1. Employer Branding ACI World HR Forum Calgary Canada 9 Sept 2012 Director, This Is...

2. Why would anyone want to be employed by you?

3. Employer Branding... Employer of choice Business drivers What kind of people are you looking for? War for talent (supply and demand) involves actively selling the experience of working for an organisation by focusing on what makes the experience both positive and distinctive What differentiates you? Positive brand image is critical Then develop USP Pay, conditions, flexible working, careers, status, location, prospects??? Ask employees/survey This forms the basis of the psychological contract

4. Psychological Contract Defines the mutual expectations between employee & employer Needs constant renegotiation How are employers dealing with employee aspirations for pay, conditions, working time, job security, career prospects How are employees responding to employer requirements for delivery, commitment, loyalty, high performance How this is changing in the current world? Generally implicit rather than explicit

5. Culture and leadership make a huge difference... Things that can have an impact Clear strategic direction Selection of top management Leadership competences Management structure clarity Salary structure Career development paths Training and education Motivation and engagement Recognition and advancement Political interference And above all, talented people want the opportunity to make a difference To do a job which is meaningful, challenging, worthwhile To have a degree of autonomy To have trust in and respect for their leaders and their organisation

6. The 1990s saw great interest in something called the psychological contract – then that idea seemed to crash and burn. Maybe it didnt; maybe the phoenix from the ashes was employer branding Helen Rosethorn, CEO Bernard Hodes Group