Recruitment Process

What can
Employment
Branding do?
Recruitment Process
Employment
Branding
Can promote an image
of an organization.
For example,
“Providing a
workplace that
encourage ethical and
socially responsible
behavior”
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Employment
Branding
Can help
organizations to
attract the best people
from open labor
market.
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Employment
Branding
“An organization’s
image or brand is
clearly important in
infusing applicant
advancement in the
company and its
employment
opportunities”
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Employment
Branding
Human Capital can
help organizations to
achieve sustained
competitive
advantage. Thus, the
organizations need to
attract HC through
employment branding.
Recruitment Process
Employment
Branding
The organizations has
budget to brand
products and services
to their clients.
However, many still
do not fully
understand the value
of actively branding
themselves to their
own employees.
Recruitment Process
Employment
Branding
Without it,
organizations may face
several challenges
such as recruiting and
retaining talent. The
firms are expected to
face a skill shortage
within next decade.
Recruitment Process
Employment
Branding
In conclusion,
employment branding
is critical
to attract employees
who feel
underappreciated with
an alarming large
proportion thinking
about changing jobs.
Recruitment Process

Don’t forget
employment
branding
Recruitment Process

Employment
Branding
Lack of employment
branding leads to job
switching but many
employers are facing
the increasing risk of
having an under-
engaged work force.
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Employment
Branding – A
Survey
In US a recent study
showed that:
25% of employees
are just showing up to
collect paycheque
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Employment
Branding – A
Survey
40% feel
disconnected from
their employers. 66%
do feel motivated to
drive their employer’s
business goals and
objectives
Recruitment Process
Employment
Branding
The results of the
survey showed that
the lack of strong
employment branding
have many
operational risks
which are extending
well beyond
attractions or
retention.
Recruitment Process
Employment
Branding
So, it refers to:
- how a company
seeks to enhance its
positive image
- how it is perceived
as an employer
- how it seeks to
vertically integrate all
employment touch-
points.
Recruitment Process
Employment
Branding
Employment touch-
points include:
- New hire packets
- On-Boarding
sessions
- Benefits booklets
- Internal corporate
communications
Must be aligned
with employment
brand position
Recruitment Process
Employment
Branding
When successfully
executed,
articulate a promise that
not only makes people
want to work for the
company but also gives
current employees a
sense of pride and
shared mission with
their organization
Recruitment Process

Employment
Branding
In conclusion, the
stronger the company
image the better the
company’s ability to
find and retain
quality candidates to
meet its future
employment need.
Recruitment Process

Employment
Branding –
Expert’s
Opinions
Recruitment Process
An Expert’s Opinion -
Vincent Gauthier says
“Employment branding
is pretty important in
situation where
company experience
very high turnover and
difficulties in attracting
retaining and motivating
employee” (GM at Hewitt
Associates in Hong Kong)
Recruitment Process

An Expert’s
Opinion
The strategic value of
employment branding
goes beyond
recruiting and also
extends to the
retention of staff,
providing the
company delivers on
its promises.
Recruitment Process

An Expert’s
Opinion
If there is a discount
between what the
brand purports to be
and
what actually it is,
It can backfire on the
company
Recruitment Process
An Expert’s
Opinion
Employment
branding will only be
successful over the
long term if the
company align all its
management systems
and process to
deliver on its
employment
promises
Recruitment Process
An Expert’s
Opinion
Companies design an
employment brand
making promise to
prospective
employees but will
not align their
management systems
and process to deliver
on these promises.
Recruitment Process
An Expert’s
Opinion
If you are promising
career development

Can you deliver on

it?

Is there room for

change your
branding.
Recruitment Process

An Expert’s
Opinion
Gauthier says “we are
talking about aligning
not just career
development what you
are promising but all
your management
systems”
Recruitment Process
An Expert’s
Opinion
We know from survey
and our works that the
disconnect between
the employment
promise and the
employment reality is
one of the biggest
drivers of
disengagement and
employee turnover
Recruitment Process

Employment
Branding –
Expert’s
Opinions 2
Recruitment Process
An Expert’s
Opinion -
Dr. David Kippen
“Employment branding
is now evolving and
starting to move
beyond recruitment and
infuse every
employment touch
point” (Vice president of
brand & communication at
TMP worldwide)
Recruitment Process
An Expert’s
Opinion
As employment
branding matures,
organization will shift
from the current
focus on “One size
fits all” employment
brand to a “more
targeted focus”
employment branding
Recruitment Process

An Expert’s
Opinion
Most of the
experienced talented
workforce know:
- Who the major
players are?
- What they don’t
know?
- What they really care
about?
Recruitment Process

An Expert’s
Opinion
- What kind of
projects they’ll be
able to work on?
- Who’ s in the work
group and how
effective is their unit
manager?
Recruitment Process

An Expert’s
Opinion
Today, Organizations
trying to find out
who they are in the
eyes of employees
and the marketplace
Recruitment Process
An Expert’s
Opinion
The organization find
out the “white space”
among the aspirational
but true things they
can say about the
work experience they
offer and build
messaging around
those truths.
Recruitment Process
An Expert’s
Opinion
Tomorrow,
organizations will
become more focused
on educating the key
sub segments of the
marketplace they want
to reach on, and the
reality of their job offer
Recruitment Process

An Expert’s
Opinion
Think of it this way

“Today we brand the

employer tomorrow
we’ll also brand the
job requirement for
certain hard to fill
roles”
Recruitment Process

An Expert’s
Opinion
Experts believe that it
is important that the
company’s executives
are involved in
developing the
employment brand or
at least agree upon it.
Recruitment Process
An Expert’s
Opinion
We turn to executive
to understand the
organization’s
aspirations and
strategic directions.
But its essential that
the
employment reflect
the workforce every
day reality (Kippen)
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Employment
Branding –
Expert’s
Opinions 3
Recruitment Process

An Expert’s
Opinion
If the employment
brand position is too
aspirational it won’t
resonate with the
work force or with
prospective
employees.
Recruitment Process
An Expert’s Opinion
As companies will
create a consumer
brand that build
customer loyalty, “they
also need to create an
employment brand to
build loyalty amongst
their existing
employees while
attracting new recruits”
Recruitment Process

An Expert’s
Opinion - Warns
Ryan Estis
(Chief Talent Strategist for
NSA Recruitment
Communication)

“Companies that are

not prepared to
combat key branding
challenges….
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An Expert’s Opinion
….and that failed to
understand the
importance of an
increased investment
allocation in talent
management will
almost certainly see
diminished
performance
possibilities in the
future”
Recruitment Process
An Expert’s
Opinion
But if you get it right
the benefits are quite
significant.

Most of the best

employers in our best
employers studies
usually have their
brand and systems
aligned
Recruitment Process

An Expert’s
Opinion
As a result they get
lower staff turnover,
a more engaged
workforce, higher
productivity, and
better business
result.