Engagement starts with attracting and recruiting the Right People that will perform within your organisation and your culture. Drawing on his many years of experience in this field John looks at the key aspects of recruiting talent and the importance of Employer Branding in the Bristol and South West market.

2. How to create a compelling
employer brand that saves you
money and makes you money

3. Brand = identity & reputation

4. Employer Branding - a strategy
used to appeal to desired current
and future talent

5. What it isn’t
• A science
• An art
• An end in itself
• Just about the CVs

6. It’s good business

7. The people plan
• Main area of business risk
• The gap between the expectations of the leaders and the
organisation’s ability to deliver
• The opportunity cost is too great

8. Employer Branding - a strategy
used to appeal to desired current
and future talent

11. Why bother?

12. Why bother?
• Reduced cost per hire, time to hire
• Improved recruitment efficiencies
• Staff advocacy and retention

13. • Rentokil - 'The cost of replacing an employee is 1.5-2
times salary'
• RSA - 'The right, engaged call centre staff talk on
average to 800 more customers per year than
disengaged staff. The equivalent of an additional
member in a team of 8'

14. Defining your employer brand - an
8 stage process
• Setting objectives
• Discovery
• Interpretation and definition
• Segmentation
• Creative development and testing
• Implementation
• Measurement
• Management and more measurement

15. Measuring ROI
• No. of CVs
• No. of qualified people in talent pool
• CPH, TTH
• Recruitment efficiencies
• Speculative CVs, CVs from competitors
• Staff approval
• Staff ideas
• Absenteeism
• Customer approval

16. Why doesn't everyone do it
• Capital expenditure
• Too hard to sell in, manage and implement
• Lack of understanding
• Lack of senior level buy in

17. Applying it to your organisation -*1
• What do you want to achieve ?
• What is achievable

18. Choosing the appropriate brand
strategy

19. Applying it to your organisation *2

22. Some examples

28. Endsleigh - ‘Experts in the making’

35. “How much of your marketing budget
do you spend on your staff?”

36. Survey response up (62%)
Overall engagement (51-64%)

38. Sickness reduced by 50%
Sales from staff leads doubled (£250k)
Staff ideas on efficiency savings and new products
(£250k)
Net profit up 51%