employer branding august 2015

All you need to know about employer branding

by Toronto Training and HR

August 2015

CONTENTS3-4 Introduction5-6 Definitions7-8 Forms of employer brand9-11 Dimensions of the employer brand 12-14 Factors affecting the employer brand15-16 Stages of the employer brand17-18 Features of employer and employee branding19-22 Employee value proposition23-24 Communicating and projecting an image 25-26 Sources of job applicants’ employer brand image27-28 The integrated brand29-30 Social media and employer branding31-32 Cultural identity and employer branding33-34 Employer brand and organizational traits35-36 Brand personality37-38 The brand resonance model39-40 Drivers for employer brand within a college 41-42 Questions to ask43-44 What do employer brands need to be in late 2015?45-47 Do we really need employer branding? 48-49 Case studies50-51 Conclusion, summary and questions

Introduction

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 banking15 years in training and human resourcesFreelance practitioner since 2006The core services provided by Toronto Training and HR are:

Training event designTraining event deliveryHR support with an emphasis on reducing costs, saving time plus improving employee engagement and moraleServices for job seekers

Definitions

Definitions• Brand• Corporate brand• Employer brand and

employer branding• Internal employer

brand• External employer

brand

Forms of employer brand

Forms of employer brand

• Currently perceived and experienced employer brand

• How the employer is likely to be perceived and experienced in the future

Dimensions of the employer brand

Dimensions of the employer brand 1 of 2

• Organizational identity

• Organizational culture

• Organizational values• Organization and job

profile• Employment

conditions

Dimensions of the employer brand 2 of 2

• Style and design• Reliability, durability

and serviceability• Effectiveness,

efficiency and empathy

Factors affecting the employer brand

Factors affecting the employer brand 1 of 2

Lived employment experience• To what extent are

certain job conditions typical of your job?

Employment offering• To what extent does

your organization portray certain job conditions in its communications about what it offers to its people?

Factors affecting the employer brand 2 of 2

Perceived organizational supportPsychological contract violationAffective commitment

Stages of the employer brand

Stages of the employer brand

• Value proposition• External

marketing of the employer brand

• Internal marketing

Features of employer and employee branding

Features of employer and employee branding

• Aim• Intended outcomes• HR activities• Roots• Branded entity• Target of branding

Employee value proposition

Employee value proposition 1 of 3

• Definition• Components from

an employer perspective

• Components from an employee perspective

• Building a differentiating employee value proposition


• Elements of an employee value proposition

• Generational differences

• What is important?

• What results in satisfaction?


Stages involved• Tactical• Integrated• Communicating

and differentiating• Segmenting and

differentiating

Communicating and projecting an image

Communicating and projecting an image

• Symbolism• Communication• Behaviour

Sources of job applicants’ employer

brand image

Sources of job applicants’ employer brand image

• External to the organization

• Internal to the organization

The integrated brand

The integrated brand

• Employer brand proposition

• Customer brand proposition

Social media and employer branding

Social media and employer branding

• Show why your organization is unique

• Create an experience consistent with your brand image

• Show you appreciate the diversity of different backgrounds

• Keep the message consistent in all communications

Cultural identity and employer branding

Cultural identity and employer branding

• Vocation• Class• Geography• Philosophy• Language• Biological traits

with cultural aspects

Employer brand and organizational traits

Employer brand and organizational traits

• Visionary• Caring• Methodical• Hard-working• Passionate• Supportive• Multi-levelled• Confident• Serious• Mature• Unconventional• Enduring

Brand personality

Brand personality

• Sincerity• Excitement• Competence• Sophistication• Ruggedness

The brand resonance model

The brand resonance model

• Brand identity• Brand meaning• Brand responses• Brand relationships

Drivers for employer brand within a college

Drivers for employer brand within a college

• Public perception• Dealing with its

faculty• Faculty holders• Faculty driving

techniques• Faculty evaluation

Questions to ask

Questions to ask • What is your

employer brand?• Who ‘owns’ it?• How are you using

it?• How are you

measuring its effectiveness?

• How is it evolving?

What do employer brands need to be in

late 2015?

What do employer brands need to be in late 2015?

• Authentic• Audience-centric• Visual• Dynamic• Participative• Accessible• Always on

Do we really need employer branding?

Do we really need employer branding? 1 of 2

Yes• Increase in demand

for knowledge workers

• Reduced effectiveness of traditional sources of competitive advantage

• Change in traditional forms of industry competition

Do we really need employer branding? 2 of 2

Yes (cont.)• Decreased labour

supply as older individuals retire

• Attraction and retention of talent

Case study A

Case study B

Conclusion, summary and questions

Conclusion, summary and questions

ConclusionSummaryVideosQuestions

employer branding august 2015

Business

forms of employer brand

experienced employer

features of employer

employer brands

integrated brand

brand personality

questions page

empathy page