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Employer branding evolution workshop overview part 1 final 2016
This document provides an overview of employer branding and recruiting. It discusses employer branding in four parts, covering topics like employer brand, employer value proposition, employee engagement, and employer branding on social media. It emphasizes that an employer brand is defined by employees' actual experiences working at a company and their willingness to advocate for it. A strong employer brand is attractive, trustworthy, authentic, distinctive, and incorporates workplace experiences across an employee's career life cycle.
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Similar to Employer branding evolution workshop overview part 1 final 2016
Employer branding evolution workshop overview part 1 final 2016
- 1. Day Recruitment Workshop EmployerBranding in a global talent landscape Explained Part 1 (of 4) 1 Alexander Crépin recruitment strategist, coach & trainer freelance, interim recruiting & management Alexander Crépin AC@Recruitmentcoach.nl
- 2. Today you willlearn what Employer Branding is about You’ll get an overview about WHAT & HOW Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 2
- 3. Recruitment Workshop Employer Branding 4Parts So take your time! when only watching on Slideshare 3 Alexander Crépin AC@Recruitmentcoach.nl
- 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 Part 4 • Employer Branding & Social Media Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 4
- 5. SAAA Corporate RecruitmentModel 4 phases Attract AppointAssessStrategize Alexander Crépin AC@Recruitmentcoach.nl 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 AC@Recruitmentcoach.nl Job Branding Sourcing and / or 6 Employer Branding critical success factor in today’s Corporate Recruiting process
- 7. AttractStrategize SAAA Corporate RecruitmentModel AppointAssess Job Branding Alexander Crépin AC@Recruitmentcoach.nl & Why would Target Talent work for you? • Interesting company to work for, Great Place to Work • Interesting, value adding, impacting job! Employer Branding 7
- 8. Talent Acquisition Attract AppointAssessStrategize Employer Branding SAAA CorporateRecruitment Model Alexander Crépin AC@Recruitmentcoach.nl 8 Employer Brand (EB) Employer Value Proposition Employee Brand Advocacy Employer Brand Ambassadors Employer Branding EB (Inbound) Marketing Employer Brand Segmentation Internal Branding Brand Alignment
- 9. Employer Branding Printed MediaJob Advertising used to be the way to fill vacancies Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 9
- 10. Employer Branding Why?(1) Changes since end of 20th century • Tightening labour markets • War-for-Talent, bringing EB to forefront • Internet borderless talent landscape, globalisation&localisation • Decline of printed media • Upcoming social & multi media • More & better information available than ever before • End of Life Time Employment, nomadic workforce Result: Harder, more complex to recruit & retain staff Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 10
- 11. Employer Branding Why?(2) Battle for Best Talent • Modern Talent Landscape: Competition for STEM Talent • STEM Talent have won War for Talent • Talent Driven Labour Market • Companies must “sell” themselves as Attractive Employer, becoming Employer of Choice (EoC) • Organizations need to brand & market themselves almost as FMCG Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 11
- 12. Employer Branding Why?(3) Transparent world, Search & Research • Reverse reference checking!! • Prospect hires check & double check • Search information about you, check online profile ( career site, talking to family & friends, social networking sites etc. etc.) • Seeking the “Whole Story” ‒ What are you like, why do people like working for you? ‒ What really to expect on a day-to-day basis? ‒ What you offer must be clear, visible & no big surprises! ‒ What are the good, bad & the ugly about your company? Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 12
- 13. Employer Branding Why?(3A) Is what you show, what you really are? • Showing • Being Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 13
- 14. Employer Branding Why?(3B) Some stats Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 14
- 15. Employer Branding Why?(3C) Transparent world, Search & Research Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 15 You can’t control what is communicated online
- 16. Employer Branding Why?(3D) Transparent world, Search & Research Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 16
- 17. Employer Branding Why?(3E) Transparent world, Search & Research Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 17
- 18. Employer Branding Why?(3F) Transparent world, Search & Research Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 18
- 19. Employer Branding Why?(4) Companies changing role • Companies no longer “just” companies, places to work • Technology blurring boundaries work & personal lives • Employers expected adding value • Prospect Talent expecting more than Job Description Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 19
- 20. Employer Branding Millennials &Gen Now Expectations .……. As the world changes & millennial generations take over, more emphasis will be placed on relational elements – social media will continue to play a huge role in this, as will “brand” – and we will probably have to let go a lot of our rigid views as well …….. Employer Branding Alexander Crépin AC@Recruitmentcoach.nl
- 21. Employer Branding Why(4B) Top Talent expecting a lot • They want to make informed career decisions! • They expect you to inform them about: – Vocational value – Career Value – Economical value – Social, community, stakeholder value – Interest value – Personal, Psychological value Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 21
- 22. Employer Branding Why(5) Nomadic workforce • Top Talent is increasingly mobile • Talent Landscape Transparency showing plenty of options • Turnover is costly (interruptions in service levels, loss in knowledge base & in worst case lost of competitiveness) • Retention & Development of (Top) Talent Top Priority • Investing in improving perception & awareness of quality of employment for engagement, commitment & loyalty Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 22
- 23. Employer Branding Branding hasgone mainstream • In 20th century, primary branding challenge was making the inherently abstract real • Successful branding meant exerting control over all places the brand lived. Great brands didn’t change! • Today, brands must live in rough-and-tumble of the streets • Brands are on the move in an entirely new, agile context (Source Jacobs & Ordahl on Landor Blog) Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 23
