20% Brand Recall for SS&C Primatics

I have re move d P REF ERENCE F O R CH O O SING A JOB as it was an overlap with slide 23
 A NEW YOU
Key Recommendations and
Action plan for
implementation
 TITLE BUILD YOUR EVP - 1
LEADERSHP
Add elements from vision mission and highlight the suggestions on this slide with images or catchy slogans

2. Town Hall Meetings

3. Breakfast / Hi-Tea Meetings for new employees and promoted employees
Game nights, matches between department heads and team members
Speak Easy or Employee Voice Platforms
People profiling series such as Humans or Primatics aimed at social media integration
Representation of Senior Management on professional forums (e,g P@SHA)
Representation as judges or mentors on incubation panels such as Nest I/O, NIC etc
 TITLE BUILD YOUR EVP - 2
Trust in HR can be addressed by:
1. Introduce useful HR service quality KPIs
Add images of happy employees :p
2. Increase HR’s visibility through employee
engagement activities throughout the year
3. Introduce volunteer hours to engage
employees in the larger community
Issues related to Appraisal System can be addressed
2.Increase operational transparency by
by:
initiatives such as:
1. Performance Goal Setting with employees • Publication of HR manual,
2. Appraisal Trainings for managers and the team • Effective HRMS
members to address unconscious bias
7. Graduate to Performance Management instead of
Appraisals
8. Encourage communication between the team
members and managers, especially during the
appraisal period
DIGITAL
Google for Jobs launched in the summer of 2017, and it has
RECRUITMENT -
grown exponentially since then. It opened the door to a whole new
SOCIAL MEDIA way for candidates to look for jobs by simply searching for jobs
PLATFORMS through organic Google searches
These tools can be used to educate Make use of the network on Twitter by using hashtags “#” to let
candidates about what you do, how them know what is currently happening on the inside
you do it, and what it’s like to work Facebook’s robust ad platform lets you target exactly who you
at SS&C Primatics: want and how you want to approach them. these can be used to
Google highlight your official company page as well
Twitter LinkedIn Recruiter or Recruiter Lite gives you access to the entire
Facebook network of professionals on LinkedIn. Target candidates with ads
LinkedIn to use shared information to target individuals at specific
Youtube companies and with specific job titles. Take advantage of Groups.
Instagram Let’s say you’re looking to recruit an inbound marketer
DIGITAL
RECRUITMENT – JOB
PORTALS
Job seekers today expect companies to have a
defined, dynamic, and engaging employment
brand. Online Job Portals provide a cost
effective means for employers to effectively
source and engage passive candidates
Some examples of online Job Portals:
Mustakbil.com - Monthly cost Rs. 2500-8000/-
Indeed - Free (can opt for premium option)
CareerOkay - Free (can opt for premium option)
Jobeez.pk - Monthly cost Rs. 1500-4500/-
Career360 - 6 -12 Months cost Rs 8000 - 30,000/-
BrightSpyre- Free (can opt for premium option)
Bayrozgar- Free (can opt for premium option)
TalentHunters - Free (can opt for premium option)
And there are so many websites where the job
posting are free and easily to use
PUTTING METRICS TO
WORK!

•Implement various measurement matrices

At present SS&C Primatics does not have any
metrics to understand the level of
measurement matrices that can gauge the
efficacy of the various channels it is using. engagement, brand value and EVP of
Neither are there any matrices that can gauge SS&C Primatics
the EVP
 GLASS DOOR
Glassdoor is a social media platform that encourages employees to leave anonymous reviews about their employers
including commenting on the leadership, compensation, work environment, and nature of work among other things.
Check this constantly to monitor EB value
 ANALYTICS
Various analytical tools are available which will help the management monitor their social media impact and
engagement levels. Even the simple Google Analytics can be used for this purpose.

Analytics provides an
idea about the efficacy
of the channels being
used and brand
awareness and
recognition in general
by highlighting the
number of visitors to
the company
accounts/websites.
 CONVERSION ASSESSMENT
Undertake a simple assessment to measure the conversion rate of application received from various channels to gauge
their effectiveness and understand the most optimal channel

This is an illustration of a simple conversion table showing the number of applications received and
the number of individuals hired from those channels. This one shows that the most effective channel
is Linkedin. SS&C Primatics should also implement such a measure to see which requirement
channel works for them. In time, they can add more measures such as initial queries received,
number of hired retained etc. etc.
 EMPLOYEE ENGAGEMENT SURVEY (EES)

EES is a very cost effective and efficient tool in measuring the internal value proposition. Through this, the
management can also determine which factor contributes towards increase or decreasing the employer value
proposition

PROJECTING
CORPORATE CULTURE
Highlight your company culture
Promote Employees' Scuuess Stories
Host a live Q&A via Periscope to
meet applicants, and develop a career
page
Showcase your company at its best by sharing employer branding
content, celebratory events, milestones reached, and charitable activities
in the community.
Feature employees working, employees enjoying company outings
together, or employees talking about their jobs and why they love
working at the company. Videos are the best low-contact way to give
potential candidates an inside look at the company and a feel for the
company culture
Word of mouth from your current employees is one of the best way to
increase your company presence on social media
Periscope allows you to set up a live video stream from your phone
anywhere you can connect, and give others access to that live stream.
Besides Q&As, you could also use Periscope to share your company
culture with potential applicants by broadcasting company events or a
live video stream of your workplace.
ENGAGEMENT
WITH UNIVERSITY
STUDENTS -Campus Awareness Drives
-Internships
-Hackathons
Sponsorship
-University Talent Games
Company Visits
-Be invited to judge competitions or final project displays
Internship Programs
-Guest Lecture Sessions at technical and management institutes
Internal Games and Competition