employer branding, attraction and employer of choice january 2012

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Employer branding, attraction and employer of choice by Toronto Training and HR January 2012

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Half day open training event held in Toronto, Canada.

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Page 1: Employer branding, attraction and employer of choice January 2012

Employer branding, attraction and employer of choice

by Toronto Training and HR

January 2012

Page 2: Employer branding, attraction and employer of choice January 2012

Page 2

Contents3-4 Introduction to Toronto Training and HR5-6 Emotionally intelligent organizations 7-8 Need for personality9-10 Labour market strategy11-12 Job specifications13-15 Social media16-19 Hiring through social media20-21 Niche diversity sites22-24 What merits do brands have?25-27 Keeping brand passion alive28-29 Four types of employer brand30-32 Employer brand strategy33-34 Key components of an employer brand35-36 Creating a successful employer brand37-42 Things to consider with employer branding43-45 What must an employer of choice promise?46-47 Attraction drivers49-50 Presenting a compelling case for action51-58 Case studies59-60 Conclusion and questions

Page 3: Employer branding, attraction and employer of choice January 2012

Page 3

Introduction

Page 4: Employer branding, attraction and employer of choice January 2012

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Introduction to Toronto Training and HR

• Toronto Training and HR is a specialist training and human resources consultancy headed by Timothy Holden

• 10 years in banking• 10 years in training and human resources• Freelance practitioner since 2006• The core services provided by Toronto Training and HR

are:- Training event design- Training event delivery- Reducing costs- Saving time- Improving employee engagement &

morale- Services for job seekers

Page 5: Employer branding, attraction and employer of choice January 2012

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Emotionally intelligent organizations

Page 6: Employer branding, attraction and employer of choice January 2012

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Emotionally intelligent organizations

Commitment to work-life balanceOpenness and high-trust working relationshipsCreativity and innovation formed through collaborative workingWillingness to share ideas and resourcesA supportive as opposed to a competitive culture

Page 7: Employer branding, attraction and employer of choice January 2012

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Need for personality

Page 8: Employer branding, attraction and employer of choice January 2012

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Need for personality

IndividualityBackstoryRelationshipsPolicyLanguageSpokespeople

Page 9: Employer branding, attraction and employer of choice January 2012

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Labour market strategy

Page 10: Employer branding, attraction and employer of choice January 2012

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Labour market strategyHigh rewards Low rewards

High culture Employer of choice

Employer of values

Low culture Employer of cash Employer of churn

Page 11: Employer branding, attraction and employer of choice January 2012

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Job specifications

Page 12: Employer branding, attraction and employer of choice January 2012

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Job specifications

Make it enticingMake it informativeMake it clearMake it actionableGet your job specification online

Page 13: Employer branding, attraction and employer of choice January 2012

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Social media

Page 14: Employer branding, attraction and employer of choice January 2012

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Social media 1 of 2

Young people only?FacebookTwitterLinkedIn

Page 15: Employer branding, attraction and employer of choice January 2012

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Social media 2 of 2

USING SOCIAL MEDIAExpand your employee pipelineEngage top performers and join in with the conversationBe prepared to be transparent

Role of HR Link between recruitment process and social media

Page 16: Employer branding, attraction and employer of choice January 2012

Page 16

Hiring through social media

Page 17: Employer branding, attraction and employer of choice January 2012

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Hiring through social media 1 of 3

The cornerstone of an effective social recruitment strategy is a well defined employer brandThe more a recruitment process uses technology, the more personalized it should beA recruitment process should be fast, effective and comprehensiveAn effective recruitment process should reflect who you are

Page 18: Employer branding, attraction and employer of choice January 2012

Page 18

Hiring through social media 2 of 3

It’s not the tool that matters; it’s how you use itThe digital world is powerful, and its power can be quantifiedOnline technologies are becoming integrated

Page 19: Employer branding, attraction and employer of choice January 2012

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Hiring through social media 3 of 3

IMPLEMENTING AN EFFECTIVE STRATEGYResearchDon’t restrict yourself to one outlet onlyCreate a networkBe relevantEngage

Page 20: Employer branding, attraction and employer of choice January 2012

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Niche diversity sites

Page 21: Employer branding, attraction and employer of choice January 2012

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Niche diversity sites

CanadianImmigrant.caInclusionnetwork.caJobabilities.caBPW.caEquitek.ca

Page 22: Employer branding, attraction and employer of choice January 2012

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What merits do brands have?

Page 23: Employer branding, attraction and employer of choice January 2012

Page 23

What merits do brands have? 1 of 2

A strong brand signifies a product or service of recognizable quality, reliability or value for moneyBrands help to differentiate a product or service from others being offered by competitorsBrands convey familiarity on a product or service, attracting customers away from offerings of competitors

Page 24: Employer branding, attraction and employer of choice January 2012

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What merits do brands have? 2 of 2

Customers have a tendency to become loyal to brands, reducing the likelihood that they will switch to products or services offered by competitorsCustomers will pay a premium price for brands with which they identifyFewer dollars have to be spent on advertising when there is already strong brand recognition

Page 25: Employer branding, attraction and employer of choice January 2012

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Keeping brand passion alive

Page 26: Employer branding, attraction and employer of choice January 2012

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Keeping brand passion alive 1 of 2

