VOLUME 3 | ISSUE 1 EMPLOYER BRANDING Everyone is talking ...files.meetup.com/267946/January 2010...
Transcript of VOLUME 3 | ISSUE 1 EMPLOYER BRANDING Everyone is talking ...files.meetup.com/267946/January 2010...
© 2010 The HR Alliance, All Rights Reserved 1
EMPLOYER BRANDING Everyone is talking about it…. By Lisa A. Bernadine
A NOTE FROM THE FOUNDER By Jason Boltax
JANUARY
2010 NEWSLETTER
INSIDE THIS ISSUE
Employer Brand-
ing
1
Founder’s Note 1
3rd Annual Holi-
day Party
3
Strategies &
Aligned Talent
Communications
4
Upcoming Events 6
Members Corner 8
HR Marketplace 10
About Us 14
VOLUME 3 | ISSUE 1
Welcome to The HR
Alliance January
2010 Newsletter.
Read about our
monthly event and
more.
Enjoy,
The
HR Alliance Team
In its simplest form, a brand is merely a tool that engages people emotion-ally. “People” refers to everyone from
customers to vendors, but when we talk of employer branding, “people”
refers specifically to past, future, and current employees. Therefore, em-ployer branding is simply the art of engaging past, future, and current em-ployees in a company’s values and business objectives.
Why is employer branding so impor-tant? A brand creates a promise that conveys a unique set of benefits or a compelling reason to believe in a com-pany (value proposition). Not surpris-
ingly, employees are drawn to compa-nies with strong employer value propo-sitions the way customers gravitate
towards strong consumer brands like Nike and Apple. Therefore, a strong
employer brand will foster employee loyalty, heighten awareness and en-gagement, and ultimately increase shareholder value, which of course is the ultimate goal. Google and Southwest Airlines benefit
from best-in-class employer brands. These companies receive far more job applicants than there are open posi-tions. Google receives over 1,000,000
(Continued on page 2)
It was a cold Wednesday evening in January 2007, when eighteen HR pro-fessionals gathered in a conference room at the Chrysler Building. The goal
was simple, surface from the depths of our offices, take off our blinders to the outside world, and share our knowl-edge and expertise with one another concerning the latest trends, strategies, and best practices in human resources. From this first meeting of the minds,
emerged one of the most exciting and fastest growing HR professional asso-ciations.
As they say, “time flies, you’re having fun” and nothing could be further from
the truth. Over the last three years, we have hosted over forty interactive and experiential events covering the hottest topics in Human Resources. Our com-munity continues to grow exponentially with more than seven hundred (727, to be exact) active members representing
all levels (directors, managers, general-ists, specialists), areas (employee rela-tions, benefits, compensation, training and development, organizational devel-
opment, etc.) and industries (media, technology, financial, not-for-profits, etc.). Now, it is no secret that 2009 was a rough year. HR was certainly hit hard by layoffs, downsizing and restructur-
ing, putting the term “in-transition” into our daily vernacular. As 2010 gets underway and we pick up the pieces,
the HR Alliance is thrilled to bring you new opportunities to sharpen your skills, build relationships, and find great
success. So, here’s to a fresh start and an exciting year ahead. See you at our next event. All the best,
© 2010 The HR Alliance, All Rights Reserved 2
job applications a year and denies 99.5% of them. In 2006 Google hired only 5,000 new employees (Nooglers) out of the applicant pool of about 1,000,000.1 Google’s employer brand has given the com-pany a reputation as one of the best places to work and as one of the most sought after employers,
even though the tangible benefits of employment there are not necessarily superior to those of com-petitors. Jody Ordioni, Founder and President of BRANDEMiX, a communications firm that specializes in engag-ing employees in brands, and Geoff Director, a communications strategist, described a logical five-step process for creating an employer brand. Jody and Geoff are experts at developing unique value propositions and leveraging them to create an emotional bond between employee and brand.
The five steps are: 1. Build a brand architecture that conveys your company’s true vision, values, and culture. Don’t rely
on what you know – perform qualitative research to uncover the actual brand culture of your com-pany.
