Managing Reputation 2008
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The document discusses employment branding, which involves reducing workforce risk through engaging employees, strategic communication, and developing an employer brand. The key aspects of an employment brand are establishing a committed workforce, rewarding employees, developing a strong reputation, and connecting the employer value proposition to the consumer value proposition. An important part of employment branding is establishing a compelling brand that will help attract, develop, interview, and retain talent, especially as demographics change and the workforce ages.
Managing Reputation 2008
- 1. Employment Branding: Reducing workforce risk through engagement, strategic employee communication and brand
- 2. You cannot create an employment brand. Employment Brand 1 3 March 2008
- 3. One brand – one voice EMPLOYER BRAND CONSUMER BRAND Committed employees Products and services Reward & Product Reputation Reputation recognition offering Service Service Leadership Culture performance offering Employment Brand 2 3 March 2008
- 4. Employment Brand 3 3 March 2008
- 5. “They were quite happy, because they know they've got one of the best packages possible in the automotive industry in 4 Employment Brand 3 March 2008 Australia''
- 6. Connecting CVP and EVP If you believe that 8 to 5 should be more about life than a grueling life sentence, maybe this is where you ought to be. We do more than just sports. We do life. And we love what we do. Employment Brand 5 3 March 2008
- 7. Connected If you believe that 8 to 5 should be more about life than a grueling life sentence, maybe Nike is where you ought to be. We do more than just sports. We do life. And we love what we do. Employment Brand 6 3 March 2008
- 8. Supply of labour • One of the critical business issues over the next 10 years • Demographic time bomb – ageing workforce – Work harder to attract applicants – Brand as important as roles Employment Brand 7 3 March 2008
- 9. Population distribution 1986 Employment Brand 8 3 March 2008
- 10. Population distribution 2000 Employment Brand 9 3 March 2008
- 11. Population distribution 2025 Employment Brand 10 3 March 2008
- 12. Population distribution 2050 Employment Brand 11 3 March 2008
- 13. Supply of labour • One of the critical business issues over the next 10 years • Demographic time bomb – ageing workforce – Work harder to attract applicants – Brand as important as roles • Generation Y becomes the new workforce – Don’t dismiss Boomers and Generation X • Increased opportunity and macro level social shift – Fewer workers leads to more choice and independence – The world is becoming a smaller place Employment Brand 12 3 March 2008
- 14. Employment Brand 13 3 March 2008
- 15. Employment Brand 14 3 March 2008
- 16. Employment Brand 15 3 March 2008
- 17. Employment Brand 16 3 March 2008
- 18. Employment Brand 17 3 March 2008
- 19. Employment Brand 18 3 March 2008
- 20. Employment Brand 19 3 March 2008
- 21. Employment brand Communication Recognition Dialogue Involvement Employment Brand 20 3 March 2008
- 22. What’s our scope? Exit Attract Develop Interview Retain Hire Employment Brand 21 3 March 2008
- 23. What’s our scope? Exit Attract Develop Interview Retain Hire Employment Brand 22 3 March 2008
- 24. Connect EVP to CVP ‘Quality advice = Quality decisions’ Client Value Proposition ‘Creating growth through quality’ How They Connect ‘Building Possibilities’ Employee Value Proposition Employment Brand 23 3 March 2008
- 25. Employment Brand 24 3 March 2008
- 26. Employment Brand 25 3 March 2008
- 27. Employment Brand 26 3 March 2008
- 28. What’s our scope? Exit Attract Develop Interview Retain Hire Employment Brand 27 3 March 2008
- 31. 5% of jobseekers responded that they decided whether or not to stay in a role on their first day and 58% determined whether or not to stay inside a month. Source: Chandler Macleod 2007 Employment Brand 30 3 March 2008
- 32. What’s our scope? Exit Attract Develop Interview Retain Hire Employment Brand 31 3 March 2008
- 33. Informal communication Employment Brand 32 3 March 2008
- 34. 50% claim they get all their company information at the water cooler Source: Talent2 March 2007 Employment Brand 33 3 March 2008
- 35. What’s our scope? Exit Attract Develop Interview Retain Hire Employment Brand 34 3 March 2008
- 36. What workers want Attribute Jobseekers Employers Reputation for valuing employees 1 2 Career development 2 3 Challenging work 3 1 Fun and positive work environment 4 8 Attractive salary 5 4 Training and development 6 7 Work/life balance 7 9 Flexible working hours 8 5 A fair day’s pay 9 10 Company vision and values 10 6 Source: Reality Cheque – Workplace Barometer, November 2007, Chandler Macleod Employment Brand 35 3 March 2008
- 37. Effective engagement • Drives productivity • Generates business efficiency • Reduces direct cost Employment Brand 36 3 March 2008
- 38. Approaching employment brand • Start and finish with the business case • Build a distinctive culture which connects to the CVP – Ensure that current staff are not alienated • Think ‘people engagement’ not just ‘communication’ • Focus on behaviour not just values • Drive change at the frontline • Create tailored solutions without preconceptions Employment Brand 37 3 March 2008
- 39. Employment Brand 38 3 March 2008