E m p lo ye r B ra n d in g
EMPLOYER BRANDING
What is Employer Branding
Sum total what employees think of an
organization as employer.
the image of an organization as a ‘great place
to work’
conveys an organisation’s "value proposition"
(Employer Value Propositions – EVP)
USP for employee satisfaction
The Power of a Magnetic
Employer Brand
Employees Have a Coherent, Compelling
Message to Spread
Employees Themselves Become Talent
Magnets
Unleash the Brand Building Power of Story-
Telling
Retention power increases exponentially
Pre-requisites for Successful
Employer Branding
Core Brand Definition
Senior Management Involvement
Alignment with Corporate Strategy
Empowerment of the Workers
Become an Expert on Your Target Market
the most talented employees want
employees in your particular industry want
employees from the demographics you hire want
employees from the various fields and job positions you
hire want
How to activate an internal
brand?
Discovery:
Assess the current organizational atmosphere
in terms of culture, employee satisfaction,
and values.
Methods may involve company-wide surveys,
focus groups, or behavioral observation.
Helps clarify what defines your brand.
Road Map
Create a clear, appropriate and deliverable
Employer Brand Identity.
Employer Brand Promise, a statement that
describes the value proposition in working
for a company.
The tone, attitude and content through which
this message is communicated become your
Employer Brand Voice.
Activate
Implementation of communication, human
resources and leadership learning strategies
and tactics, developed in the Road Map.
Measure
Includes the ongoing measurement of client
driven metrics which helps benchmark the
program's impact and its contribution to
organizational goals.
Create the Right Mix: Define
the Employment package
Focus on Culture and Environment
Brand Image and Reputation
Management Performance
A combination of Functional, psychological, and
Economic benefits
Some Ways of building an
employer brand used by
corporates
Unique benefits / policies - Google’s
Transferable Stock Options (TSOs)
Awards programs - Nordstorm’s pacesetters
Parties - Goldman Sacs sponsors on-site
holiday parties
Corporate Social Responsibility - Edward
Jones supports charitable organisations like
American Red Cross , Arts and Education
Council etc.
Recruitment – Burger King Corp’s “Fun with
future”
The EBI Employer Branding Global
Research Study Report , 2008
Employer branding is now high on the
leadership agenda.
Only 16% of companies has developed a clear
strategy for their employer brand.
Career website development is the main
activity (63% of respondents) being
undertaken by companies to enhance their
employer brand.
Recruitment advertising/employer marketing
(61%), recruitment branding (55%), induction
programs (52%), leadership development
programs (46%) and current employee
research (46%) are also popular initiatives.
Employer Branding Survey,
Economist 06 & Robert Half
Workplace Survey 07
Asia-Pacific companies are more aware of employer
branding than the rest of the world due to
increased competition for talent in the region .
74% of companies in Asia-Pacific believe that
developing an employer brand leads to higher
staff retention
54% of companies in Asia-Pacific believe that
developing an employer brand reduces
recruitment costs
Globally, 32% of companies currently have an
employer branding strategy in place.
25% of companies globally believe HR policies are
the best way to reinforce employer branding,
followed by word of mouth (21%).
Employer Branding Awards
Year 2008 & 2009
ICICI Prudential Life Insurance Company Ltd
LG Electronics India Pvt. Ltd.
Essar Group
Year 2007& 2008
Mahindra & Mahindra Ltd.
HDFC Bank
Infosys BPO Ltd.
?
How Unifirst does its
employer branding?
Unilever
One of North America's largest workwear and
textile services companies.
Contends with companies like Waste
Management, Paychecks, Yellowbook, Nextel,
Pfizer, and Johnson & Johnson for its
employee talent.
Invest heavily in career growth of its
employees.
Senior Leaders establish the employment
brand and strategy.
Promote the brand internally.
Ensure that the employment brand
supports the consumer brand.
Disseminate the brand externally.
Thank You
