The document discusses employer branding and attracting quality talent. It defines what an employer brand is and explains that it expresses what makes a company unique as an employer. It also notes that an employer brand is the reason people join and stay at an organization, and the link between employee satisfaction, productivity, and customer satisfaction. The document then provides examples of companies that need strong employer brands and discusses how employer brands can be used to attract quality talent through different communication channels like websites and social media. It emphasizes the financial benefits of having a strong employer brand through improved retention and shareholder returns. The document concludes with a case study of how Philips developed its "Touch Lives Every Day" employer brand to improve its perception in the labor market

1. Employer Branding: Attracting quality talent
Tim Grogan
August 2012

2. Which one is better to drink?
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3. What is an employer brand?
 A distinct and compelling way to express what makes you
unique as an employer
 A compelling invitation to both external and internal
talent, the reason people join and stay
 A reminder to the employee about what the organisation
expects of them and what they can expect in return – the
deal
 The link between employee satisfaction and productivity
and the end customer
 Owned by the business, role-modelled by HR, driven
through the line
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4. Who needs an employer brand?
 Global organisations - looking for a sense of “one”
organisation across the world
 Organisations going through change - leaving much of the
“old” behind, and creating a new world
 Well known brands - known by consumers but not
understood by talent audiences
 Lesser known brands - often well kept secrets
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5. One Employer Brand
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6. How are you attracting quality talent?
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7. Three big web waves of change since
1995
1995 ----|----|----|----|---- 2000 ----|----|----|----|---- 2005 ----|----|----|----|---- 2010
Portals Search Engines
Job Boards
Social Networks
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8. The value we bring to our members
Identity
Rolodex, Resume, Connect, find and be found
Business Card LinkedIn Profile, Address Book, Search
Insights
Newspapers, Be great at what you do
Trade Magazines, Events Homepage, LinkedIn Today, Groups
Everywhere
Work wherever our members work
Desktop Mobile, APIs, Plug-Ins
Opportunities that will transform the trajectory of your career
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9. Defining your message
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10. Understand your proposition
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Source: Corporate Leadership Council | n = 58,000 employees worldwide

11. Sourcing the right candidates
Source: Corporate Leadership Council | n = 58,000 employees worldwide
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12. The LinkedIn Hiring Solutions Insights Team conducted 7,250 online
surveys of LinkedIn members worldwide
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13. Employee Engagement and
Commitment
Source: Corporate Leadership Council | n = 58,000 employees worldwide
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14. The Financial Imperative
 Organizations with strong employer brands
deliver better financial results than those with
weak employer brands
– Two to three times Total Return to Shareholders (TRS)
over a five-year span8
– 10% increase in retention can mean up to
US$160 million more to the bottom line for a
FORTUNE 500 firm9
8Source: Watson Wyatt Human Capital Index, March 17, 2002
9Source: Staffing.org, February 14, 2007
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15. Ref: Adcorp
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18. A Case Study
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19. Key Objectives
 “To be certain that we are able to attract, recruit
and retain the sort of talent that will give our
business competitive edge.”
 “To be sure that our employer experience will
enable and motivate our talent to work in a way
that is „one Philips.‟ Providing maximum
satisfaction for both the organisation and the
individual.”
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20. „Touch Lives Every Day‟
“Our promise to our potential and current
employees is…
 “A working environment in which
you can touch lives everyday.
 “We touch your life everyday, through
meaningful programs, processes
and opportunities.”
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21. „Touch lives every day‟ Creative
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22. Philips Labor Market Ranking – China
*Employer brand launch Dec 2003
Engineering & Science Discipline 2003 2004 2005
Familiar with Philips 17 11 9
Considered employer 15 9 6
Ideal employer 14 8 4
Business Discipline 2003 2004 2005
Familiar with Philips 26 17 11
Considered employer 23 11 8
Ideal employer 20 9 5
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23. Thank you
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