Employer branding, attraction and employer of choice by Toronto Training and HR January 2012
Nov 11, 2014
Employer branding, attraction and employer of choice
by Toronto Training and HR
January 2012
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Contents3-4 Introduction to Toronto Training and HR5-6 Emotionally intelligent organizations 7-8 Need for personality9-10 Labour market strategy11-12 Job specifications13-15 Social media16-19 Hiring through social media20-21 Niche diversity sites22-24 What merits do brands have?25-27 Keeping brand passion alive28-29 Four types of employer brand30-32 Employer brand strategy33-34 Key components of an employer brand35-36 Creating a successful employer brand37-42 Things to consider with employer branding43-45 What must an employer of choice promise?46-47 Attraction drivers49-50 Presenting a compelling case for action51-58 Case studies59-60 Conclusion and questions
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Introduction
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Introduction to Toronto Training and HR
• Toronto Training and HR is a specialist training and human resources consultancy headed by Timothy Holden
• 10 years in banking• 10 years in training and human resources• Freelance practitioner since 2006• The core services provided by Toronto Training and HR
are:- Training event design- Training event delivery- Reducing costs- Saving time- Improving employee engagement &
morale- Services for job seekers
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Emotionally intelligent organizations
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Emotionally intelligent organizations
Commitment to work-life balanceOpenness and high-trust working relationshipsCreativity and innovation formed through collaborative workingWillingness to share ideas and resourcesA supportive as opposed to a competitive culture
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Need for personality
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Need for personality
IndividualityBackstoryRelationshipsPolicyLanguageSpokespeople
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Labour market strategy
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Labour market strategyHigh rewards Low rewards
High culture Employer of choice
Employer of values
Low culture Employer of cash Employer of churn
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Job specifications
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Job specifications
Make it enticingMake it informativeMake it clearMake it actionableGet your job specification online
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Social media
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Social media 1 of 2
Young people only?FacebookTwitterLinkedIn
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Social media 2 of 2
USING SOCIAL MEDIAExpand your employee pipelineEngage top performers and join in with the conversationBe prepared to be transparent
Role of HR Link between recruitment process and social media
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Hiring through social media
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Hiring through social media 1 of 3
The cornerstone of an effective social recruitment strategy is a well defined employer brandThe more a recruitment process uses technology, the more personalized it should beA recruitment process should be fast, effective and comprehensiveAn effective recruitment process should reflect who you are
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Hiring through social media 2 of 3
It’s not the tool that matters; it’s how you use itThe digital world is powerful, and its power can be quantifiedOnline technologies are becoming integrated
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Hiring through social media 3 of 3
IMPLEMENTING AN EFFECTIVE STRATEGYResearchDon’t restrict yourself to one outlet onlyCreate a networkBe relevantEngage
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Niche diversity sites
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Niche diversity sites
CanadianImmigrant.caInclusionnetwork.caJobabilities.caBPW.caEquitek.ca
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What merits do brands have?
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What merits do brands have? 1 of 2
A strong brand signifies a product or service of recognizable quality, reliability or value for moneyBrands help to differentiate a product or service from others being offered by competitorsBrands convey familiarity on a product or service, attracting customers away from offerings of competitors
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What merits do brands have? 2 of 2
Customers have a tendency to become loyal to brands, reducing the likelihood that they will switch to products or services offered by competitorsCustomers will pay a premium price for brands with which they identifyFewer dollars have to be spent on advertising when there is already strong brand recognition
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Keeping brand passion alive
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Keeping brand passion alive 1 of 2
Get the basics right-it’s about delivering good quality, being reliable and consistentUnderstand the audience and be clear who the customer isBe true to yourself and don’t pretend to be anything elsePlace marketing at the heart of the business, but that’s more than a fluffy logo and a marketing campaign
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Keeping brand passion alive 2 of 2
It’s about making sure employees understand what the brand is about and ensuring everyone uses the same messageHave a long-term vision of where you want the organization to go and share this with your employeesHire people who are going to be faithful to the idea as they are going to be the strongest assetBe distinctive, don’t just be different…be really different
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Four core types of employer brand
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Four core types of employer brand
PrestigeCauseHigh risk/big potentialWork-life balance
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Employer brand strategy
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Employer brand strategy 1 of 2
Identify the labour market in which the organization is going to compete, consider the potential for sources of labour, and identify which groups of people are likely to want to buy into employment with the organizationPrepare the marketing objectives and strategy
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Employer brand strategy 2 of 2
Formulate the marketing mix to support ‘the product’ with use of the product elements, the pricing elements and the promotion elements Product promotion in terms of public relations, in-house promotions, direct mail and advertising
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Key components of an employer brand
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Key components of an employer brand
TransparencyPut a human face on itConsistency and timeAlign the employer brand with the consumer brandHave a personality!Make it part of the cultureCorporate philanthropy at a grassroots levelInvest in high quality design
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Creating a successful employer brand
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Creating a successful employer brand
ResearchTop-level buy-inAlignment to corporate strategyCommunicate with more than just wordsWalk the walk and talk the talk
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Things to consider with employer branding
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Things to consider with employer branding 1 of 5
What?Why?How?Where?When?Who?
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Things to consider with employer branding 2 of 5
It’s about the synthesisIt’s about presentationIt’s about authenticityIt’s about word of mouth
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Things to consider with employer branding 3 of 5
Brand messages coherent with the brand reality are required to build trustSeek first to understand and then to be understoodEmployer brands are crucial to business success so top leadership needs to be involved
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Things to consider with employer branding 4 of 5
It’s about the synthesisIt’s about presentationIt’s about authenticityIt’s about word of mouth
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Things to consider with employer branding 5 of 5
Blogs VideosCell phonesExisting employee profilesHeadhunting targetsEmployee referrals
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What must an employer of choice promise?
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What must an employer of choice promise? 1 of 2
Provide an environment where colleagues can thrive and shineSupport and challenge them to access the best in themselvesSet strong standards and be rigorous in performance appraisalsBuild strong relationships; understanding the talents, strengths and needs of other people
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What must an employer of choice promise? 2 of 2
Acknowledge and celebrate success-make work a joy as well as a jobBuild high trust throughout the organization-it is the only way to get the best from peopleBe a model in your own work-stretch yourself, live the organization’s principles, have fun, work hard and celebrate your success
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Attraction drivers
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Attraction drivers 1 of 2
Competitive base payVacations and time offHealthcare benefitsOpportunities for career advancementRetirement benefitsConvenient work locationFlexible scheduleChallenging workLearning & development opportunities
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Attraction drivers 2 of 2
Organization’s reputation as an employerReasonable workload
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Presenting a compelling case for
action
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Presenting a compelling case for action
Approach the senior teamInvite the HR department to act as enabler of the great organization cultureBuild critical mass from your current positionWork with your own teamPlough a lone furrow
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Case study A
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Case study A
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Case study B
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Case study B
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Case study C
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Case study C
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Case study D
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Case study D
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Conclusion & Questions
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Conclusion
SummaryVideosQuestions