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					            Employer Branding and
             Employee Branding




26-May-10         HRM/Employer & Employee Branding   1
             Group No. : 6

                 Jay Modi
            Reena Maheshwari
               Manish Jain
            Nipesh Maheshwari
              Vishal Mahant




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               What is Branding?

• A brand is a name or symbol that is commonly
  known to identify a company or it's products and
  separate them from its competitors.

• The overall „branding‟ of a company or product can
  also stretch to a logo, symbol, or even design features
  that identify the company or its products/services.

• The main benefit of branding is that customers are
  much more likely to remember your business.

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    So, as we’re talking about brands…..

• Do you know which are top 10 Best Global
  Brands in the world ?
• Or which are the 10 most Respected
  companies in the world ?
• Or which are the top 10 MBA Employers in
  the world ?


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     Best Global Brands               World’s most respected Co’s

     1 – Coca Cola                    1 – GE
     2 – Microsoft                    2 – Microsoft
     3 – IBM                          3 – Toyota
     4 – GE                           4 – IBM
     5 – Intel                        5 – Coca-Cola
     6 – Nokia                        6 – Dell
     7 – Toyota                       7 – Wall-Mart
     8 – Disney                       8 – Citigroup
     9 – McDonalds                    9 – Procter & Gamble
     10 – Mercedes                    10 – Hewlett-Packard


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            Top 10 MBA Employers in the world




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            Employer Branding
• The image of the organization as a ‘great place to
  work’ in the minds of current employees and key
  stakeholders in the external market (active and
  passive candidates, clients, customers and other key
  stakeholders).
• Its about capturing the essence of a company in a
  way that engages employees and stakeholders. It
  expresses an organization‟s “value proposition”
• Its represents the core values of an organization.

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        What makes an employer a brand?

• The Employment Package

• The Culture and Environment

• The organization's approach to work

• Management Performance



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                  Who is it for?

• Potential employees – to persuade more and better
  applicants to apply and accept offers.
• Current employees – to reduce turnover, increase
  employee motivation, a sense of belonging and align
  behaviour to the organisation‟s needs.




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   Pre-requisites for Successful Employer
                  Branding
• Core Brand Definition

• Senior Management Involvement

• Alignment with Corporate Strategy

• Empowerment of the Workers

• Ongoing Measurement and Recognition

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            Employer Branding Purpose
• To focus on identifying employer attributes.
• To align organizational structure and
  management practices.
• To communicate both directly and indirectly
  with the target audience.
• To position the organization as a leading firm
  in delivering its attributes.


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     USEFUL Start-ups trying to build an
            Employer Brand

•   Unique benefits / policies
•   Employee referral programs
•   Awards programs
•   Parties
•   Sponsoring events
•   Recruitment website



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                       Brand Strength
Employer Brand             Employee                             Brand strength
                           experience
The unique and         +                                        Attraction of the right
differentiating            Actual delivery of the               candidates
promise a business         promise throughout the               Employee engagement
makes to its               employee lifecycle                   and retention
employees and                                                   Differentiation from
potential candidates                                            competitors
                                                                Customer engagement
                                                                and retention

          of high quality employees is a competitive necessity
• Attraction
• Engagement of high quality employees is a bottom line issue

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Employer Branding– Core Principles
• Insight

• Focus

• Differentiation

• Benefits

• Continuity

• Consistency

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                     insight
•   Employee Surveys
•   Appraisals
•   External Surveys
•   Expert Opinion
•   Benchmarking




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                                 Focus
      – Provide a focal point to the employee‟s relation with the
        organization.

      – This could be either what the organization does or what it
        plans to do.

      – This could also be how the organization does it i.e. the
        values, style, culture and personality of the organization.

      – It is important to identify the current focal point and if need
        be, make a new focal point.

      – In either case, it is important to make the focal point crystal
        clear to all employees.
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                     Differentiation
• What is it that makes the organization different from it‟s
  nearest competitor?

• What is it that makes the organization better than it‟s
  competitors?

• These two points are always the key points at the core of any
  employer branding exercise.




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                              Benefits

      – If you are going to make changes, communicate what‟s in it
        for the employees.

      – Benefits could be many like money, greater security,
        greater share in success, competitive strength or wider
        career opportunities.

      – Don‟t assume that employees will read between the lines.




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                       Continuity
      – Understand that change is not easy for anyone.

      – People will be more receptive to change if they can
        see where it has come from and not just where it is
        going.

      – As far as possible, stress on continuity to the
        present situation.



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                       Consistency
      – This is going to be the most critical factor in
        building a brand that sustains itself over the long
        run.

      – There has to be a consistency in between what the
        management is saying and the changes
        experienced by employees within the organization.




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              Employer Branding
               Four Steps Plan
• Step 1: Define your key target audience

• Step 2: Define your Employer Value Proposition

• Step 3: Define your Message (external and
         internal branding)

• Step 4: Develop a communication strategy and
          toolkit

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                  Employer Branding
  Model for building your Employer Value Proposition
                Identity: Company reality
                Employee perception



                     Identity                          Profile

                                     EVP


Image: External Opinion            Image                         Profile: Company aim
Labour Market perception                                         Our ambition


Outcome: Identification of employer attributes and characteristics
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    1. Defining the EVP: Identity – Company
                     Reality
Define the identity of the company:
• What is the internal perception of your company:
  (the values, believes and attributes of your own employees)

Ways of doing this:
•    Specific Employee Satisfaction Survey
•    In depth interviews with key target group
    (cross functional, country, sexes, age)
•   Interviews with key persons in selection process: line
    management,HRM, CEO, Recruiters


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        2. Defining the EVP: Image: External
                       Opinion
Define the image of the company:
• What is the external perception of your company (or branches)
  within the key target group.
  (functional, regional, sexes, ages)


Ways of doing this:
• Company specific labour market research.
• General labour market data (branch data).




