The case for EMPLOYER BRANDING

EMPLOYER BRAND FOR TALENT ACQUISITION- AN EXPLORATION TOWARDS ITS MEASUREMENT

Pallavi Srivastava, Jyotsna Bhatnagar, A.P. Arora
Published 2020

Prof. Jyotsna Bhatnagar

Phd IIT D
PGDID-MIT Sloan, Tuck School, Dartmoth College, USA
Professor-HRM
MDI
Harvard Business School Affiliate
Visiting Professor-Aston Business School, UK
9910448040
Twitter @ jbmam
 The INDIAN UNIQUENESS
TRADITIONAL RECRUITMENT
EMPLOYER BRANDING
• SHORT TERM • STEADY STREAM OF SKILLS
• REACTIVE
• SUBJECT TO JOB OPENINGS

INDIA HAS A DIFFERENT CULTURAL AND MANAGERIAL ENVIRONEMNT- SO

EXISTING EMPLOYER BRANDING WORK MAY NOT BE DIRECTLY APPLICABLE HERE
An Organisation’s Image as seen though the eyes of its actual and potential employees

PRESENT EMPLOYEES:
ENGAGE
RETAIN
IDENTITY
IMAGE
DISTINCTIVENESS

TO ORGANISATION PROSPECTIVE EMPLOYEES:

ATTRACT
Eyes of the employee
• Adidas
IMPORTANCE OF EMPLOYER
BRANDING
TO ORGANISATION
• Better Recruitment, TO EMPLOYEES
• Enhances Self Esteem and
Retention, Commitment Strengthens Organisational
Commitment
• Simplify AND Focus Priorities
• Trust and Loyalty ( THUS more
• Increase Productivity applications)
• Distinguish from competition • High Commitment and Performance
• Attracts right candidates
• Employee Life Cycle image
helps compete even when at • Assures Prospective Employees
a location and wage
disadvantage
IMPROVED ORGANISATIONAL IMAGE AS A DISTINCT AND
EFFECTIVENESS DESIRABLE EMPLOYER
The Process of Employer Branding

DEVELOP VALUE LIVE UP TO THE

UNDERSTAND
PROPOSITION PROMISE
EXPECTATIONS OF
PROSPECTIVE
EMPLYEES
• Organisation
Culture
• Management Style offering?
• Current Employee Competitors
qualities • ALSO, what are
• Current
Employment Image
• Impressions of
Products/ Service
Quality

SYMBOLIC INSTRUMENTAL
IMAGE IMAGE
STUDY- TO FIND FACTORS OF EMPLOYER
BRAND
VARIABLES COMMONLY FOUND IN
STUDIES VARIABLES TESTED
• OPPORTUNITY TO LEARN • FINANCIAL PERFORMANCE
• CORPORATE CITIZENSHIP
• FREEDOM_ AUTONOMY • WORD OF MOUTH
• ADVANCEMNT OPPORTUNITIES • INDUSTRY IMAGE
• AUTONOMY
• FRINGE BENEFITS
• PEOPLE ORIENTEDNESS
• SALARY • FUN AT WORK
• REPUTATION • LEARNING AND DEVELOPMENT
• CAREER GROWTH
• TRAINING PROGRAMMES • REWARD STRATEGY
EXPLANATION OF FACTORS STUDIED
CARING • CONCERN OF THE ORGANISATION AND HOW IT CARES
ORGANISATION
ENABLING • THE EXTENT TO WHICH THE ORGANISATION HELPS AN
ORGANISATION EMPLYEE TO WORK TOWARDS THE BEST OF HIS ABILITIES
• THE EXTENT TO WHICH JOINING THE ORGN HELPS IN
CAREER GROWTH
CAREER GROWT

CREDIBLE AND FAIR • APPRAISALS AND REWARDS

FLEXIBLE AND • FLEXIBILITY TO WORK WITHOUT SACRFICING ETHICS

ETHICAL
PRODUCTS AND
SERVICE BRAND • BRAND VALUES
IMAGE
POSITIVE EMPLOYER • COMPANY TO WORK FOR
IMAGE
GLOBAL EXPOSURE • FOREIGN ASSIGNMENT
Employer Value Proposition
10
11
 Five Questions You Must Know the
Answer to
• These are five questions all leaders need to know the answer to.
• They are also some great questions for candidates to ask at interview to
assess how evolved the company is in their approach to employer
branding.
1. Why would someone want to work for you?
2. What percentage of your managers have received training in how to
deliver the brand experience? (Employer Brand International
research found only 46 percent have!)
3. What is the perception employees and candidates have about your
employer brand?
4. What level of visibility do you have of your employees/talent pool?
5. What percentage of your employees would recommend your
company as a great place to work?

12
 What is Employer Value Proposition ?
• A long term strategy that establishes an organisation’s identity as
an employer Which differentiates them from competitors in the
employment market
• It is a measurement of the balance between what an employee
receives from their employer in return for their performance on
the job.
In future HR Success will depend upon:

1. Getting the best available people

(Attraction)
2. Connecting them to your
organization in ways that inspire
extraordinary behaviors
(Engagement)
3. Keeping them with you for just the
right length of time (Retention)
4. Managing the investment to gain a
competitive edge (leadership)

14
Why we require Employer Value Proposition ?
• 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
• Consistency of messages across both groups is vital as the
organisation has to deliver what it promises

PROJECTING AN UNREALISTIC IMAGE MAY IMPROVE

RECRUITMENT BUT CAN INCREASE ATTRITION
 • Big salaries, stock options and perks like flexible
schedules, sabbaticals, even an interesting career path
and a fun environment are no longer good enough for
young people!

