UNIT 2.1- Employer Branding Flashcards
HR strategic functions
Employer Branding–> Recruitment and Selection–> Training and Development–> Performance Appraisal–> Compensation
What is employer branding?
- 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
- It´s the perception that my “customers” have of my company as a place to work and it´s based in the EVP
What is EVP (employer value proposition)?
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.
Identity
Who I am
Image
What others see
Employer branding
Identity + image
5 steps to build the EB
- Define the EVP
- Listen
- Create a unique brand
- Communicate and activate
- Evaluate
Define the EVP
1) Review the Business Strategy, Vision& Mission and Culture ( Purpose, Values, Business Objective)
2) Review the People Strategy (Objectives, priorities, plans..)
Define the EVP 2.0
- First analysis conclusions
- Communication and relationships
- Activity and projects
- Working conditions
Define the EVP 3.0
- Innovation
- Reputation
- Global dimension
- Diversity of projects
- Stability
Art model- top preferences per gender 2021
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
Art model- top preferences per gender 202o
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
Business students- preferred attributes
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
Business students- preferred industries
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
Engineering students- preferred industries
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
IT students- preferred industries
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
Core EVP attributes
- compensation
- respect
- work-life balance
- location
- future career opportunity
- development opportunity
- recognition
Create a unique brand
- Define the briefing
- Design a concept and a visual identity
- Test the outcome with your targets
Communicate and activate
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
Establish suitable channels
- social networks
- careers web
- universities
- jobsites
- mass media
Evaluate the impact
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.
Define the external KPI´s according to the objectives
- Brand awareness and familiarity ( % of people that know your company and what it does)
- Employer brand image (How strongly are your EVP Pillars perceived by your desired audience)
- Attribute appealing (% of likes, retweets, comments, visits in your social networks % people researching your career pages, following your company, viewing jobs and applying
- Consistency
- Competitor Benchmarking
- Candidate surveys, New joiners surveys
- 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…
Define internal KPI´s
- Onboarding (satisfaction surveys)
- Improve the knowledge and the perception towards the EVP
- Engagement (improve in specific aspects; communication, recognition…)
- % Reduce attrition
- % Increase the NPS (Net promoter score; employees that become referees)
- Improve the employee experience in each “moment of truth” (feedback, promotion, training…)
