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THE NEW EMPLOYER BRANDING STANDARD
Vuyo Dwane
28 July 2016
@DwaneVuyo@SABPP1
Agenda• Link to HRM System Standard Elements
• Definition
• Fundamental requirements
• Employer branding process
• Conclusion
Link to HR System Standards
• Within talent management standard element.
• Derives from HR Strategy.• Put into recruitment part of workforce
planning; and part of reward & recognition.• Employer branding interact with employee
wellness, employment relations and OD.
HR Professional Practice Standards• Absenteeism management• Career management• Coaching & mentoring• Collective bargaining• Disciplinary procedure• Dispute resolution• Employment Equity & Diversity (Inclusion) t• Grievance procedure• Leadership development• Learning design• Learning evaluation• Learning needs analysis• On-boarding• Organisation design• Performance appraisals• Recruitment• Remuneration benchmarking• Selection• Succession planning• Change management• Employer Branding• Workplace learning culture
Employer BrandingThe practice of creating the idea or image of the organisation that employees (present &
potential future) connect with, and marketing that image both internally and externally, building recognition and reputation as an
employer of choice in order to attract, engage and retain employees who best fit the organisation’s values and enable the
organisation to achieve its objectives. The brand is rooted in the identification of the EVP.
SABPP (2016)
Fundamental requirements
• Speak to all critical employee talent groupings to ensure attraction and retention of right people.
• Differentiate from other organisations.• Consistent with products & services or marketing
brand of the organisation.• Strong branding built over long term.• Benchmarking progressive employment practices
– employer of choice.• Many activities – multi-stakeholder.• Market research is key.
Employer Branding Process INPUTS PROCESS OUTPUTS
TALENT STRATEGY
INCLUDING EVP
PRODUCT/SER- VICE BRANDING
STRATEGY & PLANS
MULTI-FUNCTIONAL
PROJECT TEAM
EMPLOYER BRAND BUDGET
Define Employer Brand Proposal
Test proposal for internal & external market research
Finalise brand, define implementation plan & budget
Implement plan
Market research
Review and improve
Brand with full branding manual
Integration of brand with all HR practices
Important elements
1. Pool of brand ambassadors.
2. HR policies examined for fit with brand.
3. Clear links and feedback loops to reputation management process.
Conclusion
The new HR Professional Practice Standard on Employer Branding supports the talent management standard, with links to other standards. This standard is positioned to
improve HR professionalism regarding building and sustaining a strong employer
brand to attract and retain the best talent in pursuit of business objectives.
We set HR standards!
[email protected] or [email protected](Professional Registration)[email protected] (CEO office)[email protected] (CEO & Strategy inputs)[email protected] (COO)[email protected] (HR Audits)[email protected] (Knowledge & Innovation)[email protected] (Learning & Quality)[email protected] (Events & HR Standards files)Website: www.sabpp.co.za Blog: hrtoday.meOffice: 8 Sherborne Str, ParktownTel: 011 045-5400 Fax: 011 482-4830
