diy employer branding webcast south africa
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Webcast Series:Identify and attract the best
talent in South Africa
Webcast begins at 11AM
5 Steps to a a DIY Employer Brand
Rob Leach Talent Brand Consultant LinkedIn
Click icon to add picture
Guillaume Turpin Media Account Manager LinkedIn
Every candidate you have ever hired has been on the same
journey
Unaware Aware
ConsideringHired
Employer Brand is your companion on this journey
UnawareAware
Considering
Hired
The beauty of employer brand is you don’t need everybody to know
your name. Only the right people.
#TalentBrand
What does it mean to work for your organization?
We all have different motivations
9
The EVP is what an organization offers in exchange for employment. It is also referred to as
the employment deal. It encompasses every aspect of the employment experience — from the organization’s mission, purpose and values, to its jobs, culture and
people, to the full portfolio of its total rewards programs.
Towers Watson Global Workforce Study
What is an Employee Value Proposition (EVP)?
Post-Application Experience
Pre-Application Experience
Application Experience
Campus recruitment Awareness
Engagement
Commitment
Retention
Consideration
Preference
Internship
Career site
Invitationletter
Introduction
Performancereview
Interview
Rejectionletter
Exitinterviews
Informing /Involvingpeople
Careerdevelopment
Managementbehavior
AssessmentContract handling
Employer BrandCompany
brand
Philips Touchpoint Wheel
Relevant– To the target audience
Consistent– Must build trust
Credible– Must deliver on its promises
Inspirational– A strong brand will connect
on an emotional level
Unique– Set apart from its competitors
Employer Brand Attributes
2015South Africantalent trends
Download the 2015 South Africa Talent
Trends Report HERE
THE FACTS
83%Agree that talent brand has significant impact on the ability to hire great talent.
Lower cost per hire by up to 50%.
Reduce employee turnover by up to 28%.
Influence the conversation with candidates. If you don’t, someone else will.
Talent brand: Gap between value and action.
Talent brand is prioritised but action is yet to follow
20% 40% 60% 80%
79%
60%
49%
46%
We regularly measure the health of our employer brand
Those responsible for our employer brand have enough resources to do it well
We have a proactive employer brand strategy
Our employer brand has a significant impact on our ability to hire great talent2
Talent brand: SA companies are above average
SA companies are far above average on talent brandTo stay ahead, SA companies must continue to create a proactive talent brand strategy, measure, and invest in their talent brand.
Talent brand is a top priority for our organization
My
com
pany
has
a p
roac
tive
tale
nt b
rand
stra
tegy
Part 3: Talent Brand
25% 75%
35%
65%
54%
51%51%
57%
41%42%
50%
41%
55% 56%
48%
39%
44%
47%
53%
48%
41%
54%
60%
2015 SA Recruiting Trends
Download the South Africa Recruiting Trends
Report HERE
16
Talent in South Africa is more active than the global average but most are still passive
SA professionals are more likely to seek new job opportunities than professionals in other parts of the world.
South AfricaGlobal
17
Intro slide
18
5 Steps To A DIY Employer Brand
Leaders People EVP Content Channels
RESEARCH & ANALYSE CREATE & IMPLEMENT
Leaders Research – Talk to your leaders
• Leaders determine the strategic direction of the company They set the tone of it’s working environment and have
the biggest influence on the employer brand
• Select a number of senior members in the organisation and ask them about their vision for the company
• What was your decision process in joining this company?• What does success look like for employees working here? • What makes the company a great place to work?• Define the organisation’s leadership style.• Where will the organisation be in 5 years time?• What makes the working experience here better than your
biggest competitor?• What needs to be improved in the working experience?Ex
ampl
e Q
uest
ions
People Research – Talk to your people
• Employees live the culture every day. Their views are the most realistic reflection of
what the company is like to work in today.
• Conduct several focus groups (different groups to gain different views) with no more than 10-12 people in it and try to stimulate discussion.
• Why did you join?• What is the company’s main strength as an employer?• What can the company improve in it’s employment
experience?• What do your tell friends/family about what it is like to work
here?• How would you describe the leadership?• Is the reality the same as your expectation before joining?Fo
cus
Gro
up Q
&A
EVPAnalyse your research to draft your Employee Value Proposition
• Look for common themes from the interviews and focus groups Break it out into topics. For example:
The day to day
The company
Employee growth Leaders Culture Rewards
Employee Value Proposition
The EVP should be a statement that captures the “essence” of what it is like to work at the company. It should clearly communicate what it
“means” to work there.
Get buy in from all stakeholders. This statement will define your company as an employer.
22
LinkedIn’s EVP
Transformation
Work-Life Balance
Total Rewards
Powerful Brand
Top Talent
ContentCreating content and telling your storyCreate content, using your employees as ambassadors, in the following ways:
Copy Image VideoHire a
copywriter (or use a strong
internal writer) to write about the company based on the EVP. Ask your employees for testimonials.
A picture is worth a thousand words, so sharing images that capture your company spirit and values is a great way to showcase your talent brand.
You can have a lot of fun
making your own video –
check out this video!
ChannelsSelecting your channels and communication strategy
Now your content is ready, it is time to let your target market know!
Channels – think about all of the places, online and offline, where people can learn what it is like to work for you. Build in the content you have created. Reference the Philips Touchpoint Wheel.
Communication Strategy – Get your story out there!• Plan – Define your audience and build a content calendar• Share your content – where, when and how• Amplify – Increase and optimise engagement• Measure & Adjust – Find out if your strategy is working• See our Content Marketing eBook!
Questions?
Webcast SeriesIdentify and attract the best talent in South Africa
Webcast 2 :Identify the Best Talent: Your Roadmap to Sourcing Like A Pro
13th of OctoberPresented by Matt Davis, Customer Success ConsultantLinkedIn
To Register for the Live stream follow this link: http://bit.ly/TalentConnectLondon
©2014 LinkedIn Corporation. All Rights Reserved.
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