2. Develop an Employer Value Proposition (the top of your brand architecture) that’s compelling, in-
spiring, and differentiating - not generic. 3. Convey your Employer Value Proposition creatively and consistently to all audiences. Develop lo-
gos, fonts, colors, and imagery to represent your brand. 4. Create buy-in for your brand through launch strategies and events. Be creative with media and
give social media a try. 5. If all else fails, call BRANDEMiX.
While building an insightful brand architecture is critical and challenging, the rubber really meets the road when it comes to integration, or in other words, “actually using the brand.” Management and HR must trust the results of the research and commit to baking those insights into the brand. Your brand
should act as a catalyst for change. If it’s business as usual after your branding exercise then it won’t be of much use to you. 1 Industry News posted January 22, 2007
(Continued from page 1)
EMPLOYER BRANDING
Amex Gift Card
Carol Lowe
Giants Tickets
Lisa Botwinick
Amex Gift Card & The
Coaching Connection
Holly O’Grady
2010 Care Package
Elanna Reiss
CONGRATULATIONS TO THE WINNERS OF THE HOLIDAY
PARTY RAFFLES!!!!
© 2010 The HR Alliance, All Rights Reserved 3
January
2010 Newsletter
2009 was quite a year with the economic uncertainty and huge em-ployee layoffs. We hope that 2010 will be a great year where the world will emerge from the recession and the post-crisis economic landscape will improve. To celebrate this optimism, The HR Alliance
held its third annual holiday event on December 1, 2009 at Galway Hooker in Midtown. Approximately seventy HR professionals gathered for hors d'oeuvres, cocktails and the opportunity to make new connec-tions, reconnect with friends and colleagues, and forge new relation-ships. People shared news of their projects, new positions, and plans for the
coming year. The hot topics included Health Care Reform and its im-
pact on employers and employees, how to keep up with the new re-quirements of Wage & Hour Laws and Talent Management strategies during the economic crisis. The HR Alliance is grateful to its sponsors for their generous contribu-
tions, not just for the event but also for providing the great raffle prizes. , which resulted in very pleased recipients. This lively event ended on a high note. So let us toast, HR Alliance members - May 2010 be a year full of opportunities and great achieve-ments for you and all the people you care about. Thank you for being part of this growing group of HR practitioners.
THIRD ANNUAL HOLIDAY PARTY By Flora Afonso
SPECIAL THANKS TO OUR SPONSORS:
© 2010 The HR Alliance, All Rights Reserved 4
STRATEGIES AND ALIGNED TALENT COMMUNICATIONS FOR AWARENESS, ENGAGEMENT AND BUSINESS RESULTS By Jody Ordioni
Your company has a brand. Your brand has value. Millions of marketing dollars are spent each year on establishing brand awareness in the minds of your customers.
But it’s your employees who have the greatest power to make or break your brand. Employees shift your message from a concept to a positive or negative customer experience. Employees gener-ate the energy and ideas that produce business
outcomes. And if your employees can't define
your brand, they can't be committed to delivering it. By developing consistent talent communication programs that articulate your organization’s brand a clear line of sight from your business
strategy to your talent strategy is created. Each message is an inspiration and incentive for your employees to become living ambassadors of your brand and contributors to meeting the success goals of your organization. Here’s How To Develop Brand-Aligned Internal
Communications: A 4 Step Process Step 1: Define
First, get an understanding of the strength of your brand internally. Identify the key brand stakeholders in your organization. Marketing/advertising, corporate communications, investor
relations, and operations are all responsible for delivering your brand promise (albeit in different ways and to different audiences). Chat with the various department heads and come prepared with specific questions so you can find out if they truly understand the brand.
Does our company have a brand promise?
How would you define it? What role does your department play? What makes our brand different than the
competition?
If you get a lot of darting eyeballs, sweaty brows, and differing answers then your brand needs strengthening. Step 2: Align If these departments can clearly define the brand, it’s time to continue the investigation with two
additional departments: internal communications and human resources.
