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    Employer Branding: Le Hong Phuc VNHR Nov 27, 2010

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    Le Huynh Nhut Hai
    The document discusses the importance of employer branding and what makes an attractive employer brand. It defines employer branding as an employer's unique traits and characteristics that are valued by employees and potential hires. These traits distinguish the employer internally and externally. Some key benefits of developing a strong employer brand include significant decreases in cost per hire, reduced recruitment costs, higher quality applicants, increased retention rates, and a stronger reputation in the job market. The document outlines several elements that make an attractive employer brand, such as articulating a promise to employees, supporting business strategy, defining what customers and employees experience, and aligning people practices to support the brand promise. Developing an employer brand requires understanding the organization, creating a compelling

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    Employer Branding: Le Hong Phuc VNHR Nov 27, 2010

    Uploaded by

    Le Huynh Nhut Hai
    105 views25 pages
    The document discusses the importance of employer branding and what makes an attractive employer brand. It defines employer branding as an employer's unique traits and characteristics that are valued by employees and potential hires. These traits distinguish the employer internally and externally. Some key benefits of developing a strong employer brand include significant decreases in cost per hire, reduced recruitment costs, higher quality applicants, increased retention rates, and a stronger reputation in the job market. The document outlines several elements that make an attractive employer brand, such as articulating a promise to employees, supporting business strategy, defining what customers and employees experience, and aligning people practices to support the brand promise. Developing an employer brand requires understanding the organization, creating a compelling

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    The document discusses the importance of employer branding and what makes an attractive employer brand. It defines employer branding as an employer's unique traits and characteristics that are valued by employees and potential hires. These traits distinguish the employer internally and externally. Some key benefits of developing a strong employer brand include significant decreases in cost per hire, reduced recruitment costs, higher quality applicants, increased retention rates, and a stronger reputation in the job market. The document outlines several elements that make an attractive employer brand, such as articulating a promise to employees, supporting business strategy, defining what customers and employees experience, and aligning people practices to support the brand promise. Developing an employer brand requires understanding the organization, creating a compelling

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    105 views25 pages

    Employer Branding: Le Hong Phuc VNHR Nov 27, 2010

    Uploaded by

    Le Huynh Nhut Hai
    The document discusses the importance of employer branding and what makes an attractive employer brand. It defines employer branding as an employer's unique traits and characteristics that are valued by employees and potential hires. These traits distinguish the employer internally and externally. Some key benefits of developing a strong employer brand include significant decreases in cost per hire, reduced recruitment costs, higher quality applicants, increased retention rates, and a stronger reputation in the job market. The document outlines several elements that make an attractive employer brand, such as articulating a promise to employees, supporting business strategy, defining what customers and employees experience, and aligning people practices to support the brand promise. Developing an employer brand requires understanding the organization, creating a compelling

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    Employer Branding

    Le Hong Phuc VNHR Nov 27, 2010

    Purpose of today meeting


    To discuss
    The importance of employer branding What makes an attractive employer brand The strategy of becoming an attractive employer

    What Is Employer Branding ?

    Definitions Employer Branding

    What Is An Employer Brand?

    An employers brand is the image seen through the eyes of current and potential employees. Employer branding is the employers unique traits and characteristics that are valued by employees and prospective employees and is used as part of the employers marketing strategy. It is the way an organization distinguishes itself internally and externally.

    Employer Branding
    An employer brand identifies the unique culture, style and values that set the organization apart from others. A strong employer brand enhances your appeal to talented professionals and positions to your company to win competitive advantage in the labor market with a talent shortage.

    What is the difference between customer brand and employer brand ?

    Customer Brand

    vs.

    Employer Brand

    Customer Market

    Talent Market

    External Brand

    Internal Brand

    How to make this internal brand alive ?

    Why is there a need for Employer Branding ?

    Why is there a need for Employer Branding?


    Companies need people Companies wish to recruit talented people Competition is becoming global
    Pressure on employers to attract, motivate and keep top talent Tight labor market and limited pool of talent Low unemployment They do not always know where to find them or how to attract them Talent is not familiar with the Company as an Employer They spend a lot of money on advertising to attract people and fail to get them Their offers dont get accepted

    Gen X-Y aspirations younger employees more demanding, more mobile, less loyal

    What are the benefits of Employer Brand to the organization?

    Brand=Reputation
    78% of respondents said they would rather work for a company with an excellent reputation than for a company with a poor reputation- even if they were offered a higher salary
    Source: 2001 Reputation Survey HRM

    Employer brand benefits


    Significant decreases in cost per hire Reduced cost of recruitment - efficiencies maximised throughout the recruitment process Reduction in recruitment marketing costs over time Greater numbers of higher quality applicants Higher performing employees Increased retention rates Stronger reputation in the marketplace Increased ability to attract specialist talent in a difficult market

    What make an attractive employer?

    Key Elements of the Employer Brand


    Must articulate your promise to your employees Must support business strategy Must define, for your employees, what your customers experience Must define what your business needs from your employees Must define on-brand behavior Define your internal brand promise- identity, mission, promise

    12 Key Elements of the Employer Brand


    Must focus on employee choice Clarify the employee WIIFM Must articulate the job experience that will support skills and create opportunity for personal and professional growth Must articulate your desired reputation as a place to work Must define your desired emotional connection with your employees Your employer brand can measurably help in recruiting and retention

    Building an Employer Brand or becoming an Employer of Choice


    Discussion Questions 1. How is employer branding different from recruiting? 2. How do you start a branding effort? 3. What attract employees? 4. What makes employees stay? 5. Why is retention is a hot topic now? 6. Why employee retention fails? 7. How do the best companies retain? 8. Challenges in building employer brand?
    18

    Strategies to become an attractive employer?

    Components of an employer brand


    Employee engagement Employee communication Reward & recognition Learning & development Performance management system Team management Recruitment and on-boarding Working environment External reputation and marketing Senior leadership

    High-lighted the importance of becoming an attractive employer


    must offer competitive salaries & benefits, particularly compared to other well-known organizations focus on recruiting and retaining well-qualified staff the importance of well qualified managers opportunities for career development shall be emphasised Great working environment such as flexible working hours, opportunity to work or get training abroad, etc. shall be actively promoted

    Five Steps to Building an Employer Brand

    1. 2.

    3.

    4.

    5.

    Understand your organization. Create a compelling brand promise that mirrors your customer brand promise. Articulate your value proposition for employees. Develop standards to measure the fulfillment of the brand promise. Align all people practices to support and reinforce the brand promise. Execute and measure.
    Source: Hewitt Asia
    22

    Challenges
    Developing a significant presence in the job market Support needed from top management Maintaining consistent messages Ensuring alignment between brand and business actions Managing the corporate culture Budget Making the work appeal to employees as well as prospects

    Some final questions for you


    Do you know what your organisation represents? Have you tested out your values, your culture? Have you looked at your brand values? What does this say about your organisation? Who is the real competition in the employment market (not just the ones you know or think it should be?) Is your brand attractive to new recruits? Does it help you present a strong employer brand in the marketplace? Who manages your Employer Brand HR or Marketing? What are you going to do with this information when you get home?

    THANK YOU

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