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3. Defining the EVP: Profile: company aim

Define the profile of the company:
• What is your company aiming for?
• What is the purpose they have internal and external?

Ways of doing this:
• Define the company values you (would like to) have.
• Check your company marketing plan: Define your
  proposition.




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        Defining final attributes and message
Define your Message based on a combination of your companies:
• 1. Image
• 2. Identity
• 3. Profile

• Identification of 3 employer attributes and characteristics that
  are needed to recruit the target audience that is most crucial
  now and in the nearby future.

• Making the message come alive. Their input is key.




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     Defining your communication plan and
                     toolkit
• 1. Define your internal communication plan:
      Internal branding and practice what you preach.

• 2. Define your external communication plan:
      Find the right mix in Media strategy, online , free
      publicity, advertising.

• 3. Develop tools and techniques
      Online tools and website, advertisement formats.


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            Employer brand benefits
• Stronger reputation in the marketplace.
• Reduced cost of recruitment - efficiencies maximised
  throughout the recruitment process.
• Greater numbers of higher quality applicants.
• Higher performing employees.
• Increased ability to attract specialist talent in a
  difficult market.



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             Employee Branding
• "The image projected by employees through their behaviors,
  attitudes and actions This image is impacted on by employees'
  attitude and engagement towards the employer brand image
  promoted through the culture of the organization.”

In Simple Terms
• Employee Branding means what a employee projects about
   him self and the organization culture. He/She should be able to
   serve as a brand ambassador for his/her Organization. A strong
   sense of affiliation is seen of the employee towards his/her
   organization.

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            How This Can Be Achieved ??
• By selective hiring/ selective recruitment.
• Provide targeted training/ certifications for
  employees.
• Effectively communicating the Organization goals
  and what is expected, Role clarity.
• The compensation system should incorporate
  messages that consistently and frequently reflect the
  brand and organizational image.


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• Advertising and public relations.

• Accurate and specific job previews should be given
  to new employees so that realistic expectations are
  incorporated into their psychological contracts.




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                        Case Study

       Employer Branding at McDonald's: Redefining
                        McJobs.
Background

• McDonald's is one of the largest fast food restaurant chains in
  the world with about 31,967 restaurants serving more than 58
  million people in 118 countries.
• The group's principal activity includes operating and
  franchising restaurant businesses under the McDonald's brand.



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• In early 2000, when an outlet of the world's leading fast food
  chain, McDonald's Corporation (McDonald's), in western
  Ireland put up a "Now Hiring" banner on its site, it received
  more than 500 applications. These included applications from
  bankers, architects, and accountants. Analysts viewed this as a
  sign of the troubled times with a recessionary trend setting in.
  But experts also pointed out that it was an indication that the
  company had been largely successful in bridging the gap
  between external perceptions of work at McDonald's and the
  internal reality through effective employer branding initiatives.




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• This case is about the employer branding strategies adopted by
  McDonald's Corporation. Since the 1980s, entry-level jobs at
  McDonald's had come to be associated with low-paying dead
  end jobs.

    The term 'McJobs' had become synonymous with low-prestige,
    low-benefit, no-future jobs in the service or retail sector
    particularly at fast food restaurants and retail stores. Though
    the term was coined to describe jobs at McDonald's, it was
    later used to refer to any low-status job where little training
    was required and workers' activities were strictly regulated.



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• According to McDonald's, this negative interpretation of
  McJobs was not only inaccurate but also demeaning to the
  thousands of people working in the service sector. As
  employer branding was a critical management tool for
  companies to attract the right talent, McDonald's decided to try
  and revise the image associated with McJobs. This it did by
  taking various initiatives that also included advertising
  campaigns aimed at showcasing the benefits of working at
  McDonald's and bridging the divide between people's
  perceptions of the McJob and the real employment experience
  of people actually working for the fast-food chain.



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                             Issues
• Understand the importance of employer branding and its
  relationship with the ability of a company to attract talent.
    » Understand the issues and challenges in planning and
    implementing an employer branding initiative.

    » Evaluate the initiatives taken by McDonald's to bridge the
    gap between people's perceptions of McJobs and the real
    employment experiences of people actually working at its
    restaurants.
    » Explore strategies that McDonald's could adopt in the future
    to enhance its employer brand.


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                  Redefining McJobs
• In September 2005, McDonald's launched a television
  campaign to promote the advantages of a McJob and to
  enhance its image as an employer brand. The campaign, titled
  "My First Job" was designed to position McDonald's as a
  preferred place of employment and McJobs as stepping stones
  to a successful career.
• During this time, McDonald's Ireland commissioned launched
  the 'People Project' in Ireland to change the negative
  perception about McDonald's.
• In April 2006, in order to shed its low-paid 'McJob' label,
  McDonald's UK started a nationwide poster campaign
  highlighting the positive business practices of the company
  and the advantages of working at McDonald's.

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• In April 2008, McDonald's UK redesigned its staff uniforms to
  give its employees a modern and professional look and to
  narrow the gap between the perceptions and reality of work at
  McDonald's.

• With McDonald's launching campaigns in the UK to address
  the image of the McJob, its US counterpart too launched
  advertising campaigns to depict the advantages of working at
  McJobs.




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                            Results

• The sustained campaign of McDonald's forced OED to analyze
  the situation. In 2007, in order to prove that opinions on the
  definition of a McJob.

• But some observers felt that McDonald's was using the
  McJobs issue to promote its brand. According to a marketing
  expert, "McDonald's have been clever in a tactical sense. They
  have taken the opportunity to win public sympathy and
  support, and show they are good employers.




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            THANK YOU !!



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