- 1. HR FUTURE 01.2011 (13)Buildemployerbrand equityYOUR
SUSTAINABILITYRESTS UPONBUILDING YOURBRAND IN THE EYESOF YOUR
PEOPLE.BRETT MINCHINGTONA company has one brandand the art and
scienceof employer brandingprovides a focus for therole of the
employee inbuilding brand equity. In addressingthe challenge of
measuring the ROI ofyour employer brand strategy, yourapproach can
be informed by previousresearch in marketing, specifically inthe
area of brand image and brandequity.BRAND IMAGEBrand associations
are thedeterminants of brand image.Keller defines brand image as
anamalgamation of the perceptionsrelated to the product
related/non-productrelated attributes and thefunctional/symbolic
benefits that areencompassed in the brand associationsthat reside
in consumer memory.Marketing literature supports theconcept that
product brand equity isstrengthened when the brand imageresonates
with the consumer. As brandawareness heightens, consumersbegin to
develop positive identificationwith the brand. The more positivethe
brand is perceived to be, themore highly identified the
consumerbecomes with the product. As socialidentity theory
suggests, in the end,the consumer purchases the brandbecause of the
positive self-conceptthat results from feeling membershipwith the
brand. In a similar manner,as potential employees find
positiveaspects of the employer image, they aremore likely to
identify with the brand,and will more likely choose to
seekmembership with the organisation forthe sense of heightened
self-image thatmembership promises.BRAND EQUITYThe concept of brand
equity provides acomplementary theoretical perspectivefor
understanding employer branding.In brand guru David Aakers
book,Managing Brand Equity, he definesbrand equity as the brand
assets (orliabilities) linked to a brands nameand symbol that add
to (or subtractfrom) a product or service. These assetscan be
grouped into four dimensions:brand awareness, perceived
quality,brand associations and brand loyalty.Applying this thinking
to employerbranding, I have developed a Model ofEmployer Brand
Equity.EMPLOYER BRANDING INTERNATIONAL WATERSaEMPLOYER
BRANDAWARENESSPERCEIVEDEMPLOYMENTEXPERIENCEEMPLOYER
BRANDASSOCIATIONSEMPLOYER BRANDLOYALTYEMPLOYER BRANDEQUITYMODEL OF
EMPLOYER BRAND EQUITY
2. (14) HR FUTURE 01.2011Employer brand awareness is the levelof
recognition people have about anorganisations positive and
negativeemployment attributes. Global foodservices group Sodexos
social mediaactivities have given me a strongawareness of the
community workthe company is involved in, whereasthe negative press
about Foxconnsemployment practices has made meaware of just how
different workingconditions are for some employees inChina compared
to Australia or theUSA.Perceived employment experience isthe
association current and prospectiveemployees have about working
foran organisation and is based uponthe online (career website,
socialnetworks, YouTube channel and soforth) and offline (word of
mouth,career fairs, induction programmes,among others) touchpoints
the personinteracts with. When I hear the nameGoogle I perceive the
employmentexperience as challenging, inspiring,fun, and one that
offers careerand personal development. I havebeen fortunate to
visit their Zurichheadquarters on two occasions andthe physical
environment from thecafeteria to the chill-out rooms to thethemed
meeting rooms is exactly thetype of environment that would
inspireme to give my best.Employer brand associations are
thethoughts and ideas an organisationsname evokes in the minds of
currentand future employees. It can includeimagery, personality,
symbols, andrational (career development, pay,staff benefits,
location and so on) andemotional (strong reputation,
friendlyworking environment, inspiringleadership, engaging culture
andothers) employment attributes. Brandassociations can be
verbalised, butalso might reside at a more sensorylevel. In other
words, employeeshave a feeling about a brand, anINTERNATIONAL
WATERS EMPLOYER BRANDINGemotional response or the memory ofan
experience with the company orvia touchpoints such as social
mediachannels. When I think of globalNGO, World Vision, I associate
theorganisation with creating a bettersociety, global community,
strongreputation and people feeling goodabout the work they
do.Employer brand loyalty is a personscommitment to join or
remainemployed with an organisation asa result of the positive
associationswith the organisation. Loyalty isdemonstrated by
positive behaviourssuch as word of mouth advocacy.When I read
Facebook posts of peoplesaying they love their job (and mindyou
there are very few who do this!)it sends a strong message to me
thereis something good about working forthe company. Employee
advocacy isthe strongest level of endorsement acompany can receive.
