Using Employer Image

& Brand to attract talent

 So, as we’re talking about brands…..
 Do you know which are top 10 Best Global Brands in the world ?
http://www.interbrand.com/en/best-global-brands/best-global-brands-2008/best-global-
brands-2010.aspx

 Or which are the 10 most Admired companies in the world ?

http://money.cnn.com/magazines/fortune/mostadmired/2010/

 Or which are the top 10 MBA Employers in the world (Universum 2010)?
 And in Finland?
http://www.greatplacetowork.com/what_we_do/lists-fi.htm
Top 10 MBA Employers in the world
Baby Boomers:
1946–1961

Generation X:
1961–1981

Generation Y:
1981–1997/2000
Maslow’s hierarchy of needs
 Motivating Gen Y
When looking for a job Gen Y’ers want (in this order):
 Training
 Management Style
 Work flexibility
 Staff activities
 Non financial rewards
 Salary
 HR perspective Employer Brand
Performance “what do people think
Management of us?”
Individual
“where is our talent in and Team
the organisation?” Competence
Performance
Leadership
Review Talent Management
Values and “how do we manage our
Culture talent?”
Core Work
HR
Processes
Recruitment Processes

Processes Organisation,
Team and Job
“how we do attract Design
Reward & Recognition
talented people to
“what keeps our talent
us?”
with us?”
Communication
“how do we talk to our
talented people?”
 Employer Image & Brand
- What is it?
 “The package of functional, economic, and psychological benefits
provided by employment, and identified with the employing
company”, Ambler & Barrow 1996

 A long term strategy that establishes an organisation’s identity as

an employer

 Which differentiates them from competitors in the employment

market
 Where do you start?

 The development of an employee value proposition (EVP)

 Capturing in one statement, the sum of “everything that people
experience and receive while they are part of the company” = Core
Message
 It must be aligned to the overall brand and reputation
 Who is it for?
 Potential employees – to persuade more and better applicants to
apply and accept offers
 Current employees – to reduce turnover, increase employee
motivation, a sense of belonging and align behaviour to the
organisation’s needs
 Consistency of messages across both groups is vital as the
organisation has to deliver what it promises
 Projecting an unrealistic image may improve recruitment but can
increase attrition
Brand Strength
Brand strength
Employee Attraction of the right
Employer Brand candidates
experience
The unique and Employee engagement and
differentiating promise
a business makes to + Actual delivery of the
promise throughout the
retention
Differentiation from
its employees and employee lifecycle competitors
potential candidates Customer engagement and
retention

 Attraction of high quality employees is a competitive necessity

 Engagement of high quality employees is a bottom line issue
 Employer brand – a three step process
1.Brand insight 2. Brand development 3. Implementation
• Competitor analysis
• Brand positioning vs • Alignment of the consumer brand/ • Recruitment guidelines and
competition employer brand roll out for recruitment
• Understanding vision • Concept development advertising
• Concept testing • Design of internal launch
for the business and
• Refinement and development process
employees
• Understanding best of • Production of comms
the current employee materials, internally and
experience and externally
improvements

Employee Value
Proposition
Employee vision Brand book Communication
strategy
Personality
Communication tools
Key messages
Strengths/areas to improve
 Employer brand benefits

 Significant decreases in cost per hire

 Reduced cost of recruitment - efficiencies maximised throughout the
recruitment process
 Reduction in recruitment marketing costs over time
 Greater numbers of higher quality applicants
 Higher performing employees
 Increased retention rates
 Stronger reputation in the marketplace
 Increased ability to attract specialist talent in a difficult market
 Employer Image Touchpoint Wheel
Exit Campus
interviews recruitment
Retention Awareness
Career
Internship
development

Post- Pre-
Performance
Application Application Career site
review
Experience Experience

Commitment Consideration
Management Company
behavior brand
Employer Brand

Informing /
Involving Invitation
people letter

Engagement Application Experience Preference

Introduction Interview

Rejection
letter Assessment
Contract
handling
 Lessons learned
 Don’t underestimate the size of such an initiative
 Even if you have clearly defined the scope, focus and
approach, you have to make tough choices along the way
about what to keep in or leave out
 Getting the whole organization behind the Employer Brand
is critical to making it a success
 You must get commitment and involvement of people
beyond HR, particularly in marketing, and get it early on!
 Some final questions for the company
 Do you know what your organisation represents?

 Have you tested out your values, your culture?

 Have you looked at your brand values?

 What does this say about your organisation?

 Who is the real competitor in the employment market (not just

the ones you know or think it should be?)

 Is your brand attractive to new recruits?

 Does it help you present a strong employer brand in the marketplace?

 Who manages your Employer Brand – HR or Marketing?