- 24. Employer Branding Popular Googlesearch some 15 years ago: ± 250 hits Presently: many, many, many more Amazon offering for Employer Branding Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 24
- 25. Employer Branding Popular AlexanderCrépin AC@Recruitmentcoach.nl Employer Branding 25
- 26. Employer Branding EmployerBrand = ? Employer Brand • What is your definition of ‒ a Brand? ‒ an Employer Brand? ‒ Employer Branding? • Why do you think it’s important? Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 26
- 27. Employer Branding ManyDefinitions Employer Brand (EB) • Finding different views about EB – Employment Experience – Perception / Image as Employer – Identity as an Employer – Set of tangible & intangible attributes – Your company’s Employment DNA – Promise / Employment deal – Talent Relationship Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 27
- 28. Employer Branding EBWhat? Employer Brand Defined (long version) • Direct reflection of what working in&with you is about • Taking into account – Tangible & Intangible Attributes you offer – How you conduct your business, all you do & don’t do – How Workforce is interacting within & outside your organisation – All you are, Words, Deeds & Behaviour of your Workforce • Resulting in: – Quality of (Former) Workforce’s Total Employment Experience – (Prospective) Workforce’s Perception as Attractive Employer Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 28
- 29. Employer Branding EBWhat? Employer Brand Defined • What your (Prospect) Workforce* • Experiences, Thinks, Feels & Shares • About you as a (Great) Place to Work Resulting in • Distinctive Employer Identity • Image / Perception as Employer of Choice * Workforce = Permanent & Contingent Staff Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 29
- 30. Employer Branding EBPersonal EB & Interaction for Experience • EB experience happens mainly through interaction • Prospective Workforce’s interactions viewing your branding communication, speaking with recruiters, hiring managers, employees, reading reviews, etc. • Your Current Workforce interacting working with colleagues for you on a day-to-day basis, collaborating & cooperating to achieve results Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 30
- 31. Employer Branding EBProvides Answers Why work for you? • Why do people choose to work for/with you? • Why are you seen as an interesting Employer? • What makes your company a Great Place to Work / an Employer of Choice? • What is it really like, to work for or with you? • Answering however not that easy …… Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 31
- 32. Employer Branding Brand= …….. Your Employer Brand NOTwhat you sayitis It's what your people tell you it is … (Terry Leahy, CEO Tesco) Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 32
- 33. Employer Branding EBPersonal Employer Brands are Abstract! • Experience, Perception, Image occurring in people’s minds & hearts • Feelings, emotions, understanding, many influencing factors • Abstract quite hard to put exactly under words • Personal & Diverse • and …. influencing preferences & decisions about employment Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 33
- 34. Employer Branding BrandReality EB Abstract & Reality • Every organization has Employer Brand! • Everybody is looking at you, also as Employer • Whether you like it or not! Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 34
- 35. Employer Branding BrandReality EB not to “control” or manage • Your stakeholders “own” your Employer Brand • You only “own” your Employer Brand Marketing • Whether you like it or not! Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 35
- 36. Employer Branding Keyto Success Living your Brand! • Great EB develops from inside out • What you are inside is what you are outside! • Your Employees, main driver of your EB Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 36
- 37. Employer Branding Keyto Success Living & Breathing your Brand! • Increasing recognition EB is delivered by your workforce • EB brought to life, co-shaped, co-created, by • Words, Images, Deeds & Behaviours of • People working for & with you • Ultimately your EB is the workforce’s version of the truth • Showing EB commitment by consistent delivery of your EB promise! Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 37
- 38. Employer Branding Keyto Success Living your EB Openly & Transparently! • Great / Strong Employer Brands • Sharing & Showing (real time) • Day-to-day reality, working life • What Workforce is Experiencing* • No Window Dressing * optional: Guiding cultural transition, what staff not yet but soon should be experiencing & embracing Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 38
- 39. Employer Branding StrongEB Effect Strong Employer Brand • Shows distinct aspects of working environment provided to/by your workforce • Attracts attention • Persuades & guides Target Talent into your workforce • Engages Top Talent to keep working for you • Commits to (out)perform & live your Brand Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 39
- 40. Employer Branding Strong,Powerful Strong Employer Brand • Grows step by step, long term investment! • Requires Strong Foundation in – Clear vision on EB role – Clear EB Goals & Strategy, EB Roadmap – Top Management Commitment & Ability – Consistency with Company day-to-day Practice – Employee Engagement & Advocacy – Top HR – Corporate Brand Alignment – Data Driven EVP Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 40
- 41. Employer Branding EBCharacteristics Strong Employer Brand 1. Attractive, Great Place to Work 2. Trustworthy 3. Authentic, Genuine You 4. Relevant 5. Distinctive, Recognized 6. Quality exposure 7. Incorporated in Total Employment Life Cycle (experience) 8. Memorable & Simple to put into words & images Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 41
- 42. Your questions ? AlexanderCrépin AC@Recruitmentcoach.nl
- 43. Time for a5 minutes break
- 44. Employer Branding 1.Attractive Strong EB Attractiveness* Great Place to Work Employee’s viewpoint • Work arrangements Benefits & perks (fun), flexibility, location • Workplace basics Proper resources & tools, physical safety • Career Opportunities Learning & development • Business success Prestige, pride in what & how to do business • Leadership style Supportive,enabling,knowledgeable&decisive * Experienced & Envisioned benefits to work for you Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 44
