Employer Branding

Presented to : Prof Tabassum

What's A Brand? 

What the company is

  Its

more than the mission statement

  Being

Recognized

  Most

valuable asset

Few Types Of Branding 

Organizational branding

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Departmental branding

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Product branding

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Corporate branding

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Community branding

HR Branding  The

› › › ›

4 Ps Of HR People Pay Position Prospects

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 People

strategy aligned with business strategy

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TYPES OF HR BRANDING q EMPLOYMENT BRANDING q EMPLOYER BRANDING q EMPLOYEE BsRANDING

Cont….Types of Hr Branding Employment Branding  Image of Organization as a “Great Place to Work” is in the minds of General Public and in the External Market.  Employer Branding  Set of attributes and Qualities that makes employer distinctive, promises a particular kind of Employment  Employee Branding  Image projected by Employees through his behaviors, attributes and action to outside world. 

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Employer-Employee Framework q Importance of Employer-Employee v Employee Productivity Increases v Ethical Behaviors 

Employer Branding – A Global view CIPD conducted Research among 280 HR Manager and found that it had impact on “Leadership, Management behavior and Performance Measurement”  Philips Electronicsplotted the key points on the employee journey and then supported by research identified 4C pattern  “Consider, Commit , Contribute and Commend  Danish Study 

BENEFITS OF HR BRANDING  Increased

productivity and profitability  Increased employee retention  Increased level of staff engagement  Maintenance of core competencies  Employee committed to organization goals  Improved employee relations  Employees recommending the organization as preferred place to work

E m p lo ye r Branding : A Contemporary Perspective  

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Employer brand conveys the value of an organization in totality It is gaining importance in the present scenario for its distinctive advantages to the management and HR fraternity It helps to attract potential talent and win the confidence of the existing employees by establishing mutual trust and bonding and also improve shareholders value A well designed employer brand act as a source of strategic advantage

Employer Branding : A Contemporary Perspective  

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An employer brand image is made up of organization's identity and corporate identity An organizational identity addresses the question ‘ who are we’ which encompasses the shared values, beliefs, and behaviors The corporate identity addresses the question ‘what are we’ by communicating the mission and strategies of the organization Depending upon the nature of business, market conditions, the target audiences, organizational mission and structure, budget flexibilities etc. Employer Branding can be done either by external branding or internal branding

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E m p lo ye r B ra n d in g : A C o n te m p o ra ry Pe rsp e ctive

External Branding makes use of external sources such as use of job sites, banners, road shows, corporate social responsibilities, newspapers, e-mails, taglines, celebrity endorsements, and public events. Internal Branding takes the assistance of internal staff members in promoting the brand by exit interviews, stay interviews, employee satisfaction surveys, front office, organizational policy, customer orientation, employee participation and employee training

Examples  Google  South

West Airlines  Sasken  “People first” policy  Fedex “people – service – profit”

Employer Branding in Recession 

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Several organizations are laying undue importance on cost cutting measures and employee retrenchment Corporates have reduced their spending on brand building measures Many corporate giants have countered the ill effects of recession successfully, by adopting sound employer branding practices and have gained a reputation of being one of the best places to work during this tough crisis Example. KPMG is placed in top according to a survey finding in Sunday Times in March 2009

Things that need to be done during recession   

Holding on to your top performers Putting the recession in its proper perspective Keeping the focus on long term goals

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Thank you

11/29/09

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