hr marketing developing the employer brand rob van dijk 29 november 2007
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HR Marketing Developing the employer brandRob van Dijk29 November 2007
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Een beetje Amsterdammer ….
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Please put on your marketing glasses …
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HR versus Marketing
HR
Investigating Problems
What’s Missing
Repairing the Past
Marketing
Investigating Desires
What is Needed
Creating the Future
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Marketeers wisdom
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The desire behind the question….
What is your
customer really
looking for?
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What is your choice?
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What is your choice? Why?
>70% of total market share!!
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The Brand creates value
So, what can you do to grow a strong Brand?
Focus on your strengths, USP’s
Create a clear image that matters to customers
Communicate successes
Walk the talk
Create your own fan club
Exceed expectations
Passion
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HRM versus Marketing questions
HRM on attracting people
How does the job profile look like?
What kind of work experience is required?
Which level of education is needed for this job?
When should the vacancy be filled?
Which text will we use for the advertisement?
Which recruitment office do we involve?
Who is involved with the selection of candidates?
What is the budget for recruitment and selection?
What salary will be paid for this job?
Marketing on attracting customers
How does the market look like?
Who are our customers?
Who are our competitors?
Which needs are relevant?
How can you deliver added value?
Which choices do we have to make?
Which positioning fits the best?
How could we best influence our customers?
What do we want to express?
Which results do we want to achieve?
How can we measure these results?
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Strong employer branding creates value through emotion
More than a logo on products or a name on a building
A brand expresses identity and appears by means of a certain experience
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Marketeers wisdom of a recruiter
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The organization as a brand
Which values are important from an employers perspective?
What does the organization want to express?
How do you make sure that:
Employees as ‘clients’ judge their employer properly?
Employees as ‘suppliers’ carry the proper image of the organization onward to others?
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Brand consistency
Product-characteristics
Quality & Performance
Image and reputation
Innovation &Design
Value & price
RewardWorking
conditions
Training &development
Work climate& culture
Balancework-private
Market forproduct/service
Labour market(int./ext.)Organization‘External Branding’
brand perception in
product/service market
‘Employer branding’
brand perception inlabour market
‘Internal Branding’perception of company
values and culture
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An Employer Brand distinguishes your company from the rest …
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… and helps you to focus on…
a single motivating proposition, which you can all communicate clearly and consistently
your target audience that you demonstrate that you take their needs very seriously
how to stand out from the crowd
to keep working towards ‘ideal’ status and be inspired
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HR Marketing: define your employer brand
INSIGHT
COMPETITIVEENVIRONMENT
TARGET
REASONSTO BELIEVE
VALUES
DISCRIMINATORBENEFITS
ESSENCE
ROOT STRENGTH
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ESSENCE
Adding vitality to business life
Winning brands connecting with150m people every day
A successful and respected company withinternational team working and meaningful local jobs
Inspiring leaders and passionate people enableworld class training & personal growth
Open culture where individuals and differences are valued
Socially responsible globally and locally
Care: accountable & responsible ofour actions, and embracing diversity
Connect: in & out to gain deep insightof diverse people Õs lives
Create: constantly seeking new waysto inspire and excite consumers
Act: and challenge with the passionto make the business win
working in the worldwide home of brandexcellence where you can make a real impact
learning from the best, both internally andexternally to build your skills
experiencing a rich, diverse, challengingwork environment
contributing to an international businessthat is truly locally connected
thereby feeling good about my work,having fun and getting more out of life
BENEFITS
VALUES REASONS TO BELIEVE
DISCRIMINATOR
Unilever offers me more space toachieve my potential in my own way
COMPETITIVE ENVIRONMENT
Reputable organisations playing fortop talent
TARGET
Passionate people who want to doreal business and have the potentialto be highly motivated by brands.
Enthusiastic, creative and rigorous.Hungry for success, with anempathy for others, and confident inteams
INSIGHT
I want to make a real difference
ROOT STRENGTH
Expertise in brands International business World class training Longevity/stabilityand branding that is truly local
The Unilever Definition
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Definition of your Employer Brandencourages differentiation – WHO IS WHO?
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So … just put on your marketingglasses tomorrow and make it happen
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2008 Hay Group Netherlands35 years of Thought Leadership
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