- 45. Employer Branding 1.Attractive Strong EB Attractiveness Great Place to Work Employee’s viewpoint • Trust, reliability People to work for & with (experiencing credibility,respect, fairness, openness, listening) • Camaraderie Working with nice colleagues, close cooperation • Belonging Feeling being part of the brand, of the company • Pride In what they do & how they do it & why • Fun Enjoyment, Having some fun now & then Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 45
- 46. Employer Branding 1.Attractive Strong EB & The Law of Attraction • You don’t attract what you want • You attract what you are! NB: If you don’t like what you’re getting You have to change what you’re giving! Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 46
- 47. Employer Branding 1.Attractive Strong EB Attracting • Your EB is Not What You Say You Are! • How to tell your EB stands for a Great Place to Work? • Solution: other people telling & selling it!! • NB compare Paid, Earned & Owned in Part 2 NB: If you don’t like what you’re getting You have to change what you’re giving! Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 47
- 48. Employer Branding 1.Attractive Great Place to Work = (Consulting) Business Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 48
- 49. Employer Branding 1.Attractive Great Place to Work = (Consulting) Business Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 49
- 50. Employer Branding 1.Attractive Great Place to Work Showing Facts Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 50
- 51. Employer Branding 1.Attractive Great Place to Work Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 51
- 52. Employer Branding 1.Attractive Great Place to Work Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 52
- 53. Employer Branding 1.Attractive Great Place to Work Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 53
- 54. Employer Branding 1.Attractive Great Place to Work Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 54
- 55. Employer Branding 1.Attractive Great Place to Work Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 55
- 56. Employer Branding 1.Attractive EB Recognition to support your EB Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 56
- 57. Employer Branding 1.Attractive Great Place to Work some Research Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 57
- 58. Employer Branding 1.Attractive Great Place to Work some Research Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 58
- 59. Employer Branding 1.Attractive Great Place to Work Leading concept Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 59
- 60. Employer Branding 1.Attractive Great Place to Work Leading concept Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 60
- 61. Employer Branding 1.Attractive Great Place to Work Leading concept Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 61
- 62. Employer Branding 1.Attractive Great Place to Work Leading concept Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 62
- 63. Employer Branding 1.Attractive Great Place to Work Leading concept Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 63
- 64. Employer Branding 1.Attractive Great Place to Work Showing Facts Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 64
- 65. Employer Branding 1.Attractive Great Place to Work Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 65
- 66. Employer Branding 1.Attractive Great Place to Work Cool …….. Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 66
- 67. Employer Branding 1.Attractive Great Place to Work • How distinctive is core message “great place to work” & “fun/cool place to work” • Real challenge is uncovering & illustrating what ingredients make people like working for/with you … • Resulting in a deeper, more distinctive EB concept • More easy to use for job-related & blog content / story telling Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 67
- 68. Employer Branding 2.Trust Strong EB = Trust • Trust 2-way street, developing trustworthiness by trusting others first! Giving = Receiving • Transparency & Clarity about EB • Illustrating Practising what you preach! • What you offer & what you can’t & won’t • What your workforce is experiencing day-to-day Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 68
- 69. Employer Branding 3.Authentic Strong EB = Being Authentic • Key in transparent world!! • People’s extremely sensitive BS detectors to pick up on brand’s authenticity—or fakeness—immediately! • Don’t make promises outside that can’t be kept in-house • Never pretend what you are not (yet) Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 69
- 70. Employer Branding 3.Authentic Your EB = Your Genuine Identity / DNA • who you are • what you do • why you do it • how you do it • EB perception/image shaped by • Openness, Transparency about what usually not directly visible, but experienced …… Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 70
- 71. Employer Branding 3.Authentic Strong EB = Feeling, Sensing your DNA • …. From the minute people walk into your company, they should feel & experience what your EB is about …. • Why it’s a Great Place to Work • Live your EB & it will be easier to tell stories about it! • Live your EB & it will be noticed! Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 71
- 72. Employer Branding 4.Distinct Strong EB = Unique, Differentiating • No uniqueness claiming to be like everyone else! • Extremely hard to find a completely unique positioning • Problem: many companies offering almost same • Free lunches, home work arrangements, iPhone ……. • Basics Features …… • Distinctive Features for Target Audience(s) • Explain why your EB is distinctive & part of your company culture/values! Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 72
- 73. Employer Branding 4.Distinct EB Clarity, what’s making you a GPtW www.liveperson.com/company/culture Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 73
- 74. Employer Branding 4.Distinct EB Being Clear about your USP’s https://www.squarespace.com/about/careers/ Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 74
- 75. Employer Branding 5.Relevance Authentic EB, Not For Everyone • ……… all you can be is yourself • Anything else gets found out • For some candidates, you will be more than enough • Others will look for something different • My advice is to accept yourself & your brand, for that! • It genuinely isn’t you — it’s them ………….. Steven Brand Randstad EMEA Sourceright's EB Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 75
- 76. Employer Branding 5.Relevance Strong EB = Relevant! • Is EB in alignment with what your Critical Target Talent is looking for? • Do you understand in- & external Talent Expectations? • How do you know you’re right? • How do you know you’re delivering the kind of work experience you think you are? NB: Never forget Aligned to organisation’s purpose, vision, mission, current key business success factors etc. Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 76
