1. Said Al Darmaki
Head of HR & Admin.
Arabian Industries Projects LLC
Creating a Powerful Employer Brand
2. General View
The labour market is changing from a sellers’ to a
buyers’ market. The availability of high value jobs is
greater than the number of suitable job seekers
Research has shown that human capital is becoming an
increasingly important asset that creates competitive
advantages for companies (Barney, 1991; Mosely, 2007).
Lievens and Highhouse (2003) imply that shortages in
labour markets increase the importance for companies
to attract, recruit and retain suitable employees. An
employer brand can be used as an instrument to
position the company as an employer.
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3. Employer Branding
Employer Branding is the process of positioning an
organization as an employer of choice in the minds of
current manpower as well as the key stakeholders in the
external market.(SHRM,2015)
A targeted long term strategy to manage the awareness
and perceptions of employees, potential employees and
related stakeholders with regards to a particular firm.
(Sullivan, 2004)
What the company promises to deliver emotionally to
connect employees so that they in turn deliver what
the business promises to customers.(Libby Sartain)
Is the sum of all characteristics and distinguishable
features that prospective candidates and current
employees perceive about an organization’s
employment experience. (Shavashankar, 2013).01
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4. Three key points for an effective Brand
Holistic within out side the organization
known and understood throughout the organization
Known in the employment Marketplace
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5. The employer Brand
company Brand slogan Employee Brand
Microsoft Your potential. Our passion How far your potential take
you?
Johnson &
Johnson
Family of companies Small-company environment.
Big company impact.
AT &T Your world. Delivered Exciting positions.
Energized environment.
Cutting-edge Technology.
Charles
Schwab
Talk to Chuck We’re looking for a different
kind of employees.
Nike Just do It We’re all about sports. And
then some.
Source: Society for Human Resources Management (2008)
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6. Understand the organization’s business objectives and
commitment to growth.
Know what talent/skills the organization needs to
accomplish its business goals and objectives.
Know the organization’s brand attributes – what make
organization distinguished among the competitor.
Use metrics to assess and track the success of the
employer brand campaign
How to Create a powerful Employer
Branding
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7. Criteria employer brand should meet
It should be consistent with the realities of the
organization
Different from those of competing employers
Attractive to members of the target audience
(Bakhaus and Tikoo 2004)
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8. Employer Value Proposition
What do you offer your employees your competitors
don’t?
What is Unique about you?
What are your strengths?
What is your organization’s culture and personality?
What values do your people live and breath everyday?
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9. Employer Value Proposition
Employee Value Proposition (EVP) as a set of
associations and offerings provided by an organization in
return for the skills, capabilities and experiences an
employee brings to the organization.
Minchington (2005)
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10. Your current Employer Brand:
Model for building your Employer Value Proposition
Profile
What you are trying to
communicate
The internal
perception of the
organisation: values,
believes and attributes
of the employees
Image
The external view and
position of your organisation
within key target group
“Who people think
you are”
“Who you want to be”
“Who you really are”
Identity
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11. Psychological contract
Employees promise to: Employers promise to provide:
Work hard Pay commensurate with performance
Uphold company reputation Opportunities for training and development
Maintain high levels of attendance and
punctuality
Opportunities for promotion
Show loyalty to the organisation Recognition for innovation or new idea
Work extra hours when required Feedback on performance
Develop new skills and update old ones Interesting tasks
Be flexible, for example by taking on a
colleague’s work
An attractive benefits package
Be courteous to clients and colleagues Respectful treatment
Be honest Reasonable job security
Come up with new ideas A pleasant and safe working environment
http://www.cipd.co.uk/hr-resources/factsheets/psychological-contract.aspx
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12. Indictors to measure the success of the
employer branding (%)
Hiring the right human resources
Number of qualified candidates
Reputation as an employer of choice
Increased of number of employee referrals of qualified
candidates
Lower turnover
Decrease of absenteeism
Increase number of diverse candidate acceptance rate
Increase employee satisfaction
Vacancies filled more rapidly
Decreased attrition of critical skill group
Higher productivity
Other
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13. Consumer Branding and Employer Branding
Consumer brand can generate trust, approval, even the
intent to purchase with customers.
Product branding help the companies to develop a
lasting image in the minds of the consumer.
Employer branding creates an image that makes people
want to work for the firm
Employer brand encourages pride and job satisfaction
with associates.
A strong employer brand can turn a company into an
employer of choice
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14. Corporate Branding &Consumer
Branding and Employer Branding
Employer branding should not be confused with
corporate branding and consumer branding.
Corporate branding refers to the use of the company’s
name as a product brand name. One example is Disney
which uses the brand in all their products.
Consumer branding similarly focuses on the brand of a
product instead of the whole company, for example
iPhone.
Although employer branding’s main target audiences are
the prospective and existing employees, it should be
noted that strong employer branding also have effects
on the other stakeholders such as customers as well.
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15. Case study of EB
An example will be Philips’ initiative in creating their
employer branding in 2002. Their resulting employer
brand was “touch lives every day”4; the essence of
which is how are they touching the lives of their
employees positively and giving them a reason to stay in
the company.
The term “touchpoint” was introduced in Philips,
emphasizing the fact that the employer branding is not
just a recruitment process but also a promise.
Every employee in Philips had to be aware that every
time they interact with stakeholders, they are at a
“touchpoint” and they should think of ways to generate
positive experience.
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16. Employer Brand Contact Approach
Traditional Media
Corporate
Communications
Public
Relations
Recruiters,
Managers, HR,
Employees
Word of Mouth
Intranet
Web Sites
CD-ROMs
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17. The importance of partnership in
establishing a consistent employer branding
Shared advertising expenditures
Improved resources and budgets
Production efficiencies
Enhanced decision making
Better communication
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