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What's Next: Employer Branding

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Ogilvy Consulting
Ogilvy Consulting

How do you view your place of work? Companies are investing more in employee recruitment, retention and activation than ever before. Yet the challenges of attracting and optimizing top talent continue to be front of mind for the C-suite globally. In this session, we discuss all.

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Powered by What’s Next: Employer Branding
Welcome Dayoán Daumont Consulting Partner Ogilvy Consulting Andreau Blanchard Global Consulting Director Ogilvy Consulting Employee Experience
Tell us where you are dialing in from! What’s the weather like in your city?
Do you want this deck? It will be available for download shortly after the webinar on: slideshare.net/socialogilvy And the recording up on facebook.com/OgilvyConsulting
MAY 2019 COMPETITIVE ADVANTAGE THROUGH EMPLOYER BRANDING
Employer Brand: a company’s reputation among current, potential and past employees
TOP COMPANIES WHERE THE WORLD WANTS TO WORK NOW Reputation is shaped by many voices – positive and negative –
Reputation is shaped by many voices – positive and negative EB
That’s great. But, like, what IS an Employer Brand?
Articulates compelling reasons people should… Join the company over other opportunities Grow their career and perform at their best Retain connections and refer others after leaving SELECT STAY SUSTAIN
Provides a competitive advantage in talent market • Attracts larger number of qualified candidates • Improves quality of hires • Reduces overall cost of recruitment • Drives engagement and brand ambassadorship • Builds company pride and loyalty • Increases performance and customer satisfaction • Contributes to significantly lower attrition rates • Fosters a high-performing culture where people want to stay • Clarifies what people can expect from the company before they apply REC RU ITM EN T RETEN TIO N ENGAGEMENT
Some examples include… WE PIONEER ROOM TO GROW BE PART OF THE STORY
Corporate Brand vs. Employer Brand CORPORATE BRAND For External Audiences (customers, partners, investors, media) Selling Products & Services Differentiates from Business Competitors EMPLOYER BRAND For Internal Audiences (candidates and current & past employees) Selling Company as an Employer Differentiates from Competitors for Talent
REDUCE TURNOVER COMPANIES THAT INVEST IN AN EMPLOYER BRAND 28%JOB VIBE, 2017 CAN ARE MORE LIKELY TO MAKE QUALITY HIRES 3X THE TRUE COST OF A BAD HIRE, 2015 WHEN DECIDING WHERE TO APPLY 84% JOB SEEKERS SAY EMPLOYER REPUTATION IS IMPORTANT GLASSDOOR, HARRIS POLL, APRIL 2017 10% LOWER SALARY COSTS HARVARD BUSINESS REVIEW, 2016 STRONG EMPLOYER BRANDS LINKEDIN, 2017 43% REDUCE COST PER HIRE
How do we build our own unique, compelling Employer Brand?