- 77. Employer Branding 5.Relevance Strong EB = Know your 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 AC@Recruitmentcoach.nl Employer Branding 77
- 78. Employer Branding 5.Relevance EB Not Relevant Risk • Low workforce engagement • High turnover • Being ignored, avoided & blocked! • Applicants that are not interesting for you • Wasting your EB time & energy! Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 78
- 79. Employer Branding 5.Relevance Strong EB & Relevant to Pre-Select Clearly reflecting your working environment, easy to get an idea about you as Employer Not only to attract, also to pre-select!! • Adidas Group • 4,5 million career site visitors (2016) • 1.5 million job views (2014) • 700,000 applications worldwide (2016) (Source Adidas) Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 79
- 80. Employer Branding 5.Relevance Strong EB Evolves • Successful organisations change & adapt in response to internal & external dynamics • Talent Relationships, internal & external evolve • Likewise Employer Brands evolve • EB = story that’s never completely being told! • EB is snapshot …… Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 80
- 81. Employer Branding 5.Relevance EB Staying Relevant & Strong • Listen, monitor, measure & adapt to attain lasting appeal, reach & impact • EB challenge, How to do it & finding balance: – consistency, guidance – update, refresh, look for new ways to create awareness, interest, engagement & EB Relations – (rebrand for transformation) Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 81
- 82. Employer Branding 6.Quality Strong EB = Quality! • In all respects, website, social media, wording, images, processes, people behaviour, HR strategy, etc. • Show Dedication & Ambition to deliver high standards to serve stakeholders • Critical Top Talent (& customers!) recognize Quality intention • Candidate & Employee Journey = Experience of Quality Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 82
- 83. Employer Branding 6.Quality EB & Recruiting Process Quality • Every step of recruitment process • Shaping impression of your organisation of potential new employees & • Influencing to apply, accept or reject a job offer • Make sure recruitment experience reflecting your EB to attract & engage the right people • Candidate Experience important part of EB Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 83
- 84. Campus recruitment Internship Career site Invitation letter Introduction Onboarding Performance review Interview Rejection letter Exit interviews Informing / Involving people Career development Management behavior Assessment Contract handling Employer Brand Company brand 7.EB = Total Employment (HR) Lifecycle Experience !! Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 84 Awareness Interest & Consideration PreferenceEngagement Commitment Retention Pre- Application Experience Application Experience Working Experience Source: Philips
- 85. Employer Branding 7.Total Life Cycle EB & (Prospective) Workforce XP Elizabeth Lupfer, The Social Work Place .com EB: more than Recruiting !! ?? Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 85
- 86. Employer Branding 8.Memorable Strong EB Easy to Remember • Top be & stay Top of Mind • Memorable & Simple to put into words & images • Easy to summarize essence of the EB in 3-5 words • Clear supporting images/pics • Short (video) stories • See also Part 3 EVP Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 86
- 87. Employer Branding Why?(5) Strong EB Impact Improving • Talent Attraction Talent Magnet, Costs & Quality • Talent Retention Loyalty & Relationships • Focus HR agenda Strategic Guidance • Productivity Better Staffing & Engaged Staff • Corporate & Product Brand(s) One Brand • Bottom line EB Valuable intangible Asset, Goodwill Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 87
- 88. Employer Branding StrongEB Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 88
- 89. Employer Branding Why?(5A) Strong EB For Talent Retention Turnover Reduction Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 89
- 90. Employer Branding Employer BrandRecap • EB = You in the eyes, minds & hearts of stakeholders • How & What you do & don’t do – Demonstrating, illustrating your culture, values & believes through action – How internal & external stakeholders experiencing & valuing this – How this makes you interesting to work for & with – Image & perception that is consequently being developed about you as attractive employer Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 90
- 91. Your questions ? AlexanderCrépin AC@Recruitmentcoach.nl
- 93. Employer Branding Employer Brand Next EmployerBranding Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 93
- 94. Employer Branding &EB EB & Employer Branding • Employer Brand without Employer Branding is likely no more than a distinct identity ……. • To take fully advantage of power of your EB – Invest to make it stronger – Ensure internal, workforce engagement & commitment – Create EB visibility, awareness, interest, engagement & desire to join Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 94
- 95. Employer Branding Whatis it? (1) Employer Branding • Data Driven Process • Addressing both current & prospective workforce • Developing & Cultivating • a strong, desirable & authentic • Employer Brand • To attract, engage & retain best possible, committed workforce Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 95
- 96. Employer Branding Whatis it? (2) Employer Branding • Sum of organisation's efforts • To current & prospect workforce • To become “Employer of Choice” • To attract, engage & retain best possible, committed workforce Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 96
- 97. Employer Branding Objective EBGoal • Being top of mind as Employer of Choice (EoC) ‒ Desirable, Attractive to work for or with ‒ Shining brighter than other, competitor employers • Current & prospective Workforce Associating your company as Great Place to Work • To attract, engage & retain best possible, committed workforce Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 97
- 98. Employer Branding Strategy,why? Employer Branding Strategy Development Begin by asking questions, such as: • Why is employer branding important to our business? • What do we hope/need to achieve by actively investing in EB? • What are the intended outcomes? Why? • Which outcome could have greatest potential for business? • Do we see EB affecting the whole employee life cycle (not just recruiting) and are we prepared to support that? • What does this mean for Employer Branding responsibility? Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 98