What is our brand promising? What role do our people play in delivering
that? What type of internal culture best fits our
brand? Are we where we need to be? Collect samples from these departments. Look for recruiting/training materials, orientation commu-nications, hiring brochures, and newsletters. If they’re not all “on brand” (if they’re not tightly
aligned in message, tone of voice, and visual de-
sign) then you’re missing an opportunity to build the culture of your brand. For example, if your brand is zany and creative but your recruitment materials are straightforward and conservative, then it’s less likely you’ll hire an employee who can deliver your brand flawlessly.
Talk to employees in different departments, par-ticularly new hires. How were their impressions of the company shaped by these various communi-cations? How thoroughly do new hires understand the brand?
Step 3: Design Now that there's a solid understanding of how the brand is (or is not) motivating people in the or-
ganization, it’s finally time to start creating the communications. The idea is to make sure that all internal commu-
nications (for each department) match the look and feel of the external marketing and vice versa. The communications should play off of the in-sights you uncovered by talking to different em-ployees in the previous steps. Lastly, the commu-nications must contain the same sightline to the
overall business strategy and they must all pay homage to the cultural responsibilities of each employee. Once you have created your messaging strategy, test it with the various departments. Go back to the various brand stakeholders and see if it jibes
with their department goals. Speak to senior management and get their impressions of how you’re solidifying the internal brand. Do the com-munications articulate the personality of the brand? Are they explicit as to what it means to truly deliver the brand promise? Does it make employees roll their eyes?
Step 4: Refine This step is intended to ensure that there is a
© 2010 The HR Alliance, All Rights Reserved 5
January
2010 Newsletter
STRATEGIES AND ALIGNED TALENT COMMUNICATIONS FOR AWARENESS, ENGAGEMENT AND BUSINESS RESULTS
commitment to uphold the promises made in your internal communica-tions. In this age of transparency, vacant promises create disengagement quickly. Just as customers are disappointed when a product doesn’t live up to claims made in an ad, employees are equally as disappointed when
they hear of new commitments to internal culture and yet it’s business as usual when they show up to work. Send out a survey internally and track the progress of your brand. What percentage of employees knows the mission statement? What percentage says the culture of the company was a big reason for taking the job? What percentage says they know exactly what the brand stands for and
how to deliver it?
You’ll find that when all communications are aligned under one, strong brand that employees can rally around they will deliver great customer experiences consistently. Jody Ordioni is founder and
president of BRANDEMiX, a creative consulting boutique, a rare combination of great
minds that dream up and deliver a mix of strategies and communications to help you build and keep an en-gaged workforce. We pro-duce, enhance and imple-ment end-to-end programs
that attract and inspire the real drivers of your organiza-tion’s success – your employ-
ees.
About the Author
A glimpse at the January event...
© 2010 The HR Alliance, All Rights Reserved 6
UPCOMING EVENTS
WHEN: Wednesday, February 3, 2010
TIME: 6:00-8:00PM
WHERE: 1211 Avenue of the Americas, 27th floor (Wachovia)
RSVP: www.thehralliance.net
TOPIC: HR Technology
Brought to you by:
WHEN: Wednesday, March 3, 2010
TIME: 6:00-8:00PM
WHERE: 1211 Avenue of the Americas, 27th floor (Wachovia)
RSVP: www.thehralliance.net
TOPIC: Leadership and Team Building
WHEN: Wednesday, April 3, 2010
TIME: 6:00-8:00PM
WHERE: 1211 Avenue of the Americas, 27th floor (Wachovia)
RSVP: www.thehralliance.net
TOPIC: Social Media
RSVP
www.thehralliance.net
© 2010 The HR Alliance, All Rights Reserved 7
January
2010 Newsletter
UPCOMING EVENTS
Presents:
Avoiding the Newest Legal Pitfalls That Can Kill Your Business
Tuesday, February 2, 2010 / 8:30am - 12:00pm
NYC Seminar & Conference Center,
71 West 23rd Street, New York, NY 10010
Register Today at
www.nyreport.com/HRworkshop
HR ALLIANCE MEMBERS CAN RECEIVE A $50 DISCOUNT!
