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UNIVERSITY OF MUMBAI

SUMMER PROJECT REPORT ON

Employer Branding

SUBMITTED BY

NEHA P. JOSHISPECIALISATION: HUMAN RESOURCES MASTER OF MANAGEMENT STUDIES (SEMESTER-III)

PROJECT GUIDE PROF. ARUN SEKHRI

MAHATMA GANDHI MISSIONS INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH KAMOTHE, NAVI MUMBAI- 410 209

2008 - 2010

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ACKNOWLEDGEMENT

It gives me a great pleasure while submitting this project on the topic EMPLOYER BRANDING. I thank Mr. ARUN SEKHRI for guiding me throughout this project work. And also I thank him for motivating me in different ways. He has been the tremendous helping hand in completing this difficult task had an easy or any time access to such knowledgeable and guiding spirit. I also thank to Mr. Manas Masurkar and Mr. Vinod Kumar for sparing their precious time and providing the necessary information. I feel there is ample scope of improvement upon the work of this nature and shall be thankful if any suggestion is offered for its improvement. I am also thankful to all those seen and unseen hands, which have been of direct or indirect help in completion of this project work.

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CERTIFICATE FROM THE GUIDE

This is to certify that the Project work titled Employer Branding is a bonafide work carried out by guidance and direction. Neha Joshi Admission No.(DPGD/JL07/0886) a candidate for the /Post Graduate Diploma examination of the Welingkar Institute of Management under my

NAME DESIGNATION ADDRESS

: : :

Mr. Dheeraj Malhotra Director Amron Consulting Pvt Ltd. B-208, Nerul Railway station Complex, Nerul (East)

DATE:

PLACE:

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CONTENTSSr.No 1 Topic Introduction Page

2 3 4

5 Employer Branding: Definition. 6-09 The Employer brand experience. A corporate understanding of employer branding 10-11 concept across the Globe. 12-13 Why important for HR? 14-18 17-18

The Psychological Contract Employer Brand Management Employer branding process Developing Employer Brand. EB2 Employer Brand Excellence Framework. Implementing employer branding concept organization. HR Challenges. Benefits of Employer Branding Employee Exp EB 3 Employer Branding A Practical Study

19- 25 in 26 27 28

5 6

7 8 9

Trinity Computer Processing (India) Pvt Ltd. Structwel Designers & Consultants Pvt. Ltd. Web18 Software Services.

29-30 31-32 33-34 35-38 38-39 40

HR Practices followed in best workplaces of India. Practices to be avoided. Best Employer Brands in India Employer Brand Case Studies: Reuters Case Study. Tesco Case Study.

41-43 44-46 47 48 49-53 54-68

10 11 12 13

Conclusion Bibliography Annexure I Annexure II

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Employer branding

Employer branding is an emerging discipline with its roots in classical marketing and HR principles. Its aim is to develop an image of the organisation as an employer of choice in the minds of existing and potential employees, as well as other stakeholders including customers and recruiters. The objective is not only to offer these tangible benefits, but to also develop an emotional link with them. A strong employer brand should connect an organizations values, people strategy and HR policies and be linked to the company brand. Definitions: Sartain and Schumann (2006) defined employer brand as: "how a business builds and packages its identity, from its origins and values, what it promises to deliver to emotionally connect employees so that they in turn deliver what a business promises to customers." Brett Minchington (2005) defines employer branding as the image of your organization as a great place to work in the mind of current employees and key stakeholders in the external market (active and passive candidates, clients, customers and other key stakeholders). Sullivan (2004) defines employer branding as "a targeted, long-term strategy to manage the awareness and perceptions of employees, potential employees, and related stakeholders with regards to a particular firm."

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Ambler and Barrow (1996) define employer brand in terms of the benefits it conveys on employees. The Employer Brand Experience An employer brand is the full physical, intellectual, and emotional experience of people who work there, and the anticipated experience of candidates who might work there. It is both the vision and the reality of what it means to be employed there. It is both the promise and the fulfillment of that promise. The employer brand radiating out of our organizations name inspires loyalty, productivity, and a sense of pride. In marketing terms, a brands image is grounded in three dimensions:

Functional benefits. What the product does, for example: this Canon digital camera takes good pictures and this particular model is great for portraits, video, and longdistance shots.

