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Linda Devereux shared how Atlas Iron sees branding as core to any HR strategy. She goes through what branding is, the myths and Atlas Iron's journey.
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Employer Branding
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?
What is Branding?
Is it warm and fuzzy stuff?
Is it the role of HR or Marketing?
What defines our Brand?
Our Brand is our
Reputation
What we say
How we say it
How we actThe
service we provide
How people
feel about us
Our Culture
How people see us
5
A good Brand is good for business.
Attracting & Retaining the best talent
Loyal customers who promote you to others
Effective & efficient organisations
Premium pricing & protection against price wars
Greater new product success & Market expansion
Why do Google attract & Retain
good people
Why will I travel Kms for a good Chinese
meal?
Why do I choose one mechanic over another
Why do I still pay $3.40 for 2lts Milk in a $2 price war
Why would I consider a ‘Virgin’
credit card?
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 doesn't matter
It’s all about attraction, isn’t it?
Once you sort it out, you can forget about it
20041 Employee
&Floated on ASX
Our Story in brief
2008
63 EmployeesOpened our first mine
Atlas Who?Dave Who?
2013
302 Employees4 mines
4 mergers
Atlas?Dave Flanagan?
Oh yeh, AtlasFlano?
The Atlas Journey
What did ‘We’ do?
• We found the result of an engagement survey we had participated in over 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 remain the 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
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’!!
What did ‘We’ do?
• We asked our staff what was our EVP and refined that
• Enhanced our recruitment & candidate management experience
And most importantly
We work on it continuously
Critical Success Factors
• Senior management commitment & wait, more senior management 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 sense check
• Align your plan to your strategic priorities and strategy
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 – KPI’s and reporting
Where to from here
• Monthly steering committee meetings
• Planned annual employee engagement surveys and
• Engagement sessions to communicate survey results and actions
Look after your Employer Brand & it will look after you!
QUESTIONS??