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Employee Branding: New Mantra To Build Loyalty

ANIL KUMAR5/07/08

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Employee Branding

"The image projected by employees throughtheir behaviors, attitudes and actions. Thisimage is impacted on by employees' attitudeand engagement towards the employer brand image promoted through the culture of the

organization. -Minchington (2005)

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Employee Branding means what a employee

projects about himself and the organizationculture. He / She should be able to serve as abrand ambassador for his/her Organization. A

strong sense of affiliation is seen of theemployee towards his /her organization.

In Simple Terms

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How This Can Be Achieved ??

By selective hiring/ selective recruitment .

Provide targeted training / certifications foremployees.

Effectively communicating the Organization goalsand what is expected, Role clarity.

The compensation system should incorporatemessages that consistently and frequently reflect the

brand and organizational image.

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Advertising and public relations systems shouldcommunicate messages that consistently andfrequently reflect the brand and organizational image.

Accurate and specific job previews should be given tonew employees so that realistic expectations areincorporated into their psychological contracts

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Growing Importance

An unsatisfied customer tells ten people

about his experience while an unsatisfied employee tells a hundred.

- D K Srivastava, VP HR at HCL Comnet

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Growing Importance Employer branding to attract employees

It helps in retaining current employees, increasing

employee satisfaction, attracting job candidates, andmotivating employees in their work, which leads toexcellent business gains.

Initiatives taken by organizations to make theworkplace more employer-friendly and implementdevelopment

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Pre-requisites for Successful EmployerBranding

Core Brand Definition Senior Management Involvement Alignment with Corporate Strategy Empowerment of the Workers

Ongoing Measurement and Recognition

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USEFUL Start-ups trying to build anEmployer Brand

Unique benefits / policies Employee referral programs Awards programs Parties Sponsoring events Recruitment website

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SIMPLE TIPS FOR EMPLOYER BRANDING

Identify your strengths Be socially responsible

Offering career progression through growth Using the web wisely Market yourself to the young Use employees to spread the word What gets measured gets managed

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Industry Practices

SATYAM: Every Satyamite is a Leader

CTS: Celebration at Work ACCENTURE: Best Place for Women to Work LG: Best Employee Bonus MARUTI: Collective Vacation Scheme

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THANK YOU !!