Employer Brand

Question 1

Definition:

Answer 1

‘The sum of a companies efforts to communicate to existing and prospective staff that it is a desirable place to work’ (Lloyd, 2002)

Question 2

Aim to develop:

Answer 2

EVP (Employee Value Proposition e.g. uniqueness) and internal and external relationships

Question 3

Why is employer brand important?

Answer 3

Brings engagement, retain and attracts staff, lower people costs, weapon in the ‘war for talent’, belief in social identity theory, positive social media, align all company traits to be positive

Question 4

A brand is…

Answer 4

Combination: how it is built and perceived (projected and perceived)

Question 5

Developed by projected by-channels:

Answer 5

Primary (reviews, events), Secondary (website/social media, job search websites, advertising), and Tertiary (word of mouth)

Question 6

Ways to develop a brand are:

Answer 6

Review /develop objectives/culture values, Wider stakeholder consultation, Develop a clear picture of what the company stands for, embed across the org (e.g. website, induction), Measure and review this progress

Question 7

8 common criteria for branding success:

Answer 7

1. inspired leadership 2. Strategic clarity 3. Open employee communication 4. clear expectations around management 5. Cultures that promote training&development 6. Flexible and innovative benefits 7. An appealing physical workplace 8. Corporate citizenship

Question 8

Employer brand can be developed externally by..

Answer 8

Social media, Career site (customer facing communications media), employer ranking sites (e.g. Glassdoor), Gamification

Question 9

Commonly through..

Answer 9

The CEO or marketing, not HR

Question 10

by 2020-

Answer 10

40% compared to 31% harder to secure long-term recruitment needs

Question 11

Zappos:

Answer 11

‘competitors could copy other aspects of our operation, but not our culture’, Hire based on personality over skills (job-personality fit) as they say it allows for growth

Question 12

EB is developed through..

Answer 12

All segments and stages of the business, governance/structure/process

Question 13

Critiques of EB..

Answer 13

Debate on what makes a brand attractive

Question 14

EB is sometimes perceived as

Answer 14

‘company speak’ - and not supported by the actual experience

Question 15

Mergers and acquisitions..

Answer 15

Can be damaging to the Employer brand/relationships

Question 16

Kraft takeover Cadbury

Answer 16

Kraft ended the alliance with fairtrade, which was a large part of their image. Started with cocalife- not as fair, question of ethics. Quintessentially British brand damaged?

Question 17

Only 11% of Organisations

Answer 17

have been cited as fully agile

Question 18

Example of good employer brand-

Answer 18

Cocacola: due to Employer Brand initiatives engagement is up from 36% in 2007 to 55% in 2010

Question 19

Better psychological contract=

Answer 19

Increased commitment= better employee brand perception

Question 20

IES = There is ‘overwhelming evidence’..

Answer 20

that people work harder with a better psychological contract

Question 21

Employer brand faces difficulties due to..

Answer 21

internal conflict surrounding the ownership of the brand

Question 22

EB differs from organisations/service brand..

Answer 22

As it focuses on the organisation as a place to work, as opposed to how it is perceived by customers, however they should aim to be aligned for shred happiness

Question 23

EB is aimed at both..

Answer 23

existing and perspective staff

Question 24

EB aids recruitment through..

Answer 24

Being attractive, however it depends how important it is to the person, other factors and the legitimacy of the brand is considered

Question 25

People choose their employer based on 23%..

Answer 25

Career development

Question 26

People choose their employer based on 47%..

Answer 26

Location

Question 27

EB can also improve these HR practices:

Answer 27

R&S, retention, alignment, strategy, communication, engagement, culture, reduce conflict?, increase diversity

Question 28

Challenges establishing an EB..

Answer 28

‘Company speak’, gathering participation, can marketing be applied to employees?

Question 29

EB should always be linked to..

Answer 29

Strategy

Question 30

Important in todays world due to..

Answer 30

Globalisation, need for more diversity, change in legislation, competition, ‘war for talent’, social media

Question 31

‘distinctive value proposition’

Answer 31

EB can be developed through a clear picture of what the organisation stands for