USE PROMO CODE HRALLIANCE
Limited capacity, first come, first served
Current and ex-employees are joining together like never before to sue employers for millions of dollars. Government agencies are also ramping up and hiring more auditors than ever be-fore, in an effort to take action against non-compliant companies. In this timely workshop, acclaimed employment attorney Joel J. Greenwald, Esq. will address the several enormous risks - and how to mitigate them. You will leave this workshop with an enhanced understanding of what steps you need to take control over these crucial issues. For more information or to register, visit www.nyreport.com/HRworkshop
Joel J. Greenwald, Esq.
A widely published author and distinguished attorney, Joel J. Greenwald, Esq. is a popular speaker with years of experience litigating employment issues in federal and state courts.
© 2010 The HR Alliance, All Rights Reserved 8
GET INVOLVED!! GET NOTICED !!
The HR Alliance continues to grow in membership, and in recognition within the New York City
HR community.
Now is a great time to get involved with the Group newsletter and monthly events. We are
searching for volunteers for the following writing and presentation opportunities:
Author an article for the newsletter
Be interviewed for the Member’s Corner of the newsletter
Research and keep track of other HR Blogs, news publications, and networking group activi-
ties to help us improve our offerings
Scout talented speakers for meetings
Recruit colleagues to the Group that would enhance our member experience
To learn more about volunteer opportunities with The HR Alliance, please contact us at:
Brian Bulger
Lynn Dempsey
Ryan Collins
Geoff Director
Michelle Newman
Susan Choinski
Michel Manne
Jeff Altman
Patrick Dail
Danny Cahill
Rob Hauptman
Isabella
Nancy Liss
Liezl Siozon
Deidra Scott
Alejandro Padilla
Jamie FelsenKathy Fan-
ning
Alain Antoine
Veronica
Nathaniel Haynes
Lisa Bernadine
April Grasso
CSgarlato
Tina Li
Holly
Lori
Alyson Giller
Tselanee Fudge
Kathleen Sciacca
Barrie Hollander
Stacey Bookman
Ruby Gottlieb
Rita Pettiford
Susan A. PattonSteve
Levy
Patrick Dail
Russ Ditzel
Latoya Wilson
Mark Klein
Paul McGinniss
Ivelise
Robert S Ruotolo
Ryan
Gordon Cooper
Rolando Ramierez
Matthew Levy
Jody Ordioni
Cathy Joseph
Jill Koslow
Sheryl Kalash
Carol R Lowe
Smita Sheth
Welcome New Members!!
MEMBER’S CORNER
© 2010 The HR Alliance, All Rights Reserved 9
MEMBER’S CORNER - JENI HENGELS by: Elanna Reiss
January
2010 Newsletter
Jeni Hengels, a mem-
ber of the HR Alliance,
has had an interesting
career path which has
taken her from practic-
ing law in Chicago to
working in Human Re-
sources in New York
City. Jeni graduated
from the University of
Illinois at Chicago,
where she developed a
strong interest in workplace issues during her
studies in Industrial/ Organizational Psychology.
She then decided to go on to get her JD at Chi-
cago-Kent College of Law. During law school,
she worked with the in-house Labor and Em-
ployment Law Clinic, which helped set the stage
for her future career in HR.
After law school, Jeni was an Associate at Old-
field & Fox, PC, representing clients in a variety
of matters, including some commercial and em-
ployment-related ones. However, Jeni soon re-
alized the gaps in her resume- she lacked busi-
ness management experience, and she had
never explored her interest in workplace issues
hands-on.
After a few years working in a traditional law
firm, Jeni decided to take a leap of faith and fill
those gaps. She transitioned to a General Man-
ager role at Curves women’s fitness clubs,
where she gained business management experi-
ence and became involved with recruiting, train-
ing, payroll and employment relations. Jeni next
became an Operations Manager for Equinox Fit-
ness Clubs, where she coached larger groups of
staff and oversaw a more cumbersome
P&L. She developed operating procedures for
multiple clubs, and ensured compliance with
internal HR protocols and legal requirements. It
was in this role that Jeni realized her passion for
training and developing career paths for em-
ployees that match their skill set. This also
opened Jeni’s eyes to the prospects of her own
future career path in HR.
