UpScaler Forum · Building a Strong Employer Brand 17th October 2019 ... Big Brands . Customer Perspective •Understand the product & value it delivers ... –the employee experience

UpScaler ForumBuilding a Strong Employer Brand

17th October 2019

• UK hosts 35,000 ScaleUp businesses• 83% scaling through turnover growth; • 39% growth in headcount; • 22% scaling in both

• Employ 3.6 million

• Turnover >£1 trillion p.a.

• In D2N2 990 ScaleUp businesses• 84% scaling through turnover growth; • 37% growth in headcount; • 21% scaling in both

• Employ 80,960

• Turnover £9 billion pa

• Growth in No. of ScaleUps has declined slightly

Some facts about Scaling SMEs

ScaleUp Institute, 2018

Scale-ups are:

• Ambitious for growth

• Innovative

• Employ young talent

• Trade internationally

• Aspire to sell to large

corporates/ organisations

Key Scale-up opportunities


Barriers to Scaling

1. Access to Talent2. UK Markets & Customers3. Access to infrastructure/

premises/broadband4. Leadership development

Key Scale-up needsScale-ups look for:

• Access to talent

• Access to UK/international markets

• Leadership/management development

• Access to finance/ infrastructure/ premises

• Provision:• Peer networks

• University links

• Leadership programmes


With Barry Moss from Go Six Sigma

Eastwood Hall8am to 10am

Meet the Coaches

Venue Nottingham TBC8:30am to 11:30am

Forum Save the DatesNovember December

UpScaler Forum EMPLOYER BRANDING

www.thinkforwardconsulting.co.uk


Think Forward Consulting

• Penny Strutton

• Business Psychologist & Executive Coach

• 9 years in business

• Behavioural change through coaching and business infrastructure development



Employer Branding


Big Brands


Customer Perspective

• Understand the product & value it delivers

• Consistent experience every time

• Expectations managed


Company Brand vs Employer Brand

Customer Employee VS

What’s the Difference?


Little Difference

• Want to understand what the brand will deliver

• What the values are and how they are demonstrated

• What value they’ll receive from the brand

Future Candidates will select employers like customers select their shopping – if their expectations are not fulfilled – they’ll move on!


Online Review



Mind the gap Vs The Revolving Door


Contributors

External factors

• Bigger/well known brands

• Salary scales

• Wellbeing

• Development opportunities

• Ability to give back

Internal factors

• Knee jerk recruitment strategy

• Stagnant “employee experience”

• Inconsistent leadership

• Inadequate personal investment

• Toxic culture


Motivation Self-

actualisation

Esteem

belonging

safety

physiological


Contributors Self-

actualisation

Esteem

belonging

safety

physiological


Achieving EOC Status!

Blueprint

•Agree vision, mission, values & behaviours

•Aspirational culture

Leadership

Behaviours

Team cohesion

People infrastructure

Strategic recruitment & onboarding

Learning & development pathways – the employee experience

Internal comms & employee engagement

Reward & recognition

Employer branding

Package the experience

Marketing strategy

Coaching/training/behavioural change


Blueprint


The Blueprint

“We equip active people for outdoor adventures”Vision


The Blueprint

“We equip active people for outdoor adventures”

Build exceptional product for active

people through a deep understanding of their

requirements

Create an environment that empowers

individuals to thrive and exceed

expectations

Develop and maintain open long term

relationships and deliver outstanding

customer service

Product PeopleRelationship

Vision

Mission


The Blueprint




requirements



expectations



customer service


Integrity

Synergy Ingenuity

Determination Ambition

Vision

Mission

Drivers


The Blueprint




requirements



expectations



customer service


Integrity

Synergy Ingenuity

Determination Ambition

Behaviours

Cu

ltu

re

Cu

lture

Vision

Mission

Drivers


Leadership Behaviours

Transformational

Consistent (team)

Embedding drivers

empoweringCascaded

Reinforced


Infrastructure

Policies & procedures

Performance management

Learning and development

Reward & recognition

Recruitment process


Recruitment

• Strategic

• Well defined job role & person spec

• Structured interview

• Logical & fit for purpose assessment activities

• Trained interviewer


Wrapping it up


Candidate Experience

External Image

• Website – demo values, career stories & benefits

• Social media –encourage team to talk

• Awards- enter awards & shout about it

• Local visibility –get involved in local education/community

Accessible

• Careers page & application system

• phone number

• Simple & logical application process

Manage Expectations

• Highlight process, including evaluation

• Dates/times –and be true to your word

Onboarding

• From first point of contact to 3 months in post, manage their integration

• Do what you promise!!!!


Summary

• Define and understand your values & embed in your infrastructure

• USP – what makes you the EOC!

• Interesting & accessible website

• Social media

• Employee advocacy

• Recruitment training

• Onboarding – 3 months!!


How we can help…

Setting direction

Recruitment Training

Leadership development

Culture change

Infrastructure transformation

Strategic recruitment

Employer branding

End to end Organisational Development


Let’s talk!

• www.thinkforwardconsulting.co.uk• [email protected]

• 07971979541

http://www.thinkforwardconsulting.co.uk/

mailto:[email protected]

TTK CONFECTIONERYFROM GRADUATE TO HEAD OF NPD – A SUCCESS STORY

WE OFFER A BESPOKE DESIGN SERVICE

AN AWARD WINNING COMPANY

WORK EXPERIENCE

WHAT STUDENTS LOOK FOR

PROJECT INVOLVEMENT

EMPLOYMENT OPPORTUNITIES

EMPLOYEE COACHING

RECRUITMENT CHALLENGES

SME ATTRACTION

LONG TERM INVESTMENT

THANK YOU

Documents

UpScaler Forum · Building a Strong Employer Brand 17th October 2019 ... Big Brands . Customer Perspective •Understand the product & value it delivers ... –the employee experience