How to create a compellingemployer brand that saves
youmoney and makes you money
Brand = identity & reputation
Employer Branding - a strategy used to appeal to desired current and future
talent
What it isn’t
• A science
• An art
• An end in itself
• Just about the CVs
It’s good business
The people plan
• Main area of business risk
• The gap between the expectations of the leaders and the organisation’s ability to deliver
• The opportunity cost is too great
Employer Branding - a strategy used to appeal to desired current and future
talent
Why bother?
Why bother?
• Reduced cost per hire, time to hire
• Improved recruitment efficiencies
• Staff advocacy and retention
• Rentokil - 'The cost of replacing an employee is 1.5-2 times salary'
• RSA - 'The right, engaged call centre staff talk on average to 800 more customers per year than disengaged staff. The equivalent of an additional member in a team of 8'
Defining your employer brand - an 8 stage process
• Setting objectives• Discovery• Interpretation and definition• Segmentation• Creative development and testing• Implementation• Measurement• Management and more measurement
Measuring ROI
• No. of CVs• No. of qualified people in talent pool• CPH, TTH• Recruitment efficiencies• Speculative CVs, CVs from competitors• Staff approval• Staff ideas• Absenteeism• Customer approval
Why doesn't everyone do it
• Capital expenditure• Too hard to sell in, manage and implement• Lack of understanding• Lack of senior level buy in
Applying it to your organisation -*1
• What do you want to achieve ?
• What is achievable
Choosing the appropriate brand strategy
Applying it to your organisation *2
Some examples
Endsleigh - ‘Experts in the making’
“How much of your marketing budget do you spend on your
staff?”
Survey response up (62%)
Overall engagement (51-64%)
Sickness reduced by 50%
Sales from staff leads doubled (£250k)
Staff ideas on efficiency savings and new products (£250k)
Net profit up 51%
