Branding, Hiring,Retention Sarinah

7/31/2019 Branding, Hiring,Retention Sarinah

1/23

EMPLO YER BRANDING,

HIRING

&RETENTION

Sar inah Abu Bak ar


2/23

Em ployer Branding.. Why B rand

ATTRACTION

ENGAGEMENT

RETENTION

Employer Branding : Shaping and maintaining an image inthe minds of potential candidates in the market that the company,

above all others, is a great place to work

Core HR Objectives


3/23

Branding St ra t eg y

The quality of our image impacts the people that we attract

Candidates apply to companies that fit their Value & Potential

Averag

e

LowPotential

High

Potential

Averag

e

No Name

Top

Employer


4/23

Ident i fy ing your Em ployer Brand

Survey, collect data :

New Hire Survey- Why employee join the company

Reject offer analysis

Employee Survey- Why employee stay

Turnover analysis

- Why employee resign

Trends - Employer of Choice Studies, Graduate Survey

Image Studies, Management & expert interviews


5/23

Types of Em ployer Brand Messages

Focus on OfferAt our company you get more than what you getelsewhere (eg benefits, culture, career opportunities)

Focus on Personality

In our company we are like this. If you fit to that you can stayas you are and find people like you.

Focus on Values

Thats important for us in our company. If you share thesevalues you are welcome.


6/23


Focus on Offer


7/23


Focus on Personality


8/23


Focus on Value


9/23

Employment Value Proposition

Possible components of EVP

Location

Job Security Stability & Success

Market Position

Company Reputation Company Values &Culture

Personality of workforce

Product Technology

Work life Balance

Compensation & Benefits

Training Opportunities

Career Advancement Learning Opportunities

Job challenges Innovation

Freedom & Flexibility Opportunities to leverage

personal strength & talent


10/23

Characteristics of an effective Employer Brand

A strong employer brand provides answer to the question,Why should I join this company?

As such an employer brand offers a clear EmploymentValue Proposition (EVP)

EVP must be- Unique- Consistent

- Appealing to the target group- Realistic to what the company can offer

Need to live up to the brand promise!


11/23

Recruit best employees Reduce turnaround time

Higher job acceptance rate Reduce turnover Improving employees engagement,

commitment & performance

In summary, Employer Brand

Towers Perrin, Global Employer Brand Study

ATTRACTION ENGAGEMENT RETENTION


12/23

Hi r ing & Ret en t ion: Why i t i s im por t an t

Vital for future competitiveness &sustainability

Increasing skills shortage- need to be more innovative on hiring

and retention to meet future needs

Loss of Productivity

Turnover is Costly*

Turnover is a complicate issue

*turnover costs can be 25% of annual salary

-Grensing-Pophal(2002)


13/23

Tur nover Cost

Understand & appreciate the cost of turnover


14/23

Rec r u i t m ent , Ret en t ion

The best recruitment strategy is RETENTION

The Companys Objectives & Values Departmental Management & Supervision

Teamwork & Cooperation Employees Performance and Development Talent management Compensation & Benefits Worklife & Flexibility

Employees Commitment & Engagement to company

Focus on why people stay.

Clues from employees


15/23

I would recommend mycompany to a friend as a

good place to work

My company inspires me to domy best

I am proud to tell others I workFor my company

My job provides me a sense ofPersonal accomplishment

I really care about the futureOf my company

I understand how my departmentcontributes

I understand how my role is relatedto my companys overall goals,objectives & direction

I am willing to put in a great dealof effort beyond what is normallyexpected

I am personally motivated to help

my company be successful

Clues from employees..


16/23

Why do Em ployees c om e t o w ork

Job Satisfaction

Nature of Work Career Advancement Opportunities Job Security

Location Pay & Benefits Training

Socialization


17/23

Why Em ployees Leave.. Com m on r easons

Their Boss

Nature of Work Lack Career Advancement Opportunities Job Security

Location Pay & Benefits

Training Socialization


18/23

Why Em ployees St ay..

Benefits

Good Employer

Flexibility in hours

Good co-workers Salary

Boss is good

Career Advance.Opportunities

Challenging work

Convenient location

Feel needed

Training Feel appreciated

Organizations

mission

Friendships

Mellons Asian Research 2003


19/23

What Prevent Em ployees Leaving

Keeping your valuable employees, S Dibble, Wiley (1999)

Benefits

Loyalty

Difficult to match pay

Lose seniorityAfraid to change

No time to look

Cant find job as good

Give up incentives

Others rely on me

Loss of work friends

TransportationMentor is here

Close to retirement

Finishing Education


20/23

Effec t ive Ret ent ion Met hods

Flexible Work Schedule

Interesting & Challenging work

Training & Dev. Opportunities

Career Opportunities

My Manager

Firm Leadership, Culture &Purpose

Work life Balance

RETENTION


21/23

An effective employer brand does not guaranteestaff engagement, motivation and performance,but it certainly enhances it. The flipside is that

when staff leave the organization, eithervoluntarily or via redundancy, a good

employer brand ensures that business

reputation is maintained.

Reality of Employer Brand to Hiring & Retention


22/23

Talent at any level can be attracted by an impressive

reputation, by the promise of exceptional careerprogression, competitive financial rewards and so on,

But ultimately, it is the personal experience of therelationship that that person develops within anorganization that determines the longevity and thewin-win consummation of the relationship.

Image and promise is not enough for

highly marketable and talented people.

Reality of Employer Brand to Hiring & Retention


23/23

Questions.

Documents

Branding, Hiring,Retention Sarinah