Deeper Dive on Discovery.

Infusing employee engagement data

into your employer brand.

Today’s format.

30 minutes – 3 action items Wednesday, May 28, 12:00-12:30 p.m.

Facilitator

N. Robert Johnson

Practice Leader • Workforce Communications Practice

Expectation setting.

Interested in a specific topic? Let us know.

• New ways of thinking about employer

brand, employee communication and

employee engagement

• Ideas that you can use

• All within 30 minutes

Recap of last webinar.

“The what, why and how of employer branding.”

• Employer brand is your story and is made up of your

employee’s every day experiences

• Three elements of employer branding including employer

brand promise, attributes and architecture

• Warning signs of the “perfect storm” facing us

• Ideas of how to start your employer brand journey

Today’s webinar.

Deeper Dive on Discovery. Infusing employee engagement data into

your employer brand.

We can’t afford to blend in.

Your people – current and future talent – see

and hear your employer brand messages

within the context of this new paradigm.

A new paradigm in the way we

communicate.

Authenticity is the new paradigm.

• A new world of instant search via

smartphone, tablet, etc.

• Impressions, opinions and validation are

made within seconds

• The collective experience has an impact

• “Consumer-driven” behavior applies to

every facet of life, including employment

Context.

Therefore ...

It is critical to get to your authentic voice –

one that is deeply rooted in the every day

experiences of your people.

The tactic.

Use every data point within reach.

The strategy. Shape your employer brand messaging with every day experiences.

Traditional employer brand discovery

sources.

Leadership • Senior executives

• HR

• MBMA*

Limited Discovery • Small sample focus groups

• Anecdotal impressions

Over Reliance on … • Company marketing function

• External ad agency

* Management by Magazine Article

Another place to look: engagement data.

Dimension questions in the areas of: • Intent to stay/leave

• Satisfaction

• Commitment and line of sight

• Manager/supervisor relationship

• Confidence in leadership

• Recommend as an employer

Data threads make, or break, an

employer brand narrative.

Weaved within the results of your

engagement data you’ll find attributes of

your employer brand as well as proof-points

to validate your employer brand promise

and attributes.

Impact.

It’s curious.

70% The percentage of companies that collect

employee engagement data.

20% The percentage of companies that transform

employee engagement data into visible action.

AonHewitt, 2013

Visible action.

31%

The percentage increase in employee

engagement by companies who transform

employee engagement data into visible action.

AonHewitt, 2013

Employer brand communication is visible action.

Action item 1: Set up to capture data.

Set up the data points you need to capture

as your survey is being developed or, if not

possible, mark the most relevant ones in the

current survey construct.

Action item 2: Connect data dots.

Connect the data you’ve set aside from your

engagement survey to your other employer

brand data points – stakeholder interviews,

focus groups, mission and culture

statements, etc.

Action item 3: Leverage.

Once all is set, leverage the great employer

brand stories told by your employees;

connect the rollout/change management

initiatives of your engagement data to your

employer brand.

Call to action.

Prove the point.

We’re keen to further validate the connection

between employer brand and employee

engagement. We’ll be unveiling a new survey and

new employerbrandlab research shortly.

But, if you would like to explicitly work together on

this, let us know.

Our approach to employer brand.

Discover • Stakeholder interviews

• Focus groups

• Employee engagement data

• Communication audits

• External brand alignment

• Culture, mission and values alignment

Invent • Employer brand promise

• Employer brand attributes

• Employee value proposition

• Creative design expression

• Strategic communications planning

Deliver • Employer brand architecture

• Integrated communications

• Certified brand ambassadors

• Customer experience and employer branding

What to do about it. Gaining executive support: the plan to develop and

demonstrate employer brand value in your organization.

Tuesday, June 17th – 2:00-2:30 pm ET

Thank you! Offline questions?

Contact me at 216.685.4486

or nrjohnson@davidgroup.com

Our next webinar.