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Employer branding evolution workshop overview part 3. final 2016
This document discusses developing an employer value proposition (EVP). It begins by outlining the steps in developing an EVP, including understanding why an EVP is needed, gathering internal and external data, developing the EVP, implementing it, and ongoing refinement. Key aspects covered include segmenting the EVP for different audiences, ensuring it is based on actionable data about what attracts top talent, and taking the time to properly uncover the unique value an employer offers.
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Employer branding evolution workshop overview part 3. final 2016
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- 2. Today you willlearn what Employer Branding is about You’ll get an overview about WHAT & HOW Alexander Crépin [email protected] Employer Branding 2
- 3. Recruitment Workshop Employer Branding in4 Parts So take your time! when only watching on Slideshare 3 Alexander Crépin [email protected]
- 4. Employer Branding In theseWorkshops you’ll learn about: Part 1 • Employer Brand • Employer Branding Part 2 • Employer Brand Advocacy & Ambassadors • Employee Engagement • Internal Branding Part 3 • Employer Value Position (EVP) Part 4 • Employer Branding & Social Media Alexander Crépin [email protected] Employer Branding 4
- 5. SAAA Corporate RecruitmentModel 4 phases Attract AppointAssessStrategize Alexander Crépin [email protected] Recruitment is simple 5
- 6. Hiring Talent Acquisition Attract Appoint Selecting Assess On- boarding Strategize Employer Branding SAAA CorporateRecruitment Model Forecasting Planning Engaging Talent Pool Flex Force Contingent Staff “Permanent” staff Alexander Crépin [email protected] Job Branding Sourcing and / or 6 Employer Branding critical success factor in today’s Corporate Recruiting process
- 7. Employer Branding Brand= …….. Your Employer Brand NOTwhat you sayitis It's what your people tell you it is … (Terry Leahy CEO Tesco) Alexander Crépin [email protected] Employer Branding 7
- 8. Employer Branding EB& EVP Influencing EB in desired direction • What/How you like to be associated with as EoC • Realistically / Authentically Defining your – Employment Offer / Deal (give & take) – Unique Selling Points as EoC / Great Place to Work • Result: your Employer Value Proposition (EVP) Alexander Crépin [email protected] Employer Branding
- 9. Employer Branding EVP •Your Desired Employer Brand • Employee Value Proposition • Your Employment Promise • Your Employment Deal • Your EVP Alexander Crépin [email protected] Employer Branding
- 10. Employer Branding EVPWhat Employee Value Proposition (EVP) • Many efforts for EVP definition Alexander Crépin [email protected] Employer Branding
- 11. Employer Branding EVPWhat (1) EVP What is in it for …. • Narrative proclamation / statement • Capturing essence what it is like to work for company • Core of Employment offer / deal – What workforce can expect from employer ( give & ) – What will be expected in return! ( get ) • What is in it for your (prospective) workforce! Alexander Crépin [email protected] Employer Branding 11
- 12. Employer Branding EVPWhat (1A) EVP the “give & get” Employment Deal Alexander Crépin [email protected] Employer Branding 12
- 13. Employer Branding EVPWhat (2) EVP Expressing core of Employment offer • EVP is a valid, thoughtful expression of corporate culture & work environment • To attract & engage like-minded talent in a shared pursuit toward defined & developing goals Alexander Crépin [email protected] Employer Branding
- 14. Employer Branding EVPWhat (3) EVP Pitching your desired EB • Pitching your Employment Deal Benefits, the USP’s • Mix of rational & emotional reasons – Why you are an EoC – Why you have a Great Place to Work to offer • Generating awareness, interest & engagement • Of current & prospective Workforce Alexander Crépin [email protected] Employer Branding
- 15. Employer Branding EVPPerspective EVP Employer Perspective: • EVP strategically intents to attract, retain & engage the workforce you need for business success Employee / Talent Perspective: • EVP tells shortly attractive aspects of working for a company (promise) & what is expected in return Alexander Crépin [email protected] Employer Branding
- 16. Employer Branding EVPEmployee tool EVP Talent pre-selection value Good, well developed EVP helps • Target Talent in self-selection • To get stronger sense about possible fit into organization • Target Talent to decide to opt in & explore career (development) opportunities Vice versa wrong people to opt out! Alexander Crépin [email protected] Employer Branding
- 17. Employer Branding EVPMarket & Marketing EVP • Market-driven How market perceives you, will be focus in EB development • Marketing-driven How you would like to be perceived, leading in EVP communi- cations • Market Driven bit easier to ascertain, demonstrate & communicate • Marketing Driven more challenging – change can be expensive & taking years – but more necessary to accomplish strategic goals Alexander Crépin [email protected] Employer Branding
- 18. Employer Branding EVPClarity EVP like EB (partly) pretty abstract • Capturing the “essence” of the organization – The experience – The culture – The invisible infrastructure, networks – The atmosphere – The morale, the “esprit de corps” • All things that you cannot provide a manual for ……. Alexander Crépin [email protected] Employer Branding
- 19. Employer Branding EB& EVP EB & EVP • EVP & EB 2 sides of same conversation • EB & EVP ideally containing many of same characteristics • EB is your image / perception as Employer • EVP what you communicate as Employer “USP’s” ‒ EVP compass / guide for Communicating about EB ‒ EVP defines underlying “offer”on which your EB is based Alexander Crépin [email protected] Employer Branding
- 20. Employer Branding EVP EB& EVP not just words ….. • True value of your EVP • Not only in how it is defined & communicated • How it is delivered & executed • How your workforce brings it to live Alexander Crépin [email protected] Employer Branding
