branding, hiring,retention sarinah
TRANSCRIPT
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EMPLO YER BRANDING,
HIRING
&RETENTION
Sar inah Abu Bak ar
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Em ployer Branding.. Why B rand
ATTRACTION
ENGAGEMENT
RETENTION
Employer Branding : Shaping and maintaining an image inthe minds of potential candidates in the market that the company,
above all others, is a great place to work
Core HR Objectives
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Branding St ra t eg y
The quality of our image impacts the people that we attract
Candidates apply to companies that fit their Value & Potential
Averag
e
LowPotential
High
Potential
Averag
e
No Name
Top
Employer
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Ident i fy ing your Em ployer Brand
Survey, collect data :
New Hire Survey- Why employee join the company
Reject offer analysis
Employee Survey- Why employee stay
Turnover analysis
- Why employee resign
Trends - Employer of Choice Studies, Graduate Survey
Image Studies, Management & expert interviews
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Types of Em ployer Brand Messages
Focus on OfferAt our company you get more than what you getelsewhere (eg benefits, culture, career opportunities)
Focus on Personality
In our company we are like this. If you fit to that you can stayas you are and find people like you.
Focus on Values
Thats important for us in our company. If you share thesevalues you are welcome.
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Types of Em ployer Brand Messages
Focus on Offer
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Types of Em ployer Brand Messages
Focus on Personality
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Types of Em ployer Brand Messages
Focus on Value
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Employment Value Proposition
Possible components of EVP
Location
Job Security Stability & Success
Market Position
Company Reputation Company Values &Culture
Personality of workforce
Product Technology
Work life Balance
Compensation & Benefits
Training Opportunities
Career Advancement Learning Opportunities
Job challenges Innovation
Freedom & Flexibility Opportunities to leverage
personal strength & talent
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Characteristics of an effective Employer Brand
A strong employer brand provides answer to the question,Why should I join this company?
As such an employer brand offers a clear EmploymentValue Proposition (EVP)
EVP must be- Unique- Consistent
- Appealing to the target group- Realistic to what the company can offer
Need to live up to the brand promise!
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Recruit best employees Reduce turnaround time
Higher job acceptance rate Reduce turnover Improving employees engagement,
commitment & performance
In summary, Employer Brand
Towers Perrin, Global Employer Brand Study
ATTRACTION ENGAGEMENT RETENTION
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Hi r ing & Ret en t ion: Why i t i s im por t an t
Vital for future competitiveness &sustainability
Increasing skills shortage- need to be more innovative on hiring
and retention to meet future needs
Loss of Productivity
Turnover is Costly*
Turnover is a complicate issue
*turnover costs can be 25% of annual salary
-Grensing-Pophal(2002)
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Tur nover Cost
Understand & appreciate the cost of turnover
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Rec r u i t m ent , Ret en t ion
The best recruitment strategy is RETENTION
The Companys Objectives & Values Departmental Management & Supervision
Teamwork & Cooperation Employees Performance and Development Talent management Compensation & Benefits Worklife & Flexibility
Employees Commitment & Engagement to company
Focus on why people stay.
Clues from employees
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I would recommend mycompany to a friend as a
good place to work
My company inspires me to domy best
I am proud to tell others I workFor my company
My job provides me a sense ofPersonal accomplishment
I really care about the futureOf my company
I understand how my departmentcontributes
I understand how my role is relatedto my companys overall goals,objectives & direction
I am willing to put in a great dealof effort beyond what is normallyexpected
I am personally motivated to help
my company be successful
Clues from employees..
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Why do Em ployees c om e t o w ork
Job Satisfaction
Nature of Work Career Advancement Opportunities Job Security
Location Pay & Benefits Training
Socialization
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Why Em ployees Leave.. Com m on r easons
Their Boss
Nature of Work Lack Career Advancement Opportunities Job Security
Location Pay & Benefits
Training Socialization
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Why Em ployees St ay..
Benefits
Good Employer
Flexibility in hours
Good co-workers Salary
Boss is good
Career Advance.Opportunities
Challenging work
Convenient location
Feel needed
Training Feel appreciated
Organizations
mission
Friendships
Mellons Asian Research 2003
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What Prevent Em ployees Leaving
Keeping your valuable employees, S Dibble, Wiley (1999)
Benefits
Loyalty
Difficult to match pay
Lose seniorityAfraid to change
No time to look
Cant find job as good
Give up incentives
Others rely on me
Loss of work friends
TransportationMentor is here
Close to retirement
Finishing Education
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Effec t ive Ret ent ion Met hods
Flexible Work Schedule
Interesting & Challenging work
Training & Dev. Opportunities
Career Opportunities
My Manager
Firm Leadership, Culture &Purpose
Work life Balance
RETENTION
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An effective employer brand does not guaranteestaff engagement, motivation and performance,but it certainly enhances it. The flipside is that
when staff leave the organization, eithervoluntarily or via redundancy, a good
employer brand ensures that business
reputation is maintained.
Reality of Employer Brand to Hiring & Retention
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Talent at any level can be attracted by an impressive
reputation, by the promise of exceptional careerprogression, competitive financial rewards and so on,
But ultimately, it is the personal experience of therelationship that that person develops within anorganization that determines the longevity and thewin-win consummation of the relationship.
Image and promise is not enough for
highly marketable and talented people.
Reality of Employer Brand to Hiring & Retention
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Questions.