• So, what makes employees stay,

and how to develop an
employee value proposition?

CORPORATE 16
What’s special about these companies ?
What does worlds best employer have different

Inspired leadership
Strong employee value proposition
Focus on developing people
Strong sense of Accountability
Aligned HR practices with excellent execution.

EVP ANSWERS THE QUESTION .

WHAT IS IN IT FOR ME IF I COME AND WORK FOR YOU ?
19
 The four “F” of EVP

Finance

Future EVP Feelings

Features

20
CREATING THE
EMPLOYEE
VALUE
PROPOSITION
FRAMEWORK

CORPORATE 21
 Individual
and Team

Some HR Levers Competence

Employer Brand
Performance
Leadership
Performance Review
“what” do people
Management Values and think of us?
Culture
“where is our talent
Core Work
in the HR Talent Management
Processes
organisation?” Processes
Organisation,
“how do we manage
Team and Job our talent?”
Recruitment Design
Processes Reward & Recognition
“how we do attract “what keeps our talent
talented people to Communication with us?”
us?”
“how do we talk to our
talented people?”
So what is E Branding ?

Employer Brand Employee Attraction of the right

The unique and
experience candidates

+
differentiating Actual delivery of the Employee engagement
promise a business promise throughout and retention
makes to its the employee
Differentiation from
employees and lifecycle
competitors
potential candidates
Customer engagement
and retention

 Attraction of high quality employees is a competitive necessity

 Engagement of high quality employees is a bottom line issue
Employer brand – a three step process
1.Brand insight 2. Brand development 3. Implementation

• Competitor analysis • Alignment of the consumer • Recruitment guidelines and

• Brand positioning vs brand/ employer brand roll out for recruitment
competition • Concept development advertising
• Understanding vision for • Concept testing • Design of internal launch
the business and employees process
• Refinement and
• Understanding best of the development • Production of comms
current employee materials, internally and
experience and externally
improvements

Employee vision Communication strategy

Employee Value Communication tools
Personality Proposition
Key messages Brand book
Strengths/areas to improve
Benefits of EVP ?
1. Significant decreases in cost per hire
2. Reduced cost of recruitment - efficiencies maximised throughout the
recruitment process
3. Reduction in recruitment marketing costs over time
4. Greater numbers of higher quality applicants
5. Higher performing employees
6. Increased retention rates
7. Stronger reputation in the marketplace
8. Increased ability to attract specialist talent in a difficult market
26
27
28
29
30
31
32
33
34
35
36
37
EMPLOYER BRANDING

RELIANCE INDUSTRIES LIMITED

 CULTURAL FRAMEWORK

Keep the promise of excellence across Excellence

SUNDARAM
the products and services by ensuring a Ownership mind-set
delightful experience Beauty, of experience

Create an ecosystem of empathetic

leaders who value expertise, deliver Respect
results and inspire others to become SHIVAM One Team
Energy, of people
leaders

Establish processes and platforms that

focus on target, and ROI so as to create Integrity
a sustainable and viable business SATYAM Customer Value
Truth, of business

39
 ORGANIZATIONAL HEROES

Capt. Raghu Raman

Mr. Dhirubhai Ambani Mr.Mukesh Ambani

40
 EB PRACTICES

The Ultimate Pitch strategic elevator pitch competition to attract students from top B-schools of India

Aspire talk series where senior leaders go to campuses to talk about their journey and latest
trends in the industry

Off the record are informal talk sessions where alumni visit campuses to share their experiences

41
EB PRACTICES
REFERS
• Designed to enhance the safety and security of all Reliance employees and their family members
• It offers 24x7 assistance in case of any critical and non-critical emergencies.

Flexible Hours
• An employee needs to complete 45 hours/ week as per his/her convenience

R- Swasthya
• Umbrella wellness program for Reliance
• Gamification apps to make people walk 8000 steps daily
• Competitions in teams
.
 EB PRACTICES
R- Adhya
• Flagship Gender Diversity Program
• Hi-Po mid level female managers managed by a learning partner for 15 months

• Family Day: Annual Day with fun filled activities for all the employees and their families
• Bring Your Family to work where colleagues play host to all the employees’ family

• Preferential low cost treatment at all the employees and their families
• Medical centres equipped with latest technology at all the sites

• Employee Resource Group : New parents group to support each other

• Provision to work half days for women post pregnancy up to 6 months

43
SOCIAL MEDIA LANDSCAPE

Dedicated page on FB to promote gender

diversity and updates about the flagship
program

Reliance Alumni Group Network aims to

create a mutually beneficial community,
empowering to continue to build on
legacy created at RIL

#RILWayoflife is used for internal mailers

and by employees to share their
experiences
EVP BASED ON INTERVIEWS

Ocean of
opportunities to
W
experience and
experiment

Ideal
Open and Inclusive
tap’s
45
Some final questions for you

1. What does your organisation represents?

2. Have you looked at your brand values?
3. Have you tested out your values, your culture?
4. What does this say about your organisation?
5. Who is the real competition in the employment market ? How
are they branding themselves?
6. Is your brand attractive to new recruits? Does it help you
present a strong employer brand in the marketplace?
7. Who manages your Employer Brand – HR or Marketing?
8. What are you going to do with this information when you get
home?
46
Unsung Heroes of the Taj-Brand in crises