talent brand management (2)

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Talent BrandingA Step-by-Step Guide for Creating and

Managing a Powerful Talent Brand.

2015 WSB, LLC. All rights reserved.

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Talent BrandingCreating the emotional connectivity between

human capital and the employer.


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Talent BrandingIs a marketing campaign directed to prospective

employees, staff, and other key stakeholders.


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Talent BrandingMessaging that reminds targets and employees of their close alignment with the company’s mission,

vision, values, and goal achievement.


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Talent BrandingA talent brand exists only as a set of beliefs and

associations in the minds of prospective employees and active staff.


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Benefits~ Improves Recruitment and Retention Rates

~ Improves Engagement~ Markets HR’s Value Throughout the Company


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Benefits~ Casts a “halo” over company’s consumer brand(s)

~ Leads to a Better Workplace~ Substantial Indirect Contribution to Profitability


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ElementsI. Managing Company Reputation

II. Managing Company CultureIII. Managing Value Proposition/Total Rewards


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Company ReputationElement I


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Company ReputationUNDERSTAND COMPANY CULTURE, MISSION AND VISION

~ Conduct research with applicants, customers, and employees to learn their perceptions of

the company’s identity and goals.


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Company ReputationUNDERSTAND COMPANY CULTURE, MISSION AND VISION~ Compare perceptions to the employer’s desired image.


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Company ReputationESTABLISH THE EMPLOYER BRAND

~ Perform a gap analysis of where you are vs. want to be.


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~ Form a diverse team and ask them to create an appropriate brand.


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~ Make sure the brand is realistic and attainable.


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~ Ask employees to imagine how the brand may be perceived internally and externally.


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Company ReputationPARTNER HR WITH MARKETING AND PR DEPARTMENTS

~ Talent branding: a marketing campaign for “internal” audiences.


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~ Manage PR with customers and potential employees in mind.


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Company ReputationPARTNER HR WITH MARKETING AND PR DEPARTMENTS~ Collaborate on improving messaging for all recruitment

materials, advertising, and the career website.


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~ Select promotional media.


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~ Perform a gap analysis of where you are vs. want to be.


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~ Form a diverse team and ask them to create an appropriate brand.


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~ Make sure brand is realistic and attainable.


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~ Ask team members to imagine how the brand may be perceived internally and externally.


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Company ReputationPROJECTING THE EMPLOYER BRAND IN RECRUITING

~ When interviewing, be punctual, polite and friendly.


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~ Be honest and do not raise expectations that cannot be fulfilled.


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~ Promptly inform them of your hiring decision.


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Company ReputationEVALUATE BRAND EFFECTIVENESS

~ Select specific metrics to gauge impact of the brand on recruiting and retention.


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~ Are your objectives being met?


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~ Regularly survey employees to measure and confirm their perception on the brand and brand-building activities.


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Company CultureElement II


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Company CultureUNDERSTAND COMPANY CULTURE, MISSION AND VISION

~ Conduct research with employees to make sure they understand the company’s identity and goals.


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Company CultureDEFINE BRAND-LED CORPORATE GOALS & OBJECTIVES~ Make sure business goals and objectives are building the branded customer experience that the firm wants to attain.


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Company CultureDEFINE BRAND-LED CORPORATE GOALS & OBJECTIVES

~ Perform appropriate research to ensure the customer (external) and employee (internal) brand values are aligned.


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Company CultureDEFINE BRAND-LED CORPORATE GOALS & OBJECTIVES~ Make sure business goals and objectives are building the branded customer experience that the firm wants to attain.


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Company CultureDEFINE BRAND-LED CORPORATE GOALS & OBJECTIVES

~ Perform appropriate research to ensure the customer (external) and employee (internal) brand values are aligned.


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Company CultureDEFINE BRAND-LED CORPORATE GOALS & OBJECTIVES~ Alignment is when a brand promise to external customers does not compromise commitments to internal customers.


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Company CultureEVALUATE PERCEPTIONS OF INTERNAL BRANDS

~ Survey employees to find inconsistencies between brand objectives and employee perceptions.


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~ Learn if employees feel managers reward and appreciate their efforts to fulfill the company’s mission.

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~ Segment the target groups into appropriate training and development processes, or change HR policies to align the

marketing strategy with the HR policies.


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Company CultureCREATE AN ON-CULTURE INTERNAL BRAND

~Instill the talent brand into the corporate culture by formalizing it into HR’s planning, job analysis, recruitment

and selection processes.


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~Formalization will align employee behaviors with the company’s goal and objectives.


