Employer branding - frokostseminar i Oslo

EMPLOYER BRANDINGFROKOSTSEMINAR 19.9

HOW TO MAKE AN EMPLOYER BRAND WORK FOR YOU IN A NEW REALITY

HOW TO MAKE YOUR EMPLOYER BRAND WORK FOR YOU IN A NEW REALITY

1. Employer branding defines and differentiates your company as an employer1. Employer branding defines and differentiates your company as an employer

2. New expectations are changing the rules of the game

1. Employer branding defines and differentiates your company as an employer

2. New expectations are changing the rules of the game

3. To succeed, companies must apply their employer brand to the entire employee lifecycle

1. Employer branding defines and differentiates your company as an employer

EMPLOYER BRANDING=

THE BRAND PEOPLE WORK FOR!

Attract

Engage

Retain

Not actively seeking Det som holder meg våken om nettene er utfordringen med å beholde og rekruttere de riktige menneskene og den riktig kompetanse som kan ta Hydros utvikling videre

Konsernsjef Svein Richard Brandtzæg i Norsk Hydro

Source: Employer brand international

COST PER HIRE==

40% LOWER WITH EMPLOYER BRAND

ATTRACTION: LINKEDIN- 50% MORE EFFECTIVE

Source: Linkedin

RETENTION: 40% LESS LIKELY TO LEAVE AFTER 6 MONTHS

Source: Talentsmoothie.com

INCREASE THE LIKELIHOOD OF EMPLOYEES ACTING AS

ADVOCATES: 24% - 47%

Relevant

Unique

Attractive

Credible

UNCOVER UNCOVER YOUR EMPLOYER BRAND..     UNCOVER YOUR EMPLOYER BRAND.. DON´T CREATE IT

Julie Díez Bryn - 92 61 24 00 twitter.com/julie_diez

EMPLOYER BRAND MUST BE ALIGNED WITH CORPORATE BRAND, BUT DEGREE OF OVERLAP WITH MARKET

COMMUNICATIONS VARIES

Customer promise

Employer valueproposition

(EVP)

Corporate brand

Julie Díez Bryn - 92 61 24 00 twitter.com/julie_diez

EMPLOYER BRAND MUST BE ALIGNED WITH CORPORATE BRAND, BUT DEGREE OF OVERLAP WITH MARKET

COMMUNICATIONS VARIES

Customer promise

Employer valueproposition

(EVP)

Corporate brand

McKinsey&Company:

Things you can’t do anywhere else – best at leadership development

Apple:

Amaze yourself. Amaze the world.

Starbucks:

It's a lot like working with friends. We call each other "partners". We respect our customers and each other.

MASTER NARRATIVE

2.New expectations are changing the rules of the game

It´s about understanding and respecting the power and expectations people have to you

and your company.

It´s about understanding and respecting the power and expectations people have to you

and your company.

yes

TECHNOLOGY IS CHANGING THE WAY WE WORK AND THE WAY WE HIRE

Wheel shop at Crewe Works, 1913Photo: National Railway museum

IT USED TO BE SIMPLE!

Source: Harvard Business Review, June 2013

«Encouraging employees to build networks outside the organization, companies should establish active

alumni networks to maintain career-long relationships»

3.To succeed, companies must apply their employer brand to the entire employee lifecycle.

Julie Díez Bryn - 92 61 24 00 twitter.com/julie_diez

MAP EMPLOYEE LIFECYCLE AND APPLY EMPLOYER BRAND TO STRATEGIC TOUCHPOINTS

“EXTROVERT ERIK”

Name: ErikAge: 29

Years of experience: 4

Education: Civil engineer - Industrial economics

Current job: Wilh. Wilhelmasen

Personality: Extrovert. LeaderType. Social. Secure

Interests: Engineering. HistoryIT. History. Cars

Status: Not actively seekingnew job

Hobbies: Free skiing. Crosscountry. Down hill

“work should be challenging and

social”

XYZ AS

Compare

UnderstandSearch

Knowledge

On-boarding

Work/follow-upBelonging

Share

Career development

EvangelizeTrust

AmbassadorRe-hire

14

Julie Díez Bryn - 92 61 24 00 twitter.com/julie_diez

LET YOUR EMPLOYEES POWER YOUR EMPLOYER BRAND

MEASURE AND EVALUATEMeasure ROI by aligning metric with employer branding objectives

CASES AND INSPIRATION

Hydro “The Can”

DNV “Go for more”

DNV:

Giving candidates the opportunity to be driven by both their ambitions and their ideals.

DNV“Go for more”

DNV“Go for more”

Giving candidates the opportunity to be driven by both their ambitions and their ideals.

EVP:

Giving candidates the opportunity to be driven by both their ambitions and their ideals.

EVP:

Julie Díez Bryn - 92 61 24 00 twitter.com/julie_diez

TOP EMPLOYER BRAND IN BRITAIN

What it is that makes Virgin different? The simple answer is people. If it weren’t for a bunch of well trained, motivated and, above all, happy people doing

their bit, we’d have never launched a record label, never

mind a fleet of 747s.

Sir Richard Branson

“

www.careers.virgin.com

Julie Díez Bryn - 92 61 24 00 twitter.com/julie_diez

TOP EMPLOYER BRAND IN BRITAIN

What it is that makes Virgin different? The simple answer is people. If it weren’t for a bunch of well trained, motivated and, above all, happy people doing

their bit, we’d have never launched a record label, never

mind a fleet of 747s.

Sir Richard Branson

“

www.careers.virgin.com

Julie Díez Bryn - 92 61 24 00 twitter.com/julie_diez

...MEET RED, CHIEF VALUES OFFICER AT VIRGIN MEDIA

EY:ACHIEVING POTENTIAL

#betterworkingworld

Julie Díez Bryn - 92 61 24 00 twitter.com/julie_diez

Julie Díez Bryn - 92 61 24 00 twitter.com/julie_diez

Julie Díez Bryn - 92 61 24 00 twitter.com/julie_diez

Julie Díez Bryn - 92 61 24 00 twitter.com/julie_diez

Julie Díez Bryn - 92 61 24 00 twitter.com/julie_diez

Julie Díez Bryn - 92 61 24 00 twitter.com/julie_diez

Julie Díez Bryn - 92 61 24 00 twitter.com/julie_diez

Julie Díez Bryn - 92 61 24 00 twitter.com/julie_diez

KEY TAKEAWAYS

1. Uncover what makes your company unique

2. Craft a relevant, attractive, credible and unique EVP

3. Develop a master narrative based on the EVP and apply it to strategic touchpoints in the employee lifecycle

4. Let your employees power your employer brand

5. Deliver on the promise of your employer brand!

THANK YOU!Julie Díez BrynSenior Consultant and Managerm: +47 92 61 24 00e: julie.bryn@creuna.no