4 Steps to a Compelling Employer Brand from Scratch

DIY Employer

Brand 4 Steps to a Compelling

Employer Brand from

Scratch

Webinar APAC 15 Sept 2016

Daniel Sanders Talent Brand Consultant

LinkedIn Sydney

Mandy Wong Talent Brand Consultant

LinkedIn Hong Kong

① Why Employer Brand & Why Now?

② Four steps to a compelling Employer

Brand from scratch

i. Setup your employer brand project

ii. Develop your Employee Value Proposition

iii. Plan your employer brand communications

iv. Rollout your employer brand

Agenda

① Why Employer Brand and Why Now?

Power has shifted to

the candidate

You Already Have an

Employer Brand

Companies are hiring for people to own Employer Brand

Has your company developed a clear employer

branding strategy?

13%

32%

35%

17%

No, we have not developed a strategy

No, but we are working on it

Yes, but it can be further developed

Yes, we have a clear strategy

* Employer Brand International, 2014 Employer Branding Global Trends, (>100% as more than one answer is possible)


Brand from scratch





Build a robust case to bring everyone on board

Estimated cost, benefit and risks

Overall business objective –

what are you trying to solve?

Stakeholders 1 Stakeholders 2 Stakeholders 3

Executive sponsorship

Responsibility Responsibility Responsibility

KPIs KPIs KPIs

Your key talent pools

Which department is currently responsible for managing your

employer brand?*

* Employer Brand International, 2014 Employer Branding Global Trends, (>100% as more than one answer is possible)

8%

13%

17%

18%

42%

CEO

Executive Team

Marketing / Comms / Branding

HR and Marketing / Comms

HR / Recruitment


Brand from scratch





What is a Value Proposition?

The set of benefits or value a

company promises to deliver to

it’s target customers to satisfy their

needs through it’s product offering.

Value Proposition Examples

Not so great Value Proposition examples

What is an Employee Value Proposition?

17

The set of benefits or value a company promises to deliver to it’s existing employees and targeted potential candidates as a place of work.

Examples of Employee Value Propositions

4 Steps to create an Employee Value Proposition

1. Research Internally Understand who you are from the inside out

2. Research Externally Understand the people who you want to hire & what

current perceptions they hold of your company

3. Put it all together Identify and articulate your unique offering relevant to

your talent market

4. Ensure Buy-In Get internal buy-in and commitment from all stakeholders

Understand who you are

Step #1 – Internal Research

Who are we?

What do we do?

Why do we exist?

Why does it matter?

Why do people work here?

What do people not like about

working here?

Why do people leave?

How are we different?

Base Line Assessment


Start by reviewing all relevant information

pertaining to the current articulation of

your Employee Value Proposition.

The company’s Vision, Mission, and

Values.

Company and Careers websites

Recruitment materials

Remember to ask your recruiters what

they say about your company in an

interview

Talk to Your Leaders


Leaders determine the strategic direction of the company. They set the tone of it’s

working environment and have the biggest influence on the employer brand.

Interview a number of senior members in the organisation.

Example questions What was your decision process in joining this company?

What does success look like for employees working here?

What makes the company a great place to work?

Define the organisation’s leadership style.

Where will the organisation be in 5 years time?

What makes the working experience here better than your

biggest competitor?

What needs to be improved in the working experience?

Talk to Your People


Employees live the culture every day. Their views are the most realistic reflection of

what the company is like to work in today.

Conduct several focus groups and interviews.

Example questions Why did you join?

What is the company’s main strength as an employer?

What can the company improve in it’s employment

experience?

What do your tell friends/family about what it is like to work

here?

How would you describe the leadership?

Is the reality the same as your expectation before joining?

Understand who you want to hire

Step #2 – External Research

In order to understand who you want to hire to best position yourself to your target talent

you need to be able to answer the following questions…

Who are we looking to hire?

Where are they?

What do they value?

Who else is competing for them?

What does your competition offer?

Tools for doing this research

New hire interviews / surveys

Desktop review of competitors

Identify your unique offering relevant to your talent market

Step #3 – Put it All Together

Now synthesize

What the talent market wants

What competitors offer

What you offer (the authentic you)

What you would like to offer (the

aspirational you).

This will help you identify your unique

position in the market place and clarify

your employer value proposition.

Possible Presentation Format

Employer Brand House

We help small business owners sleep

better at night.

Career Stability

A proven track record that can

provide long term career

opportunities.

Challenging Work

Employees work on

challenging projects and are

continuously being given the

opportunity to stretch

themselves.

Make an Impact

Employees have direct access

to peers and decision makers

and own the opportunity to

make a positive impact in their

roles.

Rewarding work

Commitments Matter | Raise the Bar | Integrity | Results

Purpose

Value

Proposition

Pillars

Essence

Values

Zero layoffs in 25 years

Average tenure of

employees is 12 years

Promote within policy

Belief in employee

development through cross

functional projects

Employee educational

assistance

Pay for performance

compensation

Direct access to decision

makers

Proof Points

Define a Higher Purpose


workers who believe

they’re having a social

impact are twice as

satisfied with their jobs

as those who don’t hold

such beliefs - Net Impact

Inspire and develop the

builders of tomorrow

Do cool things that matter

To make natural, delicious

food and drink that helps

people live well and die old

Create economic opportunity

for every member of the

global workforce Net Impact, Talent Report: What Workers Want (2012) - https://www.netimpact.org/research-and-publications/talent-report-what-workers-want-in-2012

Define the Pillars of Your EVP


The company

Products and Services

Leadership

Employee growth and development

Culture

Values

Perks and rewards - pay, extras, leave, maternity, etc.

Work Environment

Corporate Sustainability - environment, charity

Step #3 – Put it All Together Employer Brand Attributes

Get internal buy-in and commitment from all stakeholders

Step #4 – Ensure Buy-In

It is essential that your EVP has internal

buy-in and commitment from all key

stakeholders.

Put your internal marketing hat on.


Brand from scratch





Two types of content

Hub Content

they come to you

Feed Content

you send the content to them


Brand from scratch





Implementation – formula of success

Just do it

Don’t bite more than

you can chew

Show and promote

early successes

As you change and your audience changes your brand changes

35

Your brand today isn’t your brand tomorrow…

Want more examples? Check out LinkedIn’s Top Attractors 2016.

Recruiting & HR

4 Steps to a Compelling Employer Brand from Scratch