ASSOCIATION OF ASSOCIATION OF HUMAN RESOURCE HUMAN RESOURCE PROFESSIONALS PROFESSIONALS

ANNUAL SEMINARANNUAL SEMINAR

DAY 2 - 18-07-09 DAY 2 - 18-07-09

LA PLANTATION RESORT & LA PLANTATION RESORT & SPA.SPA.

EMPLOYER BRANDEMPLOYER BRAND

►Minchington (2005) defines Minchington (2005) defines employer employer brandbrand as the “image” of your as the “image” of your organization as a great place to work organization as a great place to work in the mind of current and potential in the mind of current and potential employees employees

EMPLOYER BRANDINGEMPLOYER BRANDING

►Attraction, engagement and retention Attraction, engagement and retention initiatives targeted at enhancing a initiatives targeted at enhancing a company’s employer brand.company’s employer brand.

SARTAIN AND SCHUMANNSARTAIN AND SCHUMANN20062006

►HOW A BUSINESS BUILDS AND HOW A BUSINESS BUILDS AND PACKAGES ITS IDENTITY, FROM ITS PACKAGES ITS IDENTITY, FROM ITS ORIGINS AND VALUES, WHAT IT ORIGINS AND VALUES, WHAT IT PROMISES TO DELIVER TO PROMISES TO DELIVER TO EMOTIONALLY CONNECT EMPLOYEES EMOTIONALLY CONNECT EMPLOYEES SO THAT THEY IN TURN DELIVER SO THAT THEY IN TURN DELIVER WHAT A BUSINESS PROMISES TO WHAT A BUSINESS PROMISES TO CUSTOMERS.CUSTOMERS.

COMPETITIVE ADVANTAGECOMPETITIVE ADVANTAGE

►RESOURCES THAT ARE RARE, RESOURCES THAT ARE RARE, VALUABLE, NON SUBSTITUTABLE AND VALUABLE, NON SUBSTITUTABLE AND DIFFICULT TO IMITATE CREATE DIFFICULT TO IMITATE CREATE COMPETITIVE ADVANTAGE.COMPETITIVE ADVANTAGE.

►CREATION OF A VALUABLE EMPLOYER CREATION OF A VALUABLE EMPLOYER BRAND ENABLE EMPLOYERS ATTAIN BRAND ENABLE EMPLOYERS ATTAIN COMPETITIVE ADVANTAGE.COMPETITIVE ADVANTAGE.

HOW?HOW?

►WORK FROM THE INSIDE OUTWORK FROM THE INSIDE OUT►CONSISTENT SUBSTANCE, VOICE AND CONSISTENT SUBSTANCE, VOICE AND

AUTHENTICITY THROUGHOUT THE AUTHENTICITY THROUGHOUT THE EMPLOYMENT RELATIONSHIP.EMPLOYMENT RELATIONSHIP.

►COMMITTED AND ENGAGED TO COMMITTED AND ENGAGED TO EMPLOYEE DEVELOPMENTEMPLOYEE DEVELOPMENT

►GENUINE PEOPLE-ORIENTATIONGENUINE PEOPLE-ORIENTATION

COMMITMENTCOMMITMENT

►TWO WAY TWO WAY ►EMOTIONAL ENGAGEMENTEMOTIONAL ENGAGEMENT►PRIDEPRIDE►SENSE OF ETHICSSENSE OF ETHICS►NOBLE CAUSENOBLE CAUSE

EMPLOYER OF CHOICEEMPLOYER OF CHOICE

► IT IS REALLY A CHOICEIT IS REALLY A CHOICE►REINFORCE THE CHOICEREINFORCE THE CHOICE►EMPLOYERS PREPARED TO EMPLOYERS PREPARED TO

DEMONSTRATE GENUINE DEMONSTRATE GENUINE CONSIDERATION AND ATTENTION TO CONSIDERATION AND ATTENTION TO H.R. MANAGEMENTH.R. MANAGEMENT

BEING TALKED ABOUTBEING TALKED ABOUT

►AS A GOOD EMPLOYERAS A GOOD EMPLOYER►A GOOD PLACE TO WORKA GOOD PLACE TO WORK►WELL MANAGED FIRMWELL MANAGED FIRM►A BRAND EQUITY THAT PAYS OFFA BRAND EQUITY THAT PAYS OFF►GOOD PEOPLE, GOOD MANAGEMENT, GOOD PEOPLE, GOOD MANAGEMENT,

GOOD BUSINESS, GOOD GOOD BUSINESS, GOOD ORGANISATION.ORGANISATION.