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~ Formalization will help employees deliver the brand promises that are deeply-rooted in the brand ethos.


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Company CultureRECEIVE CONFORMITY FROM MANAGEMENT

~ Building a talent brand starts at the top of the org chart, not at the bottom.


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~ Ensure senior management buys-in to the talent brand to convey authenticity and consistency.


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~ Managers must be living examples of the talent brand and eager to work with other employees to build and represent

the brand’s identity.


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Company CultureMEASURE THE TALENT BRAND’S EFFECTIVENESS

~ Use surveys to learn if the firm’s values and talent brand are aligned with those of employees and customers.


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~ Do line-level and top-level employees perceive the culture the same?


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~ Are customers seeing the employment culture, exhibited by employee behaviors in the delivery of the

service/product?


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Total Value PropositionElement III


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Total Value PropositionIs a positioning statement explaining a company’s unique value to employees.


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Total Value PropositionUNDERSTAND THE COMPANY’S CULTURE, MISSION, & VISION~Before undertaking any talent-branding activities, make sure

the organization’s identity and goals are fully understood by all internal customers.


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Total Value PropositionANALYZE THE SITUATION AND DDEFINE OBJECTIVES

~Asses strategic and tactical opportunities and challenges of total compensation, and learn what must be communicated.


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Total Value PropositionANALYZE THE SITUATION AND DDEFINE OBJECTIVES

~Set communication SMART goals that are audience-specific, relevant and tide to the business’ overall needs.


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Total Value PropositionSELECT TARGET AUDIENCES & DETERMINE KEY MESSAGES~ Conduct research with all employee cohorts to understand

their perceptions of the total compensation package and employment experience.


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Total Value PropositionSELECT TARGET AUDIENCES & DETERMINE KEY MESSAGES

~Tailor messages to different employee segments (e.g., part-time vs. full-time).

2015 WSB, LLC. All rights reserved. 2015 WSB, LLC. All rights reserved.

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Total Value PropositionSELECT TARGET AUDIENCES & DETERMINE KEY MESSAGES

~ Make sure all communications are “on message,” comprehensible, appropriate in style and tone, and are

error-free.


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Total Value PropositionCHOOSE THE APPROPRIATE COMMUNICATION CHANNELS

~ Use multiple channels to best deliver information about total rewards to employees.


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Total Value PropositionWRITTEN COMMUNICATION

~ Ideal for communicating complex info to be referred to over time and for any audience size.


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~ No guarantee that employees will comprehend the information.


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~ Diverse workforces may present language challenges.


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Total Value PropositionFACE-TO-FACE COMMUNICATION

~ Most effective for changing employee behavior since it provides instant feedback through verbal and non-verbal cues.


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Total Value PropositionFACE-TO-FACE COMMUNICATION

~ Difficult to execute consistently due to variables such as ability of speaker, different locations, various audiences, etc.,.


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Total Value PropositionINTERACTIVE TECHNOLOGY

~ Can be cost-effective and almost limitless in terms of location and accessibility.


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~ Difficult to execute consistently due to variables such as ability of speaker, different locations, various audiences, etc.,.


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~ Effectiveness may vary due to employee preferences and capabilities with using technology.


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~ For an online total rewards system, consider creating a website and other interactive platforms to show the total value of

the rewards package. Multiple platforms helps balance the communication needs and preferences of employees and the

business.


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Total Value PropositionDEVELOP & IMPLEMENT THE TALENT BRANDING PLAN

~ Reinforces the overall corporate mission and values that serve the total rewards philosophy.


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Total Value PropositionDEVELOP & IMPLEMENT THE TALENT BRANDING PLAN~ Summarizes key findings from surveys and quantitative research, action items, cost estimates, and evaluations.


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Total Value PropositionDEVELOP & IMPLEMENT THE TALENT BRANDING PLAN

~ Specifies what information is delivered to and by whom; when and how the messages will be communicated; and at what cost.


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Total Value PropositionEVALUATE TOTAL REWARDS BRANDING ACTIVITIES

~ Survey employees to learn if they are (1) aware of all aspects of the total rewards package, and (2) whether they understand the

value associated with their rewards.


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Total Value PropositionEVALUATE TOTAL REWARDS BRANDING ACTIVITIES

~ Consider forming a team of internal communicators to regularly reassess the needs of prospects and staff, and to help ensure that the Total Rewards Package is understood and consistently meets

employee expectations.


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Thank You!For more information visit

www.wsballas.com-- or call -- Bill Ballas

442.274.2131 | 925.989.4276


talent brand management (2)

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