Employer branding - frokostseminar i Oslo

1. EMPLOYER BRANDING FROKOSTSEMINAR 19.9

2. HOW TO MAKE AN EMPLOYER BRAND WORK FOR YOU IN A NEW REALITY

3. HOW TO MAKE YOUR EMPLOYER BRAND WORK FOR YOU IN A NEW REALITY 1. Employer branding defines and differentiates your company as an employer 1. Employer branding defines and differentiates your company as an employer 2. New expectations are changing the rules of the game 1. Employer branding defines and differentiates your company as an employer 2. New expectations are changing the rules of the game 3. To succeed, companies must apply their employer brand to the entire employee lifecycle

4. 1. Employer branding defines and differentiates your company as an employer

5. EMPLOYER BRANDING = THE BRAND PEOPLE WORK FOR!

6. Attract Engage Retain Not actively seeking Det som holder meg våken om nettene er utfordringen med å beholde og rekruttere de riktige menneskene og den riktig kompetanse som kan ta Hydros utvikling videre Konsernsjef Svein Richard Brandtzæg i Norsk Hydro

7. Source: Employer brand international COST PER HIRE == 40% LOWER WITH EMPLOYER BRAND

8. ATTRACTION: LINKEDIN- 50% MORE EFFECTIVE Source: Linkedin RETENTION: 40% LESS LIKELY TO LEAVE AFTER 6 MONTHS

9. Source: Talentsmoothie.com INCREASE THE LIKELIHOOD OF EMPLOYEES ACTING AS ADVOCATES: 24% - 47%

10. Relevant Unique Attractive Credible

11. UNCOVERUNCOVER YOUR EMPLOYER BRAND.. UNCOVER YOUR EMPLOYER BRAND.. DON´T CREATE IT

12. Julie Díez Bryn - 92 61 24 00 twitter.com/julie_diez EMPLOYER BRAND MUST BE ALIGNED WITH CORPORATE BRAND, BUT DEGREE OF OVERLAP WITH MARKET COMMUNICATIONS VARIES Customer promise Employer value proposition (EVP) Corporate brand

13. Julie Díez Bryn - 92 61 24 00 twitter.com/julie_diez EMPLOYER BRAND MUST BE ALIGNED WITH CORPORATE BRAND, BUT DEGREE OF OVERLAP WITH MARKET COMMUNICATIONS VARIES Customer promise Employer value proposition (EVP) Corporate brand

14. McKinsey&Company: Things you can’t do anywhere else – best at leadership development

15. Apple: Amaze yourself. Amaze the world.

16. Starbucks: It's a lot like working with friends. We call each other "partners". We respect our customers and each other.

17. MASTER NARRATIVE

18. 2.New expectations are changing the rules of the game

19. It´s about understanding and respecting the power and expectations people have to you and your company.

20. It´s about understanding and respecting the power and expectations people have to you and your company. yes

21. TECHNOLOGY IS CHANGING THE WAY WE WORK AND THE WAY WE HIRE

22. Wheel shop at Crewe Works, 1913 Photo: National Railway museum IT USED TO BE SIMPLE!

23. Source: Harvard Business Review, June 2013 «Encouraging employees to build networks outside the organization, companies should establish active alumni networks to maintain career-long relationships»

24. 3.To succeed, companies must apply their employer brand to the entire employee lifecycle.

25. Julie Díez Bryn - 92 61 24 00 twitter.com/julie_diez MAP EMPLOYEE LIFECYCLE AND APPLY EMPLOYER BRAND TO STRATEGIC TOUCHPOINTS

26. “EXTROVERT ERIK” Name: Erik Age: 29 Years of experience: 4 Education: Civil engineer - Industrial economics Current job: Wilh. Wilhelmasen Personality: Extrovert. Leader Type. Social. Secure Interests: Engineering. History IT. History. Cars Status: Not actively seeking new job Hobbies: Free skiing. Cross country. Down hill “work should be challenging and social” XYZ AS

27. Compare UnderstandSearch Knowledge On-boarding Work/follow-up Belonging Share Career development EvangelizeTrust Ambassador Re-hire 14

28. Julie Díez Bryn - 92 61 24 00 twitter.com/julie_diez LET YOUR EMPLOYEES POWER YOUR EMPLOYER BRAND

29. MEASURE AND EVALUATE Measure ROI by aligning metric with employer branding objectives

30. CASES AND INSPIRATION

31. Hydro “The Can”

32. DNV “Go for more”

33. DNV: Giving candidates the opportunity to be driven by both their ambitions and their ideals.

36. Giving candidates the opportunity to be driven by both their ambitions and their ideals. EVP:

37. Giving candidates the opportunity to be driven by both their ambitions and their ideals. EVP:

38. Julie Díez Bryn - 92 61 24 00 twitter.com/julie_diez TOP EMPLOYER BRAND IN BRITAIN What it is that makes Virgin different? The simple answer is people. If it weren’t for a bunch of well trained, motivated and, above all, happy people doing their bit, we’d have never launched a record label, never mind a fleet of 747s. Sir Richard Branson “ www.careers.virgin.com

39. Julie Díez Bryn - 92 61 24 00 twitter.com/julie_diez TOP EMPLOYER BRAND IN BRITAIN What it is that makes Virgin different? The simple answer is people. If it weren’t for a bunch of well trained, motivated and, above all, happy people doing their bit, we’d have never launched a record label, never mind a fleet of 747s. Sir Richard Branson “ www.careers.virgin.com

40. Julie Díez Bryn - 92 61 24 00 twitter.com/julie_diez ...MEET RED, CHIEF VALUES OFFICER AT VIRGIN MEDIA

41. EY: ACHIEVING POTENTIAL #betterworkingworld

42. Julie Díez Bryn - 92 61 24 00 twitter.com/julie_diez

49. Julie Díez Bryn - 92 61 24 00 twitter.com/julie_diez KEY TAKEAWAYS 1. Uncover what makes your company unique 2. Craft a relevant, attractive, credible and unique EVP 3. Develop a master narrative based on the EVP and apply it to strategic touchpoints in the employee lifecycle 4. Let your employees power your employer brand

50. 5. Deliver on the promise of your employer brand!

51. THANK YOU! Julie Díez Bryn Senior Consultant and Manager m: +47 92 61 24 00 e: julie.bryn@creuna.no

Employer branding - frokostseminar i Oslo

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