white paper

The Case for Strengthening Your Employer Brand:

Employee Engagement.

workforce communications

We see two driving forces compelling organizations to

strengthen their employer brand: A changing state of

the employer-employee relationship whereby employees

are less engaged and more open to leaving their current

employer; and a hyper-communicated world where

impressions, opinions and decisions are made in the

moment. The good news is that a stronger employer

brand works to combat this new talent acquisition and

retention dynamic.

HR’s ad agency.

DavidGroup.comThe David Group Inc. All rights reserved. Ref 15 – 141

A stronger employer brand will:

• Cut your cost-per-hire by up to 50% (LinkedIn)

• Cut your turnover rate by up to 28% (LinkedIn)

• Increase your employee engagement

• Improve your financial performance—Companies with stronger consumer and talent brand alignment have 36% stronger financial results (Lippincott)

But, is this – by itself – enough to take action?

We think that designing an employer brand focus with employee engagement as a center piece makes a lot of sense. Here’s why...

A LOOK INSIDE EMPLOYEE ENGAGEMENT

IMPACT OF THE DISENGAGED

IMPACT OF THE ENGAGED

THE DAVID GROUP’S APPROACH TO EMPLOYER BRAND

DISCOVER, INVENT, DELIVER

LEARN MORE

HR’s ad agency.

DavidGroup.comThe David Group Inc. All rights reserved. Ref 15 – 141

A Closer Look: Employee EngagementAccording to an AonHewitt study, up to 33% of your workforce is actively disengaged. Gallup has that number at 70%. We know that a stronger employer brand will increase employee engagement but is there a way to quantify that impact?

We look at this in two ways: the impact of the disengaged and the impact of the engaged.

Impact of DisengagedOur hypothetical organization, ABC Health, has 7,000 employees. Taking into account AonHewitt’s study, at any given time there are approximately 2,310 employees who are actively disengaged (33% of 7,000) at ABC Health. Gallup estimates that the cost

of a disengaged employee is around $2,500. That would represent a potential impact of $5,775,000 (2,310 x $2,500). Reducing the disengaged population by just 10 percentage points would reduce the impact of the disengaged by $1,750,000.

Impact of Increasing EngagementAddressing the impact of the disengaged is only half the story. The other half is the benefit of having a workforce that is more engaged. In addition to having a workforce that is customer-focused, team-centered and filled with experience-improving innovations, you will have a workforce that is more profitable which translates into improved financial performance.

Back to ABC Health: Let’s assume that the average revenue per full-time-employee is $147,000. In our illustration, that means that ABC Health’s annual revenues could be $1,029,000,000. But wait, that’s assuming that everyone is fully engaged (7,000 x $147,000).

It’s hard to exactly quantitate but let’s agree that disengaged employees are 20% less productive than the engaged employee, or in this case $29,400 less productive, per employee. If 2,310 workers are 20% less productive, that’s an impact of $67, 914,000 in lost productivity. A more positive way to look at this: improving the productivity of half of ABC Health’s disengaged by 10% is an improvement equal to around $17,000,000.

In today’s competitive talent marketplace, we see compelling reasons to strengthen your employer brand. Employee engagement, and the employer brand’s impact on improving engagement levels, play a critical role in any employer brand project.

HR’s ad agency.

Employee

engagement,

and the employer

brand’s impact

on improving

engagement

levels, play a

critical role in any

employer brand

project.

DavidGroup.comThe David Group Inc. All rights reserved. Ref 15 – 141

HR’s ad agency.

The David Group’s Approach to Employer Brand: Discover, Invent, DeliverOur approach to employer branding takes three distinct phases: Discover, Invent and Deliver. Each step builds upon each other. Discovery is essential to building a solid foundation for strengthening your employer brand; invention expresses the employer brand promise, brand attributes and employee value proposition that tell your employer brand story; and delivery is the execution of an action plan to activate your employer brand.

LEARN MOREIf you are thinking about taking your employer brand to the next level, contact The David Group at 800.686.1818, extension 4405 or by email at info@davidgroup.com, or contact your account executive.

The David Group is HR’s ad agency. We are experts in recruitment, retention and workforce communications focused on helping employers find, attract, engage and retain talent. Our promise: an unrelenting focus on improving talent acquisition, talent communications and candidate quality.

DavidGroup.comThe David Group Inc. All rights reserved. Ref 15 – 141

DISCO

VER

Executive interviews,

focus groups, engagement

surveys

Brand promise,

brand attributes, employee value

proposition

Employer brand architecture, brand ambassadors,

customer focus

INVENT

D E L IVER

Discover• Stakeholder Interviews• Focus Groups• Employee Engagement Data• Communication Audits• External Brand Alignment• Culture, Mission, Values,

Alignment• Employee Brand Dimensions

Invent• Employer Brand Promise• Employer Brand Attributes• Employee Value Proposition• Strategic Communications

Planning

Deliver• Employer Brand Architecture• Integrated Communications• Certified Brand Ambassadors• Customer Experience and

Employer Branding