52n - employer branding

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The International & Inclusive Employer Brand Berlin - Bucharest - Budapest - Cambridge - Frankfurt - Munich - Prague - Sarajevo - Vienna - Warsaw INTEGRATED RESOURCING SOLUTIONS Steve McNally [email protected]

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The International, Inclusive EVP.

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Page 1: 52N - Employer Branding

The International & InclusiveEmployer Brand

Berlin - Bucharest - Budapest - Cambridge - Frankfurt - Munich - Prague - Sarajevo - Vienna - Warsaw

52N Brand Guidelines

® 52N 2013

4

This is the 52Nwordmark. Thisversion of the logo uses the North iconplus the full company name. This isa secondary logo used primarily forbusiness-to-business purposes andcorporate communication.

INTRODUCTIONTHE 52˚N WORDMARK

2.1 Introduction - wordmark

INTEGRATED RESOURCING SOLUTIONS

Steve McNally [email protected]

Page 2: 52N - Employer Branding

INTEGRATED RESOURCING SOLUTIONS

© 52 North 2013

52N Brand Guidelines

® 52N 2013

4

This is the 52Nwordmark. Thisversion of the logo uses the North iconplus the full company name. This isa secondary logo used primarily forbusiness-to-business purposes andcorporate communication.

INTRODUCTIONTHE 52˚N WORDMARK

2.1 Introduction - wordmark

The Roadmap for an International, Inclusive

Employer Brand.

Page 3: 52N - Employer Branding

© 52 North 2013

52N Brand Guidelines

® 52N 2013

4

This is the 52Nwordmark. Thisversion of the logo uses the North iconplus the full company name. This isa secondary logo used primarily forbusiness-to-business purposes andcorporate communication.

INTRODUCTIONTHE 52˚N WORDMARK

2.1 Introduction - wordmark

INTEGRATED RESOURCING SOLUTIONS

A Moment of Truth

• an employment brand is not your logo

• an employment brand is not your products and services

• an employment brand is not your people

• an employment brand is not your marketing

• an employment brand is not your communications

• an employment brand is not your vendors

• an employment brand is not your quality/value

• an employment brand is not your location

• an employment brand is not your remuneration or benefits

Page 4: 52N - Employer Branding

© 52 North 2013

52N Brand Guidelines

® 52N 2013

4

This is the 52Nwordmark. Thisversion of the logo uses the North iconplus the full company name. This isa secondary logo used primarily forbusiness-to-business purposes andcorporate communication.

INTRODUCTIONTHE 52˚N WORDMARK

2.1 Introduction - wordmark

INTEGRATED RESOURCING SOLUTIONS

The Truth:Your Employer Brand is everything you

do and say as an Employer, to your employees, candidates, alumni, investors,

vendors and all other stakeholders.

Page 5: 52N - Employer Branding

© 52 North 2013

52N Brand Guidelines

® 52N 2013

4

This is the 52Nwordmark. Thisversion of the logo uses the North iconplus the full company name. This isa secondary logo used primarily forbusiness-to-business purposes andcorporate communication.

INTRODUCTIONTHE 52˚N WORDMARK

2.1 Introduction - wordmark

INTEGRATED RESOURCING SOLUTIONS

You can only control what you can create, manage and develop.

You can create, manage and develop your core employment proposition

– your Employment Value Proposition.

Page 6: 52N - Employer Branding

© 52 North 2013

52N Brand Guidelines

® 52N 2013

4

This is the 52Nwordmark. Thisversion of the logo uses the North iconplus the full company name. This isa secondary logo used primarily forbusiness-to-business purposes andcorporate communication.

INTRODUCTIONTHE 52˚N WORDMARK

2.1 Introduction - wordmark

INTEGRATED RESOURCING SOLUTIONS

Your Employment Value Proposition will enable you to attract, recruit, retain and

develop talent – from all communities; in all countries.

Page 7: 52N - Employer Branding

© 52 North 2013

52N Brand Guidelines

® 52N 2013

4

This is the 52Nwordmark. Thisversion of the logo uses the North iconplus the full company name. This isa secondary logo used primarily forbusiness-to-business purposes andcorporate communication.