Today, Jeni is the Human Resources Trainer/
Generalist with the Educational Alliance, a com-
munity-based organization that provides pro-
grams in Lower Manhattan for people of every
age, including community, wellness, and coun-
seling programs, addiction recovery, senior cen-
ters, early childhood education, after-school ac-
tivities for older children, and more. She has
been responsible for organizing training
throughout the overhaul/automation of the Alli-
ance’s HR information systems and has de-
signed a professional education curriculum for
its 70 supervisors. She also collaborates with
other agency departments and technical vendors
to improve the utility of the employee intranet.
This includes focusing on such areas as the tal-
ent database, recruitment workflow, online per-
formance management and succession planning
tools. She advises management on the creation
of policies and best practices and assists in un-
ion and non-union employee relations. Jeni en-
joys working at the Educational Alliance because
of the strong support she has from upper man-
agement, which gives her the autonomy to de-
velop and roll out various educational initia-
tives. She has seen the impact these programs
have had on the employees and this is one of
the aspects she loves most about her job.
Jeni became of a member of the HR Alliance in
September 2007 when she was new to New
York and looking to meet people within the HR
field. Her HR Alliance network has not only
been a great support by providing career advice,
but the many friends she made when she first
joined the group are still good friends today.
Jeni was one of the original Assistant Organizers
of the HR Alliance, where she was responsible
for the writing and compilation of the newsletter
as well as communications with members.
If you would like to network with Jeni or learn
more about her background, please feel free to
contact her at [email protected].
© 2010 The HR Alliance, All Rights Reserved 10
Lapinson Wealth Management Group, serves individuals and businesses in all areas of investment planning, including:
Human Resource Expertise In All Areas Training & Development
Employee Benefits & Retirement Plans Employee Relations Strategies & Counseling
Cost Savings Strategies & Solutions Outplacement & Layoff Strategies
Compensation & Performance Management Orientation Programs
Staffing & Recruitment Policies, Employee Handbooks
Are you struggling for answers to your human resources issues?
Here’s what Sageview Consulting can do for you…
Sageview Consulting is a Certified Woman-Owned Business that provides workplace solutions tailored to
your unique business culture by providing expertise in human resource management, training, benefits, com-
pensation and staffing. The founding partners of Sageview Consulting each have over 25 years of experience
in all aspects of human resources having served in high-profile, hands-on HR positions.
To learn more about Sageview Consulting’s Human Resources Management Services, contact us at (212) 201-
0729 for a complimentary initial consultation or visit our website at www.sageviewconsulting.com.
Retirement Planning Education Funding
Tax Management Risk Management
Estate Planning Investments
For full details on how the Lapinson Wealth Management Group can help you with your investment needs: Please con-
tact:
Charles Lanzillotto, Financial Advisor
461 From Road
Mack VI, Suite 101
Paramus, NJ 07652
Direct: 201-599-0900
Toll-Free: 888-455-1553
Fax: 201-599-5824
Email: [email protected]
HR MARKETPLACE
© 2010 The HR Alliance, All Rights Reserved 11
HR MARKETPLACE
January
2010 Newsletter
WE MAKE TALENT WORK®
Human Capital Consulting, Executive Coaching & Development, Career Transition Consulting
PARTNERS IN HUMAN RESOURCES INTERNATIONAL, LLC® is a visionary, full service Human Capital Consulting firm that provides innovative, pragmatic and results-oriented solutions for our clients. Our unique approach and the total synergy of our three core practices – Human Capital Consulting, Execu-tive Coaching & Development, and Career Transition Consulting - have fueled continued growth and
have made us a recognized leader in our field.
We are well known for:
A focus on strategic business issues in order to drive results that align with organizational objectives
Strategy—Identifying and articulating organizational vision and objectives for creating value
Culture and communication—Aligning the culture with the strategy and communicating to en-
gage and enliven employee commitment
Talent Systems—Creating processes for strategically managing the talent throughout the enter-
prise from on boarding and performance management to succession planning
Executive Development—Developing individuals, groups and teams to increase capability, po-
tential and success
Career Management—Maximize career potential and improve employer brand through effective
career strategies
Matching our clients and projects with the experts on our team who most closely fit the need
We utilize leading-edge methodology supported by current technology
Global in reach, yet boutique in style, we foster deep relationships through a passion for client inti-
macy.
