Identifying and managing an employer brand :Identifying and managing an employer brand


Context :Context In the past 10 years, technology, globalisation, the decline of manufacturing, the rise of the service sector and the constant introduction of new legislation have combined to change the employment landscape more than at any time since the Industrial Revolution. Against this background of constant change combined with an ever-increasing focus on cost-effectiveness, most organisations have recognised that attracting, engaging and retaining the best people has a significant and positive impact on profitability.


Context :Context 20 years ago the concept of ‘Employer Branding’ was introduced …“To provide a coherent framework for management to simplify and focus priorities, increase productivity and improve recruitment, retention and commitment…” Today many organisations around the globe see a strong employer brand as being of strategic importance in the on-going ‘War for Talent.’


The scope of an employer brand :The scope of an employer brand One of the main reasons why it has taken many employers so long to start getting to grips with employer branding is the sheer scale of the task – it potentially involves every facet of the organisation. The following slide highlights the main areas of an organisation which have an impact on the employer brand. But there are many more besides.


Every facet potentially has an impact :Every facet potentially has an impact The organisation’s history and emotional bonds Who owns it and how it is led and managed What it does How successful it is, the share price and position in the market How the organisation is structured Where it is located and how locations differ How it is marketed and promoted and treated in the media Who its customers are and how they find the experience The diversity of people it employs and their social interaction The types of jobs people do and relevant skills shortages The physical environment, systems and equipment HR policies, innovations and the employment offer The quality and effectiveness of communications


How we can help :How we can help We help employers to identify, validate, articulate, communicate, maintain, develop and optimise their employer reputation amongst existing and potential employees and other relevant target groups. In short, we help them to define and manage their employer brand.


Identifying an employer brand :Identifying an employer brand Against a background understanding of the organisation’s history, its competitors for talent, and the prevailing economic conditions, the starting point is to isolate the key factors which distinguish one employer from another - their corporate DNA. This is primarily achieved via a series of interviews, discussions and surveys with the senior management team, a cross-section of existing employees and potential employees. Among others, third party suppliers, recent leavers and customers can also prove a valuable sounding board.


Slide 8:Management Existing Employees Potential Employees Corporate Background Competitors for Talent Economic Climate 3rd Party Suppliers Leavers & Candidates Customers & Shareholders Establishing views of relevant groups Employer Brand Definition


Articulating an employer brand :Articulating an employer brand Although there is no universally agreed formula, the majority of processes and ‘best company’ league tables tend to break down the complex make up of an organisation into the broad elements illustrated on the following slide. One of the other elements that is often stated is Culture. However, we would argue that an organisation’s culture is defined by a combination of many of these elements rather than being an element in itself.


Primary employer brand elements :Company Management Environment People Development Reward Communication Role Primary employer brand elements Employer Brand


The platform and proposition :The platform and proposition The information gathering process will identify a number of core truths about the organisation which define its personality as an employer. Carefully articulated, these form the pillars of the employer brand platform, which itself is the basis for all related communication from the employee proposition and core messages through to the style and tone of internal communications and external recruitment marketing.


Developing a platform & proposition :Developing a platform & proposition Stimulating World-class Projects Inspiring Leadership Talented Supportive Colleagues Upper-quartile Merit-based Pay On-going Training & Development Regular Management Briefings Innovative Market Leader Fantastic Location Employer Brand Platform Employee Proposition


The way we work :The way we work We work closely with the client team to develop a programme with clear objectives and outcomes across a realistic time frame. The following slide illustrates the flow of a typical project. We use a variety of research methodologies combined with experience and common sense. We believe in keeping things simple and cutting through the jargon, while providing detailed and insightful feedback leading to practical, often far-reaching, results. Where desired, we also help to monitor progress and meet on a regular basis to discuss the need for fine-tuning or any more major corrective action.


Developing a bespoke programme :Developing a bespoke programme Management Briefing & Perceptions Internal & External Comms. Recruitment Strategy & Marketing Current Employee Perceptions Potential Employee Perceptions Existing Data/Research Review Brand & Communication Review Management Team Workshop Competitor & 3rd Party Overview Analysis Platform & Proposition Articulation Comms. & Creative Strategy Further Refinement Creative Development Testing Recognition & Reward Ongoing Monitoring & Reporting Training & Development HR Policy & Processes Management Beliefs & Behaviours Information gathering 6-8 weeks Analysis, articulation & reporting 2-3 weeks Influencing change and communications delivery 2 weeks - ongoing


The modular Insight approach :The modular Insight approach For those keen to make significant progress without signing up to a lengthy and complex programme, we have developed a number of cost-effective Insight modules which focus on key areas and have clearly defined objectives, processes and outcomes. Although the majority stand alone, several can be linked to form a complete programme.