- 21. Employer Branding EB& EVP EVP as good as Recognition by Workforce • Successfully delivering your EB / EVP • Needs workforce recognition & commitment • Connecting Workforce rationally & emotionally • Good EVP should help developing this connection • Internal Branding crucial part of EB & EVP success Alexander Crépin [email protected] Employer Branding
- 22. Employer Branding Brand= …….. EVP Internal Recognition challenge • Ensuring everyone feels comfortable with EVP requires – Clear Vision & Strategy – Data Driven, Facts to guide strategy & behaviour – Stakeholder Interaction & Management – Transparency – Collaborative Spirit – Internal Communication supporting marketing excellence – Commercial Brand Alignment Alexander Crépin [email protected] Employer Branding 22
- 23. Employer Branding EVPEB Foundation Alexander Crépin [email protected] Employer Branding
- 24. Employer Branding EVPThemes EVP & EB Promise Themes: • Purpose & Community • Culture, Values & Believes • Learning & Thought Leadership • Career, Professional/Vocational & Personal Development • Empowerment, Workforce Autonomy • Flexible working arrangements • Teamwork, Colleagues & Collaboration • Social events • Territory, global, regional, national, local • Location / condition of office premises, Ambiance • Total Reward, Benefits & Perks • Excellent/State of Art work routines & practices • Innovation, Tech & Tools • Successful Business Performance Alexander Crépin [email protected] Employer Branding EVP “checklist”
- 25. Employer Branding EVPThemes Source: Xerox Alexander Crépin [email protected] Employer Branding
- 26. Employer Branding EVPThemes Alexander Crépin [email protected] Employer Branding
- 27. Employer Branding EVP GoodEVP Segmented • Don’t try to be all things to all people! • Good EVP usually not one size fits all proposition • No single EVP will work great for all Target Talent Groups • Demographics, culture or tech differ • Take diversity into account when developing your EVP • To target different talent groups optimally, as tailored as possible Alexander Crépin [email protected] Employer Branding
- 28. Employer Branding EVPDiversity Good EVP Segmented • Focus • Work across most of agreed workforce segments (clarity if segments require different things to succeed) • Know & understand what (prospective) workforce is excited about to work for, what they appreciate & don’t • Use EVP Checklist to make EVP scorecard per segment • Develop Overview of subjects, words, images etc. to match segments Alexander Crépin [email protected] Employer Branding
- 29. Employer Branding EVP GoodEVP Segmented • The more you can define • Demographics - age, gender & household income etc. • Psychographics - type of person incl. attitudes, tendencies, preferences etc. • Geographical - language, culture, climate etc. • Functional - tech, commercial, R&D etc. • Behavioural - labour market active and/or passive • The better you can address your audience! (Todd Friedman Branding expert) Alexander Crépin [email protected] Employer Branding
- 30. Employer Branding EVP GoodEVP Segmented • Starters value different aspects than experienced staff • EVP for prospect graduate talent focus on – career development – friendly work environment – opportunities to grow with business • EVP for experienced hires focus on ‒ Employment experience like o Work flexibility o Opportunity to work with thought leaders o Top salary Alexander Crépin [email protected] Employer Branding
- 31. Employer Branding 5.Relevance Strong EVP & EB = Know Target Audience Do you have actionable data driven Talent Intelligence about • Today's employees want/expect • The most talented people want/expect • Talent in your particular industry want/expect • Talent from the demographics you hire want/expect • Talent from the various fields & job positions you hire want/expect Alexander Crépin [email protected] Employer Branding 31
- 32. Employer Branding EVP GoodEVP Knowing who, what & why • Tailored EVP’s for different business areas & roles • Main questions to Tailor EVP for a certain type of roles – Who would be successful in this role & Why? – What makes you attractive for whom to work for or with? – Why would they join us? What’s in it for him/her? – Why would they stay with us? – What do we know about them (data!) ? – How successful are we in hiring this type of People? Why or Why not? Alexander Crépin [email protected] Employer Branding
- 33. Employer Branding EVPSegmentation Source: talentsmoothie.com Alexander Crépin [email protected] Employer Branding
- 34. Employer Branding EVPSegmentation Alexander Crépin [email protected] 34 Employer Branding
- 35. Employer Branding EVP EVPSegmentation, personalization Source: Helen Rosethorn The Employer Brand: Keeping Faith with the Deal Alexander Crépin [email protected] Employer Branding
- 36. Employer Branding EVPRoi Great EVP, some Advantages • Helps to gain EoC reputation, as a Great Place to Work • Helps attract too tough-to-hire Target Talent & retainkey talent • Improve commitment of new hires • Reduce new hire compensation premiums • Increase employee’s advocacy • Target Talent segments in different markets • Re-engage a disenchanted workforce; • Guides your HR priorities Alexander Crépin [email protected] Employer Branding
- 37. Employer Branding EVP Good& Bad EVP Development • Well developed EVP Stepping stone to more engagement, retention & recruitment success • Badly developed EVP Pitfall, missed opportunity, giving competitors the chance of becoming a more attractive alternative Alexander Crépin [email protected] Employer Branding
- 38. Employer Branding EVP EVPDevelopment Takes Time • Uncovering your “true”, distinctive EoC USP’s • Knowing & understanding Target Talent group(s) • Position yourself in competitive market • To put findings into words & images • Test & refine outcome, also in segmented manner • Make it a common, shared mindset • There are no short-cuts • Done right, everything will fall quickly into place Alexander Crépin [email protected] Employer Branding
- 39. Employer Branding EVPJob EVP / EB (Development) Manager Project ? or Permanent? Alexander Crépin [email protected] Employer Branding
- 40. Employer Branding EVPJob EVP/EB (Development) Manager Alexander Crépin [email protected] Employer Branding
- 41.
