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CORPORATE DIVISION Employer Branding: Branding your company as the employer of choice in a competitive environment Mr. Cliff Davis Senior Vice President,

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Presentation on theme: "CORPORATE DIVISION Employer Branding: Branding your company as the employer of choice in a competitive environment Mr. Cliff Davis Senior Vice President,"— Presentation transcript:

1 CORPORATE DIVISION Employer Branding: Branding your company as the employer of choice in a competitive environment Mr. Cliff Davis Senior Vice President, Human Resources, Asia Manulife February 21, 2008

2 CORPORATE DIVISION 2 Employer Branding  Branding involves knowing what kind of people do well within your organization and then communicating that so you can attract those people.  Alignment of values and expectations are key to your internal and external brand.  Effective employer branding ensures employees have a clear understanding of our company and what we stand for.  It reflects how an employee feels about the company as a place of work and how they are treated.  We want our employees to be proud to be associated with Manulife.

3 CORPORATE DIVISION 3 Importance of Brand Equity  A strong brand equity among employees means higher retention rates, strong referral rates, basically a virtuous circle that allows us to attract and keep the best staff. Higher retention rates Strong referral rates Strong brand equity

4 CORPORATE DIVISION 4 Brand Publications Business Forms Newsletters Signage Advertising Citizenship Proposal Investor Relations & Analyst Briefings Publicity Stationery Identity Web sites Voic s Public Relations Sponsorships Public Affairs Sales Promotion Services Speeches Direct Mail Trade Shows Word of Mouth Telephone Networking Presentations Products Training & Development Call Centre Marketing Employees Exhibits Employees Touch Your Brand in Many Different Ways…  ….and this makes it even more important that HR and communications work together to engage with them even more effectively….

5 CORPORATE DIVISION 5 Therefore, Employee Values Should Be an Integral Part of Your Brand… Brand Preference Brand Advocacy Brand Consideration Brand Understanding Brand Awareness The power and value of your brand increases as you move stakeholders from Awareness to Advocacy. MANULIFE’S ‘PRIDE’ VALUES

6 CORPORATE DIVISION 6 The War for Talent  In today’s competitive job market, effective employer branding is crucial.  We have made a strong commitment to invest in people.  We believe we are great company to work for, hold very important values, and do meaningful work. We need to get that message out.

7 CORPORATE DIVISION 7 The War for Talent (cont..)  It is critical that an employees values and interests are in alignment with ours. So, they need a clear understanding of:  how we work  what we stand for  the opportunity we will be giving them.  There is no sense in saying you are one thing to an employee when in reality that is not accurate.

8 CORPORATE DIVISION 8 How Does a Company Effectively Brand Itself to Employees?  Communicate opportunities to staff. Deliver these with integrity.  Demonstrate your leadership culture  Differentiating through CSR work in the communities  Be recognized for what you do well.  For example: Manulife uses awards such as Life Insurance Company of the Year and its AAA rating from Standard and Poor’s to demonstrate our expertise.

9 CORPORATE DIVISION 9 Communicating to Employees and Potential Employees…  Communicating developments in your business  Generating excitement and buy-in for new initiatives  Clarifying new processes and policies  Sharing tools and collateral that help staff do their jobs  Communicating your company’s position clearly on business issues or in times of crisis Each of these are already impacting on how your brand is viewed by employees and potential employees

10 CORPORATE DIVISION 10 A Simple Conclusion  If you establish a proper employer brand, truly aligned with your core values and reality, you will attract and retain the type of people who will do well in your organization.  Without good people, nothing else matters.  People are your best branding strategy of all

11 CORPORATE DIVISION 11 Thank you!


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