Slide 1:The role of Employment Brand in your


Slide 2:22 November 2007 Stages of Employment Branding


What is Employment Branding? :22 November 2007 What is Employment Branding? “the image of the organization as a ‘great place to work’ in the minds of current employees and key stakeholders in the external market (active and passive candidates, clients, customers and other key stakeholders).” Brett Minchington (2005)


Slide 4:22 November 2007 The ‘get’ The ‘give’ Barriers Identifying the Employee Value Proposition EVP


Why is it Important? :22 November 2007 Why is it Important? Benefits of good employment branding Attraction of more and better qualified candidates Better engagement of existing employees Enhanced organisational performance


Link between HR and Marketing :22 November 2007 Link between HR and Marketing Recruitment advertising Target marketing HR policies HR brochures and collateral Induction programs Hiring manager training Career website Media Promote the core messaging about your employment brand through:


Importance of Communication :22 November 2007 Importance of Communication Develop Communication Plan Ensure consistency of employer brand when communicating with both prospective and current employees across the employment cycle Establish the methodology to measure and re-evaluate brand effectiveness over time.


Role of Diversity :22 November 2007 Role of Diversity The "business case for diversity" theorizes that, in a global marketplace, a company that employs a diverse workforce is better able to understand the demographics of the marketplace it serves and is thus better equipped to thrive in that marketplace than a company that has a more limited range of employee demographics. An additional corollary suggests that a company that supports the diversity of its workforce can also improve employee satisfaction and retention.


Stage 1 of Employment Branding :22 November 2007 Stage 1 of Employment Branding Brand Discovery Purpose understanding the organisation strategy and the specific types of employees that the Brand needs to attract


Stages 2 & 3 of Employment Branding :22 November 2007 Brand Research Clarity define the employee value proposition (segment if necessary) Alignment align the employee value proposition with the reality of the employment experience. Stages 2 & 3 of Employment Branding


Stage 4 of Employment Branding :22 November 2007 Stage 4 of Employment Branding Brand Communication Communication Plan ensure consistency of employer brand by unfailingly communicating EVP to both current and propsective employees across the employment life cycle.


Stage 5 of Employment Branding :22 November 2007 Stage 5 of Employment Branding Brand Evaluation Measurement execute the employment branding strategy ensure multiple touch points of the employment brand for existing employees evaluate the employment branding strategy.


Slide 13:22 November 2007 Margaret Goody Principal Consultant Employment Branding m: 0418 794 479 t: 07 3258 8372 e: margaret.goody@hudson.com w: www.hudson.com