- 42. Time for a15 minutes break
- 43. Employer Branding EVP DevelopmentRoadmap 1. Why developing an EVP? 2. What are your current views about the EVP? 3. Data Driven Research, Gathering input, in- & external 4. Data Review & Analytics 5. Developing Crafting your EVP 6. Implementing your EVP, Plan + Action 7. Ongoing Delivery, Monitoring & Refinement of EVP Alexander Crépin [email protected] Employer Branding
- 44. Employer Branding EVPDevelopment Step 1 Why & What • Why want/need an EVP? • Why does it make it sense to develop EVP? • What is purpose of making EVP? • How do you know EVP will bring what you expect? • Who should be answering these questions, who to involve & why? Alexander Crépin [email protected] Employer Branding
- 45. Employer Branding EVPDevelopment Step 2 Current views about EVP • Fact driven or subjective? • Most leaders believe understanding to define EVP • Most leaders have an ambition to be expressed in EVP • However! • Management’s perception = Workforce views ? ? ? • More than once a gap resulting from wishful management thinking & less effective EVP! Alexander Crépin [email protected] Employer Branding
- 46. Employer Branding EVPDevelopment Step 2 EVP Current Management views Alexander Crépin [email protected] Employer Branding
- 47. Employer Branding EVPDevelopment Step 2 What do you think/know? • Who are we as an organisation? • Why does it matter what we do & how we do it? • Why is our workforce happy working for us? • Why do outside people (really) want to work for us? • What are company’s most attractive & compelling attributes to both current and Target Talent? Why? • What is essence of EB in a single, simple phrase? • What is EB perception of our 10 …… senior hiring managers, etc? • What is EB perception of our ….. top women, graduates, Gen X etc.? • Etc. etc. Alexander Crépin [email protected] Employer Branding
- 48. Employer Branding EVPDevelopment Step 2 What do you think/know? Why? • What roles most critical to success? Why? • What makes core roles attractive to attract & retain talent? Why? • What are typical Top Performers characteristics & attributes? • What are future Top Performer requirements? Why? • What are company’s core competencies? • How are we perceived by Target Talent we want to hire most? • How does current EB affect ability to recruit Target Talent? Why? • Why do people leave our company? • Etc. etc. Alexander Crépin [email protected] Employer Branding
- 49. Employer Branding EVPDevelopment Step 3 Gathering Data / Input • Gaining systemic, data driven understanding of what is and/or should be contributing to your EB’s perception of Target Talent Groups • What to be (& to do) to offer an attractive Place to Work? • More than creative communication in images & words! Alexander Crépin [email protected] Employer Branding
- 50. Employer Branding EVPDevelopment Step 3 Gathering Data / Input • Remember: Garbage in = Garbage out!! • Start by defining required insight for EVP development • Select research/survey method • Select data sources & survey population • Ensure quality of your data • Ensure expertise to analyse data • Use tools to monitor data • Avoid internal focus & being overly introspective Alexander Crépin [email protected] Employer Branding
- 51. Employer Branding EVPDevelopment Step 3 EVP Data Driven Insight • Research for developing authentic EVP – Key stakeholder surveys / polls – Key stakeholder interviews – Focus / groups feedback – HR & Recruitment data & metrics – Employee & Candidate Experience Process Map – Input/Insights from other functions like Marketing Alexander Crépin [email protected] Employer Branding
- 52. Employer Branding EVPDevelopment Step 3 Options to Gather Data About • External Talent Landscape insight – Supply & Demand (War for Talent) – Permanent & Contingent/Contractor staff – Competitors • Segmented Target Talent Groups insight – EB / EoC position – EVP expectations • Internal Talent Landscape insight – Workforce forecast & planning – Key talent retention – Employee / Workforce Satisfaction – Management / Hiring management expectations & experiences Alexander Crépin [email protected] Employer Branding
- 53. Employer Branding EVPDevelopment Step 3 Data Gathering Internal Sources • Real-time HRIS/ATS/CMS information/data about current & prospective workforce • Employee onboarding & exit surveys / interviews • Recruitment & retention metrics • Employee opinion & satisfaction survey results • Engagement driver analysis • HR policies & processes • Business strategy • Etc. etc. Alexander Crépin [email protected] Employer Branding
- 54. Employer Branding EVPDevelopment Step 3 Data Gathering External Sources • Corporate portals, job portals, professional networking sites LinkedIn, social media, twitter, Facebook, Instagram, etc. • Professional EB platforms like Glassdoor • HR/Recruitment consultancy, services & research companies • Proving insight, to understand expectations & aspirations of current & prospective workforce • Industry (talent) papers • Competitor best practices • Any external trends Alexander Crépin [email protected] Employer Branding
- 55. Employer Branding EVPDevelopment Step 3 Gathering Data / Input Alexander Crépin [email protected] Employer Branding
- 56. Employer Branding EVPDevelopment Step 3 Data Gathering Engagement Alexander Crépin [email protected] Employer Branding
- 57. Employer Branding EVPDevelopment Step 3 Gathering Data / Input • Don’t rely on survey’s & data alone!! • They are not a dialogue • They are not fully engaging • Ownership, recognizing & embracing EB is key for success • Involve by dialogue & participation in EB/EVP building Alexander Crépin [email protected] Employer Branding