- 99. Employer Branding Strategy,why? Employer Branding Strategy Development • How do EB & Employee Communications connect? • What role is/could marketing play in Employer Branding? Why? • Do we want/need alignment between product branding & EB? • Who is currently having ownership for recruitment, retention, employee communications? • Do we need someone responsible for EB development? HR, Recruitment, Marketing, …. why ? • Who has the budget to support headcount, provide training, and obtain the tools and technology necessary for success? Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 99
- 100. Employer Branding Audience GoodEmployer Branding Reach • Internal & External • Internal EB, Your entire Organization / Workforce • External Talent Landscape, Prospective Workforce • Other external Stakeholders • Potential Customers Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 100
- 101. Employer Branding DoingGreat Things Employer Branding by Doing • Awesome Stuff • Surprising customers & other stakeholders • Being Proud & Enjoy doing it • Making it explicit & visible • Sharing it in short multi media stories • Within internal & external networks Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 101
- 102. Employer Branding DoingGreat Things Employer Branding Nurturing Culture • A great culture attracts & retains talent • Invest in developing & maintaining kind of culture that makes it great working for & with you • Great distinctive culture will be ‒ recognized ‒ talked about ‒ bringing great stories ‒ making Employer Branding a lot easier Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 102
- 103. Employer Branding Whatis it? Employer Branding Focus Areas • Creating more understanding, awareness & visibilityas Great Place to Work • Influencing perceptions of what makes you an EoC • Connecting, Engaging & Generating serious interest to join you & develop reciprocal Talent Relationship • Nurturing Workforce’s Great Place to Work culture, fostering a sense of identity & belonging Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 103
- 104. Employer Branding Themes EmployerBranding Building Blocks • Listening, Analysing & Understanding • Positioning EB for Target Talent Groups • Collaboration, stakeholder involvement - MarCom, HR, PR • Portraying, stories illustrating your Great Place to Work • Communicating, Informing, Influencing, in- & outside • Living your EB & maintaining your EB delivery • Relating, Engaging & Inviting • Monitoring, Refining & Refreshing Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 104
- 105. Employer Branding Whatto do Employer Branding by • Portraying your EB, your Great Place to Work • Uncovering your EB by sharing real working life stories • Nurturing & Leveraging positive Workforce Experiences • Showcasing attractive EB characteristics & attributes • Expressing value for current & prospective workforce • Illustrating EB, why people like working for you • Transparency, openness about what it’s like to work for you • Clarifying what your EB is & is NOT Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 105
- 106. Employer Branding Whatto do EB Empowering Process • ……… You need to be able to tell & show new & prospective hires what it’s like to work at your company, to articulate the values and attributes that make working at your firm unique. • ……… You need to provide a “signature experience” that tells the right story about your company. • ……… In the process, you’ll empower the people who share your values and enthusiasm for work to self-select into your firm, thereby creating the foundation for highly productive employee-employer relationships Source: HBReview Erickson & Gratton Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 106
- 107. Employer Branding Tools,Tech & Skills Employer Branding Enablement • Upfront investment in critical Tech, Tools & Skills required – Talent Intelligence ecosystem & infrastructure – Multichannel Branding / Marketing platform – (Big) Data feeds – Analytical tools & resources – Constantly tweaking algorithms to refine – Content, global, local & personal + – Data Driven mindset & strategy – Draw line between personalisation & privacy invasion How personal is too personal? – Cross functional collaboration with Marketing & HR Alexander Crépin AC@Recruitmentcoach.nl 107 Employer Branding
- 108. Employer Branding TalentRelations Branding = Relationship Building Likewise Regard your Employer Brand as Talent Relationship • EB Focus not on “just” promoting & selling your EB • Investment in developing mutually beneficial & lasting Talent Relationships as foundation for your EB • The better the Talent Relationships, the better your EB Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 108
- 109. Employer Branding Relationship EB= Relationship Development Relationship mindset: • Focus on longer-term Talent Engagement • Like any Relationship, it is NOT a one time effort! • EB is ongoing practice – a work in progress, developing over time • Relationships is about building Trust (transparency & authenticity) • Relations emerge from an Emotional Click (Human Touch) • Relations means easy Two-way communication • Good Relations start with Giving & Receiving • Integrated in Corporate & Business Branding Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 109
- 110. Employer Branding EBPersonal, Tailored Talent come in many • Not one, fully uniform Target Talent Community • Sales or Engineers, Marketing or Finance, HR or Supply Chain • Generational Workforce • Don’t try to be everything to everyone • 1 size fits all likely not best possible strategy • Your Brand message becomes vague & less impactful! • EB Challenge: Tailoring by Segmentation Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 110
- 111. Employer Branding EBSegmentation EB Segmentation • Influencing effectively EB perceptions • Knowing/understanding your Target Audience! • Be aware of risk of Stereotyping!!! • Debunk Stereotyping fact/data driven! Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 111
- 112. Employer Branding SegmentRelevance Segmenting & EB Relevance • Is your EB in alignment with what Critical Target Talent is looking for? • Different “groups” of employees & Target Talent • Attracted & engaged by • Different combinations of factors! • Challenge Translating Core of EB to Target Talent Groups • Your EB should be authentic, relevant & tailored Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 112
