Employer branding August 2015
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Transcript of Employer branding August 2015
All you need to know about employer branding
by Toronto Training and HR
August 2015
Page 2
CONTENTS3-4 Introduction5-6 Definitions7-8 Forms of employer brand9-11 Dimensions of the employer brand 12-14 Factors affecting the employer brand15-16 Stages of the employer brand17-18 Features of employer and employee branding19-22 Employee value proposition23-24 Communicating and projecting an image 25-26 Sources of job applicants’ employer brand image27-28 The integrated brand29-30 Social media and employer branding31-32 Cultural identity and employer branding33-34 Employer brand and organizational traits35-36 Brand personality37-38 The brand resonance model39-40 Drivers for employer brand within a college 41-42 Questions to ask43-44 What do employer brands need to be in late 2015?45-47 Do we really need employer branding? 48-49 Case studies50-51 Conclusion, summary and questions
Page 3
Introduction
Page 4
Introduction to Toronto Training and HR
Toronto Training and HR is a specialist training and human resources consultancy headed by Timothy Holden 10 years in banking15 years in training and human resourcesFreelance practitioner since 2006The core services provided by Toronto Training and HR are:
Training event designTraining event deliveryHR support with an emphasis on reducing costs, saving time plus improving employee engagement and moraleServices for job seekers
Page 5
Definitions
Page 6
Definitions• Brand• Corporate brand• Employer brand and
employer branding• Internal employer
brand• External employer
brand
Page 7
Forms of employer brand
Page 8
Forms of employer brand
• Currently perceived and experienced employer brand
• How the employer is likely to be perceived and experienced in the future
Page 9
Dimensions of the employer brand
Page 10
Dimensions of the employer brand 1 of 2
• Organizational identity
• Organizational culture
• Organizational values• Organization and job
profile• Employment
conditions
Page 11
Dimensions of the employer brand 2 of 2
• Style and design• Reliability, durability
and serviceability• Effectiveness,
efficiency and empathy
Page 12
Factors affecting the employer brand
Page 13
Factors affecting the employer brand 1 of 2
Lived employment experience• To what extent are
certain job conditions typical of your job?
Employment offering• To what extent does
your organization portray certain job conditions in its communications about what it offers to its people?
Page 14
Factors affecting the employer brand 2 of 2
Perceived organizational supportPsychological contract violationAffective commitment
Page 15
Stages of the employer brand
Page 16
Stages of the employer brand
• Value proposition• External
marketing of the employer brand
• Internal marketing
Page 17
Features of employer and employee branding
Page 18
Features of employer and employee branding
• Aim• Intended outcomes• HR activities• Roots• Branded entity• Target of branding
Page 19
Employee value proposition
Page 20
Employee value proposition 1 of 3
• Definition• Components from
an employer perspective
• Components from an employee perspective
• Building a differentiating employee value proposition
Page 21
Employee value proposition 2 of 3
• Elements of an employee value proposition
• Generational differences
• What is important?
• What results in satisfaction?
Page 22
Employee value proposition 3 of 3
Stages involved• Tactical• Integrated• Communicating
and differentiating• Segmenting and
differentiating
Page 23
Communicating and projecting an image
Page 24
Communicating and projecting an image
• Symbolism• Communication• Behaviour
Page 25
Sources of job applicants’ employer
brand image
Page 26
Sources of job applicants’ employer brand image
• External to the organization
• Internal to the organization
Page 27
The integrated brand
Page 28
The integrated brand
• Employer brand proposition
• Customer brand proposition
Page 29
Social media and employer branding
Page 30
Social media and employer branding
• Show why your organization is unique
• Create an experience consistent with your brand image
• Show you appreciate the diversity of different backgrounds
• Keep the message consistent in all communications
Page 31
Cultural identity and employer branding
Page 32
Cultural identity and employer branding
• Vocation• Class• Geography• Philosophy• Language• Biological traits
with cultural aspects
Page 33
Employer brand and organizational traits
Employer brand and organizational traits
• Visionary• Caring• Methodical• Hard-working• Passionate• Supportive• Multi-levelled• Confident• Serious• Mature• Unconventional• Enduring
Page 35
Brand personality
Page 36
Brand personality
• Sincerity• Excitement• Competence• Sophistication• Ruggedness
Page 37
The brand resonance model
Page 38
The brand resonance model
• Brand identity• Brand meaning• Brand responses• Brand relationships
Page 39
Drivers for employer brand within a college
Page 40
Drivers for employer brand within a college
• Public perception• Dealing with its
faculty• Faculty holders• Faculty driving
techniques• Faculty evaluation
Page 41
Questions to ask
Page 42
Questions to ask • What is your
employer brand?• Who ‘owns’ it?• How are you using
it?• How are you
measuring its effectiveness?
• How is it evolving?
Page 43
What do employer brands need to be in
late 2015?
Page 44
What do employer brands need to be in late 2015?
• Authentic• Audience-centric• Visual• Dynamic• Participative• Accessible• Always on
Page 45
Do we really need employer branding?
Page 46
Do we really need employer branding? 1 of 2
Yes• Increase in demand
for knowledge workers
• Reduced effectiveness of traditional sources of competitive advantage
• Change in traditional forms of industry competition
Page 47
Do we really need employer branding? 2 of 2
Yes (cont.)• Decreased labour
supply as older individuals retire
• Attraction and retention of talent
Page 48
Case study A
Page 49
Case study B
Page 50
Conclusion, summary and questions
Page 51
Conclusion, summary and questions
ConclusionSummaryVideosQuestions