INTRODUCTIONTHE 52˚N WORDMARK

2.1 Introduction - wordmark

INTEGRATED RESOURCING SOLUTIONS

The Journey

Primary and Secondary Research

• Employee Segmentation (Question Set, Inclusive Surveys, Representative Focus Groups)

• Competitve Audits• Visual and Editorial Audits• Recommendations

Discovery

Brand Positioning Brand Personality Brand Promise• Strategy Workshops• Creative Strategy Workshops• Brainstorming Sessions• Explorations of Visual Language• Brand Architecture Study

Informs Envision

Creative Strategy Editorial Objectives

Collatoral and component development

Directs Implementation

Phase I Phase II Phase III

Page 8: 52N - Employer Branding

© 52 North 2013

52N Brand Guidelines

® 52N 2013

4

This is the 52Nwordmark. Thisversion of the logo uses the North iconplus the full company name. This isa secondary logo used primarily forbusiness-to-business purposes andcorporate communication.

INTRODUCTIONTHE 52˚N WORDMARK

2.1 Introduction - wordmark

INTEGRATED RESOURCING SOLUTIONS

Demographics – Sex

Demographics – Age

Demographics – Length of Service

Employee Segmentation by DemographicPhase I:

Page 9: 52N - Employer Branding

© 52 North 2013

52N Brand Guidelines

® 52N 2013

4

This is the 52Nwordmark. Thisversion of the logo uses the North iconplus the full company name. This isa secondary logo used primarily forbusiness-to-business purposes andcorporate communication.

INTRODUCTIONTHE 52˚N WORDMARK

2.1 Introduction - wordmark

INTEGRATED RESOURCING SOLUTIONS

Demographics – Full/Part Time

Demographics – Ethnicity

Demographics – Disability

Phase I:

Page 10: 52N - Employer Branding

© 52 North 2013

52N Brand Guidelines

® 52N 2013

4

This is the 52Nwordmark. Thisversion of the logo uses the North iconplus the full company name. This isa secondary logo used primarily forbusiness-to-business purposes andcorporate communication.

INTRODUCTIONTHE 52˚N WORDMARK

2.1 Introduction - wordmark

INTEGRATED RESOURCING SOLUTIONS

Employee Segmentation by Primary MotivationsPhase I:

The BalancersBalancers seek a healthy work-life balance as they may have strong family commitments that their career has to work around. They view hours and flexibility as primary drivers of job consideration and want to feel valued at work even though they’re unable to commit full-time.

The BelieversBelievers love and care deeply about their company brand. They’re already regular customers as they’re passionate and knowledgeable about the product – and they are driven to achieve with others.

The Essential SeekersEssential Seekers view the workplace as a means to an end. They have a ‘need money, must work’ mentality. They’re not brand loyal or committed to a particular employer.

The ProgressorsProgressors are highly focussed on career progression. Pro-active go-getters they seek self-advancement and view their career success as an extension of self-actualisation.

The UnderutilisedThe Underutilised are people who feel they have a lot to offer but are often overlooked by employers. They enjoy being involved and communicating with people and have the potential to become strong brand advocates if they’re happy in their work.

THE BALANCERS THE BELIEVERS

THE ESSENTIAL SEEKERS

THE PROGRESSORS

THE UNDERUTILISED

Page 11: 52N - Employer Branding

© 52 North 2013

52N Brand Guidelines

® 52N 2013

4

This is the 52Nwordmark. Thisversion of the logo uses the North iconplus the full company name. This isa secondary logo used primarily forbusiness-to-business purposes andcorporate communication.

INTRODUCTIONTHE 52˚N WORDMARK

2.1 Introduction - wordmark

INTEGRATED RESOURCING SOLUTIONS

Aligning the Internal Truth with the External Perceptions

DO YOU MEET MY NEEDS BETTER THAN

ANYONE ELSE?

DO YOU DELIVER ON YOUR PROMISES?

DO YOU MEET MY NEEDS?

DO I KNOW WHAT YOU DO?

HAVE I HEARD OF YOU?

CHOICE LOYALTYCONSIDERATIONFAMILIARITYAWARENESS

STEP 4

STEP 5

STEP 3

STEP 2

STEP 1

Phase II:

Page 12: 52N - Employer Branding

© 52 North 2013

52N Brand Guidelines

® 52N 2013

4

This is the 52Nwordmark. Thisversion of the logo uses the North iconplus the full company name. This isa secondary logo used primarily forbusiness-to-business purposes andcorporate communication.