Emotional benefits. How a product makes the customer feel, for example: I feel happy when I see this beautiful shot of my kids and I feel loving and fun when I e-mail these pictures to their grandparents.

Reasons to believe. Validation of the products claims, for example: Canon means reliability and ease of use and reviewers on CNET.com rate the Canon digital camera as excellent.

A solid employer brand is grounded in the same dimensions:

Functional benefits. Tangible rewards of working at the employer: salary, health care, a clean, safe workplace, and a convenient location; for example: XYZ Co. has great compensation and has a beautiful office near my home.

Emotional benefits. Intangible rewards: mission, pride, status, job satisfaction, companionship/collegiality, belonging to a winning team, and so on; for example: Im proud to work for XYZ Co.my pals and I make the best widgets in the world.

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Reasons to believe. Validation of the employers claims; for example: my friend says XYZ Co. is a great place to work and the local news station calls XYZ Co. a hot company for talented people.

The functional and emotional benefits are used for positioning, which means defining the unique combination of attributes that define the product (or employer). XYZ Co.s positioning says that it has a winning culture combined with strong tangible rewards, which in combination with other attributes creates a unique identity. XYZs competitors will have different cultures, locations, compensation packages, and so on. Branding includes deliberate messages about the company. For example, PepsiCo, which employs 153,000 employees worldwide, promotes the tag line PepsiCoTaste the Success! to candidates to convey the excitement of working at this global company. On its corporate recruiting Web site, PepsiCo says its workplace experience is a combination of Powerful Brands, Passion for Growth, Culture of Shared Principles, Commitment to Results, Ability to Make an Impact and Quality People. Employees absorbed those qualities in ones behavior. Candidates form powerful impressions of employers based on what one sees and hear. I work for PepsiCo means something different from I work for Microsoft, I work for Fox News, and I work for the city council. The employer brands at these organizations are crafted to attract certain kinds of talent, temperament, and values in candidates. Their positioning is unique and distinctive. Every organization big or small has an employer brand whether they know it or not. It touches all moments of the candidate and employee experience, from the first time a candidate hears the name until the day he or she retires from the company. Its the reputation outside and inside the organization. Its there for the organization to neglect or manage. And its the cornerstone of finding, hiring, and holding keepers up and down the organization. In other words, its fundamental to the all stages of the Engagement Cycle. The idea of an employer brand has gained currency in the last few years among business leaders, but the average manager doesnt have a developed view of what it is and its importance to the organization. The Economist magazine found that executives defined an employer brand as the expression of a companys distinctive employment experience. More than 70 percent of respondents in the United States and United Kingdom expected that

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developing a strong employer brand leads to employees recommending organization to others as an attractive place to work, and also to higher employee retention The employer brand is an authentic description of an experience, similar to a consumer brand. It includes pay, working conditions, culture, job title, intangible rewards, and the emotional connection employees have with the organization and manager. It tells candidates who you are, what you want, and what you stand for. As a marketer attracts customers with a compelling product brand, a company attracts candidates with a compelling employer brand. Think an employer brand is more than a one-way description of what its like to work there. Its a multidimensional conversation among the companys leadership, its employees, candidates in the marketplace, alumni, and even outsiders such as the press, bloggers, and anyone else who has an opinion. The employer brand includes: The Companys professional reputation

A description of company culture. News reports about the company, both good and bad. Word-of-mouth statements about the company. A description of the companys future. How the employers brand compares to the competition.

Beyond conversation, its also a set of subjective candidate experiences, such as

Applying for a job on your Web site or via e-mail. Interviewing for a position. Talking to employees and walking through the workplace sites. Using products, services, or customer help. The companys impact in the candidates community.

What emerges in the can