1.
Employer brand.
The what, why and how of employer
branding.

2.
Today’s format.
30 minutes – 3 action items
Tuesday, May 13, 12:00-12:30 p.m.
Facilitator
N. Robert Johnson
Practice Leader • Workforce Communications

3.
We could spend all day . . .
This is the first in a series. Today’s webinar
provides a high-level overview of employer
branding. Future webinars will dive deeper
into employer branding and employee
engagement.
Interesting in a specific topic? Let us know.

4.
Today’s webinar.
Employer brand.
The what, why and how of employer
branding.

5.
It’s your story.

6.
Your employer brand is the story of you
as an employer.
An employer brand is what your talent experiences, thinks,
feels and shares about you as a place to work.
What is an employer brand?

7.
Your employer brand is the experiences of your people.

8.
Employer branding ingredients.
promise attributes architecture

9.
Your employer brand
promise articulates your
identity as an employer;
showcases how you are
unique; and inspires
action.
Employer brand promise.

10.
Employer brand attributes.
The attributes of you as an employer
that connect people to your employer
brand promise.
FYI
Over 20% of employees under the age of 30 say that they would prefer to have a lower-
paying job with a brand that they believe in. (Interbrand)

11.
Employer brand architecture.
Employer
brand and
attributes
Internal
comm
Career site
and mobile
Social
media
Collateral,
events …
Everyday
experiences
HR policies
Your employer brand architecture is the
design of how your employer brand
promise and attributes are
communicated and managed.

12.
Why it’s important.
FYI
Less than half (46%) employees today can assert that they have felt
committed, fulfilled (28%) or excited (26%) about work in the last month.
(Kelton 2013)

13.
Warning signs of a perfect storm.
• 71% of the U.S. labor force is on the job market; 51% of
employed workers are either actively seeking or are
open to a new job (JobVite 2014)
• Trust in U.S. business is up but still only at 62% (Eldeman
trustbarometer 2014)
• 40% of American workers say that they don’t completely
understand their company’s vision. (Kelton 2013)
• Almost six in ten (57%) feel accountable for something at
work but do not count their company’s revenue, profit
or growth among those items (Kelton 2013)

14.
Storm warning signs – one more.
44% of candidates considering a
company would be more likely to
leave a company that failed to
engage them in an innovative way.
(KornFerry/FutureStep 2013)

15.
The perfect storm impacting recruitment, engagement and retention
performance and communication is the collision of employees who are
less connected to their companies; more open to hearing and learning
about new jobs; and the changing dynamic in the way in which they
gather and validate information.
.

16.
Why employer brand?
• Increases employee engagement
• Increases talent attraction and
retention performance
• Improves financial performance

17.
Why employer brand – a few proof
points.
• Increases employee engagement
• Reduces turnover by up to 28% (LinkedIn 2011)
• Lowers cost-per-hire by as much as 50%
(LinkedIn 2011)
• Improves financial performance – 36%
stronger financial results due to strength of
consumer and talent brand alignment
(Lippencott 2013)

18.
How to start.

19.
Get planning* and get support.
• Define what specific HCM issue(s) or problem(s) you
are looking to solve (business case)
• Gain feedback/support/buy-in from senior leaders
(including C-Suite), colleagues, employees and other
stakeholders
• Develop an action/project plan that includes a budget
and measurable outcomes
*We have a free readiness checklist …

20.
High-level “how” of employer branding.
• Use fact-based research
• Craft inspiring and engaging messages
• Focus on culture (the stories of your people)
• Be visual – use color, images and motion
• Engage and empower your people to be
involved
• Segment audiences and target messages
(relevancy and WIFM)
• Measure, analyze and adjust

21.
Action item 1:
Infuse employee engagement data.
Employer branding is about your story – your
authentic story. It needs to be real. So, look
for every data source you can to get to the real
story.
Engagement data is often overlooked
as a source for employer brand
validation. Map your employer brand
promise and attributes to key questions
in your survey.

22.
Action item 2:
Look for easy entry points.
Employer branding doesn’t always have to
start with the big-hairy-project. College
recruiting, diversity programs, on-boarding
communications: these are easy ways to get
into employer branding.

23.
Action item 3:
Think like a brand manager.
Good brand managers always think about the
customer and the customer’s experience. In
our case, we must always be focused on the
experiences of our employees and
candidates.
Elements of experience to review as a brand
manager
• Employee value proposition
• On-boarding/promise alignment
• Messaging and creative
• Audience segmentation

24.
Our approach to employer brand.
Discover
• Stakeholder interviews
• Focus groups
• Employee engagement data
• Communication audits
• External brand alignment
• Culture, mission and values alignment
Invent
• Employer brand promise
• Employer brand attributes
• Employee value proposition
• Creative design expression
• Strategic communications planning
Deliver
• Employer brand architecture
• Integrated communications
• Certified brand ambassadors
• Customer experience and employer branding

25.
Deeper Dive on Discovery.
Infusing employee engagement data into your employer
brand.
Wednesday, May 28, 2014
12:00 noon ET/ 11:00 am CT
Thank you!
Offline questions?
Contact me at 216.685.4486
or nrjohnson@davidgroup.com
Our next webinar.