2007 Brand Value

							The role of   in your
              Employment Brand
  What is
Employment
 Branding?



      Employee      Why is it      Link between
        Value      important?         HR and
     Proposition                     Marketing



                   Diversity in     Stages of
   Importance of
                   Employment      Employment
  Communication
                    Branding        Branding



                                   Stages of
Questions
                                  Employment
                                   Branding
22 November 2007
What is Employment 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).”
                    Brett Minchington (2005)



22 November 2007
Identifying the Employee Value Proposition

                                         Affiliation
                                                           Career
                                                        Development
                        Benefits
 EVP
• The ‘get’                               Employee
                                                                  Quality
                                                                  of Life
                                            Value
• The ‘give’        Reward
                                         Proposition


• Barriers                                                     Work
                                                              Content
                         Organisation
                         Effectiveness
                                              Leadership
                                             Effectiveness




 22 November 2007
Why is it Important?


Benefits of good employment branding

• Attraction of more and better qualified candidates
• Better engagement of existing employees
• Enhanced organisational performance




 22 November 2007
Link between HR and Marketing
Promote the core messaging about your employment
brand through:
•    Recruitment advertising
•    Target marketing
•    HR policies
•    HR brochures and collateral
•    Induction programs
•    Hiring manager training
•    Career website
•    Media
    22 November 2007
Importance of Communication

• Develop Communication Plan
• Ensure consistency of employer brand when
  communicating with both prospective and current
  employees across the employment cycle
• Establish the methodology to measure and re-
  evaluate brand effectiveness over time.




 22 November 2007
Role of Diversity

The "business case for diversity" theorizes that, in a
global marketplace, a company that employs a diverse
workforce is better able to understand the
demographics of the marketplace it serves and is thus
better equipped to thrive in that marketplace than a
company that has a more limited range of employee
demographics.
An additional corollary suggests that a company that
supports the diversity of its workforce can also improve
employee satisfaction and retention.

22 November 2007
Stage 1 of Employment Branding

Brand Discovery
    • Purpose
      understanding the organisation
      strategy and the specific types of
      employees that the Brand needs to
      attract




22 November 2007
Stages 2 & 3 of Employment Branding
   Brand Research
         • Clarity
           define the employee value proposition
           (segment if necessary)
         • Alignment
           align the employee value proposition
           with the reality of the employment
           experience.


22 November 2007
Stage 4 of Employment Branding

   Brand Communication
         • Communication Plan
           ensure consistency of employer brand by
           unfailingly communicating EVP to both
           current and propsective employees
           across the employment life cycle.




22 November 2007
Stage 5 of Employment Branding

   Brand Evaluation
         • Measurement
            execute the employment branding
            strategy
            ensure multiple touch points of the
            employment brand for existing
            employees
            evaluate the employment branding
            strategy.
22 November 2007
                   Margaret Goody
                   Principal Consultant
                   Employment Branding
                   m: 0418 794 479
                   t: 07 3258 8372
                   e: margaret.goody@hudson.com
                   w: www.hudson.com


22 November 2007