1. Employer Branding

2. Key Focus Points for Today What is Branding? What defines it, what impact can it have? Myths & Untruths about Branding The Atlas Journey to establish our Brand Critical Success Factors Keeping it alive What does Atlas do?

3. What is Branding?Is it warm and fuzzystuff?Is it the role of HR orMarketing?

4. What defines our Brand?Our Brandis ourReputationWhat wesayHow wesay itHow weactTheservice weprovideHowpeoplefeel aboutusOurCultureHowpeoplesee us

5. 5A good Brand is good for business.Attracting & Retaining the best talentLoyal customers who promote you to othersEffective & efficient organisationsPremium pricing & protection against price warsGreater new product success & Market expansionWhy do Googleattract & Retaingood peopleWhy will Itravel Kms for agood Chinesemeal?Why do I chooseone mechanicover anotherWhy do I still pay$3.40 for 2lts Milkin a $2 price warWhy would Iconsider a Virgincredit card?

6. Myths & untruths Employment marketing = employer branding HR or Marketing is the sole custodian of the employer brand Employer branding is solely a tactical measure In a downturn, employer branding doesnt matter Its all about attraction, isnt it? Once you sort it out, you can forget about it

7. 20041 Employee&Floated on ASXOur Story in brief200863 EmployeesOpened our first mineAtlas Who?Dave Who?2013302 Employees4 mines4 mergersAtlas?Dave Flanagan?Oh yeh, AtlasFlano?The Atlas Journey

8. What did We do? We found the result of an engagement survey we had participated inover the previous two years and reviewed the results Dusted off the values that were somewhere! Had an ahha moment will we get to where we want if we remainthe same? Got senior leadership buy-in that we needed to do something Established a project committee to work through a plan Engaged an expert to help us

9. What did We do? Completed focus groups, internal/external interviews Developed a blueprint to work to Created a new steering committee and brand champions Refined our values, developed a vision and rolled them out BIG TIME!!

10. What did We do? We asked our staff what was our EVP and refined that Enhanced our recruitment & candidate management experienceAnd most importantlyWe work on it continuously

11. Critical Success Factors Senior management commitment & wait, more seniormanagement commitment!! Seek to understand your current position & acknowledge the gaps To ensure buy in, ask those in the know your stakeholders Review your vision, values and desired reputation and do a sensecheck Align your plan to your strategic priorities and strategy

12. Critical Success Factors Leadership development & capability Change takes time, look for quick wins Ongoing employee engagement & communication Consider systems, processes and structure Keep it alive KPIs and reporting

13. Where to from here Monthly steering committee meetings Planned annual employee engagement surveys and Engagement sessions to communicate survey results and actions

14. Look after your Employer Brand & it will look after you!QUESTIONS??