Blacksmith Hr Directors Prez 07 09 Final

Titlet

What's the colour of your metal?

Protecting & strengthening

your employer brand in the new economy.

(product)

(logo)

(brand)

living brands.

What’s your employer brand?

everything that anyone thinks, feels and

experiences of you as an employer and a place to work.

your employer brand.

• starts with leadership

• is strategic

• is more than a slogan

• is your culture, values and behaviours

• is in everything you do

the world of work.

randstad 2009 employment trends survey

• 2682 respondents

• Australia, New Zealand & Singapore

• 7% <20 employees

• 21% 21-199 employees

• 72% >200 employees

the world of work.

The main reason you are successful in attracting talent?

• 42% company reputation and employer brand

• 18% strong organisational culture and values

• 8% career paths/opportunities/succession

the world of work.

74% say employer brand plays a pivotal role in attracting and retaining talent.

• 25% reputation in the market

• 23% organisational culture and values

• 18% opportunities and succession planning

the world of work.

64% believe more can be done to

improve their employer brand.

the brand integrity equation.

(b1+ b2) x CV = BI = BP

the new economy.

the new economy challenges.

• internal change & restructure

• HR resourcing and priorities

• cost management

• performance and productivity

the new economy challenges.

• recruitment

• career development & succession planning

• recognition, remuneration & benefits

• leadership &communication

leadership.

• communicates vision• embodies values• demonstrates behaviours• inspires and connects

• totally there for others

communication.

• silence is not an option

• create opportunities for conversations• tell your stories• encourage everyone to participate

• don’t talk so much you never ‘do’

recruitment.

• internal vs external focus

• candidate market

• process = experience• build or break your brand

OCG job seeker survey.

• industry wide survey• 10,000 candidates on OCG database• employers and recruitment agencies

Areas of enquiry:• communication• timeliness• level of understanding• follow up

OCG job seeker survey.

• Employers – 5% excellent; 44% below ave-poor • Agency – 5% excellent; 47% below ave-poor

1 =

Exc

ell

en

t 2 3 4

5 =

Po

or

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

40.0%

OVERALL STANDARD OF CAREEmployers vs Recruitment Agencies

Rating

% o

f R

esp

on

den

ts

restructure.

• process = experience• the home team

• hostages and survivors• brand = talent

recognition, remuneration & benefits.

create on-brand solutions.

• hold the vision

• brand, values and behaviours are your foundation

• define your objectives and desired outcomes“What experience are we creating?”

• engage your people in co-creating solutions

• test, measure and communicate

what happens now?

• get leadership on-board• create engaging vision• analyse current brand (int/ext)• assess core values and behaviours• commit to improving brand’s performance• align intention, action and behaviour at every touch

point• get on with it!

observe the masses and do something different.

• be authentic

• be differentiated

• be unique

Titlet

Forge an awesome employment brand.

Contact: [email protected]

+64 21 283 2855