Employer branding August 2015
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This document provides an overview of employer branding, including definitions, dimensions, factors, stages, and features of employer branding. It discusses communicating an employer's brand through symbols, behaviors, and social media. Developing an effective employee value proposition and brand personality are also covered. The conclusion encourages the reader to consider what their employer brand is, how it is measured and evolving, and questions to help improve it.
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Employer branding August 2015
- 1. All you need to know about employer branding by Toronto Training and HR August 2015
- 2. CONTENTS 3-4 Introduction 5-6 Definitions 7-8 Forms of employer brand 9-11 Dimensions of the employer brand 12-14 Factors affecting the employer brand 15-16 Stages of the employer brand 17-18 Features of employer and employee branding 19-22 Employee value proposition 23-24 Communicating and projecting an image 25-26 Sources of job applicants’ employer brand image 27-28 The integrated brand 29-30 Social media and employer branding 31-32 Cultural identity and employer branding 33-34 Employer brand and organizational traits 35-36 Brand personality 37-38 The brand resonance model 39-40 Drivers for employer brand within a college 41-42 Questions to ask 43-44 What do employer brands need to be in late 2015? 45-47 Do we really need employer branding? 48-49 Case studies 50-51 Conclusion, summary and questions Page 2
- 4. Page 4 Introduction to Toronto Training and HR Toronto Training and HR is a specialist training and human resources consultancy headed by Timothy Holden 10 years in banking 15 years in training and human resources Freelance practitioner since 2006 The core services provided by Toronto Training and HR are: Training event design Training event delivery HR support with an emphasis on reducing costs, saving time plus improving employee engagement and morale Services for job seekers
- 6. Definitions • Brand • Corporate brand • Employer brand and employer branding • Internal employer brand • External employer brand Page 6
- 7. Page 7 Forms of employer brand
- 8. Forms of employer brand • Currently perceived and experienced employer brand • How the employer is likely to be perceived and experienced in the future Page 8
- 9. Page 9 Dimensions of the employer brand
- 10. Dimensions of the employer brand 1 of 2 • Organizational identity • Organizational culture • Organizational values • Organization and job profile • Employment conditions Page 10
- 11. Dimensions of the employer brand 2 of 2 • Style and design • Reliability, durability and serviceability • Effectiveness, efficiency and empathy Page 11
- 12. Page 12 Factors affecting the employer brand
- 13. Factors affecting the employer brand 1 of 2 Lived employment experience • To what extent are certain job conditions typical of your job? Employment offering • To what extent does your organization portray certain job conditions in its communications about what it offers to its people? Page 13
- 14. Factors affecting the employer brand 2 of 2 Perceived organizational support Psychological contract violation Affective commitment Page 14
- 15. Page 15 Stages of the employer brand
- 16. Stages of the employer brand • Value proposition • External marketing of the employer brand • Internal marketing Page 16
- 17. Page 17 Features of employer and employee branding
- 18. Features of employer and employee branding • Aim • Intended outcomes • HR activities • Roots • Branded entity • Target of branding Page 18
- 20. Employee value proposition 1 of 3 • Definition • Components from an employer perspective • Components from an employee perspective • Building a differentiating employee value proposition Page 20
- 21. Employee value proposition 2 of 3 • Elements of an employee value proposition • Generational differences • What is important? • What results in satisfaction? Page 21
- 22. Employee value proposition 3 of 3 Stages involved • Tactical • Integrated • Communicating and differentiating • Segmenting and differentiating Page 22
- 23. Page 23 Communicating and projecting an image
- 24. Communicating and projecting an image • Symbolism • Communication • Behaviour Page 24
- 25. Page 25 Sources of job applicants’ employer brand image
- 26. Sources of job applicants’ employer brand image • External to the organization • Internal to the organization Page 26
- 27. Page 27 The integrated brand
- 28. The integrated brand • Employer brand proposition • Customer brand proposition Page 28
- 29. Page 29 Social media and employer branding
- 30. Social media and employer branding • Show why your organization is unique • Create an experience consistent with your brand image • Show you appreciate the diversity of different backgrounds • Keep the message consistent in all communicationsPage 30
- 31. Page 31 Cultural identity and employer branding
- 32. Cultural identity and employer branding • Vocation • Class • Geography • Philosophy • Language • Biological traits with cultural aspects Page 32
- 33. Page 33 Employer brand and organizational traits
- 34. Employer brand and organizational traits • Visionary • Caring • Methodical • Hard-working • Passionate • Supportive • Multi-levelled • Confident • Serious • Mature • Unconventional • Enduring
- 36. Brand personality • Sincerity • Excitement • Competence • Sophistication • Ruggedness Page 36
- 37. Page 37 The brand resonance model
- 38. The brand resonance model • Brand identity • Brand meaning • Brand responses • Brand relationships Page 38
- 39. Page 39 Drivers for employer brand within a college
- 40. Drivers for employer brand within a college • Public perception • Dealing with its faculty • Faculty holders • Faculty driving techniques • Faculty evaluation Page 40
- 41. Page 41 Questions to ask
- 42. Questions to ask • What is your employer brand? • Who ‘owns’ it? • How are you using it? • How are you measuring its effectiveness? • How is it evolving? Page 42
- 43. Page 43 What do employer brands need to be in late 2015?
- 44. What do employer brands need to be in late 2015? • Authentic • Audience-centric • Visual • Dynamic • Participative • Accessible • Always on Page 44
- 45. Page 45 Do we really need employer branding?
- 46. Do we really need employer branding? 1 of 2 Yes • Increase in demand for knowledge workers • Reduced effectiveness of traditional sources of competitive advantage • Change in traditional forms of industry competition Page 46
- 47. Do we really need employer branding? 2 of 2 Yes (cont.) • Decreased labour supply as older individuals retire • Attraction and retention of talent Page 47
- 48. Page 48 Case study A
- 49. Page 49 Case study B
- 50. Page 50 Conclusion, summary and questions
- 51. Page 51 Conclusion, summary and questions Conclusion Summary Videos Questions