Using Employer Image & Brand to attract talent

1. Using Employer Image & Brand to attract talent

2. 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

3. Top 10 MBA Employers in the world

4. Baby Boomers: 1946–1961 Generation X: 1961–1981 Generation Y: 1981–1997/2000

5. Maslow’s hierarchy of needs

6. 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

7. HR perspective Employer Brand “what do people think of us?” Performance Management “where is our talent in the organisation?” Individual and Team Competence Leadership Performance Review Talent Management “how do we manage our talent?” Values and Culture HR Processes Core Work Processes Recruitment Processes “how we do attract talented people to us?” Organisation, Team and Job Design Reward & Recognition “what keeps our talent with us?” Communication “how do we talk to our talented people?”

8. 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

9. 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

10. 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

11. Brand Strength Brand strength Attraction of the rightcandidates Employee engagement and retention Differentiation from competitors Customer engagement and retention Employer Brand The unique and differentiating promise a business makes to its employees and potential candidates Employee experience Actual delivery of the promise throughout the employee lifecycle + • Attraction of high quality employees is a competitive necessity • Engagement of high quality employees is a bottom line issue

12. Employer brand – a three step process 1.Brand insight 2. Brand development 3. Implementation • Competitor analysis • Brand positioning vs competition • Understanding vision for the business and employees • Understanding best of the current employee experience and improvements • Alignment of the consumer brand/ employer brand • Concept development • Concept testing • Refinement and development • Recruitment guidelines and roll out for recruitment advertising • Design of internal launch process • Production of comms materials, internally and externally Employee Value Proposition Brand book Communication strategy Communication tools Employee vision Personality Key messages Strengths/areas to improve

13. 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

14. Employer Image Touchpoint Wheel Exit interviews Campus recruitment Career development Internship Retention Awareness Pre- Application Experience Performance review Career site Post- Application Experience Employer Brand Management behavior Company brand Commitment Consideration Informing / Involving people Invitation letter Application Experience Engagement Preference Introduction Interview Rejection letter Assessment Contract handling

15. 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!

16. 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?