Define your unique Employer Value Proposition (EVP) Needs and wants of desired talent Primary drivers for the type of talent you need today and in the future Best of employer as a place to work Greatest and unique strengths, corporate reputation, operations and workplace culture EVP
• Articulate Employer Brand positioning POSITIONING STATEMENT Articulates company’s competitive position as an employer VALUE PROPOSITION States the value company provides to employees Reason to Believe Reason to Believe Reason to Believe Reason to Believe Employment Offerings Employment Offerings Employment Offerings Employment Offerings CORPORATE BRAND Mission, Vision, Values • Align with Corporate Brand EMPLOYER BRAND EXPRESSION Creative expression of EVP that aligns with corporate brand • Translate into creative expression
CREDIBILE Evaluating your Employer Brand is crucial RELEVANT DIFFERENTIATED SUSTAINABLE COMPELLING GLOBAL
Example of Employer Brand creative expression…
Example of Employer Brand application…
Example of aligning Corporate and Employer Brands… CORPORATE BRAND EMPLOYER BRAND
The most important part: EMBEDDING & ACTIVATING
Embedding into programs, policies & communications Great Place to Work Careers Site College Programs Social Media Recruitment Partners Recruitment Sites Employer Brand Formal Internal Comms Informal Internal Comms How Leaders Lead Performance Mgmt HR Programs & Policies Rewards & Recognition Peer-to-Peer Collaboration
Embedding into Employee Journey ATTRACTION ONBOARDING ON THE JOB EXPERIENCE FORMAL TRAINING PERFORMANCE MANAGEMENT LEAVING EXPERIENCE Recruitment strategy Employee profiles Recruitment campaign idea Advertising & collateral Hiring guidelines Interview process – articulating the brand Process design Brand induction: • Face-to-face • Video • Online • Print • Giveaways Brand awareness: • Messaging guidelines • Online campaigns • Worksite branding • Support collateral • Brand ambassadors Culture & collaboration Workplace design & branding Cross-company programs Citizenship involvement Manager brand training Face-to-face brand training Online training Corporate academies Tuition assistance Conferences Association training & certifications Embedding behaviors in appraisal process Career pathing & advancement Merit-based pay & incentive programs Values rewards schemes Informal recognition initiatives Brand measurement in employee surveys Brand memento Exit interviews Alumni program •Social media network •Network benefits •Events •Company updates
Activating the Employer Brand TIME LEARNING BECOMING BEING AWARENESS UNDERSTANDING ACTION ADVOCACY
Surmounting the Most Common Barriers
BARRIERS REMEDIES • Leadership Buy-in • Global, Diverse Workforce • HR Support for Embedding • Employee Disengagement • Manager Inconsistency • Enlist Support to Build Business Case • Employ Data & Analytics • Conduct Global Online Focus Groups • Include Appropriate Stakeholders • Involve HR Early & Often • Leverage Executive Influence • Activate Employee Ambassadors • Sponsor Engagement Activities • Infuse in Performance Management • Introduce Manager Training
Questions?
Thank you.

