Linda Devereux, Atlas Iron; Strengthening and positioning your employer brand
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Recognising the benefits and unravelling the mistruths of employer branding • Understanding and acknowledging where you are at right now and where you want to be • Critical success factors to achieving a compelling employer brand • Aligning culture and brand to your organisations strategic objectives • Devising feedback forums to understand the individuals perceptions: Keeping it alive
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- 1. Employer Branding
- 2. Key Focus Points for Today What is Branding? What defines
it, what impact can it have? Myths & Untruths about Branding
The Atlas Journey to establish our Brand Critical Success Factors
Keeping it alive What does Atlas do?
- 3. What is Branding?Is it warm and fuzzystuff?Is it the role of
HR orMarketing?
- 4. What defines our Brand?Our Brandis ourReputationWhat
wesayHow wesay itHow weactTheservice weprovideHowpeoplefeel
aboutusOurCultureHowpeoplesee us
- 5. 5A good Brand is good for business.Attracting &
Retaining the best talentLoyal customers who promote you to
othersEffective & efficient organisationsPremium pricing &
protection against price warsGreater new product success &
Market expansionWhy do Googleattract & Retaingood peopleWhy
will Itravel Kms for agood Chinesemeal?Why do I chooseone
mechanicover anotherWhy do I still pay$3.40 for 2lts Milkin a $2
price warWhy would Iconsider a Virgincredit card?
- 6. Myths & untruths Employment marketing = employer
branding HR or Marketing is the sole custodian of the employer
brand Employer branding is solely a tactical measure In a downturn,
employer branding doesnt matter Its all about attraction, isnt it?
Once you sort it out, you can forget about it
- 7. 20041 Employee&Floated on ASXOur Story in brief200863
EmployeesOpened our first mineAtlas Who?Dave Who?2013302 Employees4
mines4 mergersAtlas?Dave Flanagan?Oh yeh, AtlasFlano?The Atlas
Journey
- 8. What did We do? We found the result of an engagement survey
we had participated inover the previous two years and reviewed the
results Dusted off the values that were somewhere! Had an ahha
moment will we get to where we want if we remainthe same? Got
senior leadership buy-in that we needed to do something Established
a project committee to work through a plan Engaged an expert to
help us
- 9. What did We do? Completed focus groups, internal/external
interviews Developed a blueprint to work to Created a new steering
committee and brand champions Refined our values, developed a
vision and rolled them out BIG TIME!!
- 10. What did We do? We asked our staff what was our EVP and
refined that Enhanced our recruitment & candidate management
experienceAnd most importantlyWe work on it continuously
- 11. Critical Success Factors Senior management commitment &
wait, more seniormanagement commitment!! Seek to understand your
current position & acknowledge the gaps To ensure buy in, ask
those in the know your stakeholders Review your vision, values and
desired reputation and do a sensecheck Align your plan to your
strategic priorities and strategy
- 12. Critical Success Factors Leadership development &
capability Change takes time, look for quick wins Ongoing employee
engagement & communication Consider systems, processes and
structure Keep it alive KPIs and reporting
- 13. Where to from here Monthly steering committee meetings
Planned annual employee engagement surveys and Engagement sessions
to communicate survey results and actions
- 14. Look after your Employer Brand & it will look after
you!QUESTIONS??