Employer Brand Flashcards
Definition:
‘The sum of a companies efforts to communicate to existing and prospective staff that it is a desirable place to work’ (Lloyd, 2002)
Aim to develop:
EVP (Employee Value Proposition e.g. uniqueness) and internal and external relationships
Why is employer brand important?
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
A brand is…
Combination: how it is built and perceived (projected and perceived)
Developed by projected by-channels:
Primary (reviews, events), Secondary (website/social media, job search websites, advertising), and Tertiary (word of mouth)
Ways to develop a brand are:
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
8 common criteria for branding success:
- 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
Employer brand can be developed externally by..
Social media, Career site (customer facing communications media), employer ranking sites (e.g. Glassdoor), Gamification
Commonly through..
The CEO or marketing, not HR
by 2020-
40% compared to 31% harder to secure long-term recruitment needs
Zappos:
‘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
EB is developed through..
All segments and stages of the business, governance/structure/process
Critiques of EB..
Debate on what makes a brand attractive
EB is sometimes perceived as
‘company speak’ - and not supported by the actual experience
Mergers and acquisitions..
Can be damaging to the Employer brand/relationships
Kraft takeover Cadbury
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?
Only 11% of Organisations
have been cited as fully agile
Example of good employer brand-
Cocacola: due to Employer Brand initiatives engagement is up from 36% in 2007 to 55% in 2010
Better psychological contract=
Increased commitment= better employee brand perception
IES = There is ‘overwhelming evidence’..
that people work harder with a better psychological contract
Employer brand faces difficulties due to..
internal conflict surrounding the ownership of the brand
EB differs from organisations/service brand..
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
EB is aimed at both..
existing and perspective staff
EB aids recruitment through..
Being attractive, however it depends how important it is to the person, other factors and the legitimacy of the brand is considered
