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The Secrets of Employer Branding: From Strategy to Execution

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Kenny Ong
Kenny Ong

The document discusses employer branding strategies, including segmenting and targeting talent, aligning brand positioning with organizational structure/resources/leadership, and communicating the brand through various touchpoints. It emphasizes the importance of consistency across the employer value proposition, human resources philosophies, and business strategies. Challenges include gaining commitment across departments and measuring brand impact on goals like attraction and retention.

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THE SECRETS OF EMPLOYER BRANDING: From Strategy to Execution Case Studies, Concepts and Debatable Ideas Kenny Ong CNI Holdings Berhad www.myCNI.com.my www.OOBEY.com
Objective of Branding: Way back in 2004… ,[object Object],www.myCNI.com.my www.OOBEY.com
Objective of Branding: Now in 2007… ,[object Object],[object Object],[object Object],[object Object],www.myCNI.com.my www.OOBEY.com
Corporate & Employer Brand Corporate Brand Employer Brand www.myCNI.com.my www.OOBEY.com Right Type of People
Why Employer Branding? ,[object Object],[object Object],[object Object],[object Object],[object Object],www.myCNI.com.my www.OOBEY.com
Components of Branding Positioning, Execution, and Communication www.myCNI.com.my www.OOBEY.com
Components of Branding Positioning Execution Communication www.myCNI.com.my www.OOBEY.com
Brand Positioning Segmentation, Targeting, Basics, Differentiators www.myCNI.com.my www.OOBEY.com
Positioning ,[object Object],[object Object],www.myCNI.com.my www.OOBEY.com
Positioning ,[object Object],[object Object],[object Object],www.myCNI.com.my www.OOBEY.com
Two Types of Segmentation for HRM ,[object Object],[object Object],www.myCNI.com.my www.OOBEY.com
Demographic Segmentation - General www.myCNI.com.my www.OOBEY.com Veterans (Pre-Boomers) 1934-1945 Boomers 1945-1960 Gen X (Cusper, Buster) 1960 - 1980 Gen Y (Millennials, Netster) 1980+
Demographic Segmentation - others ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],www.myCNI.com.my www.OOBEY.com
Talent Segmentation ,[object Object], : A Talent for others does not mean a Talent for you www.myCNI.com.my www.OOBEY.com
Talent Segment Targeting ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],www.myCNI.com.my www.OOBEY.com
Talent Segmentation Group I (Talent Pool) ,[object Object],www.myCNI.com.my www.OOBEY.com 2 3 4 5 PERFORMANCE 2 3 4 5 POTENTIAL
Talent Segmentation Group I (Talent Pool) Group II (  Potential) Group III (  Performance) Group IV (Counseling) 2 3 4 5 2 3 4 5 PERFORMANCE POTENTIAL ,[object Object],www.myCNI.com.my www.OOBEY.com
What needs work? Current Brand Importance to Target Segment High Low Weak Strong www.myCNI.com.my www.OOBEY.com High Salary Career Opportunities Familiarity with Tasks Training Opportunities Attractive Location For people like me Fun place to work Expected success of application Innovative company
What needs work? Current Brand Importance to Target Segment High Low Weak Strong High Salary Career Opportunities Familiarity with Tasks Training Opportunities Attractive Location For people like me Fun place to work Expected success of application Innovative company www.myCNI.com.my www.OOBEY.com
Activity Grid to determine HRM priorities www.myCNI.com.my www.OOBEY.com Eliminate (-) What are features/ activities/services to eliminate? Reduce (↓) What are features/ activities/services to reduce? Create (+) What are features/ activities/services to introduce? Increase ( ↑) What are features/ activities/services to increase?