- 113. Employer Branding &Diversity EB Segmentation • Taking into account differing values, ambitions, needs in addition to geographic & cultural backgrounds • Segmentation usually including the following: – Geographic - Addresses, Location, Climate, Region – Demographic/socioeconomic - Gender, age, wage, career, education – Psychographic - Attitudes, values, religion & lifestyles – Behavioural – how people behave on the labour market (active/passive) https://en.wikipedia.org/wiki/Target_market Alexander Crépin AC@Recruitmentcoach.nl 113 Employer Branding
- 114. Employer Branding DiverseTarget Talent Employer Branding What if you hiring ….. • for specialist expertise • starters • experienced staff • for strategic, tactical and/or execution level • for career/life stage (age) • for diversity • for integrators, followers or challengers • for local, regional, national, international, for Hong Kong, Chicago, Paris, Cape Town • for HR, customer services, sales, inbound marketing, admin, software development • for manufacturing, IT, healthcare, financial services, retail, non-profit ……. • for now • for growth potential • Etc. etc. Alexander Crépin AC@Recruitmentcoach.nl 114 Employer Branding
- 115. Employer Branding EBSegmentation EB Segmentation Strong Employer Branding is as customized as possible • Data Driven • Target Talent Segmentation • Defining workforce segments & critical segments • Differentiating authentically to improve EoC image • Tailor your Branding to Target Talent Groups for max. impact • Stops the one-size-fits-all attitude • Balancing Brand Consistency, Talent Segmentation & Local Targeting Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 115
- 116. Employer Branding EBSegmentation EB Segmentation Need • For successful EB • Acknowledge need for collaborative introspection • Uncovering EB (expectations & experience) for total workplace population starting with key roles • Opening doors for input from all demographic categories Millennials, X’ers, Boomers, functional expertise areas etc. …… Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 116
- 117. Employer Branding EBSegmentation EB Target Talent Segmentation by • Getting clear understanding of segment needs & expectations – What are shared preferences – What matches company culture • Developing hypothetical EB Profiles / Recruitment Personas • Overview of subjects, words, images etc. to match segments • Driving clarity, how segment’s needs/preferences being addressed by Employer Brand • EB strategy how to influence & enhance segment’s EB Perception Alexander Crépin AC@Recruitmentcoach.nl 117 Employer Branding
- 118. Employer Branding TalentSegmentation Source: Lara Moroko & Mark D. Uncles in Employer branding & market segmentation 2009 Alexander Crépin AC@Recruitmentcoach.nl 118 Employer Branding
- 119. Employer Branding Diversity EBTarget Talent Segmentation • Millennials • 6 out of 10 Millennials look for a “sense of purpose” in job • Not interested in organisations too fixated on their own agendas Source: The 2015 Deloitte Millennial survey Alexander Crépin AC@Recruitmentcoach.nl 119 Employer Branding
- 120. Employer Branding Segmentation AlexanderCrépin AC@Recruitmentcoach.nl 120 Employer Branding
- 121. Employer Branding Segmentation AlexanderCrépin AC@Recruitmentcoach.nl 121 Employer Branding
- 122. Employer Branding Segmentation AlexanderCrépin AC@Recruitmentcoach.nl Employer Branding 122
- 123. Employer Branding Segmentation AlexanderCrépin AC@Recruitmentcoach.nl Employer Branding 123
- 124. Employer Branding Segmentation AlexanderCrépin AC@Recruitmentcoach.nl Employer Branding 124
- 125. Employer Branding Segmentation AlexanderCrépin AC@Recruitmentcoach.nl Employer Branding 125
- 126. Employer Branding Segmentation AlexanderCrépin AC@Recruitmentcoach.nl 126 Employer Branding Employers who sign up to the Workingmums.co.uk Top Employers’ Charter are doing so as a statement of their commitment to fully embracing the business case for flexible working & enabling parents to progress & enhance their careers whilst managing the challenges of family life
- 127. Employer Branding Segmentation AlexanderCrépin AC@Recruitmentcoach.nl 127 Employer Branding
- 128. Employer Branding Segmentation AlexanderCrépin AC@Recruitmentcoach.nl 128 Employer Branding
- 129. Employer Branding Segmentation AlexanderCrépin AC@Recruitmentcoach.nl 129 Employer Branding
- 130. Employer Branding Segmentation AlexanderCrépin AC@Recruitmentcoach.nl 130 Employer Branding
- 131. Employer Branding Segmentation AlexanderCrépin AC@Recruitmentcoach.nl 131 Employer Branding
- 132. Employer Branding Segmentation AlexanderCrépin AC@Recruitmentcoach.nl 132 Employer Branding
- 133. Employer Branding Segmentation AlexanderCrépin AC@Recruitmentcoach.nl 133 Employer Branding
- 134. Your questions ? AlexanderCrépin AC@Recruitmentcoach.nl
- 135. Time for a15 minutes break
- 136. Employer Branding GlobalBranding Strong EB & Several Brands • One Company, many Brands One Corporate EB? • Every Brand its distinctive EB variations or own EB? Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 136
- 137. Employer Branding GlobalEB Segmentation Strong EB Internationally • Which degree of global EB standardization • One size fits all possible? • Does EB attractiveness differ per location? • Regional Segmentation? • Strong EB in France, also in India or South Africa? • Students in “developing” countries place higher emphasis on Remuneration & Advancement (Universum study 2014) Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 137
- 138. Employer Branding GlobalEB Communicating Strong EB world wide • Strong EB may vary among countries • Attracting & retaining Talent, local focus variation • Corporate Global (control) & Local (freedom) Harmony • EY research: – In Brazil & India emphasize corporate social responsibility – In Russia focus on the financial strength – In China highlight prestige of organization Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 138
- 139. Employer Branding GlobalEB EB World Wide Variations Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 139
- 140. Employer Branding GlobalEB EB World Wide Variations Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 140
- 141. Employer Branding GlobalEB Communicating EB world wide Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 141
- 142. Employer Branding GlobalEB Communicating EB world wide Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 142
- 143. Employer Branding GlobalEB E Presenting Employee Insights from Germany China Mexico Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 143
- 144. Employer Branding GlobalEB Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 144
- 145. Employer Branding GlobalEB Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 145
- 146. Employer Branding GlobalEB Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 146
- 147. Employer Branding GlobalEB Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 147
- 148. Employer Branding GlobalEB Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 148
