Presentation on theme: "12 Great Newport Street, Tel"— Presentation transcript:
1 12 Great Newport Street, Tel +44 20 7632 5910 Your Employer Brand Bringing the best of brand management to people at work Hoofddorp, Netherlands 4th November 2010Simon Barrow, ChairmanPeople in Business12 Great Newport Street, Tel
2 Introduction to People in Business Originated ‘employer brand’ concept in early 90’s conducting the first research on the discipline with London Business SchoolFirst book on the subject in 200515 years hands-on experience in employer brand development and implementationGlobal network of employer brand consultants, research and resourcing specialistsRecent employer brand clients include: Coca-Cola, EON, HSBC, HP, IBM, John Lewis, Nokia-Siemens, P&G, RBS and Sky
3 Brand relationshipsPowerful consumer brands provide a focal point for:Aspiration (When I’ve really made it I’ll drive a Mercedes)Identity (The devil and I both wear Prada)Engagement (My Nike’s make me feel like running)Advocacy (Let’s meet at Starbucks)Trust / Loyalty (When the new i-pod comes out I’ll be the first in line)
4 The employer brand relationship Powerful employer brands play a similar role:Aspiration (It’s a company I’d love to have on my CV)Identity (I’m proud to tell people where I work)Engagement (I’m committed to going the extra mile)Advocacy (I tell people it’s the coolest place to work on the planet)Trust / Loyalty (It would take a lot to get me to leave)
5 Integrated brand management MarketingCustomer Value PropositionWhy should consumers consider you?Why should they come back for more?Consumer experienceCorporate BrandDNAWhat shines through everything the organisation does and says?LeadershipEmployee experienceEmployee Value PropositionWhy should people join you?Why should they stay?Why should they commit?HR
6 Establishing clarity Vision A digital vision for everyone Shared ObjectiveTo be at the heart of 21st century livingWorld Beating Customer ServiceServices VisionPassionate about the businessClose to CustomerFriendly/ HelpfulCredible & ConfidentCultural CharacteristicsValues its PeopleConnectedSuccessful & ProfitableLeading Edge & AgileWorld Beating Customer ServiceProblem Analysis & Decision MakingTeam PlayerPassion for ExcellenceCore CompetenciesDeveloping our PeopleEnthusiasm and PassionEmpathyAccountabilityOrganisational ValuesEmpowermentRespectHonestyCo-operationExcellenceBrand ValuesInnovativeCreativeEntertainingChallenging
7 The fully loaded proposition EmpathyPassionate about the businessWorld Beating Customer ServiceA digital vision for everyoneProblem Analysis & Decision MakingTo be at the heart of 21st century livingAccountabilityClose to CustomerValues its PeopleTeam PlayerPassion for ExcellenceWorld Beating Customer ServiceCredible and ConfidentConnectedFriendly/ HelpfulEnthusiasm and PassionRespectEmpowermentSuccessful & ProfitableCo-operationLeading Edge & AgileExcellenceChallengingDeveloping our PeopleCreativeInnovativeEntertainingHonesty
8 More active job seekers: contain fewer top quality candidates Business caseA strong employer brand reputation attracts more top quality candidatesMore active job seekers: contain fewer top quality candidatesLess active job seekers contain greater proportion of top quality candidatesSource: Corporate Leadership Council - Attracting and Retaining Critical Talent Segments study
9 Principles for EB success The content of the working experience is the heart of an EB not ‘branding’. It is about reality not ‘spin’ and the key audience must be your existing employeesIt reflects the needs of the organisation’s overall strategy and delivers business benefits.3. HR can initiate but it needs other functions and line mgtEB is a long term commitment not an initiative (P&G created brand management in 1931 !)The EB needs the principles of good brand management i.e. coherence, coordination, research, planning, innovation and measurementThe readiness to be courageous and stand out from the crowd.
10 Why the EB needs such care Customers Employees Life style is a factor Work is about life itself They’re external They’re family They don’t know everything They do! Mistakes can be managed Mistakes can be mortal Broadscale communications One to one preferred
11 Recommended employer brand model Corporate BrandVision / MissionPersonalityValuesThe core brand DNA of the organisation reflected in everything it says and doesEmployee Value PropositionEmployer BrandThe one quality you most want to be famous for as an employerHeadline PropositionThe distinctive qualities that further define the employment experienceDefining attributesThe tangible proof points that make the proposition credibleReasons to believeQualifiersThe everyday basics you need to deliver on to ensure the proposition is credible
12 For example… Corporate Brand Mission Vision / MissionPersonalityValuesMission“to help people and businesses throughout the world realize their full potential”Distinctive Values:Taking on big challenges.Constructive self-criticism.Natural communicators with a passion for technology.Target profileAn environment where talented people can realize their full potential.Headline PropositionIndividually tailored, strength-based development.Defining AttributesIndustry leading investment and innovation in L&D.Reasons to BelieveRespectful, open and supportive management style.Qualifiers
14 Tailoring the ‘umbrella’ proposition Target propositions need to be aligned but also adapted to reflect:Regional / divisional strengthsThe specific needs and aspirations of different target groupsAdaptation can be achieved through relative emphasis, distinctive local ‘reasons to believe’ and supplementary attributes (consistent with the overall brand)
15 For example…. Headline EVP Proposition: ‘A new challenge every day’. Regional TailoringUS Career SiteWestern European Career SiteFunctional Tailoring
16 Distinctive look and feel Recruitment advertising and career websites often very generic
17 Distinctive look and feel If you have a distinctive customer brand identity – use /and adapt it!
18 Distinctive look and feel If you have a distinctive customer brand identity – use /and adapt it!
19 The employee experience “If you want to be a comedian,don’t tell people you’re funny,…..make them laugh”
20 Shaping an ‘on-brand’ employee experience OrientationMeasurementProcess ‘Touchpoints’RecruitmentWorking EnvironmentCommunicationPerformance & DevelopmentReward & RecognitionCore ValuesCore CompetenciesEveryday BehavioursBrand of LeadershipStyle of ManagementUnderpinned ByEmployerBrandExperience
21 Employer brand action planning Recruitment ProcessJob descriptionBasic strengths and weaknesses (is it a consistently positive experience?)Alignment with the brand proposition (does each stage support the promise?)Signature brand experiences (what is distinctively on-brand?)This thinking can be applied to every touch-pointAdvertisingMediaCareer SitesInterviewingAssessmentSelection*CorrespondencePre-joining instructions
22 Distinctive practices Every team member has a say on recruitment decisionsAnnual party for all Virgin employees and their familiesRegular input from front line employees in senior level decision making (Real Directors)Six to seven weeks training for all new representatives
23 Overcome EB Management challenges! Seldom positioned to influence the whole employment experienceRecruitment communications the main priority yet ’branding’ is not brand managementEB research does not always lead to necessary change to the working experienceLack of connection with business strategyInsufficient metrics on HRLow profile with senior management (and HR can be a nervous platform for EB)The culture does not demand courage and distinctiveness
24 Remember the principles for EB success The content of the working experience is the heart of an EB not ‘branding’. It is about reality not ‘spin’ and the key audience must be your existing employeesIt reflects the needs of the organisation’s overall strategy and delivers business benefits.3. HR can initiate but it needs other functions and line mgtEB is a long term commitment not an initiative (P&G created brand management in 1931 !|)The EB needs the principles of good brand management i.e. coherence, coordination, research, planning, innovation and measurementThe readiness to be courageous and stand out from the crowd.
25 We wish you every success in building Employer Brands which will last a 100 years plus! Simon Barrow