Basics & Differentiators Segments Targets Targets Basics Differentiators www.myCNI.com.my www.OOBEY.com
COMMUNICATION ARCHITECTURE BRAND POSITIONING “ Tagline” KEY SUPPORTING MESSAGES KEY MESSAGES SPECIFIC TO INTERNAL/EXTERNAL SEGMENTS EMPLOYEES Image Development KEY SEGMENTS TARGET GROUPS SPECIFIC SEGMENT
KEY MESSAGES ,[object Object],[object Object],[object Object],[object Object],[object Object],www.myCNI.com.my www.OOBEY.com
Brand Execution Alignment, Basics, Differentiators Also known as ‘Reason To Believe’ www.myCNI.com.my www.OOBEY.com
Alignment & Consistency ,[object Object],www.myCNI.com.my www.OOBEY.com
Alignment & Consistency ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],"They are the most innovative" "Constantly renewing and creative" "Always on the leading edge" "A great deal!" Excellent/attractive price Minimal acquisition cost and hassle Lowest overall cost of ownership "A no-hassles firm" Convenience and speed Reliable product and service Product Leadership Operational Excellence Customer Intimacy www.myCNI.com.my www.OOBEY.com
Alignment & Consistency: Market Disciplines Operational Excellence (low cost producer) Ref: The Discipline of Market Leaders , Michael Treacy & Fred Wiersema; 1995 Product Leadership (best product) Customer Intimacy (best total solution) www.myCNI.com.my www.OOBEY.com
The McPlaybook* ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],*Adapted from: Businessweek , Februrary 5 th 2007 www.myCNI.com.my www.OOBEY.com
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Alignment & Consistency: Disciplines, Priorities, and KPIs ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],www.myCNI.com.my www.OOBEY.com
[object Object],[object Object],[object Object],[object Object],[object Object],Alignment & Consistency: Market Disciplines www.myCNI.com.my www.OOBEY.com
Alignment & Consistency: Market Disciplines ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],www.myCNI.com.my www.OOBEY.com
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Alignment & Consistency: Market Disciplines www.myCNI.com.my www.OOBEY.com
Alignment & Consistency: Market Disciplines Operational Excellence (low cost producer) Ref: The Discipline of Market Leaders , Michael Treacy & Fred Wiersema; 1995 Product Leadership (best product) Customer Intimacy (best total solution) www.myCNI.com.my www.OOBEY.com
Alignment & Consistency: Market Disciplines Operational Excellence (low cost producer) Ref: The Discipline of Market Leaders , Michael Treacy & Fred Wiersema; 1995 Product Leadership (best product) Customer Intimacy (best total solution) www.myCNI.com.my www.OOBEY.com
Brand Execution: Aligning the 4-Wheels Philosophies Brand Position Segmentation & Targeting www.myCNI.com.my www.OOBEY.com Structure Resources Leadership Person
Brand Alignment: Talent Segment Philosophies Principles HR Philosophy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],www.myCNI.com.my www.OOBEY.com
Brand Alignment: Demographics Segment Philosophies? Principles HR Philosophy www.myCNI.com.my www.OOBEY.com
Alignment: Framework ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],www.myCNI.com.my www.OOBEY.com Structure
Strategy: Framework ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],www.myCNI.com.my www.OOBEY.com Resources
Strategy: Framework ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],www.myCNI.com.my www.OOBEY.com Leadership
Strategy: Framework ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],www.myCNI.com.my www.OOBEY.com Person
Alignment: 4-Wheels Model Philosophies Brand Position Segmentation & Targeting www.myCNI.com.my www.OOBEY.com Structure Resources Leadership Person
Demographic Segment: Example Strategies ,[object Object],[object Object],[object Object],www.myCNI.com.my www.OOBEY.com
Brand Communication Image, Touch Points, Repetition, and Emphasis www.myCNI.com.my www.OOBEY.com
Attract ,[object Object],[object Object],www.myCNI.com.my www.OOBEY.com
Attract ,[object Object],[object Object],[object Object],[object Object],[object Object],www.myCNI.com.my www.OOBEY.com
Attract: HR and Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],www.myCNI.com.my www.OOBEY.com
COMMUNICATION ARCHITECTURE BRAND POSITIONING “ Tagline” KEY SUPPORTING MESSAGES KEY MESSAGES SPECIFIC TO INTERNAL/EXTERNAL SEGMENTS EMPLOYEES Image Development KEY SEGMENTS TARGET GROUPS SPECIFIC SEGMENT
KEY MESSAGES ,[object Object],[object Object],[object Object],[object Object],[object Object],www.myCNI.com.my www.OOBEY.com