- 58. Employer Branding EVPDevelopment Step 3 Gathering Data / Input • Speak people to understand what matters to staff • Interview key stakeholders, EB Ambassadors & focus groups about main EB themes • Ensure input representing your workforce diversity • Prospects Talent with variety of backgrounds & perspectives, incl. Passive Talent currently not engaged • Read Between the Lines! Alexander Crépin [email protected] Employer Branding
- 59. Employer Branding EVPDevelopment Step 3 Gathering Data / Input • Speak / ask people who denied your employment offer • Speak / ask Top Talent alumni what they are missing, what they still highly appreciated about working for you • Have sourcing specialists / recruiters tell what they encounter when contacting Target Talent Alexander Crépin [email protected] Employer Branding
- 60. Employer Branding EVPDevelopment Step 3 What to ask about EB/EVP? • What do you offer that your competitors do not? • What do your competitors offer that you do not? • Are you offering competitive pay & benefits? • Which competitors successfully hiring your employees? • Which competitors / top employers are you successfully sourcing from? • How does Top Target Talent rate you against your competitors? Alexander Crépin [email protected] Employer Branding
- 61. Employer Branding EVPDevelopment Step 3 What to ask about EB/EVP? • 3 words that best describe your Employment Offer • What word should come first to mind about our EVP? • What would you tell a friend about working for our company? • What is greatest compliment the fiercest competitor would have to pay your organization’s EVP? • What is most frequent compliment from your workforce, new hires & leavers ? • What behaviours are most appreciated in your organization? • Do you expect your workforce give similar answers to these questions? Alexander Crépin [email protected] Employer Branding
- 62. Employer Branding EVPDevelopment Step 3 EVP Data Driven Input • Making Total Rewards (Benefits & Perks) overview • Analyse if/why they are/could be major differentiator • Analyse how to ensure Total Rewards could support your EVP strength • Compare your offer with your competitor’s offer Alexander Crépin [email protected] Employer Branding
- 63. Employer Branding EVPDevelopment Step 3 Benefits & Perks Data • Benefits are things which people need • Benefits are non-wage compensation that supplements salary • If not offered by employer, to be funded by employees selves • Examples: Health insurance, retirement savings plan • Perks are things that people like to have • Perks make working more inviting & fun, “icing on the cake” • Perks help employees to perform a job better • Having free fresh food, lounge areas (gaming areas, ball pits), onsite childcare, working anywhere, student loan debt reimbursement Alexander Crépin [email protected] Employer Branding
- 64. Employer Branding EVPDevelopment Step 4 Review/Analyse available data • Analytics - data availability & quality • Make EVP scorecard(s) • Make both quantitative & qualitative analysis • Insight in groups, functions, regions, business lines etc. • Look beyond numbers for real insights • Use verbatim comments of employees to get context to numbers! Alexander Crépin [email protected] Employer Branding
- 65. Employer Branding EVPDevelopment Step 4 Analyse Internal & External data • What is correlation between outcomes of internal data & external data • Comparing employee engagement surveys data with data of – Glassdoor page – Career website visitors – Linkedin followers – Twitter followers – Facebook shares – etc. etc. Alexander Crépin [email protected] Employer Branding
- 66. Employer Branding EVPDevelopment Step 4 Analyse EVP & Culture, Vision & HR • Understanding of company culture, of values, pillars of your business success • Understanding relation between business vision & HR/Talent Strategy • Translating culture & values to What’s in it for Current & Prospective Workforce Alexander Crépin [email protected] Employer Branding
- 67. Employer Branding EVPDevelopment Step 5 Develop, craft your EVP • EVP not an end in itself !! • For EVP with impact – Create picture people recognize & can relate to EVP matching perception of (prospective) workforce – EVP grounded in what organisation can live up to Ensuring your workforce can & will delivering your EVP • The better, the more workforce engagement Alexander Crépin [email protected] Employer Branding
- 68. Employer Branding EVPDevelopment Step 5 Develop, craft your EVP • Outline, write, proofread, rewrite, overthink, get feedback, refine, share, monitor • Involve Cross-functional team for more successful outcome • Face-test draft EVP • Check EVP against your HR strategy, ensure alignment • EVP tone & mood matching corporate & product brands • Check EVP alignment with strategic objectives • Define “final” EVP Alexander Crépin [email protected] Employer Branding
- 69. Employer Branding EVPDevelopment Step 5 EVP Employee involvement • For recognition & commitment to bring EVP to live Alexander Crépin [email protected] Employer Branding
- 70. Employer Branding EVPDevelopment Step 5 EVP = Authentic also Perfect ? • Don’t try too hard to seem perfect! ‒ How inviting to make impact in already perfect environment? ‒ How challenging is that? • Be ambitious but realistic in positioning your organisation • Prevent socially desirable, non-differentiating statements • Don’t pretend, no point painting rosy picture that’s not reality Alexander Crépin [email protected] Employer Branding 70
- 71. Employer Branding EVPDevelopment Step 5 Develop, craft your EVP • Be authentic or riskcreatingmistrust&misleading, causing retention problems • Accentuate your positive, distinctive aspects • Be proud! Remember: What is normal for you, can be extraordinary for others …. Alexander Crépin [email protected] Employer Branding