INTRODUCTIONTHE 52˚N WORDMARK

2.1 Introduction - wordmark

INTEGRATED RESOURCING SOLUTIONS

Audience-Appropriate Branded Communications

Culture: Top Down vs Empowered

People: Team vs Individual

Compensation: Salary vs Benefits

Environment: Head Office vs NetworkLOW LOW

LOWLOW

HIGH HIGH

HIGHHIGH

Phase II:

Page 13: 52N - Employer Branding

© 52 North 2013

52N Brand Guidelines

® 52N 2013

4

This is the 52Nwordmark. Thisversion of the logo uses the North iconplus the full company name. This isa secondary logo used primarily forbusiness-to-business purposes andcorporate communication.

INTRODUCTIONTHE 52˚N WORDMARK

2.1 Introduction - wordmark

INTEGRATED RESOURCING SOLUTIONS

CUSTOMERS?

RESULTS?GROWTH?

DEPENDABLE? ENGAGING?

TEAM?

DEVELOPMENT?

BUSINESS?AWARD-WINNING?

PROSPECTS?

DIVERSITY?

INTERNATIONAL?REMUNERATION?WORK/LIFE?

PERFORMANCE?

INDIVIDUAL?

INVESTORS?SECTORS?

INNOVATION?

=CORPORATE?

LOCAL?

GROUP?

EUROPE?

Audience-Appropriate Editorial Language - MotivationsPhase II:

Page 14: 52N - Employer Branding

© 52 North 2013

52N Brand Guidelines

® 52N 2013

4

This is the 52Nwordmark. Thisversion of the logo uses the North iconplus the full company name. This isa secondary logo used primarily forbusiness-to-business purposes andcorporate communication.

INTRODUCTIONTHE 52˚N WORDMARK

2.1 Introduction - wordmark

INTEGRATED RESOURCING SOLUTIONS

FAMILY RESPONSIBILITIES?

MARRIED?

WORK EXPERIENCE?

POLITICAL VIEWS?

RACE?

PARENTS?

AGE?

GENDER?ETHNICITY?

FAITH?

BELIEF?

DISABILITY?

SEXUAL ORIENTATION?

SOCIO/ECONOMIC BACKGROUND?

EDUCATION?

Audience-Appropriate Editorial Language - GroupsPhase II:

Page 15: 52N - Employer Branding

© 52 North 2013

52N Brand Guidelines

® 52N 2013

4

This is the 52Nwordmark. Thisversion of the logo uses the North iconplus the full company name. This isa secondary logo used primarily forbusiness-to-business purposes andcorporate communication.

INTRODUCTIONTHE 52˚N WORDMARK

2.1 Introduction - wordmark

INTEGRATED RESOURCING SOLUTIONS

Audience-Appropriate Visual Language - Personality

Phase II:

Page 16: 52N - Employer Branding

© 52 North 2013

52N Brand Guidelines

® 52N 2013

4

This is the 52Nwordmark. Thisversion of the logo uses the North iconplus the full company name. This isa secondary logo used primarily forbusiness-to-business purposes andcorporate communication.

INTRODUCTIONTHE 52˚N WORDMARK

2.1 Introduction - wordmark

INTEGRATED RESOURCING SOLUTIONS

The Journey

Primary and Secondary Research

• Employee Segmentation (Question Set, Inclusive Surveys, Representative Focus Groups)

• Competitve Audits• Visual and Editorial Audits• Recommendations

Discovery

Brand Positioning Brand Personality Brand Promise• Strategy Workshops• Creative Strategy Workshops• Brainstorming Sessions• Explorations of Visual Language• Brand Architecture Study

Informs Envision

Creative Strategy Editorial Objectives

Collatoral and component development

Directs Implementation

Phase I Phase II Phase III

Page 17: 52N - Employer Branding

© 52 North 2013

52N Brand Guidelines

® 52N 2013

4

This is the 52Nwordmark. Thisversion of the logo uses the North iconplus the full company name. This isa secondary logo used primarily forbusiness-to-business purposes andcorporate communication.

INTRODUCTIONTHE 52˚N WORDMARK

2.1 Introduction - wordmark

INTEGRATED RESOURCING SOLUTIONS

THANK YOUSteve McNally