Touch Points Candidates/ Employees Gov./ Politics Customers Public Events Economics AGM Ads Internet* Annual Report Media Analysts Ex-employees Relatives Friends Pasar Malam Employees Employee Bloggers Mgmt Actions Newsletter www.myCNI.com.my www.OOBEY.com
Touch Pointsl Candidates/ Employees Gov./ Politics Customers Public Events Economics AGM Ads Internet Annual Report Media Analysts Ex-employees Relatives Friends Pasar Malam Employees Employee Bloggers Mgmt Actions Newsletter www.myCNI.com.my www.OOBEY.com
The Right Tools for the Job Reach of Communication Quality/Intensity of Communication Personal (exp) Personal (info) Impersonal (info) Individual Mass Internships, joint projects with University Events, workshops, campaign visits, seated dinners www.myCNI.com.my www.OOBEY.com
The Right Tools for the Job Reach of Communication Quality/Intensity of Communication Personal (exp) Personal (info) Impersonal (info) Individual Mass Mentorship programs Campus presentations, career fairs Online games, sponsorship of awards www.myCNI.com.my www.OOBEY.com
The Right Tools for the Job Reach of Communication Quality/Intensity of Communication Personal (exp) Personal (info) Impersonal (info) Individual Mass Direct Marketing (eg. mailing) Direct-response marketing Print media, radio www.myCNI.com.my www.OOBEY.com
The Right Tools for the Job Reach of Communication Quality/Intensity of Communication Personal (exp) Personal (info) Impersonal (info) Individual Mass Jobstreet.com Jobstreet.com Jobstreet.com www.myCNI.com.my www.OOBEY.com Jobstreet.com Jobstreet.com Jobstreet.com Jobstreet.com Jobstreet.com Jobstreet.com
End Point The end of the Beginning www.myCNI.com.my www.OOBEY.com
Issues and Challenges ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],www.myCNI.com.my www.OOBEY.com
For Starting Up… Importance to Target Segment High Low www.myCNI.com.my www.OOBEY.com
For Starting Up… Current Brand Weak Strong www.myCNI.com.my www.OOBEY.com
For Starting Up… Philosophies Brand Position Segmentation & Targeting Structure Resources Leadership Person
For Starting Up… Reach of Communication Quality/Intensity of Communication Personal (exp) Personal (info) Impersonal (info) Individual Mass www.myCNI.com.my www.OOBEY.com
In the end… ,[object Object],[object Object],[object Object],[object Object],www.myCNI.com.my www.OOBEY.com Moral: Big matters/Small Matters
Summary ,[object Object],[object Object],[object Object],www.myCNI.com.my www.OOBEY.com
Thank You. soft copy of slides: http://totallyunrelatedrandomanddebatable.blogspot.com/

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The Secrets of Employer Branding: From Strategy to Execution

  • 1. THE SECRETS OF EMPLOYER BRANDING: From Strategy to Execution Case Studies, Concepts and Debatable Ideas Kenny Ong CNI Holdings Berhad www.myCNI.com.my www.OOBEY.com
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  • 4. Corporate & Employer Brand Corporate Brand Employer Brand www.myCNI.com.my www.OOBEY.com Right Type of People
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  • 6. Components of Branding Positioning, Execution, and Communication www.myCNI.com.my www.OOBEY.com
  • 7. Components of Branding Positioning Execution Communication www.myCNI.com.my www.OOBEY.com
  • 8. Brand Positioning Segmentation, Targeting, Basics, Differentiators www.myCNI.com.my www.OOBEY.com
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  • 12. Demographic Segmentation - General www.myCNI.com.my www.OOBEY.com Veterans (Pre-Boomers) 1934-1945 Boomers 1945-1960 Gen X (Cusper, Buster) 1960 - 1980 Gen Y (Millennials, Netster) 1980+
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  • 18. What needs work? Current Brand Importance to Target Segment High Low Weak Strong www.myCNI.com.my www.OOBEY.com High Salary Career Opportunities Familiarity with Tasks Training Opportunities Attractive Location For people like me Fun place to work Expected success of application Innovative company
  • 19. What needs work? Current Brand Importance to Target Segment High Low Weak Strong High Salary Career Opportunities Familiarity with Tasks Training Opportunities Attractive Location For people like me Fun place to work Expected success of application Innovative company www.myCNI.com.my www.OOBEY.com
  • 20. Activity Grid to determine HRM priorities www.myCNI.com.my www.OOBEY.com Eliminate (-) What are features/ activities/services to eliminate? Reduce (↓) What are features/ activities/services to reduce? Create (+) What are features/ activities/services to introduce? Increase ( ↑) What are features/ activities/services to increase?
