Employer branding, candidate attraction and employer of choice June 2013
1. Employer of choice, candidate
attraction and employer branding
by Toronto Training and HR
June 2013
2. CONTENTS
5-6 Definitions
7-8 Types of branding
9-10 Brand characteristics
11-12 Stages of brand development
13-14 Cycle of employer branding
15-16 Drivers of the employer brand
17-18 Elements of employer branding
19-21 Factors determining the perception of the employer brand
22-23 Preferences
24-25 Factors influencing the choice of employers
26-27 Developing the employer brand strategy
28-29 What do employer brand leaders do?
30-31 Developing a strong employer brand
32-33 Employer brand platforms
34-35 Job descriptions-employer brand
36-37 Drill
38-39 Image of the organization
40-41 Values
42-43 Employee value proposition
44-45 Being a good employer
46-47 Law firms in Asia
48 Case studies
Page 2
4. Page 4
Introduction to Toronto Training
and HR
Toronto Training and HR is a specialist training and
human resources consultancy headed by Timothy Holden
10 years in banking
10 years in training and human resources
Freelance practitioner since 2006
The core services provided by Toronto Training and HR
are:
Training event design
Training event delivery
Reducing costs, saving time plus improving
employee engagement and morale
Services for job seekers
14. Cycle of employer branding
Lower recruitment costs
Positive word of mouth communication
Motivated employee
Quality product
and affiliation
Employee
retention
Employee affiliation towards
organization
Matching employee expectation
Employee centred initiative
Acquisition of right talent
18. Elements of employer branding
• Organizational characteristics
• People and culture
• Remuneration and
advancement
• Job characteristics
• Employer reputation
Page 18
20. Factors determining the perception
of the employer brand 1 of 2
• A good work-life balance
• A pleasant and stimulating
working environment
• Competitive salaries and
employee benefits
• Financial health
• Good training opportunities
• Interesting job content
• Long-term job security
Page 20
21. Factors determining the perception
of the employer brand 2 of 2
• Opportunities for career
advancement
• Progressive policies concerning
the environment and society
(CSR)
• Strong management
Page 21
25. Factors influencing the choice of
employers
• Financially healthy
• Long-term job security
• Competitive salaries and
employee benefits
• Career progression
opportunities
• Good training
• International/global career
opportunities
• Pleasant working atmosphere
• Strong management
Page 25
29. What do employer brand leaders
do?
• Strategic thinking
• Able to influence executive
leadership and across
functional lines of the
organization
• Global perspective
• Adopting the role of
organizational ambassador
• Build and nurture a global
network of stakeholders
• Effectively build internal and
external teams
Page 29
31. Developing a strong employer
brand
• Understand the organization
• Create a compelling brand
promise
• Develop standards to measure
the fulfillment of brand
promise
• Ruthlessly align all people
practices to support and
reinforce brand promise
• Executive the measure
Page 31
43. Employee value proposition
• Definition
• Five categories
• Attributes
• USA/Canada v the rest of the
world
• Monetary, non-monetary and
combination
• Value of a strong EVP
Page 43