hr marketing developing the employer brand rob van dijk 29 november 2007

HR Marketing Developing the employer brandRob van Dijk29 November 2007

2© 2007 Hay Group. All Rights Reserved

Een beetje Amsterdammer ….


Please put on your marketing glasses …


HR versus Marketing

HR

Investigating Problems

What’s Missing

Repairing the Past

Marketing

Investigating Desires

What is Needed

Creating the Future


Marketeers wisdom


The desire behind the question….

What is your

customer really

looking for?


What is your choice?


What is your choice? Why?

>70% of total market share!!


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


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?


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


Marketeers wisdom of a recruiter


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?


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


An Employer Brand distinguishes your company from the rest …


… 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


HR Marketing: define your employer brand

INSIGHT

COMPETITIVEENVIRONMENT

TARGET

REASONSTO BELIEVE

VALUES

DISCRIMINATORBENEFITS

ESSENCE

ROOT STRENGTH


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


Definition of your Employer Brandencourages differentiation – WHO IS WHO?


So … just put on your marketingglasses tomorrow and make it happen


2008 Hay Group Netherlands35 years of Thought Leadership

1975 1982 1984 1985 1988 1993

1997 1998 2002

2006 2007

Best Companies for Leaders

hr marketing developing the employer brand rob van dijk 29 november 2007

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