- 72. Employer Branding EVPDevelopment Step 5 Craft your EVP Realistically • Be honest & able to live your EVP • Example: your EVP is work-life balance & flexible working • But when your managers insist everyone to clock in & out at 8.30 and 17.00 each day, micromanage all work & make employees jump through hoops to get time off • You’ll create problems …. Alexander Crépin [email protected] Employer Branding
- 73. Employer Branding EVPDevelopment Step 5 Craft your EVP Realistically • Enron had nice-sounding value statement based on 4 values: ‒ Integrity ‒ Communication ‒ Respect ‒ Excellence • Turned out to be nice-sounding platitudes • But ……. unable to deliver (starting at the top …..) Alexander Crépin [email protected] Employer Branding
- 74. Employer Branding EVPillustration Step 5 Develop EVP you can proof • When Promoting culture of career development • Live up to your promise, be transparent about: – Your Training Plans – Your Training Budget – Succession Planning – Internal Promotions – Coaching options – Retention successes – Etc etc. Alexander Crépin [email protected] Employer Branding
- 75. Employer Branding EVPillustration Empowerment, Development Opportunities Alexander Crépin [email protected] 75 Employer Branding
- 76. Employer Branding EVPillustration Alexander Crépin [email protected] 76 Employer Branding
- 77. Employer Branding EVPillustration Development Opportunities Alexander Crépin [email protected] 77 Employer Branding
- 78. Employer Branding EVPillustration Alexander Crépin [email protected] 78 Employer Branding
- 79. Employer Branding EVPillustration Alexander Crépin [email protected] 79 Employer Branding
- 80. Employer Branding EVPCheck Step 5 EVP A SUCCESS Check • characteristics making the EVP "sticky" • Attractive — gaining attention, relevant, meaningful • Simple & Short — expressing the core, the essence of EVP • Unexpected — grab attention by surprising content & offer • Concrete — easy to grasp & remember • Credible — authentic, realistic, recognized, believable • Emotional — helping to connect, feel good about you • Shareable — easy to turn into messages, stories & visuals • Sustainable — useful for longer period of time •Alexander Crépin [email protected] Employer Branding
- 81. Employer Branding EVPCheck Step 5 EVP checklist, successful EVP (2) • Check EVP delivery mechanisms are in place • Is EVP aligned with business vision, mission, strategy & values? • Is daily delivery of EVP supported / enabled by existing systems, policies, culture, processes & management style? • EVP exemplifying your Corporate Brand to foster consistency & ensuring employees are fully immersed in the brand experience Alexander Crépin [email protected] Employer Branding
- 82. Employer Branding EVPRecognition Test Step 5 EVP Face Test • Check if EVP adequately articulates why to work for you • Test draft EVP with major in- & external Stakeholders – Employer Ambassadors Group – Board, senior management – Major Hiring Managers – HR Business Partners – Recruitment/Sourcing Professionals – Some sample groups from external market – Recruitment Agencies Alexander Crépin [email protected] Employer Branding
- 83. Employer Branding EVPDevelopment Step 5 EVP visually supported • Make it visually attractive & clear for making a lasting impression • People remember images 6 times easier than text • People remember 80% of what they see, 20% what they read • Encourage workforce to contribute photos & videos • Enable Instagram, Snapchat, Pinterest etc. for visual EVP content Alexander Crépin [email protected] Employer Branding
- 84. Employer Branding EVPDevelopment Step 5 EVP visually supported Alexander Crépin [email protected] Employer Branding
- 85. Employer Branding Brandsupport Step 5 EVP & Distinctive Elements • Name: word or words used to identify a company • Logo: visual trademark identifying a brand like Nike’s Swoosh • Tagline or catchphrase: key of EB promise in just a few words • Graphics: typically associated with your organisation or a group like using for a Rock & Roll image • Colours: T-Mobile Magenta, Heineken Green, KLM Blue • Sounds: a unique tune or set of notes can denote a brand Alexander Crépin [email protected] Employer Branding 85
- 86. Employer Branding BrandUniqueness Step 5 EVP Unique, Different or …… • Distinguishing company from competitors • Distinct • Not necessarily Differentiating • No necessarily Unique • All employers trying to be unique & different • How credible can you be? • More important: your clear key(s) to success! • Attracting people who look for your distinct offer! Alexander Crépin [email protected] Employer Branding
- 87. Employer Branding BrandUniqueness Step 5 Is this Unique / Differentiating ? • Offering free lunches, e-bikes, ping pong tables, doing community welfare projects, etc. • No uniqueness claiming to be like everyone else! • Show that you don’t have perks for perks’ sake • Explain & illustrate Why this perk is distinctive part of your company culture/values! • To position really distinctive & attractive Alexander Crépin [email protected] Employer Branding
- 88. Employer Branding EVPAttractiveness EVP Uniqueness & EB Attractiveness Great Place to Work Employee’s viewpoint • Work arrangements Benefits & perks, flexibility, location • Workplace basics Proper resources & tools, physical safety • Career Opportunities Learning & development • Business success Prestige of Brand • Leadership style Supportive,enabling,knowledgeable&decisive • Teamwork Collaborative,supportive,sharing,camaraderie * Experienced & Envisioned benefits to work for you Alexander Crépin [email protected] Employer Branding 88
- 89. Employer Branding BrandUniqueness Step 5 EVP Benefits & Perks Alexander Crépin [email protected] Employer Branding
- 90. Employer Branding BrandUniqueness Step 5 Telling Why EVP is Distinct Alexander Crépin [email protected] Employer Branding