- 149. Employer Branding GlobalEB Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 149
- 150. Employer Branding GlobalEB Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 150
- 151. Employer Branding EB InTransparent World • Integrated approach, a “Must” in Transparent World!! • Potential hires will research your company • Trying find confirmation for your EB/EVP & their perception about it • Crucial your core messages supported/illustrated by – All/most information you share online – Behaviour, expressions of your workforce – Stakeholder, Customer, Workforce & Candidate Experience Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 151
- 152. Employer Branding EB InDynamic World, Change is Constant Adaptable Employer Branding Strategy • Changing employment trends require agility & good market insight • Workforce profile changes, flexible staffing strategies, full-time, part-time, permanent & temporary, freelance, contractors • Rapidly evolving tech impacting recruiting processes & expectations • Mobile, responsive design & mobile friendly marketing Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 152
- 153. Employer Branding Communication EB& Communication Dynamics • Changed dramatically compared to early years • Channel changed from 1-direction to multi-directional • Both synchronous & asynchronous • Both real-time & time-lagged • One-to-one, one-to-many, many-to-one & many-to-many • Data Driven, with Human Touch Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 153
- 154. Employer Branding &Marketing Employer Branding & EB Marketing • Branding: Who you are, the delivered offering • Marketing: Your message for your Target audience about who you are • EB Marketing easier to control & to comprehend • EBranding goes deeper than EB Marketing Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 154
- 155. Employer Branding &Marketing Employer Branding & EB Marketing • Authentic brands don’t emerge from marketing cubicles or advertising agencies • They emanate from everything the company does ….. (Howard Schultz, in Pour Your Heart Into It: How Starbucks Built a Company One Cup at a Time) Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 155
- 156. Employer Branding &Marketing Brand Management • In marketing, brand management is the analysis & planning on how that brand is perceived in the market • Developing a good relationship with the target market is essential for brand management. • Tangible elements of brand management include the product itself; look, price, the packaging, etc. • Intangible elements are the experience that the consumer has had with the brand, and also the relationship that they have with that brand Source: https://en.wikipedia.org/wiki/Brand_management Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 156
- 157. Employer Branding orMarketing? EBranding & EB Marketing (1) • Your Employer Brand (EB) is who you are (what & why) • EBranding is making visible what your EB is all about • EB expressing essential truth or value of an organization • EB is listening & understanding & empowering • Your stakeholders define your Employer Brand • EB is pull, strategic & ongoing • EB drives loyalty, advocates & evangelists • EB comes first, EB Marketing follows next Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 157
- 158. Employer Branding You YourEB = You …… so: • Don’t expect “marketers” to develop an EB !! • Your EB is bigger than any marketing effort • Marketing principles help – Effectively communicating about your EB – Getting attention & generating awareness & interest from Target Talent – Developing positive image as EoC – EVP segmentation Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 158
- 159. Employer Branding orMarketing? EBranding & EB Marketing (2) • EBM is about how attracting, converting & retaining • EBM about your message & storytelling (how) • EBM is actively promoting (processes & tools) • EBM is actively increasing (organic) Career Site Traffic • EBM is Marketing ownership & control • EBM is tactical • EBM is push tactic • EBM unearths & activates applications • EBM follows Employer Branding Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 159
- 160. Employer Branding &Marketing EB Marketing • Mix of inbound & outbound marketing tactics • Inbound EB Marketing – Drawing attention & interest of Prospective, Target Talent by – Supplying relevant information, Content aligned with interests – Best possible formats & channels, easily to find (SEO) & accessible • Outbound EB Marketing – Directly reaching out to Target Talent through tactics like job posting, paid advertising, working with 3rd party recruiters Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 160
- 161. AttractStrategize SAAA Corporate RecruitmentModel AppointAssess Job Branding Alexander Crépin AC@Recruitmentcoach.nl & Recruitment Marketing: Employer & Jobs • How, where & when to promote your Great Place to Work • How to gain attention & interest of qualified & interested talent for your jobs, now & future Employer Branding 161
- 162. Employer Branding Inbound Inboundmeans Content • Shift to a Culture Of Content* • Encouraging non-marketing employees to create & share content • Becoming social & shift into the digital age! * Altimeter Group - “Culture of Content” increase in adoption & participation in content marketing across non-marketing divisions! Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 162
- 163. Employer Branding Content Inbound& Content • Quality Content key • Adding value to your audience • Attracting & Engaging Target Talent • Inspiring, facilitating your Workforce • EB becoming cross-functional, collaborative effort • HR, Marketing, Recruitment & Communication Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 163
- 164. (Employer) Branding Alexander CrépinAC@Recruitmentcoach.nl Employer Branding 164
- 165. Employer Branding Dreamor Reality EB Image Building? • EB Marketing for very positive image-building? • No problem!! • As long as what your EB promises, is actually being experienced, perceived & delivered • As long as you are who you say you are! Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 165
- 166. Employer Branding orMarketing? EB Being Unique and/or Different? • Standing out from the crowd by • EB Marketing Providing cues making your EB identifiable – Segmentation – Your Brand illustrating Stories – Your Tone of Voice – Images, pictures – Your Brand Ambassadors / Influencers – Becoming more personal, valuing Talent Relationship – Etc. etc. Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 166
- 167. Employer Branding orMarketing EB Attractiveness Company Culture Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 167
