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Guidelines forEmployer of Choice creating PowerPoint and presentations Employer Branding Dave Doughty Director of International HR Developments Nottingham Business School 2008 Employer of Choice • EOCs promote a positive company image based on demonstrating understanding of, and due consideration to, employee needs • An EOC is an organisation that is able to meet growth and profitability goals because it attracts and retains the quality and quantity of employees it needs • Successful organisations offer a compelling reason for people not only to join but to stay • An EOC depends upon individuals‟ perceptions Employer of Choice • Employees‟ Perceptions are reflected in how or what they: Feel; think; experience. • What do talented people want? They want to be in employment where they: a) feel ….. b) are able to …. c) receive ….. Factors that promote a positive image? • Management leadership styles • Career opportunities • Company reputation and recognition in the community • Family friendly and work-life balance • Happy/exciting work environment • Employability/Training initiatives • Communication/Consultation with employees • Performance rewards •? •? Employee Engagement • EOCs look for employee engagement - ensuring the skills and capabilities for employees to perform their jobs, as well as motivation, commitment and understanding • Employee engagement is a positive attitude held by employees towards the organisation and its values • EOCs need Managers of Choice and Employees of Choice who will actively promote the company as an EOC and help „organisational brand building‟ Four strategic EOC options SHORT-TERM LONG-TERM • Base pay • Stock Options Tangibles • Yearly incentives • Profit-sharing plans • Health Insurance • Pension • Work-life benefits Intangibles • Work climate/culture • Hiring Practices • Supervisor behaviour • New hire engagement • Trust in leaders - Branham, L. (2005) Employer Branding • A brand is “essentially a seller‟s promise to consistently deliver a specific set of features, benefits, and services to the buyer’ (Kotter 1997). • Employer Branding is „applying traditional marketing principles to achieving the status of Employer of Choice…..the process of placing an image of being a great place to work in the mind of the employee pool’ (Branham 2000) Employer Branding • EB is the creation and communication of a specific image or message though which the EOC promotes and markets its unique qualities as an employer. • “For the foreseeable future, current and potential employees are likely to want to work for ethical, successful and well-managed organisations.” (Holbeche, p. 317) CREATING THE EMPLOYER BRAND -EB is: a targeted, long-term strategy to manage the awareness and perceptions of employees, potential employees and related stakeholders in relation to a particular firm……….to drive recruitment, retention and productivity management efforts. Methods of Recruitment • Employment Agencies (Government and Private) • Press Advertising – Newspapers, Specialist Journals, • Other Advertising – TV, Radio, Vacancy boards, leaflets, posters • Word of mouth • The Internet • Links with schools/colleges/universities • Head-hunters • University milk round • Open days, recruitment fairs, careers conventions • Speculative applications CREATING THE EMPLOYER BRAND • Firstly, the „value proposition‟ must be identified and defined - This comprises the information that summarises the organisation‟s values, culture, leadership and management styles, qualities of current employees, and opportunities for potential employees (etc.) and is developed into a promotional tool that will be used to communicate the unique employment opportunities that a company can offer to potential employees. CREATING THE EMPLOYER BRAND • Secondly, the value proposition is presented to the targeted potential employees, via recruiting agencies, head-hunters, web sites and carefully constructed advertising to specifically promote the company‟s image as an EOC. • Thirdly, the value proposition of the employer brand is also actively marketed internally to the existing workforce to demonstrate commitment to these values and the goals set by the organisation. • Implementation of this three phase process should contribute significantly toward changing external perception of a firm. Best Company to Work for 2008 Sunday Times March 2008 Companies rated on the following factors: -Leadership; how employees feel about the head of the company and senior managers. -Wellbeing; how staff feel about stress, pressure and the balance between their work and home duties. -My Manager; peoples feelings towards their immediate boss. -My Team; peoples feelings about their immediate colleagues. -Fair Deal; how happy the workforce are with its pay and benefits. -Giving Something Back; how much companies are thought by their staff to put back into society and the local community. -My Company; feelings about the company people work for as opposed to the people they work with. -Personal Growth; whether staff feel challenged by their job, their skills are being used and if there is scope for advancement Best Employers in Central Eastern Europe •As surveyed by Hewitt Associates(2007/8 Best Employers Study) •About 120,000 employees and 3,000 business leaders and HR Professionals from 591 companies working in 12 countries participated. •“Like a love affair it can be both fragile and volatile. Employers who work at the courtship can make love last throughout the entire employee lifecycle-despite rapidly rising employee expectations and the fierce battle for talent” •BUSINESS BENEFITS -Attractive HR Brand -Low level of turnover -Effective practices of talent retention -High performance workforce -High level of client satisfaction -Growth of Business results -Stability in the period of change •Best Employers excel at: •Making employees feel connected to the business. -They communicate with employees about the organisations goals. -They align people with the business through performance management and aggressive career development. -They link pay with the performance of the individual and the organisation. Employees of Best Employers -express a high degree of trust and confidence in leadership.
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