- 91. Employer Branding BrandUniqueness Step 5 EVP Benefits & Perks Alexander Crépin [email protected] Employer Branding
- 92. Employer Branding BrandUniqueness Step 5 EVP Benefits & Perks Why • Zappos providing above-average customer service • Zappos needs above-average happy workforce • Zappos offering above average Benefits & Perks ‒ Above-average medical, dental, vision insurance coverage ‒ On-site wellness service ‒ Pet insurance ‒ Pre-paid legal ‒ 40% employee discount for those who love shoes and accessories ‒ Free food for breakfast, lunch, snacks, and breaks ‒ Monthly team outings ‒ Nap rooms to rest and rejuvenate for the remainder of the workday Alexander Crépin [email protected] Employer Branding
- 93. Employer Branding BrandUniqueness Step 5 EVP Unique, Different or …… Alexander Crépin [email protected] Employer Branding
- 94. Employer Branding BrandUniqueness Step 5 EVP Enabling Services Alexander Crépin [email protected] Employer Branding
- 95. Employer Branding BrandUniqueness Step 5 EVP Unique, Different or …… Alexander Crépin [email protected] Employer Branding
- 96. Employer Branding BrandUniqueness Step 5 EVP Unique, Different or …… Alexander Crépin [email protected] Employer Branding
- 97. Employer Branding BrandUniqueness Step 5 EVP Unique, Different or …… Alexander Crépin [email protected] Employer Branding
- 98. Employer Branding BrandUniqueness Step 5 EVP Unique, Different or …… Alexander Crépin [email protected] Employer Branding
- 99. Employer Branding BrandUniqueness Step 5 EVP Our Way or No Way …. • ……. You cannot “install” new core values or purpose into people. They are not something to “buy in” to. People must already have a predisposition to holding them. ……. • …… Instead, the task is to find people who already have a predisposition to share your core values & purpose. …… • …… Attract & retain these people, and let those who aren’t disposed to share your core values go elsewhere …. Collins & Porrass in “Built To Last” Alexander Crépin [email protected] Employer Branding
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- 102. Employer Branding EVPimplementation Step 6 Delivering your EVP • Communicating what makes you a Great Place to Work • Ensuring you’re actually offering a Great Place to Work for defined Target Talent groups • Challenge: Developing & maintaining the culture you believe is key to your Great Place to Work • Motivate, lead your workforce to live your Employer Brand • Empower workforce show & share what makes you an EoC Alexander Crépin [email protected] Employer Branding
- 103. Employer Branding EVPimplementation Step 6 Delivering your EVP • Set targets / define SMART EB/EVP goals • Define key metrics to monitor EVP efforts / investments • Continuously explore where & how to improve, refine EVP, Adopt & Adapt • Monitor research & analyse Landscape/Market Dynamics Alexander Crépin [email protected] Employer Branding
- 104. Employer Branding EVPimplementation Step 6 EVP & Market Dynamics • EVP & Labour market & Business Dynamics • Dynamic circumstances require Adopting & Adapting without completely requiring new EVP development • However Consistency of messaging & Core Values as guiding principles is key to success, to have your message stick Alexander Crépin [email protected] Employer Branding
- 105. Employer Branding EVPimplementation Step 6 EVP Deliverance Monitoring • How to monitor EVP progress/impact? • Regular engagement surveys • Quality & Quantity of Applications • Gathering feedback from recently recruited employees • Exit interviews • Employee Advocacy quality & quantity • Social media followers / newsletter / job alert requests • Regular analysis of EB KPI’s Alexander Crépin [email protected] Employer Branding
- 106. Employer Branding EVPimplementation Step 6 EVP Communication • Make your EVP / EB visible • Develop strategy for Communicating EVP • Integrated: Internal & external • 2 levels: – Formal using online & offline communication touchpoints such recruitment advertising, career website, social media, etc – Informal, through behaviours & actions of workforce throughout the business Alexander Crépin [email protected] Employer Branding
- 107. Employer Branding EVPimplementation Step 6 EVP Communication • Develop EVP communication Ideas & Concepts • Develop relevant, interesting, engaging EVP/EB content • Aligned to corporate & product/services Branding • Aligned to HR strategy, policies & procedures • To reach Current & Prospective Workforce • Test ideas & concepts with target groups before being fully executing Alexander Crépin [email protected] Employer Branding
- 108. Employer Branding EVPimplementation Step 6 EVP as good as Execution • EVP/EB could fail miserably if you don’t deliver your promises • Well operationalised EVP is key for successful EB • Easier to influence perception as Great Place to Work Enabling organic, targeted, engaging communication with stakeholders & talent communities • Guiding the management at all levels in developing a Great Place to Work Alexander Crépin [email protected] Employer Branding
- 109. Employer Branding EVPimplementation EVP as good as Recognition by Workforce • Successfully delivering your EB / EVP • Needs also workforce recognition & commitment • Focus on internal buy-in & commitment • Rationally & emotionally connected workforce • Good EVP should help developing this connection • Internal Branding crucial part of EB & EVP success Alexander Crépin [email protected] Employer Branding
- 110. Employer Branding EVPimplementation Step 6 EVP & Workforce Ability • The better EVP understanding, the better adopted & shared • Ensure workforce knows & understands EVP essence • Provide clarity about expected behaviour, experience throughout employee life cycle • Ensure workforce can & will be delivering the EB promise • Ensure that EVP delivery mechanisms are in place Alexander Crépin [email protected] Employer Branding
