Dr. Katherine LY Green Green Consulting Group LLC What is our future? How we work? Use my skills and talents? What’s our work ethic? How we talk?

“Employee loyalty begins with employer loyalty. Your employees should know that if they do the job they were hired to do with a reasonable amount of competence and efficiency, you will support them.” – Harvey Mackay author Culture Introduction Brand(ing)RecruitmentRetentionPlan 2

Introduction: You, Me and the Program  What is Employer Brand ?  What is it and why it matters  Discover your ‘employer brand’ and use to ensure fit  Why important?  Employee salary and benefits are your #1 and #2 costs  Reduce overt and hidden costs of poor ‘fit’  How can you benefit?  Use your ‘employer brand’ to improve hiring right the first time, save money, create conditions for more engaged and productive employees Culture Introduction Brand(ing)RecruitmentRetentionPlan 3

Culture: Key facts Culture is what we say and do when everyone is looking. The formal and informal relationship between employer and employees How work gets done How people are treated Expectations of behavior Expectations of performance CultureIntroductionBrand(ing)RecruitmentRetentionPlan

Brand: External vs. Internal External – Corporate Brand (e.g. logo, advertising) – customers, suppliers, stakeholders, business to business clients, alliances, professional affiliations Internal – Employer Brand (tangible and intangible aspects of relationship) with employees and their networks, former employees and their networks, future employees CultureIntroductionBrand(ing)RecruitmentRetentionPlan 5

Brand: Key facts Elements of a Brand Employer brand is the essence of that relationship, and branding is how you communicate. Emotional Authentic Aligned Memorable CultureIntroductionBrand(ing)RecruitmentRetentionPlan * Source: Mark Hornung, Branding Expert, SHRM Webcast 6

How Does Brand Impact Recruitment? Brand = relationship between employer and employees, both tangible and intangible Recruit based on brand (marketing that relationship to outsiders) Once hired, employees test the brand If employees see, feel and experience the brand, they will ‘fit’ CultureIntroductionBrand(ing)RecruitmentRetentionPlan RecruitmentBrand(ing) 7

Recruitment: Key facts In Towers Perrin Global Workforce Study The top five drivers that drive recruitment, across ages. Competitive Base Pay Career Advancement Challenging Work Convenient Work Location Flexible Schedule CultureIntroductionBrand(ing)RecruitmentRetentionPlan Source: Towers Perrin Global Workforce Study, “Closing the Engagement Gap: A Road Map for Driving Superior Business”

Your Firm Flexible Work Benefit s Tech Savvy Work Itself Salary Career Oppt. Niche Perks Casual Fridays Reward s & Recog. Strong Mngmt. Bonus Options Training Work/lif e Share & Inform Diverse Culture Physical Space What’s Your Employer Brand ? CultureIntroductionBrand(ing)RecruitmentRetentionResources RecruitmentBrand(ing) 9

WORKSHEET: Recruitment Worksheet Employer Brand What is itHow Describe Primary Salary Benefits Work Itself Workforce Environment Secondary Perks Education/ Training Career Options Volunteering Other Recruiting with your brand CultureIntroductionBrand(ing)RecruitmentRetentionPlan 10

How Does Brand Impact Retention? Brand = relationship between employer and employees both tangible and intangible Recruit based on brand (marketing that relationship to outsiders) Once hired, employees test the brand If employees see, feel and experience the brand, they will ‘fit’ Periodically, employees make a stay/go decision. Adjust & review retention strategies.  Employees take a risk that brand is ‘true’  Within the first few weeks and month, they will affirm the brand or leave  At different points in their tenure they will reassess ‘brand’ and decide to stay/go CultureIntroductionBrand(ing)RecruitmentRetentionPlan 11

Retention: Key facts In Towers Perrin Global Workforce Study What got employees through the door isn’t the same as what keeps and engages them. Work/life balance Long-term job security Maximize earnings Exciting & challenging work Adequate benefit protection CultureIntroductionBrand(ing)RecruitmentRetentionPlan Source: Towers Perrin Global Workforce Study, “Closing the Engagement Gap: A Road Map for Driving Superior Business” “Employees’ needs and expectations differ within and across national boundaries, but they also vary by gender, age, tenure, education experience, stage of career, lifestyle, level in the company; (e.g., young want high caliber leadership, boomers want input into decision-making, everyone wants social responsible reputation.)” 12

Retirement options Summer Schedul e Manager training Stretch work Vested pension Added benefits Bonus Hard work ethic More time off Length of service bonus Spot Awards Caliber of workers Value Team work Image Caring Manager CultureIntroductionBrand(ing)RecruitmentRetentionPlan What’s Your Employer Brand? 13

WORKSHEET: Retention Worksheet Employer Brand What is itHow Describe Primary Career Mobility Training/Develop. Options Challenging Work Open Communications Strong Management Respect & Valued Secondary Perks (free lunch) Rewards & Recognition More benefits after time Volunteering w/ pay Other Retention with your brand CultureIntroductionBrand(ing)RecruitmentRetentionPlan 14

Recruiting & Retention Plan Putting together a strategy Reinforce Brand Good Employee Fit A – Earned Media B – Internal Media C – Paid Media Rationale for Brand Achieve your vision of success Key strategic sources for communicating your brand Your rationale for brand CultureIntroductionBrand(ing)RecruitmentRetentionPlan 15

Plan: Key pillars of your Branding strategy  Pillar A – Earned Media (these are built through reputation, opinions, image over time by your firm and others: Facebook, Twitter, YouTube, Goggle+, HR PR)  Pillar B – Internal Media (intranet, website, employee referral, newsletters, company reports, policies & procedures manual)  Pillar C – Paid Media (LinkedIn, Mailings, Customer Relationship Management, Print, TV, Radio, Staffing Agency) * Source: Mark Hornung, Branding Expert, SHRM Webcast  Pillar A: _____ (% of Budget, time and $) ____________________________________________ ____________________________________________ ____________________________________________  Pillar B: _____ (% of Budget, time and $) ____________________________________________ ____________________________________________ ____________________________________________  Pillar C:_____ (% of Budget, time and $) ____________________________________________ ____________________________________________ ____________________________________________ CultureIntroductionBrand(ing)RecruitmentRetentionPlan 16

Plan: Putting it all together Your Branding Strategy Pillar A Earned Media: ___________ ________________ Pillar B Internal Media: ___________ ________________ _______________ Pillar C Paid Media: ___________ ________________ Your Brand ( authentic, distinct, memorable, alignment) Achieve your vision of success Key strategic pillars of your success Your rationale for your brand CultureIntroductionBrand(ing)RecruitmentRetentionPlan 17

Source and Resource Page Society for Human Resource Management Webcast: Mark Hornung, Findly LLC, ‘Employer Brand vs Employer Branding’ –an excellent presentation on what employer brand is, how to discover it, how to use, what it is important Towers Perrin, Closing the Engagement Gap: A Road Map for Driving Superior Business Performance, , a free report discussing employer challenges in recruitment, retention and engagement across the globe. An excellent snapshot of HR trends and practices in the employment lifecycle. gap-TowersPerrin.pdf Dr. John Sullivan, Talent Management Thought Leader - a reliable source for concrete, practice information, trends and practices in HR/ Bob Nelson, 1501 Ways to Reward Employees. Workman Publishing Co., Bob Nelson, 1001 Rewards & Recognition Fieldbook: The Complete Guide. Workman Publishing Co., CultureIntroductionBrand(ing)RecruitmentRetentionPlan 18