José Bancaleiro

The Power of Brands in HR Management

José Bancaleiro

Itinerary

• Talent Management

• Employer Branding

• EVP – Employer Value proposition

• Brand Management

2

José Bancaleiro3

Talent Management

José Bancaleiro4

Talent Management

“The thing that wakes me up in the middle of the

night is not what might happen in the economy or

what our competitors might do next. It is worring

about whether we have the leadership capacity and

the talent to implement the new and more

complexes global strategies ”

David Whirwam, CEO of Whirlpool Corporation

José Bancaleiro

• The Market is more and more competitive;

• Margins are more and more reduced;

• The success of each project needs more and more

focus, energy and creativity;

• Motivate and retain our talents in more difficult

each day.

and even plus . . .

5

Have you heard?

José Bancaleiro

. . . when . . .

• Mergers and aquisitions;

• Internationalization;

• Diversification;

• “Downsizing”;

• Turnaround

to compete in this market you need . .

6

José Bancaleiro

. . . teams strongly . .

• Competent;

• Engaged;

• Aligned with the company values;

• Focused on objectives and

• Performant

7

This is, with talented teams

José Bancaleiro8

Performance

CompetentEngaged

Potencial of

Evolution

Talents are employees:

José Bancaleiro

How to have talent . . .

• Attraction

• Development

• Retain

• Or all

9

Have you done your company talent inventory?

José Bancaleiro

Talent atraction

10

José Bancaleiro11

• If employees are the most decisive factor for the

success of a project, the process of to attract, recruit

and integrate them is key;

• A wrong admission costs 3 times the annual salary of

that employee;

• Talent attracts Talent

Why invest in talent atraction

José Bancaleiro12

• “Resourcing”• Find de the best solution;

• Process scope• Starts earlier - Employer Branding

• Ends later

• E.recruitment

• Executive Search• Price vs Value

4 Trends in talent atraction

José Bancaleiro

Employer Branding

13

José Bancaleiro

Employer Branding

• Brands dominate ours lifes. They determine the carwe drive, the wine we drink, etc.

• So, it is not strange brands have a key role whenpeople have to choose the company where they wantto work

14

José Bancaleiro

José Bancaleiro16

Features

Value

and

Price

Inovation

and

Design

Product

Brand

PROCESSO

Quality

and

Performance

Image

and

Prestige

Product Brand

José Bancaleiro17

Mission

and

Values

Pay PolicyInternal

and external

Communication

Employer

Brand

PROCESSO

Leadership

Style

Work

climate

Employer Brand

José Bancaleiro

Employer Branding

18

It is to create a HR communication strategy, integrated,

consistent and prolonged that communicates externally and

internally the most relevant aspects of the organization identity

(soul) , this is, the organizational purpose, its most deep values,

it’s managerial practice, etc. all this with the objective of to

create or reinforce an image of a “great place to work” among

the present employees and of a “First choice employer” among

potential candidates

José Bancaleiro

Employer Branding is not . . .

• To design a template for employment announcements

• It is a communication strategy

• A project with a strong launching• It is a process for a long period

• A project to be done by “amateurs”• It needs HR and Communication specific competencies

• A HR project• It is a company project and it needs Top Management involvement

19

José Bancaleiro20

Culture

Performance Communication

Employer

Brand

PROCESSO

Leadership

Work

climate

STRATÉGY

OPERATIONAL

PROCESSES PEOPLE

Brand componnents

José Bancaleiro21

LIDERANÇA

PERFORMANCE

EMPLOYER

BRANDPROCESSO

CULTURA

AMBIENTE

Imagem

Institucional

e Produto

Walk the talk

Fairness

Serviços

de apoio

Sistemas de

Recompensa e

Reconhecimento

Equilibrio

Familia /

Profissão

Atracção

Integração

Dispensa

Politica de

Desenvolvimento

Reputação

organizacional

Responsabilidade

social

Missão e

Valores

Valor dado

Às Pessoas

Relacionamento

interpessoal

Gestão da

Performance

Comunicação

interna

STRATÉGY

OPERATIONAL

PROCESSES PEOPLECOMUNICAÇÃO

Employer Brand

José Bancaleiro

Brand Management

• Insight

– Alignement between brand and target audience

• Benefits

– Employee Value Proposition (EVP)