For more information, please contact: Lynn Dempsey
[email protected] www.wemaketalentwork.com
212-685-0400
© 2010 The HR Alliance, All Rights Reserved 12
HR MARKETPLACE
The TemPositions Group of Companies:
One staffing service for all of your hiring needs.
Office/Administrative ● Accounting/Finance ● Legal ● Human Resources De-sign/Creative Marketing ● Information Technology ● Health Care Hospitality
● Culinary Education ● Light Industrial
In an age where staffing services open and close in the blink of an eye, The TemPositions Group of Companies (www.tempositions.com) has enjoyed solid growth since 1962, ensuring clients do busi-
ness with true industry experts.
TemPositions is a full-service staffing company based in Manhattan with regional offices servicing the tri-state area. The company’s multiple specialized divisions offer clients a broad range of skill sets, and a number of value-added services that set them apart from the competition. Says Director of Strategic Accounts Roger Oliver, “Given the economy, we noticed our clients were requesting differ-ent solutions to meet their needs.” As a result, TemPositions has expanded their offerings to include services such as payrolling, resume screening and pre-employment testing. “Payrolling in particular has been a success for us this year,” added Oliver, “especially for clients who are looking for a turn-
key solution to migrating their 1099 employees.”
Another increasingly popular offering in the company’s HR Roundtable Seminar Series. The HR Roundtable is a breakfast forum for HR professionals to come together informally, hear targeted presentations on timely industry topics, and share insights with others in their field. Speakers are experienced consultants and representatives from top firms serving the HR community. Popular top-ics this year have included the Employment Law Update, HR Issues in an Electronic Workplace, and
the Wage and Hour Law Essential Overview.
No matter what your staffing need, temporary, temp-to-hire, or customized executive search, Tem-Positions can help. Contact Roger Oliver at 212-916-0829 or [email protected] for more
information, or to be added to the HR Roundtable invitation list.
© 2010 The HR Alliance, All Rights Reserved 13
ABOUT THE HR ALLIANCE
Our goal, at Martin Benefits Consulting, has been to expose our clients to hidden opportunities that we have both created and uncovered. We work hand in hand with our clients in order to provide the tools and strategies necessary to seize these opportunities. Martin Benefits has created a successful leadership position in the industry by providing our clients with solutions and opportunities that the marketplace and insurance providers alike claimed could not be accomplished. We believe that this is what differentiates us in the marketplace and sets us apart from the herd,
landing us in the enviable position of long-term partner with our clients.
Please contact Brian Bulger at 212-818-9570 x 223 or at [email protected]
If you would like to advertise in the HR Marketplace, have content sug-
gestions, program ideas, meeting topics, calendar items, or would like
to contribute to future newsletters:
please contact: [email protected]
© 2010 The HR Alliance, All Rights Reserved 14
ABOUT THE HR ALLIANCE
The goal of The HR Alliance, is to create an environment and network of resources where
HR professionals can turn for advice, best practices or to find a helping hand.
Our aim is to help HR professionals broaden their business networks, and to provide use-
ful resources by sharing knowledge and expertise.
We achieve this by exploring the newest trends, strategies and best practices in Human
Capital Management and its impact on the future of HR.
This forum is a great place to sharpen your skills, meet new and exciting people, look for
new talent, and find rewarding working opportunities.
Come meet other local Human Resource professionals to share knowledge, skills, and ex-
periences. Discuss HR and Human Capital Management practices, resources, strategies
and future trends.
This Newsletter is provided to you by The HR Alliance
Notice and Disclaimer: The HR Alliance Group Newsletter is published the second
week of each month. This newsletter is intended for the use of members of The HR
Alliance. Content in this Newsletter is for information purposes only and should not
be construed as specific advice.
W W W. T H E H R A L L I A N C E . N E T
Jason Boltax
Founder
Stephanie Pfaff
Program Coordinator
Hilary Gallanter
Director, Program Management
Anne Lesch
Director, Communications
Marc Teitelbaum
Project Coordinator