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HR > UNIT 2.1- Employer Branding > Flashcards

UNIT 2.1- Employer Branding Flashcards

1
Q

HR strategic functions

A

Employer Branding–> Recruitment and Selection–> Training and Development–> Performance Appraisal–> Compensation

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2
Q

What is employer branding?

A
  1. Employer branding is the process of promoting a company, or an organization, as the employer of choice to a desired target group, one which a company needs and wants to recruit and retain
  2. It´s the perception that my “customers” have of my company as a place to work and it´s based in the EVP
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3
Q

What is EVP (employer value proposition)?

A

Employment Value Proposition is the set of attributes that the labour market and employees perceive as the value they gain through employment in the organisation.

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4
Q

Identity

A

Who I am

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5
Q

Image

A

What others see

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6
Q

Employer branding

A

Identity + image

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7
Q

5 steps to build the EB

A
  1. Define the EVP
  2. Listen
  3. Create a unique brand
  4. Communicate and activate
  5. Evaluate
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8
Q

Define the EVP

A

1) Review the Business Strategy, Vision& Mission and Culture ( Purpose, Values, Business Objective)

2) Review the People Strategy (Objectives, priorities, plans..)

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9
Q

Define the EVP 2.0

A
  1. First analysis conclusions
  2. Communication and relationships
  3. Activity and projects
  4. Working conditions
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10
Q

Define the EVP 3.0

A
  1. Innovation
  2. Reputation
  3. Global dimension
  4. Diversity of projects
  5. Stability
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11
Q

Art model- top preferences per gender 2021

A

Female:
1. Professional training and development
2. High future earnings
3. Good reference for future career
4. Support for gender equality
5. Clean path for advancement

Male:
1. High future earnings
2. Professional training and development
3. Clear path for advancement
4. Good reference for future career
5. Challenging work

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12
Q

Art model- top preferences per gender 202o

A

Female:
1. Professional training and development
2. Support for gender equality
3. Good reference for future career
4. High future earnings
5. Clear path for advancement

Male:
1. Professional training and development
2. High future earnings
3. Clear path for advancement
4. Good reference for future career
5. Challenging work

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13
Q

Business students- preferred attributes

A

Women:
- high future earnings
- professional training and development
- friendly work environment
- secure employment
- good reference for future career

Men:
- high future earnings
- professional training and development
- leaderships opportunities
- market success
- competitive base salary

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14
Q

Business students- preferred industries

A

Women:
1. Management & strategy consulting
2. Banking
3. Advertising
4. E-commerce
5. Fashion, accessories & luxury goods

Men:
1. Banking
2. Management & strategy consulting
3. Financial services and technology
4. E-commerce
5. Auditing & accounting

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15
Q

Engineering students- preferred industries

A

Women:
1. Architecture & urban planning
2. Energy
3. Aerospace & defense
4. Mechanical and industrial engineering
5. IT and engineering consulting

Men:
1. Aerospace & defense
2. Automotive
3. Mechanical and industrial engineering
4. Energy
5. IT and engineering consulting

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16
Q

IT students- preferred industries

A

Women:
1. Computer software & technology
2. IT & engineering consulting
3. Computer & network security
4. Internet content & information
5. Video games

Men:
1. Computer software & technology
2. Computer & network security
3. IT & engineering consulting
4. Video games
5. Computer hardware

17
Q

Core EVP attributes

A
  • compensation
  • respect
  • work-life balance
  • location
  • future career opportunity
  • development opportunity
  • recognition
18
Q

Create a unique brand

A
  1. Define the briefing
  2. Design a concept and a visual identity
  3. Test the outcome with your targets
19
Q

Communicate and activate

A

1) Establish messages, brand content
2) Open up channels and communicate through all of them
3) Develop events and actions and activate the employee experience

20
Q

Establish suitable channels

A
  • social networks
  • careers web
  • universities
  • jobsites
  • mass media
21
Q

Evaluate the impact

A

1) Define External KPI,s according to the objectives set up

2) Define Internal KPI,s

3) Identify the Rankings and Acreditations that you are going to consider and measure yourself and compare with others.

22
Q

Define the external KPI´s according to the objectives

A
  1. Brand awareness and familiarity ( % of people that know your company and what it does)
  2. Employer brand image (How strongly are your EVP Pillars perceived by your desired audience)
  3. Attribute appealing (% of likes, retweets, comments, visits in your social networks % people researching your career pages, following your company, viewing jobs and applying
  4. Consistency
  5. Competitor Benchmarking
  6. Candidate surveys, New joiners surveys
  7. Application Volume (% of people applying for jobs % of increase % of reduction in the hiring cost % of applicants from your competitor,% of candidates attending your activities…
23
Q

Define internal KPI´s

A
  1. Onboarding (satisfaction surveys)
  2. Improve the knowledge and the perception towards the EVP
  3. Engagement (improve in specific aspects; communication, recognition…)
  4. % Reduce attrition
  5. % Increase the NPS (Net promoter score; employees that become referees)
  6. Improve the employee experience in each “moment of truth” (feedback, promotion, training…)

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