• Diferentiation

– What makes the Organization better and different of all others

22

José Bancaleiro

Brand Management

• Focus

– Sinthetize in one point / image

• Continuity

– From where it cames and to where it wants to go

• Consistence

– Real vs promised brand; walk the talk

23

José Bancaleiro

Talent atraction funil6

José Bancaleiro

EVPEmployer Value Proposition

José Bancaleiro

EVP - Employer Value Proposition

26

It is the group of functional, economic and emotional benefits delivered by the job that are

identified with the employer

(Barrow, in Corporate Executive Board, 2001).

José Bancaleiro27

Job

Contend

Development

Possibilities No financial

Compensation

EVP

PROCESSO

Proud

to belong

EVP - Áreas

Salary

and Benefits

José Bancaleiro28

Função

Desenvolvº Remuneração

não Financeira

Proposta

de

Valor

PROCESSO

Pertença

Remuneração

Financeira

Desafio

Autonomia

Significado

Benefícios

Financeiros

Sistemas de

Reconhecimento

Equilibrio

Familia / Profissão

Benefícios

não Financeiros

Liderança

Reputação

organizacional

Responsabilidade

social

Segurança

Formação

Nível de

Oportunidades

Remuneração

VariávelSalário

Proposta de Valor - Componentes

José Bancaleiro

Salary & Evolution

(Salary, Benefists,

Evolution opportunities)

Job

(Contends, learning

experiences,)

Culture

(Mission, values, lidership)

Reputation

(Image perceived)

Employer attractiveness “drivers”

José Bancaleiro

Atractividade

do

Empregador

Salary

&

Evolution

Job

Culture

Reputation

Top 3 :• Imagem institucional e de Produto

• Ética e Responsabilidade Social

• Solidez financeira

22%

25%

27%

Top 3 :• Segurança

• Aprendizagem

• Flexibilidade

Top 3:• Valores

• work/life balance

• Ambiente de trabalho

Top 3 :• Possibilidades de

rendimento

• Rendimento fixo

competitivo

• Rapidez de evolução

26%

3

0

6

Employer Brand Image

Employer Value Proposition

Employer attractiveness “drivers”

José Bancaleiro

Post-

Application

Experience

Pre-

Application

Experience

Application Experience

Campus recruitment

Awareness

Engagement

Commitment

Retention

Consideration

Preference

Internship

Career site

Invitationletter

Introduction

Performancereview

Interview

Rejectionletter

Exitinterviews

Informing /Involvingpeople

Careerdevelopment

Managementbehavior

Assessment

Contract handling

Employer Brand

Company brand

Touchpoint Wheel

José Bancaleiro

Employer Brand - Benefits:

• Talent Attraction;

• Talent attracts new Talent

• Impact on the proud to belong:

• Retention;

• Reduction of recruitment costs

32

José Bancaleiro

Guidelines

• Cultural alignement

• Strategic objectives alignement

• Diferentiation positionement

• Wide. integrated, consistent and prolonged

• Balance between real vs aspirational brand

• Notority e adhesion

• Effective communication channels

33

José Bancaleiro

Employer Branding includes

• Design of a image / identity

• Documents / ads / Websites/ etc.

• External communication strategy . . .

• And also, internal (ex. eventos)

• Schools Roadshows

• Analyse main processes: Attraction, integration

leaving;

34

José Bancaleiro

José Bancaleiro

INSPIRED PEOPLE. INSPIRING RESULTS.

José Bancaleiro

Ensuring Global Consistency – Deployment

José Bancaleiro

José Bancaleiro

José Bancaleiro

José Bancaleiro

José Bancaleiro

José Bancaleiro

José Bancaleiro

José Bancaleiro

José Bancaleiro

jnj.com/careers

José Bancaleiro47

Thank you.

Questions. Comments. Thoughts.

José Bancaleiro