- 111. Employer Branding EVPimplementation Step 6 EVP Training & Coaching • Train, coach & lead/manage in operationalising EVP ‒ All Managers, from board to team leaders ‒ EB Ambassadors ‒ Employees ‒ Recruitment Partners • Essential workforce understanding of Why EB & EVP are important for company success Alexander Crépin [email protected] Employer Branding
- 112. Employer Branding EVPimplementation Step 6 EVP Training • Have discovered how to play a role in EVP deliverance • How to collaboratively make EVP deliverance a success • How to promote the organisation as Great Place to Work • How to authentically pitch your company & EVP so Target Talent want to know more of it! • Understanding power of Word-of-mouth as great way to get people interested, especially for getting referrals Alexander Crépin [email protected] Employer Branding
- 113. Employer Branding EVPimplementation Step 6 Delivering your EVP Check • EVP delivery ability check Ask workforce following questions: ‒ What do you do for a living? ‒ Who do you work for? ‒ What does your organisation sell/produce/service? ‒ How successful are they? ‒ How long are you working there? ‒ Why do you like working there? ‒ Does your company regularly hire people if yes for what kind of jobs? • If they can do that in line with EVP & corporate brand, you have a baseline for strong EB Alexander Crépin [email protected] Employer Branding
- 114. Employer Branding EVPimplementation Step 6 EVP & Employee Ambassadors • Involve your Employer Brand Ambassadors to spread the EVP word as front runners • Showing the way for your workforce members Remember: • Engaged, informed & supported employees do because they want to, not because they have to! • EB sharing employees deserve your respect! Listen to their feedback Alexander Crépin [email protected] Employer Branding
- 115. Employer Branding EVPimplementation Step 6 EVP & Employee Storytelling • Empower Employees, they already increasingly sharing their stories on social media • Also about their working life, shining a light on your company (Personal Branding = Employer Branding) • Invite & enable employees using also corporate blog & social media to share experiences ‒ Develop Formats ‒ Provide Video & Photo options ‒ Publish workforce interviews in corporate blog Alexander Crépin [email protected] Employer Branding
- 116. Employer Branding EVPimplementation Step 6 EVP by Storytelling • Storytelling perfect for authentic EVP communication • Develop interesting stories to illustrate your EVP, portraying your Great Place to Work • Simple, easy to understand & to reproduce Remember • What is normal for you could be extraordinary for others • If you believe your company is boring, best storytelling won´t help you! Alexander Crépin [email protected] Employer Branding
- 117. Employer Branding EVPimplementation Step 6 Deliver your EVP with Stories • Introducing jobs & insight in “normal working day” • Showing why your people like their job & working for you • Present insight into the working environment – work – dealing with colleagues – work-life-balance – company location, report positively about the place when in less popular places Alexander Crépin [email protected] Employer Branding
- 118. Employer Branding EVPThemes Step 6 EVP Delivery Story Themes • Company Purpose & Community involvement • Culture, Values & Believes guiding day-to-day working life • Learning opportunities & Thought Leadership • Investments in Career, Professional/Vocational & Personal Development • Flexible working arrangements, work-life-balance • Teamwork & Collaboration • Innovation, Tech & Tools • Successful Business Performance • Social events • Territory, global, regional, national, local presence • Location / condition of office premises, Ambiance • Benefits & Perks Alexander Crépin [email protected] Employer Branding
- 119. Employer Branding EVPimplementation Step 6 EVP Delivery, Less is More • Amount of recruitment content is truly overwhelming • Candidates can’t absorb it all & are confused as to which one to consume • Most of such content is never consumed • Setting in priorities in EVP/EB communication is a must • Develop EVP strategy with this in mind! Alexander Crépin [email protected] Employer Branding
- 120. Employer Branding EVPimplementation Step 6 EVP internal promotion • Integrated Employer Branding : Internal & external • Internal Branding (IB): promoting EB/EVP internally • Some basic IB options ‒ Create EVP Documents / Brochures to download or forward ‒ Career website with testimonials, photo’s, videos, blogs ‒ Screen saver for every day the EVP message to become top of mind Alexander Crépin [email protected] Employer Branding
- 121. Employer Branding EVPimplementation Step 6 EVP & Aligned online presence • Ensure your EVP/EB messaging on various platforms is the same / consistent ‒ company career page ‒ about page ‒ external recruiting sites ‒ any corporate social media sites • Ensure prospective candidates don’t get mixed messages! Alexander Crépin [email protected] Employer Branding
- 122. Employer Branding EVPimplementation Step 6 Deliver your EVP, Speak & Hear • Allow for two-way communication • Interaction with (prospective) workforce to engage better • Encouraging meaningful conversations between Target Talent & current workforce, using your social media • Blogging, Q&A, Forums etc. • Enable candidates to see what it will be like to working for you going beyond sharing pictures & videos • 2-Way communication is essence of WEB 2.0, of social media Alexander Crépin [email protected] Employer Branding