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What's Next: Employer Branding

  • 2. Welcome Dayoán Daumont Consulting Partner Ogilvy Consulting Andreau Blanchard Global Consulting Director Ogilvy Consulting Employee Experience
  • 3. Tell us where you are dialing in from! What’s the weather like in your city?
  • 4. Do you want this deck? It will be available for download shortly after the webinar on: slideshare.net/socialogilvy And the recording up on facebook.com/OgilvyConsulting
  • 5. MAY 2019 COMPETITIVE ADVANTAGE THROUGH EMPLOYER BRANDING
  • 6. Employer Brand: a company’s reputation among current, potential and past employees
  • 7. TOP COMPANIES WHERE THE WORLD WANTS TO WORK NOW Reputation is shaped by many voices – positive and negative –
  • 8. Reputation is shaped by many voices – positive and negative EB
  • 9. That’s great. But, like, what IS an Employer Brand?
  • 10. Articulates compelling reasons people should… Join the company over other opportunities Grow their career and perform at their best Retain connections and refer others after leaving SELECT STAY SUSTAIN
  • 11. Provides a competitive advantage in talent market • Attracts larger number of qualified candidates • Improves quality of hires • Reduces overall cost of recruitment • Drives engagement and brand ambassadorship • Builds company pride and loyalty • Increases performance and customer satisfaction • Contributes to significantly lower attrition rates • Fosters a high-performing culture where people want to stay • Clarifies what people can expect from the company before they apply REC RU ITM EN T RETEN TIO N ENGAGEMENT
  • 12. Some examples include… WE PIONEER ROOM TO GROW BE PART OF THE STORY
  • 13. Corporate Brand vs. Employer Brand CORPORATE BRAND For External Audiences (customers, partners, investors, media) Selling Products & Services Differentiates from Business Competitors EMPLOYER BRAND For Internal Audiences (candidates and current & past employees) Selling Company as an Employer Differentiates from Competitors for Talent
  • 14. REDUCE TURNOVER COMPANIES THAT INVEST IN AN EMPLOYER BRAND 28%JOB VIBE, 2017 CAN ARE MORE LIKELY TO MAKE QUALITY HIRES 3X THE TRUE COST OF A BAD HIRE, 2015 WHEN DECIDING WHERE TO APPLY 84% JOB SEEKERS SAY EMPLOYER REPUTATION IS IMPORTANT GLASSDOOR, HARRIS POLL, APRIL 2017 10% LOWER SALARY COSTS HARVARD BUSINESS REVIEW, 2016 STRONG EMPLOYER BRANDS LINKEDIN, 2017 43% REDUCE COST PER HIRE
  • 15. How do we build our own unique, compelling Employer Brand?
  • 16. Define your unique Employer Value Proposition (EVP) Needs and wants of desired talent Primary drivers for the type of talent you need today and in the future Best of employer as a place to work Greatest and unique strengths, corporate reputation, operations and workplace culture EVP
  • 17. • Articulate Employer Brand positioning POSITIONING STATEMENT Articulates company’s competitive position as an employer VALUE PROPOSITION States the value company provides to employees Reason to Believe Reason to Believe Reason to Believe Reason to Believe Employment Offerings Employment Offerings Employment Offerings Employment Offerings CORPORATE BRAND Mission, Vision, Values • Align with Corporate Brand EMPLOYER BRAND EXPRESSION Creative expression of EVP that aligns with corporate brand • Translate into creative expression
  • 18. CREDIBILE Evaluating your Employer Brand is crucial RELEVANT DIFFERENTIATED SUSTAINABLE COMPELLING GLOBAL
  • 19. Example of Employer Brand creative expression…
  • 20. Example of Employer Brand application…
  • 21. Example of aligning Corporate and Employer Brands… CORPORATE BRAND EMPLOYER BRAND
  • 22. The most important part: EMBEDDING & ACTIVATING
  • 23. Embedding into programs, policies & communications Great Place to Work Careers Site College Programs Social Media Recruitment Partners Recruitment Sites Employer Brand Formal Internal Comms Informal Internal Comms How Leaders Lead Performance Mgmt HR Programs & Policies Rewards & Recognition Peer-to-Peer Collaboration
  • 24. Embedding into Employee Journey ATTRACTION ONBOARDING ON THE JOB EXPERIENCE FORMAL TRAINING PERFORMANCE MANAGEMENT LEAVING EXPERIENCE Recruitment strategy Employee profiles Recruitment campaign idea Advertising & collateral Hiring guidelines Interview process – articulating the brand Process design Brand induction: • Face-to-face • Video • Online • Print • Giveaways Brand awareness: • Messaging guidelines • Online campaigns • Worksite branding • Support collateral • Brand ambassadors Culture & collaboration Workplace design & branding Cross-company programs Citizenship involvement Manager brand training Face-to-face brand training Online training Corporate academies Tuition assistance Conferences Association training & certifications Embedding behaviors in appraisal process Career pathing & advancement Merit-based pay & incentive programs Values rewards schemes Informal recognition initiatives Brand measurement in employee surveys Brand memento Exit interviews Alumni program •Social media network •Network benefits •Events •Company updates
  • 25. Activating the Employer Brand TIME LEARNING BECOMING BEING AWARENESS UNDERSTANDING ACTION ADVOCACY
  • 27. BARRIERS REMEDIES • Leadership Buy-in • Global, Diverse Workforce • HR Support for Embedding • Employee Disengagement • Manager Inconsistency • Enlist Support to Build Business Case • Employ Data & Analytics • Conduct Global Online Focus Groups • Include Appropriate Stakeholders • Involve HR Early & Often • Leverage Executive Influence • Activate Employee Ambassadors • Sponsor Engagement Activities • Infuse in Performance Management • Introduce Manager Training