employer branding

When something just doesn’t seem right

How we tend to respond

If this isn’t yielding the results…

The way we see it

A fine balance

The brew

internal

reality

individual

managerial non-managerial

external

group

aspiration

employerbrand

Every Channel – Every Influencer

Cross functional tool kit

How we go about it

1-1 interviews

Focus Group

discussions

Quantitative survey

Marketing communication

strategy & execution

Quantitative & qualitative survey with external TG

HR & Leadership workshop

The Methodology

Route to brand of stature

Understanding the Corporate Brand Identity

Strengthening the EB with employees

Internal communication program for the EB

Distilling compelling themes and propositions

Segment wise marketing strategy

The ‘courtship’ experience

Go to market (external)

External positioning assessment

Go to market (internal)

Diving into the methodology

What the Metrics look like

Elevation in day rankingBrand awareness and external credibilityReduction in new hire premiumsBetter offer-acceptance ratioImproved slot within a placement day Increase in number of applicantsIncreased unsolicited profiles

Elevation in day rankingBrand awareness and external credibility

Reduction in new hire premiumsBetter offer-acceptance ratio

Improved slot within a placement day Increase in number of applicants

Increased unsolicited profiles

External Metrics

Internal Metrics

Picking up where we left off…

Is it differentiated…

Is it known & credible within the organization…Would potential candidates reflect it back…

Does it appeal to my target talent pools…

Is the message consistently spread through all channels…

Who is driving our employer brand…

What is our core proposition…

Helps to Dig a little Deeper

What we bring to the table

Cross-functional

Human Resources

Branding

EmployerBranding

Truly cross functional

Regained Day 1 status on management school campus

Increased ‘share of women’ in a service organisation

Attracted professionals into a family run business hitherto run by loyalists

Design of an alumni connect program to perpetuate

the Employer Brand

Created an engagement model that also ensures longevity

of the employee with the company and consistent performance

Developed a world class and differentiated Internship program to increase predictability of intake

Travelled the path

Putting together an online media strategy for a business with low national brand awareness

Designing a ‘courtship experience’ in line with the EVP’s and organisational values

Creating marketing strategies towards attracting critical talent pools

Refining the internal organisation and employee related systems and processes to make the Employer Brand a reality

Increasing offer to joining ratio of engineering campus recruits

A few journeys we are on

Main Cast

TarunSchool – XLRI

Training Ground – Hindustan UnileverSkills - Develop consulting framework, bring consumer marketing concepts to projects

ShampaSchool – XLRI

Training Grounds – Citigroup, Spice Telecom, AOL India and OnMobile GlobalSkills – Crystalise brand identity & essence, define futuristic roadmap for HR

VijayalakshmiSchool – National Law School & XLRI

Training Ground – Hindustan UnileverSkills - Create strategy and convert into a robust & practical activation agenda, flawless activation

NishantSchool – CA by education Training Ground – KPMG

Skills - Integrate brand and HR strategy with business, develop frameworks for analysis

SrikantSchool – Engineer

Training ground – YahooSkills – Online media strategy & social media marketing