Presentation on theme: "Branding – Creating a strong brand to attract top talent"— Presentation transcript:
1 Branding – Creating a strong brand to attract top talent @MervynDinnenCreating Content | Building Community | Social Engagement Strategy
2 What is ‘Employer Brand’? “The term ‘employer branding’ describes how an organisation markets what it has to offer to potential and existing employees. Marketers have developed techniques to help attract customers, communicate with them effectively and maintain their loyalty to a consumer brand. Employer branding involves applying a similar approach to people management” CIPD 2012
3 Branding is about Differentiation “Branding is about differentiation but, unfortunately, your new employer branding strategy and that sexy new employee value proposition you came up with (‘Empowering Excellence with Integrity and Innovation’) is exactly the same as everyone else’s”Marketing Week July 2013
4 What Makes a Great Place to Work? A company they feel good aboutInteresting work to challenge and motivateEncouragement to get better, development opportunitiesFeeling of importance, self-esteemCompensation and reward, being valued
5 It’s about Culture, not Values Whose values were these?Communication – We have an obligation to communicate.Respect – We treat others as we would like to be treated.Integrity – We work with customers and prospects openly, honestly, and sincerely.Excellence– We are satisfied with nothing less than the very best in everything we do
9 What’s Most Important for Workplace Happiness? Top FiveWorking with people I get on withFeeling valuedGood moneyGood hours, benefits and rewards (wellbeing)Working for a boss I get on well with(Source Jobsite survey 2011)
10 What Words Do We Use to Attract Talent For Recruitment? DrivenPassionateMoney motivatedResilientThrive on competition and challengeTenaciousAutonomousTarget driven
11 ‘Top talent does not “apply” to work FOR your company; top talent “expresses interest” to work WITH your company’ Smart Recruiters (USA) 2013
12 How Can You Tell Top Talent About Your Employee Experience?
13 Satisfied and engaged employees are your greatest brand advocates, and their referrals should be your most successful source of hire. Let them share their stories of what it’s like to work with you.