52n - employer branding

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The International, Inclusive EVP.

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  • 1. WORDMARK This he North icon me. This is marily for poses and . INTEGRATED RESOURCING SOLUTIONS The International & Inclusive Employer Brand Steve McNally steve@weare52n.com Berlin - Bucharest - Budapest - Cambridge - Frankfurt - Munich - Prague - Sarajevo - Vienna - Warsaw
  • 2. WORDMARK This he North icon me. This is marily for poses and . INTEGRATED RESOURCING SOLUTIONS The Roadmap for an International, Inclusive Employer Brand. 52 North 2013
  • 3. WORDMARK This he North icon me. This is marily for poses and . INTEGRATED RESOURCING SOLUTIONS A Moment of Truth an employment brand is not your logo an employment brand is not your products and services an employment brand is not your people an employment brand is not your marketing an employment brand is not your communications an employment brand is not your vendors an employment brand is not your quality/value an employment brand is not your location an employment brand is not your remuneration or benefits 52 North 2013
  • 4. WORDMARK This he North icon me. This is marily for poses and . INTEGRATED RESOURCING SOLUTIONS The Truth: Your Employer Brand is everything you do and say as an Employer, to your employees, candidates, alumni, investors, vendors and all other stakeholders. 52 North 2013
  • 5. WORDMARK This he North icon me. This is marily for poses and . INTEGRATED RESOURCING SOLUTIONS You can only control what you can create, manage and develop. You can create, manage and develop your core employment proposition your Employment Value Proposition. 52 North 2013
  • 6. WORDMARK This he North icon me. This is marily for poses and . INTEGRATED RESOURCING SOLUTIONS Your Employment Value Proposition will enable you to attract, recruit, retain and develop talent from all communities; in all countries. 52 North 2013
  • 7. WORDMARK This he North icon me. This is marily for poses and . INTEGRATED RESOURCING SOLUTIONS The Journey Phase I Phase II Phase III Discovery Directs Implementation Primary and Secondary Research Brand Positioning Brand Personality Brand Promise Creative Strategy Editorial Objectives Employee Segmentation (Question Set, Inclusive Surveys, Representative Focus Groups) Competitve Audits Visual and Editorial Audits Recommendations 52 North 2013 Informs Envision Collatoral and component development Strategy Workshops Creative Strategy Workshops Brainstorming Sessions Explorations of Visual Language Brand Architecture Study
  • 8. WORDMARK This he North icon me. This is marily for poses and . INTEGRATED RESOURCING SOLUTIONS Employee Segmentation by Demographic Phase I: Demographics Sex Demographics Length of Service Demographics Age 52 North 2013
  • 9. WORDMARK This he North icon me. This is marily for poses and . INTEGRATED RESOURCING SOLUTIONS Phase I: Demographics Full/Part Time Demographics Disability Demographics Ethnicity 52 North 2013
  • 10. WORDMARK This he North icon me. This is marily for poses and . INTEGRATED RESOURCING SOLUTIONS Employee Segmentation by Primary Motivations Phase I: The Balancers THE UNDERUTILISED THE BELIEVERS THE ESSENTIAL SEEKERS THE PROGRESSORS 52 North 2013 Balancers seek a healthy work-life balance as they may have strong family commitments that their career has to work around. They view hours and flexibility as primary drivers of job consideration and want to feel valued at work even though theyre unable to commit full-time. Progressors are highly focussed on career progression. Pro-active go-getters they seek selfadvancement and view their career success as an extension of self-actualisation. The Believers THE BALANCERS The Progressors The Underutilised are people who feel they have a lot to offer but are often overlooked by employers. They enjoy being involved and communicating with people and have the potential to become strong brand advocates if theyre happy in their work. Believers love and care deeply about their company brand. Theyre already regular customers as theyre passionate and knowledgeable about the product and they are driven to achieve with others. The Essential Seekers Essential Seekers view the workplace as a means to an end. They have a need money, must work mentality. Theyre not brand loyal or committed to a particular employer. The Underutilised
  • 11. WORDMARK This he North icon me. This is marily for poses and . INTEGRATED RESOURCING SOLUTIONS Aligning the Internal Truth with the External Perceptions Phase II: HAVE I HEARD OF YOU? DO I KNOW WHAT YOU DO? DO YOU MEET MY NEEDS? DO YOU MEET MY NEEDS BETTER THAN ANYONE ELSE? DO YOU DELIVER ON YOUR PROMISES? STEP 1 STEP 2 STEP 3 STEP 4 STEP 5 AWARENESS FAMILIARITY CONSIDERATION CHOICE LOYALTY 52 North 2013
  • 12. WORDMARK This he North icon me. This is marily for poses and . INTEGRATED RESOURCING SOLUTIONS Phase II: AudienceAppropriate Branded Communications Culture: Top Down vs Empowered LOW Compensation: Salary vs Benefits HIGH People: Team vs Individual LOW 52 North 2013 LOW HIGH Environment: Head Office vs Network HIGH LOW HIGH
  • 13. WORDMARK This he North icon me. This is marily for poses and . INTEGRATED RESOURCING SOLUTIONS Audience-Appropriate Editorial Language - Motivations Phase II: PERFORMANCE? CUSTOMERS? INDIVIDUAL? TEAM? GROWTH? SECTORS? INVESTORS? INNOVATION? DEPENDABLE? AWARD-WINNING? =CORPORATE? DEVELOPMENT? RESULTS? ENGAGING? BUSINESS? DIVERSITY? LOCAL? PROSPECTS? GROUP? WORK/LIFE? EUROPE? 52 North 2013 INTERNATIONAL? REMUNERATION?
  • 14. WORDMARK This he North icon me. This is marily for poses and . INTEGRATED RESOURCING SOLUTIONS Audience-Appropriate Editorial Language - Groups Phase II: AGE? GENDER? MARRIED? ETHNICITY? FAITH? FAMILY RESPONSIBILITIES? POLITICAL VIEWS? BELIEF? EDUCATION? DISABILITY? WORK EXPERIENCE? SEXUAL ORIENTATION? SOCIO/ECONOMIC BACKGROUND? 52 North 2013 PARENTS? RACE?
  • 15. WORDMARK This he North icon me. This is marily for poses and . INTEGRATED RESOURCING SOLUTIONS Phase II: Audience-Appropriate Visual Language - Personality 52 North 2013
  • 16. WORDMARK This he North icon me. This is marily for poses and . INTEGRATED RESOURCING SOLUTIONS The Journey Phase I Phase II Phase III Discovery Directs Implementation Primary and Secondary Research Brand Positioning Brand Personality Brand Promise Creative Strategy Editorial Objectives Employee Segmentation (Question Set, Inclusive Surveys, Representative Focus Groups) Competitve Audits Visual and Editorial Audits Recommendations 52 North 2013 Informs Envision Collatoral and component development Strategy Workshops Creative Strategy Workshops Brainstorming Sessions Explorations of Visual Language Brand Architecture Study
  • 17. WORDMARK This he North icon me. This is marily for poses and . INTEGRATED RESOURCING SOLUTIONS THANK YOU Steve McNally 52 North 2013

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