Get the basics right-it’s about delivering good quality, being reliable and consistentUnderstand the audience and be clear who the customer isBe true to yourself and don’t pretend to be anything elsePlace marketing at the heart of the business, but that’s more than a fluffy logo and a marketing campaign

Page 27: Employer branding, attraction and employer of choice January 2012

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Keeping brand passion alive 2 of 2

It’s about making sure employees understand what the brand is about and ensuring everyone uses the same messageHave a long-term vision of where you want the organization to go and share this with your employeesHire people who are going to be faithful to the idea as they are going to be the strongest assetBe distinctive, don’t just be different…be really different

Page 28: Employer branding, attraction and employer of choice January 2012

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Four core types of employer brand

Page 29: Employer branding, attraction and employer of choice January 2012

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Four core types of employer brand

PrestigeCauseHigh risk/big potentialWork-life balance

Page 30: Employer branding, attraction and employer of choice January 2012

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Employer brand strategy

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Employer brand strategy 1 of 2

Identify the labour market in which the organization is going to compete, consider the potential for sources of labour, and identify which groups of people are likely to want to buy into employment with the organizationPrepare the marketing objectives and strategy

Page 32: Employer branding, attraction and employer of choice January 2012

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Employer brand strategy 2 of 2

Formulate the marketing mix to support ‘the product’ with use of the product elements, the pricing elements and the promotion elements Product promotion in terms of public relations, in-house promotions, direct mail and advertising

Page 33: Employer branding, attraction and employer of choice January 2012

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Key components of an employer brand

Page 34: Employer branding, attraction and employer of choice January 2012

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Key components of an employer brand

TransparencyPut a human face on itConsistency and timeAlign the employer brand with the consumer brandHave a personality!Make it part of the cultureCorporate philanthropy at a grassroots levelInvest in high quality design

Page 35: Employer branding, attraction and employer of choice January 2012

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Creating a successful employer brand

Page 36: Employer branding, attraction and employer of choice January 2012

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Creating a successful employer brand

ResearchTop-level buy-inAlignment to corporate strategyCommunicate with more than just wordsWalk the walk and talk the talk

Page 37: Employer branding, attraction and employer of choice January 2012

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Things to consider with employer branding

Page 38: Employer branding, attraction and employer of choice January 2012

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Things to consider with employer branding 1 of 5

What?Why?How?Where?When?Who?

Page 39: Employer branding, attraction and employer of choice January 2012

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Things to consider with employer branding 2 of 5

It’s about the synthesisIt’s about presentationIt’s about authenticityIt’s about word of mouth

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Things to consider with employer branding 3 of 5

Brand messages coherent with the brand reality are required to build trustSeek first to understand and then to be understoodEmployer brands are crucial to business success so top leadership needs to be involved

Page 41: Employer branding, attraction and employer of choice January 2012

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Things to consider with employer branding 4 of 5

It’s about the synthesisIt’s about presentationIt’s about authenticityIt’s about word of mouth

Page 42: Employer branding, attraction and employer of choice January 2012

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Things to consider with employer branding 5 of 5

Blogs VideosCell phonesExisting employee profilesHeadhunting targetsEmployee referrals

Page 43: Employer branding, attraction and employer of choice January 2012

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What must an employer of choice promise?

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What must an employer of choice promise? 1 of 2

Provide an environment where colleagues can thrive and shineSupport and challenge them to access the best in themselvesSet strong standards and be rigorous in performance appraisalsBuild strong relationships; understanding the talents, strengths and needs of other people

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What must an employer of choice promise? 2 of 2

Acknowledge and celebrate success-make work a joy as well as a jobBuild high trust throughout the organization-it is the only way to get the best from peopleBe a model in your own work-stretch yourself, live the organization’s principles, have fun, work hard and celebrate your success

Page 46: Employer branding, attraction and employer of choice January 2012

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Attraction drivers

Page 47: Employer branding, attraction and employer of choice January 2012

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Attraction drivers 1 of 2

Competitive base payVacations and time offHealthcare benefitsOpportunities for career advancementRetirement benefitsConvenient work locationFlexible scheduleChallenging workLearning & development opportunities

Page 48: Employer branding, attraction and employer of choice January 2012

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Attraction drivers 2 of 2

Organization’s reputation as an employerReasonable workload

Page 49: Employer branding, attraction and employer of choice January 2012

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Presenting a compelling case for

action

Page 50: Employer branding, attraction and employer of choice January 2012

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Presenting a compelling case for action

Approach the senior teamInvite the HR department to act as enabler of the great organization cultureBuild critical mass from your current positionWork with your own teamPlough a lone furrow

Page 51: Employer branding, attraction and employer of choice January 2012

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Case study A

Page 52: Employer branding, attraction and employer of choice January 2012

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Case study A

Page 53: Employer branding, attraction and employer of choice January 2012

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Case study B

Page 54: Employer branding, attraction and employer of choice January 2012

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Case study B

Page 55: Employer branding, attraction and employer of choice January 2012

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Case study C

Page 56: Employer branding, attraction and employer of choice January 2012

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Case study C

Page 57: Employer branding, attraction and employer of choice January 2012

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Case study D

Page 58: Employer branding, attraction and employer of choice January 2012

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Case study D

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Conclusion & Questions

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Conclusion

SummaryVideosQuestions