QUALITY OF WORK-LIFEQUALITY OF WORK-LIFE

►WORK/LIFE BALANCEWORK/LIFE BALANCE►CAREER SUCCESSCAREER SUCCESS►REWARD AND RECOGNITIONREWARD AND RECOGNITION►CAREER INTELLIGENCECAREER INTELLIGENCE►MOTIVATION AND MOTIVATIONAL MOTIVATION AND MOTIVATIONAL

PREFERENCESPREFERENCES►LIFE-FRIENDLY ORGANISATIONLIFE-FRIENDLY ORGANISATION

H.R.MH.R.M

►REACHING OUT BEYOND OWN REACHING OUT BEYOND OWN FUNCTIONAL BOUNDARIES TO ENLIST FUNCTIONAL BOUNDARIES TO ENLIST BRAND MANAGEMENT AND BRAND MANAGEMENT AND MONITORING EXPERTISE FROM OTHER MONITORING EXPERTISE FROM OTHER BUSINESS PARTNERS, BUT WILL NEED BUSINESS PARTNERS, BUT WILL NEED TO BECOME MORE SOPHISTICATED.TO BECOME MORE SOPHISTICATED.

BENEFITSBENEFITS

► IMPROVED CUSTOMER SATISFACTIONIMPROVED CUSTOMER SATISFACTION►BUSINESS RESULTSBUSINESS RESULTS►CONSISTENT PROMISE: NO LIP SRVICECONSISTENT PROMISE: NO LIP SRVICE►BOTTOM-LINE BOOSTEDBOTTOM-LINE BOOSTED

COMPONENTS OF AN EMPLOYER COMPONENTS OF AN EMPLOYER BRANDBRAND

► Internal communicationInternal communication► Reward & RecognitionReward & Recognition► Learning & DevelopmentLearning & Development► Measurement systemsMeasurement systems► Performance appraisalPerformance appraisal► Team managementTeam management► Recruitment and on-boardingRecruitment and on-boarding► Working EnvironmentWorking Environment► External MarketingExternal Marketing► ValuesValues► Senior LeadershipSenior Leadership

Key ComponentsKey Components

►CULTURECULTURE► Internal CommunicationInternal Communication►Reward & RecognitionReward & Recognition►Learning & DevelopmentLearning & Development►Service SupportService Support►Measurement SystemsMeasurement Systems

Key ComponentsKey Components

►EMPLOYMENTEMPLOYMENT►Performance AppraisalPerformance Appraisal►Team ManagementTeam Management►Recruitment & InductionRecruitment & Induction►Working EnvironmentWorking Environment

Key ComponentsKey Components

►PURPOSEPURPOSE►External MarketingExternal Marketing►Values / CSRValues / CSR►Senior leadershipSenior leadership

New trendsNew trends

►Organisations are spending vast Organisations are spending vast amount of time and money ensuring amount of time and money ensuring that their employer value proposition that their employer value proposition (EVP) clearly articulates to the (EVP) clearly articulates to the workforce benefits that are both workforce benefits that are both emotive (feeling good about working emotive (feeling good about working here) and tangible (remuneration, here) and tangible (remuneration, benefits and career development) for benefits and career development) for current and prospective employees.current and prospective employees.

Employer Branding AwardsEmployer Branding Awards

► Talent ManagementTalent Management► Best HR Strategy in line with businessBest HR Strategy in line with business►Managing Health at workManaging Health at work► Excellence in HR through technologyExcellence in HR through technology► Continuous Innovation in HR strategy at Continuous Innovation in HR strategy at

workwork► Innovation in recruitmentInnovation in recruitment► Innovative retention strategyInnovative retention strategy► Excellence in trainingExcellence in training

AHRP’S EMPLOYER BRANDAHRP’S EMPLOYER BRAND

►Equal opportunitiesEqual opportunities►Strategic HRMStrategic HRM►Employer Value PropositionsEmployer Value Propositions►Training and DevelopmentTraining and Development►Talent ManagementTalent Management►Commitment and EngagementCommitment and Engagement►Reward and RecognitionReward and Recognition►Employee Relations and Employee Relations and

CommunicationsCommunications

LOGOLOGO

►LET US CHOOSE THE LOGOLET US CHOOSE THE LOGO►USED BY EMPLOYER WITH THE USED BY EMPLOYER WITH THE

PERMISSION OF AHRPPERMISSION OF AHRP►AUDITINGAUDITING►SIMPLE MECHANISMSIMPLE MECHANISM►YEARLY BASISYEARLY BASIS►ONUS ON EMPLOYERSONUS ON EMPLOYERS