WEEK 3: EMPLOYER BRAND Flashcards
What is employer brand?
The sum of a company’s efforts to communicate to existing and prospective staff that it is a desirable place to work
Why invest in employer brand?
- Human capital brings value, reduced people costs and enhanced employee engagement and participation
- Seen as a key strategic and competitive weapon in the war for talent and employee retention
- It addresses concerns such as global reputation, long term hiring and skills gaps
- The impact of social media (employees can harm reputation)
What are primary channels?
Recommendations and reviews of employees, corporate events, intranet, communication during an interview at the organisation
What are secondary channels?
Organisation’s career website, job search websites, advertising in the media, presence of a company in social networking, job fairs and career days
What are tertiary channels?
Word of mouth
How can a business develop an employer brand?
- Review/ develop strategic objectives and culture values
- Wider stakeholder consultation
- Develop a clear picture of what the organisation stands for
- Communicate to external audiences to attract potential candidates
- Measurement and review of progress and outcomes
What are the 8 common criteria for branding success?
- Inspired leadership
- Strategic clarity
- Open and consistent employee communication
- Clear expectations around performance management
- Culture to promote training and development
- Flexible and innovative benefits
- An appealing physical workplace
- Corporate citizenship
What are some external brand communication strategies?
- Career websites
- Social media
- Job postings
- Campus events
- Agencies
- Employer ranking sites
What are some critiques of employer brand?
- Debate over what makes an employer brand attractive due to individual and demographic differences
- Mergers and acquisitions often leads to damage to the EB ‘deal’ and employee relationships
- Is HR redundant as marketing takes responsibility for EB
- Is EB a ploy to costs/pay through conditioning and brain washing?
What is an agile organisation?
One that is quick in responding to changes in the marketplace or environment
- Rapid changes in competition, demand technology and regulations have made it more important than ever for organisations to be able to respond and adapt quickly
What are 4 components of agility?
- governance - stability so good decisions can be made quickly
- structure - stable structures
- processes - teams with right skills
- speed, flexibility and a dynamic model in a stable frame that gives true agility
What is smart working?
An approach to organising work that aims to drive greater efficiency and effectiveness in achieving job outcomes through a combination of flexibility, autonomy, and collaboration, in parallel with optimising tools and working environments for employees
How do we know if we are working in a smart way?
- high degree of autonomy and philosophy of empowerment
- concepts of virtuality in teams
- flexible work hours
- flexible physical environment conditions
- high trust working relationship
What do agile employees say?
- leaders provide actionable strategic guidance
- they have an established shared vision and purpose
- people in their unit are entrepreneurial
What are some examples of high-performing agile organisations?
Amazon, google, virgin, uber, air b&b