Remember itsnot what you say your employer brandis, its what others
say it is whenleaders are not in the room!In terms of employer
branding,brand equity is a strategic asset thatcan be leveraged on
the basis ofcompetitive advantage in the firmsability to attract,
engage and retaintalent. It is the desired outcome of thecollective
impact of employer brandinginitiatives. Prospective employeeschoose
to join an organisation andexisting employees choose to staybecause
of the underlying employerbrand equity associated with
thesefirms.As you can see, calculating ROIof employer branding can
be a verycomplex area. However if you focusefforts in these three
key areas, youwill achieve some meaningful results:1. A clear
understanding of yourinputs (strategy development,employee
communicationscollateral, recruitment advertising,ongoing
management costs) andoutputs (increased employeeengagement,
decreased turnover,increased time to productivity) andhow this is
linked to your bottomline;2. An ability to track change in salesand
revenue performance overtime versus changes in employeeand customer
engagement; and3. Ideally, companies should beable to identify the
extent towhich a change in one behaviour(increased engagement)
leadsto a change in another (sales).Companies should develop
theirown ROI equations depending ontheir employer branding
objectives,performance outcomes and soon, so they will be able to
enterin the numbers and determinethe likely change in one of
thevariables (sales) by changing oneof the other variables
(employeeengagement). (HRf)Employerbrand loyaltyis a
personscommitment tojoin or remainemployed withan organisationas a
result ofthe positiveassociations withthe organisation.Brett
Minchington is Chairman/CEO of Employer Brand International, a
global authority, strategist and corporate advisor on
employerbranding (www.brettminchington.com). His new book Employer
Brand Leadership-A Global Perspective is available
at(www.collectivelearningaustralia.com). 3. Certificate inEmployer
Brand LeadershipAbout Employer Brand InternationalEBI provides
research, advisory and thoughtleadership in employer branding
throughstrategic consulting, conferences/training,publications,
research and global think-tanks.EBIs expert services are
providedthrough an international network of expertemployer brand
Senior Associates. EBIsGlobal Advisory Board consists of
leadingcorporate professionals and academicsfrom around the
world.Why choose to study the Certificate inEmployer Brand
Leadership? Study for an in demand leadership skill Case study
approach to supporttheoretical frameworks Real world application
Flexible study options Supportive learning environment Access to
the worlds most extensiveemployer branding learning resources
Alumni support1. Since 2007 EBI has trained thousandsof managers in
employer branding inmore than 50 cities in 28 countries.2. Access
to an employer branding globalcommunity of 3500+ members.3. Course
is supported by world classlearning resources including
books,handbooks and global research reports.4. The first course of
its kind offered inpartnership with educational
institutions,business and the community.5. Accredited by EBI5 QUICK
FACTSEnrol Today!www.employerbrandinternational.com 4. WELCOME FROM
THECHAIRMAN/CEOWelcome to the Certificate inEmployer Brand
LeadershipCourse a contemporaryleadership program formanagers
around the world.Since 2007, Employer BrandInternational has
conductedtraining for thousands ofmanagers in employer brandingin
more than 50 cities in28 countries including Australia, Belgium,
Denmark, France,Germany, Italy, Russia, UAE, UK, and the
USA.Employees are fast becoming central to the process of
brandbuilding and their behavior can either reinforce a brands
advertisedvalues or, if inconsistent with these values, undermine
the credibilityof your messages. Employer branding is a whole of
businessconcept concerned with the attraction, engagement and
retentioninitiatives targeted at enhancing your companys employer
brand.The contest amongst employers to attract and retain talented
workerstakes place in a world where changes in the political,
economic,social and technological environments and concerns about
acompanys environmental footprint is driving widespread change
inemployment patterns. Today, competition for the best employeesis
as fierce as competition for customers and market share.The course
brings together a talented team of academics,strategists and
corporate leaders to create an inspiring learningexperience in the
growing field of employer branding.Our emphasis is on assisting you
to develop leadership,communication, problem solving and team
building skills, whichwill enable you to better understand and deal
with the complexissues of management in a changing business
environment.In selecting students we look for high quality people
with the potentialto not only benefit but also contribute to the
learning experience.Whilst practical in orientation, your learning
experience will includenetworking with like minded professionals
around the world tosupport a solid theoretical grounding in
employer brand leadership.Organizations that can attract and retain
the best minds byleveraging a unique, relevant and distinctive
employer brandwill have a competitive edge in the marketplace.We
look forward to welcoming you and wishyou the very best with your
studies.Brett MinchingtonChairman/CEOEmployer Brand
InternationalPROGRAM STRUCTURECORE MODULE ATHE BUSINESS CASE FOR
EMPLOYER BRANDINGStudy Unit 1: The Fundamentals Of Employer
Branding (EBLFU)CORE MODULE BBEST PRACTICE IN EMPLOYER
BRANDINGStudy Unit 2: Employer Brand Leadership Principles &
Practices(EBLPP)Study Unit 3: Employer Brand Strategic Management
(EBLSM)Study Unit 4: Employer Branding Mapping & Competitor
Analysis(EBLCA)Study Unit 5: Employer Brand Analytics &
Reporting (EBLAR)Study Unit 6: Contemporary Practices in Employer
Branding & SocialMedia (EBLSM)Study Unit 7: Employee and
Customer Experience (EBLCE)CORE MODULE CTHE FUTURE FOR EMPLOYER
BRANDINGStudy Unit 8: Employer Branding Social Responsibility
(EBLSR)Study Unit 9: Future Trends in Employer Branding
(EBLTD)Study Unit 10: Employer Branding Case Study Analysis
(EBLCS)HOW TO APPLYApply online
atwww.employerbrandinternational.comor to enquire please email
Andrea at:[email protected] direct all
courseenquiries to:Ms Andrea FieldingP +61 8 8443 4115F +61 8 8443
4149ALUMNI SUPPORTThe EBI Employer Branding Global Community is an
important part ofthe life and community of the School, as it forms
an integral part of theSchools business relationships.The network
is diverse, including students and graduates who work andlive
locally, interstate and overseas.With more than 3500 members, the
EBGC supports members invarious ways: Fostering global networking
opportunities Informing the business community of latest trends in
employer brandingwww.employerbrandinternational.com