- 123. Employer Branding Experience EVPDelivery & Recruiting XP • Recruitment process itself is not the driver of strong EB • Candidate Experience/Journey plays very important role • Talent Relationships develop by direct, actual experience but … EB can be damaged by lousy experience • Especially as usually more people are rejected than hired …… Alexander Crépin [email protected] Employer Branding 123
- 124. Employer Branding EVPimplementation Step 6 Deliver your EVP by Face time: • Let Prospective Workforce know & experience they are more than just a paper resume • Take time to personally reach out to (Top) candidates • A simple Hello or word of Encouragement regarding their interest will go a long way!!! • By an authentic human experience people won’t even worry that they didn’t get the job • They will appreciate it & recommend your Employer Brand Alexander Crépin [email protected] Employer Branding
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- 126. Time for a5 minutes break
- 127. Employer Branding EVPExample Alexander Crépin [email protected] Employer Branding
- 128. Employer Branding EVPExample Alexander Crépin [email protected] Employer Branding
- 129. Employer Branding EVPExample Alexander Crépin [email protected] Employer Branding
- 130. Employer Branding EVPExample Alexander Crépin [email protected] Employer Branding
- 131. Employer Branding EVPExample Alexander Crépin [email protected] Employer Branding
- 132. Employer Branding EVPExample At Campbell's, we believe that all of our employees have the ingredients to be extraordinary & ability to bring our EVP to life by making a difference every day Alexander Crépin [email protected] Employer Branding
- 133. Employer Branding EVPExample Alexander Crépin [email protected] Employer Branding
- 134. Employer Branding EVPExample Alexander Crépin [email protected] Employer Branding
- 135. Employer Branding EVPExamples EVP & Employer Brand Essence • Empower EVP with Employer Brand Tagline (EBT) • EBT unifies EVP in a distinctive, memorable & succinct statement • EBT ideally conveying a key aspect of your core EB/EVP • To be used in job advertisements, posters, billboards, social media, career site • EBT should be much more than making a catchy phrase Alexander Crépin [email protected] Employer Branding
- 136. Employer Branding EVPExamples EVP & EBT examples • At Goldman Sachs, you will make an impact • A thrilling experience. Inspiring company. School of excellence. – L'oreal • Do cool things that matter – Google • Amaze yourself. Amaze the world – Apple • Imagination at work – GE • Find Your World – Marriott • Shape the future of sport – adidas group • Love where you live, love where you work – Lowes • Find your Future. Make it Matter – HP Source: http://www.blogging4jobs.com/hr/employer-brand-tagline-need-one/ Alexander Crépin [email protected] Employer Branding
- 137. Employer Branding EVPEBT Example Alexander Crépin [email protected] Employer Branding
- 138. Employer Branding EVPEBT Example EVP & Employer Brand Essence Alexander Crépin [email protected] Employer Branding
- 139. Employer Branding EVPEBT Example Alexander Crépin [email protected] Employer Branding
- 140. Employer Branding EVPEBT Example Alexander Crépin [email protected] Employer Branding
- 141. Employer Branding EVPEBT Example Alexander Crépin [email protected] Employer Branding
- 142. Employer Branding EVPEBT Example Alexander Crépin [email protected] Employer Branding
- 143. Employer Branding EVPEBT Example Alexander Crépin [email protected] Employer Branding
- 144. Employer Branding EVPEBT Example Alexander Crépin [email protected] Employer Branding
- 145. Employer Branding EVPEBT Example Alexander Crépin [email protected] Employer Branding
- 146. Job Branding EVPEBT Example Alexander Crépin [email protected] 146 JobBranding
- 147. Job Branding EVPEBT Example Alexander Crépin [email protected] 147 JobBranding
- 148. Job Branding EVPEBT Example Alexander Crépin [email protected] 148 JobBranding
- 149. Talent Acquisition Attract AppointAssessStrategize Employer Branding SAAA CorporateRecruitment Model Alexander Crépin [email protected] 149 Employer Brand (EB) Employee Value Proposition Brand Alignment EVP EB Tagline EVP Intangible Attributes EVP Daily Deliverables EVP Tangible Attributes Internal Branding External Branding
- 150. Employer Branding Peoplekey to success Paradigm for investing in EB • Why invest in EVP, in EB, in HR? • Human Capital the engine driving organisation’s value creation • HR being the cornerstone of competitiveness, growth, productivity & stakeholder engagement Alexander Crépin [email protected] Employer Branding 150
- 151. Employer Branding Employer Brand& Branding success • It should be nothing more than becoming a Great Place to Work • Great Place to Work is ‒ about a fantastic culture, Talent Relationship based & in which people excel, feel valued & fulfilled ‒ talked about with pride, not just internally, but in target talent communities, at competitors & by customers! Employer Branding Alexander Crépin [email protected]
- 152. Employer Branding TalentRelationships EB & Talent Relationship Development The Talent Relationship you offer in a Great Place to Work means In modern, contemporary HR is changing • HR no more about Human Resources • HR is about Human Relationships!! Alexander Crépin [email protected] Employer Branding
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- 155. Recruitment Workshop Employer Branding ina global talent landscape Explained See also Part 1, 2 & 4 155 Alexander Crépin recruitment strategist, coach & trainer freelance, interim recruiting & management Alexander Crépin [email protected]
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- 158. Also on byAlexander Alexander Crépin [email protected]
- 159. Looking for corporaterecruitment success? Looking for a recruitment trainer or coach? Contact Alexander Crépin I help you to succeed Alexander Crépin [email protected]