- 168. Employer Branding orMarketing? Employer Brand & Marketing Need • Being data driven & creative in – engaging, in leveraging existing Talent Relationships – why, how, where, when you showcase your EB! – composing, formatting, presenting the stories to share – involving Brand Ambassadors & using Employee Advocacy • Closely collaborating with Marketing & Branding colleagues Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 168
- 169. Employer Branding EBRoles EB various Roles in road to success • Architect Builds a vision for overall EB strategy • Connector Ensures EB & Corporate/Product/Consumer Brand Alignment • Editor Develops narrative structure & content ideas • Stylist Determines optimal EB image & ensures consistent look & feel • Journalist & Storyteller Identifies & crafts compelling EB stories • The Publicist Raises awareness of stories, both internally & externally • Health Specialist Nourishes the EB by implementing improvements that enhance the employee & Candidate Experience • Ambassador Represents the interests of EB • Scorekeeper Ensures metrics are in place to quantify the EB performance Source: Pete Price Strategist at JWT Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 169
- 170. Employer Branding EBownership EB & Employer Branding ownership • Your stakeholders “own” your Employer Brand • You only “own” your Employer Branding & Marketing • Who is you? • Ownership of Employer Branding often grey area Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 170
- 171. Employer Branding EBAlignment EB Leveraging corporate & product branding • EB not done in isolation from business branding, they are related & mutually supportive • Harmony / Consistency of experiences with product-, corporate- & employee branding is important! • Integrated branding can help to bring forth a stronger, more wholesome brand experience to both current & new potential employees & customers! Alexander Crépin AC@Recruitmentcoach.nl Employer Branding
- 172. Employer Branding EBOwnership Ownership Employer / Talent Branding Strategy • Key stakeholder consensus, shared mindset essential for Employer,Product,Consumer & Corporate Branding success • Cross functional collaboration (HR, recruitment marketing, PR & communications) to ensure Brand alignment & results • Small Branding Steering Committee could take the Drivers Seat to achieve Brand alignment (collaboration) Alexander Crépin AC@Recruitmentcoach.nl Employer Branding
- 173. Employer Branding EBOwnership EB Responsibility, Ownership Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 173
- 174. Employer Branding EBRoles EB Job Profile, Responsibilities Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 174
- 175. Employer Branding EBAlignment EB Leveraging corporate & product branding Alexander Crépin AC@Recruitmentcoach.nl Employer Branding
- 176. Employer Branding Integrated alignedbranding in a transparent world Alexander Crépin AC@Recruitmentcoach.nl 176 Branding (Team) Job (External) Social (Government) Employer (In- & External) Product / Service (Consumers) Personal (professional network) Corporate (Stakeholders) Employer Branding
- 177. Employer Branding EBAlignment EB Cross functional Collaboration Few positions have cross-functional influence EB can have Source: Exaqueo blog Alexander Crépin AC@Recruitmentcoach.nl Employer Branding
- 178. Employer Branding EVPAlignment Employer & Product Branding Also differences • Your Competition in Product Branding & Marketing • Product Branding, competition is limited to companies who make similar products or services • Employer Branding, in online Talent Landscape, competition is anyone who could be poaching talent from your (prospective) workforce pool Alexander Crépin AC@Recruitmentcoach.nl Employer Branding
- 179. Employer Branding EVPAlignment EB evolution: Talent Branding • Convergence of Product & Employer Brand into “Talent Brand” • Talent Branding: story-telling focused on sharing the Employee Experience • Engage consumers through stories about employees behind the products and services • Consequence: ensuring very tight alignment between HR, recruiting & marketing, PR & Communications Alexander Crépin AC@Recruitmentcoach.nl Employer Branding
- 180. Employer Branding OneBrand ….. Employer Branding in- & outside ……. Brand management of the future requires, even fuller & more consistent engagement among people inside & outside the company —both those who experience the brand & those who represent it …….. Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 180
- 181. Employer Branding EVPAlignment EB evolution: One Brand Branding • Growing awareness importance for companies to align their consumer & employer brand • ……… There is a need for a more cohesive story, with the same brand messages reaching consumers, current employees & the key talent market …… • Only 20% of employers have a combined strategy Source: Universum’s research ‘Consumer vs. Employer Brand’ Alexander Crépin AC@Recruitmentcoach.nl Employer Branding
- 182. Employer Branding Aligning theemployer brand & product brand Alexander Crépin AC@Recruitmentcoach.nl Employer Branding
- 183. Employer Branding Strengths Habitsof Strong Employer Brands • Not afraid to relinquish a little control by empowering their workforce, stimulating employee EB advocacy • Involve external stakeholders & ask for feedback & actually listen to it • Embrace social/digital media as major recruiting channel &engagement tool • Work data driven • Cross functional Brand alignment mindset • EB is way of living / working Employer Branding Alexander Crépin AC@Recruitmentcoach.nl
- 184. Employer Branding EBDevelopment EB some of the challenges • Having a workforce wide shared idea about what EB stands for • Being distinct what sets you apart from other employers • Segmenting smartly to reach Target Talent audiences • Balancing global consistency with local relevance • Developing a Recruitment / EB data ecosystem • Alignment with Corporate & Product Branding • EB advocacy • Multi-channel & media presence Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 184
- 185. Your questions ? AlexanderCrépin AC@Recruitmentcoach.nl
- 186. OK or not? AlexanderCrépin AC@Recruitmentcoach.nl
- 187. Recruitment Workshop Employer Branding ina global talent landscape Explained See also Part 2, 3 & 4 187 Alexander Crépin recruitment strategist, coach & trainer freelance, interim recruiting & management Alexander Crépin AC@Recruitmentcoach.nl
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- 189. Also on byAlexander Alexander Crépin AC@Recruitmentcoach.nl
- 190. Looking for corporaterecruitment success? Looking for a recruitment trainer or coach? Contact Alexander Crépin I help you to succeed Alexander Crépin AC@Recruitmentcoach.nl
- 191.