Insight 1. Know yourself :Insight 1. Know yourself What is it? Internal research to establish the perceptions of senior management and a cross-section of employees regarding key aspects of the organisation as an employer. What does it involve? Self-completion questionnaire asking participants to create an ideal employer profile and rate their existing employer against it. Paper-based or on-line formats. Three open questions enable fine-tuning to organisation or audience. How many people could be involved? Minimum 50; maximum 1000 – representative locations, functions, disciplines and levels. What are the tangible outputs? A report of findings, conclusions and recommendations. PowerPoint presentation. How long does it take? Four weeks from start to finish.


Insight 2. Know your place :Insight 2. Know your place What is it? A review of your five key competitors for talent, looking at five defined areas: Sector overview Numbers and types of people employed Locations Recruitment activity Image and key messages conveyed What does it involve? Desk-based research and materials review. What are the tangible outputs? Presentation of findings and materials with supporting document. How long does it take? Four weeks from start to finish.


Insight 3. Seen and Heard :Insight 3. Seen and Heard What is it? A communications review of all the organisation’s internal and external communications materials, both brand-related and recruitment specific. This exercise can also be extended to include a review of recent press/news coverage. What does it involve? Desk-based research and materials review, incorporating meetings with relevant suppliers. Internal on-line survey to establish preferred communications paths, vehicles and subject matter. What are the tangible outputs? PowerPoint presentation of findings and recommendations. How long does it take? Three to four weeks.


Insight 4. Inside Out :Insight 4. Inside Out What is it? Not intended as a stand alone option this Insight module is designed to utilise the findings from Know Yourself and Know Your Place. It articulates the distinctive, yet not necessarily tangible elements of the offer to employees, ensuring that there is no discernable ambiguity or risk of misunderstanding among target groups. What does it involve? After reviewing and distilling earlier findings, it involves crafting an accurate, comprehensive proposition which differentiates the organisation from its competitors. What are the tangible outputs? Text and messages which encapsulate the employee proposition for use in different formats ranging from two or three paragraph descriptions to one short, comprehensive statement. The precursor to the creative development of a portfolio of communications tools, where tone of voice and visual identity can bring the proposition to life for specific audiences. How long does it take? Two weeks.


Insight 5. Straight-talking :Insight 5. Straight-talking What is it? This module is designed to help the HR function ensure that its communications to employees are readily accessible and easy to understand; and that the HR function itself is understood and respected. What does it involve? A thorough review of existing communications channels and vehicles as well as all relevant materials and messages. This will involve a series of discussion groups with members of the HR team as well as a cross section of employees to identify any issues and opportunities. What are the tangible outputs? Workshop to explore findings and determine priorities and actions arising. Summary report. How long does it take? At least four weeks from start to finish. (Dependant on accessibility of team).


Insight 6. A Warm Welcome :Insight 6. A Warm Welcome What is it? A review of existing or potential induction programme materials and activities. How is it done? Through discussions with relevant HR, Line and employee groups and through observing various elements of the induction programme. Thereafter through an online survey amongst a cross-section of recent joiners (last 12 months). What are the tangible outputs? A detailed report of activities and findings in which we evaluate the effectiveness of the existing programme and provide recommendations for further improvements. How long does it take? Typically four to six weeks depending on the scale and composition of the existing programme.


Insight 7. Coming of Age :Insight 7. Coming of Age What is it? A jargon-free analysis of age legislation and the practical effects it will have on employer organisations and working people. Who is it aimed at? HR recruiters and line/department managers with recruitment responsibilities. Eight to twelve people per session. Delegates may be from the same organisation, or from a variety of different organisations. What does it involve? A three-hour workshop with supporting notes. What are the tangible outputs? Document providing a clear synopsis of the legislation and its practical implications. Workshop outputs. Guide notes for recruitment communications. What does it cost? £200 per delegate. Group rates by negotiation.


Costs :Costs Fees Bespoke projects are quoted in advance based on an estimate of the amount of consultant hours required to deliver the various aspects of the project. Day rates range between £800 and £1500 per day. Hourly rates from £100 to £180. Insights Each Insight module is priced to reflect its content. The range is between £4,000 and £7,000


Identifying and managing an employer brand :Identifying and managing an employer brand