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							 Employment Branding


          Report Tile




UNITED STATES OFFICE OF PERSONNEL MANAGEMENT

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        Presented to the
    IPMA-HR Federal Section
Mid-Level HR Practitioners' Course
       October 25, 2006


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What comes to mind when you see the
            following?




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What feelings does this emblem invoke?


                   Feelings of…
                    Happiness
                    Family fun
                    Excitement
                    Family values


      Where dreams come true…
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This recognition and its related feelings are
      the result of successful branding

   Branding is a key means of differentiating your
    product or service from others in the marketplace

   The brand often is what drives customers to buy

   Branding starts with a sense of customer
    awareness and, if done well, leads to customer
    loyalty, and even to customer insistence on your
    particular product or service




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Branding ultimately is about emotional
              connection

 What will your brand offer prospective buyers

 How will they feel with your product or service

 What will be the value to your customer

 What does your brand promise to your customer




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You can also ―brand‖ your image as an
              employer




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What if, at the mention of your agency …

Current and future
employees could envision
the positive aspects of
working for you, versus
someone else




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How can you gain an advantage in your
  recruitment and retention efforts?

 You’ve heard about the ―retirement wave‖

 You need to attract, hire, and retain the best and
  brightest applicants for your agency, and not
  simply fill seats

 You are competing with all Federal and non-
  Federal employers

 You must increase applicant awareness of WHO
  YOU ARE, WHAT YOU STAND FOR, and WHAT
  THEY WILL GAIN by working for you

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Employment branding is a key recruitment
       tool for Federal agencies

 Employment branding …

   1) Establishes an emotional connection
      between your product or service (a meaningful
      career) and your customer (potential
      employees)

   2) Persuades job seekers to want to work for you

   3) Is successful when it leads those job seekers to
      become applicants

 Successful applicants become employees
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 Employment branding is a key retention
       tool for Federal agencies

Successful employment branding …

1) Identifies and leverages your organization’s
   strengths

2) Promises value and benefits that are different and
   better than other employers

3) Energizes and inspires your workforce

You can retain good employees by staying true to
  your brand promise

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Your employment brand is really your
       promise to employees

WHAT promise can        HOW do you want to
 you make—and             be perceived?
 keep—to your
 employees?              WHY should someone
                          work for you and not
WHO are you as an        another agency?
 employer?
                         WHAT text and images
HOW can your brand       will support and convey
 lead someone from        your promise to
 being a job seeker to    customers and
 being an employee?       stakeholders?

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      Branding is more than just …

 Logos

 Images

 Pictures

 Icons

 Marketing

 Slogans

However, these are part of the brand’s identity
 and serve to support and enforce the brand
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    Agency Branding vs.
   Employment Branding

 Most agencies have an overall brand
message and supporting graphics, which
help the public and stakeholders identify
         them and their services


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Your agency’s overall brand creates its
          first impression
 Think of agency branding as a verbal and graphic
  expression of your corporate image, transmitting
  the essence of your organization to outsiders both
  quickly and thoroughly

 The graphics, taglines, logos and pictures are the
  tangible part of your brand

 The essence of your organization is the intangible
  part—something that customers and potential
  customers come to know and feel based on your
  brand

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           Employment Branding

“… a targeted, long-term strategy to manage the awareness
and perceptions of employees, potential employees, and related
stakeholders with regard to a particular firm. The strategy can
be tuned to drive recruitment, retention, and productivity
management efforts. It works by consistently putting forth an
image surrounding management and business practices that
make your organization an attractive, “good place to work.”
                                                - Dr. John Sullivan


  A Federal employment brand should be built upon
   the agency’s overall brand

  Your goal is to be perceived as an Employer of
   Choice to current and future employees
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      What did you do at your job today?

OPM Recruitment Showcase          Maxine Brown


 OPM has produced ads
  running in various areas of
  the country highlighting the
  exciting careers available in
  the Federal Government
                                  Earl H. Stockdale

 The ads encourage
  Americans to step forward
  and serve their nation in the
  Federal civilian workforce

See: www.USAJOBS.gov/impact
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           Case Study:

At the U.S. General Services Administration, we:

 Help federal agencies better serve the public by
  offering, at best value, superior workplaces, expert
  solutions, acquisition services and management
  policies

 Are the government’s ―landlord,‖ meeting office
  and other space requirements of the federal
  workforce

 Are the premier federal acquisition and
  procurement force offering equipment, supplies,
  telecommunications, and integrated information
  technology solutions to customer agencies       18
           Case Study:

 Cutting edge careers: Gone is
  the stereotype of the dull gray
  government job. At GSA, we are
  on the cutting edge in an ever-
  growing number of fields, from IT
  to architecture, e-commerce to
  alternative-fuel vehicles

 World class opportunities:
  Enjoy empowering and rewarding
  work. Check out GSAjobs to see
  what works for you at GSA
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                 Case Study:


U.S. Postal Service

     The U.S. Postal Service . . .
      Delivers to every household and business in the
       United States
      Handles 46% of the world’s card and letter mail
      Has 750,000 personnel
      Has 38,000 retail outlets
      Operates the largest vehicle fleet in the world   20
       Case Study:

The USPS Management Intern Program (MIP)




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           Describing the benefits



          MIP: What You Get

•   Accelerated Management Experience
•   Mentoring by Experienced Managers
•   Extensive Training
•   Competitive Compensation
    – $44,000/year at start of program
    – $50,000/year or more upon completion
• Rapid Advancement
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Guiding job seekers to become applicants



           Join Our Team!

Apply online or get more information at:

    www.usps.com/employment/interns

    Click ―Management Intern Program‖


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Steps to successful employment branding

 Determine:
  Who are your target applicants
  What is the essence—the heart and soul—of your
   agency
  What promise will you offer as an employer
  How can you attract and lead job seekers to
   ultimately become employees
  What symbols and language will support your
   employment brand’s identity and differentiate
   you from others
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Characteristics of an effective employment
             branding strategy
   Clearly communicates what your agency is all
    about and offers compelling reasons to work there

   Has a catchy slogan that is short, convincing and
    has high impact

   Offers a message that is believable, sincere, and
    isn't a slick PR piece that says "phony―

   Is "current but timeless" and excites across
    generations and job functions

                                 From www.drjohnsullivan.com

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Consider ―career patterns‖ of prospective
applicants and associated work attractors
Today’s talent seeks employer-employee
relationships that vary across many
dimensions and are not limited to traditional
career patterns. Agencies should:
 Incorporate career patterns into
  workforce planning and other strategic
  human capital management efforts
 Build work environments that appeal to
  broad sets of potential workers spanning
  the range of career patterns
 Highlight flexibilities in your recruitment
  and branding initiatives
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            How OPM Can Help

 OPM’s Center for Talent Services (CTS) has
  worked with many agencies to help them identify
  who they are and what they offer that is UNIQUE to
  their agency

 We’ve successfully designed, implemented and
  managed large-scale recruitment and branding
  campaigns for such agencies as GSA, DHS, USPS,
  and USDA/APHIS

 We have experienced HR consultants ready to help
  you develop and implement your branding strategy

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                   Contacts

Melissa Krost, Solutions Manager
Recruitment and Branding
Human Resources Consulting Program
(404) 832-0109
Melissa.Krost@opm.gov

Kim Bauhs, Acting Assistant Director
Human Resources Consulting Program
(202) 606-1386
Kim.Bauhs@opm.gov

Workforce Solutions
by Government, for Government™
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