  • 21. Basics & Differentiators Segments Targets Targets Basics Differentiators www.myCNI.com.my www.OOBEY.com
  • 22. COMMUNICATION ARCHITECTURE BRAND POSITIONING “ Tagline” KEY SUPPORTING MESSAGES KEY MESSAGES SPECIFIC TO INTERNAL/EXTERNAL SEGMENTS EMPLOYEES Image Development KEY SEGMENTS TARGET GROUPS SPECIFIC SEGMENT
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  • 24. Brand Execution Alignment, Basics, Differentiators Also known as ‘Reason To Believe’ www.myCNI.com.my www.OOBEY.com
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  • 27. Alignment & Consistency: Market Disciplines Operational Excellence (low cost producer) Ref: The Discipline of Market Leaders , Michael Treacy & Fred Wiersema; 1995 Product Leadership (best product) Customer Intimacy (best total solution) www.myCNI.com.my www.OOBEY.com
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  • 33. Alignment & Consistency: Market Disciplines Operational Excellence (low cost producer) Ref: The Discipline of Market Leaders , Michael Treacy & Fred Wiersema; 1995 Product Leadership (best product) Customer Intimacy (best total solution) www.myCNI.com.my www.OOBEY.com
  • 34. Alignment & Consistency: Market Disciplines Operational Excellence (low cost producer) Ref: The Discipline of Market Leaders , Michael Treacy & Fred Wiersema; 1995 Product Leadership (best product) Customer Intimacy (best total solution) www.myCNI.com.my www.OOBEY.com
  • 35. Brand Execution: Aligning the 4-Wheels Philosophies Brand Position Segmentation & Targeting www.myCNI.com.my www.OOBEY.com Structure Resources Leadership Person
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  • 37. Brand Alignment: Demographics Segment Philosophies? Principles HR Philosophy www.myCNI.com.my www.OOBEY.com
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  • 42. Alignment: 4-Wheels Model Philosophies Brand Position Segmentation & Targeting www.myCNI.com.my www.OOBEY.com Structure Resources Leadership Person
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  • 44. Brand Communication Image, Touch Points, Repetition, and Emphasis www.myCNI.com.my www.OOBEY.com
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  • 48. COMMUNICATION ARCHITECTURE BRAND POSITIONING “ Tagline” KEY SUPPORTING MESSAGES KEY MESSAGES SPECIFIC TO INTERNAL/EXTERNAL SEGMENTS EMPLOYEES Image Development KEY SEGMENTS TARGET GROUPS SPECIFIC SEGMENT
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  • 50. Touch Points Candidates/ Employees Gov./ Politics Customers Public Events Economics AGM Ads Internet* Annual Report Media Analysts Ex-employees Relatives Friends Pasar Malam Employees Employee Bloggers Mgmt Actions Newsletter www.myCNI.com.my www.OOBEY.com
  • 51. Touch Pointsl Candidates/ Employees Gov./ Politics Customers Public Events Economics AGM Ads Internet Annual Report Media Analysts Ex-employees Relatives Friends Pasar Malam Employees Employee Bloggers Mgmt Actions Newsletter www.myCNI.com.my www.OOBEY.com
  • 52. The Right Tools for the Job Reach of Communication Quality/Intensity of Communication Personal (exp) Personal (info) Impersonal (info) Individual Mass Internships, joint projects with University Events, workshops, campaign visits, seated dinners www.myCNI.com.my www.OOBEY.com
  • 53. The Right Tools for the Job Reach of Communication Quality/Intensity of Communication Personal (exp) Personal (info) Impersonal (info) Individual Mass Mentorship programs Campus presentations, career fairs Online games, sponsorship of awards www.myCNI.com.my www.OOBEY.com
  • 54. The Right Tools for the Job Reach of Communication Quality/Intensity of Communication Personal (exp) Personal (info) Impersonal (info) Individual Mass Direct Marketing (eg. mailing) Direct-response marketing Print media, radio www.myCNI.com.my www.OOBEY.com
  • 55. The Right Tools for the Job Reach of Communication Quality/Intensity of Communication Personal (exp) Personal (info) Impersonal (info) Individual Mass Jobstreet.com Jobstreet.com Jobstreet.com www.myCNI.com.my www.OOBEY.com Jobstreet.com Jobstreet.com Jobstreet.com Jobstreet.com Jobstreet.com Jobstreet.com
  • 56. End Point The end of the Beginning www.myCNI.com.my www.OOBEY.com
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  • 58. For Starting Up… Importance to Target Segment High Low www.myCNI.com.my www.OOBEY.com
  • 59. For Starting Up… Current Brand Weak Strong www.myCNI.com.my www.OOBEY.com
  • 60. For Starting Up… Philosophies Brand Position Segmentation & Targeting Structure Resources Leadership Person
  • 61. For Starting Up… Reach of Communication Quality/Intensity of Communication Personal (exp) Personal (info) Impersonal (info) Individual Mass www.myCNI.com.my www.OOBEY.com
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  • 64. Thank You. soft copy of slides: http://totallyunrelatedrandomanddebatable.blogspot.com/