why improving your employer brand will help employee engagement

Why improving your Employer Brand will help Employee Engagement

October 5, 2016

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Employer Branding

Malcolm Cotterell

Hello

15 years in HR and Internal Communications roles in the rail industry Employee Engagement lead for CrossCountry and Arriva Created award winning employer brand – Great Journeys Co-created brand for Arriva - Together

Employer Branding

Why improving your employer branding will help employee engagement

How engaged employees can help your employer brand

What is an Employer Brand?

– A set of attributes and qualities, often intangible, that makes an organisation distinctive

– Promises a particular kind of employment experience

– Appeals to those people who will thrive and perform best in its culture

It also affects employee engagement, loyalty, staff turnover and productivity

Who has an Employer Brand?

Every business has an Employer Brand Some have been intentionally created and cultivated, some exist by chance Employees can be your greatest advocates, or your most damaging antagonists

How would your employees talk about your business if they were chatting with their friends at the pub?

What’s your current brand message?

Engage and talk to your employees to get an idea of what your current

employer brand is saying

Look at social media and recruitment websites

Use data and feedback from engagement surveys and exit interviews

Collate findings and facilitate discussions with employee groups

Get people involved

Employees are the voice of the company and ambassadors of the brand

Ensure that a significant part of your employer brand message is centred around your

employees and their opinions

Make the employee voice loud and clear

Empower them and give them ownership and involvement in your brand message

Beneficial for both branding and engagement

Why?

"People trust people more than brands” Emilie Mecklenborg, Social Media/Recruitment Media

Manager at Alexander Mann Solutions and Employer Brand expert

90% of people trust recommendations from people that they know (Nielsen)

Get people involved

Blogs – internal and/or external

Testimonials on your careers site/social networks

Light-hearted spotlights - “10 things about…”, “Why I love… [location, job, company]”

Show diversity as part of your employer brand message

Encourage involvement on social media – discussions, sharing content

Create videos. Have auditions and consider user-generated content

Demonstrate your values

Videos and narrative using real employees operating in their natural work environment, or not

Demonstrate your values, as well as collaboration, interaction and fun

Show the positive culture and personalities Don’t just say it’s a great place to work, show it through

employees

CrossCountry: Great Journeys

To take the vision of “great journeys” to another level of engagement; an emotional connection to the millions of customers who many employees never get to see

Feature the wider rail industry and partner organisations who are integral in delivering the vision

Centred around the romance of an impulsive railway journey taken by a young woman wanting to be reunited with her long-distance partner

A cast of over 40 staff, as well as actors and extras Won Employer Brand Award at the Employee Engagement Awards 2014

Malcolm Cotterell malcolmcotterell@hotmail.com

07986 090379

uk.linkedin.com/in/malcolmcotterell

Tanya HarrisCEO ICOM4October 2016

Tangible QUALITY PRODUCT

Intangible EXPERIENCE

Culture Written Rules

Actual Behaviours

Brand Experience

Let’s talk about brand, from an experience perspective

Culture Written Rules

Actual Behaviours

Brand Experience

Let’s talk about brand, from a people perspective

Culture Written Rules

Actual Behaviours

Brand Experience

Let’s talk about brand, from an experience perspective

Written Values

The ChallengeStamping Your Brand Using

Written Communications Is Not Enough.

BRAND !

1. CX Strategies & Goals (Written Rules) Should Guide Workplace Behaviours

BRAND !

2. Staff Recruitment, & Development Should Linked to Ability to Execute CX Strategies & Goals

BRAND !

3. Systems and Processes Should Allow Autonomy to Execute CX Strategies & Goals

1. CX Strategies & Goals (Written Rules) Do they guide workplace behaviours, how do you know if behaviours are in alignment, what tools do you use to measure this?

2. Staff Recruitment, & DevelopmentIs this linked to CX strategies & goals, how, what do you do?

3. Systems and Processes Does your workforce have the autonomy, skills and capabilities to execute CX strategies & goals?

CX Strategies & Goals

Systems & Processes

Recruitment & Development

Who looks after what!

Marketing

Communication

HR

Who looks after what!

Imagination can become reality

Remember that ‘Customer Experience is a Product of

Employee Experience’

www.icom4.com

How to get board buy in • Are we asking for buy in to the best thing?• Questions you need to ask• Science of behaviours

T H A N K YO U

For more information & the white paper visit our website

www.synapticpotential.com/board-buy-in