Employer Branding

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?

What is Branding?

Is it warm and fuzzy stuff?

Is it the role of HR or Marketing?

What defines our Brand?

Our Brand is our

Reputation

What we say

How we say it

How we actThe

service we provide

How people

feel about us

Our Culture

How people see us

5

A good Brand is good for business.

Attracting & Retaining the best talent

Loyal customers who promote you to others

Effective & efficient organisations

Premium pricing & protection against price wars

Greater new product success & Market expansion

Why do Google attract & Retain

good people

Why will I travel Kms for a good Chinese

meal?

Why do I choose one mechanic over another

Why do I still pay $3.40 for 2lts Milk in a $2 price war

Why would I consider a ‘Virgin’

credit card?

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 doesn't matter

It’s all about attraction, isn’t it?

Once you sort it out, you can forget about it

20041 Employee

&Floated on ASX

Our Story in brief

2008

63 EmployeesOpened our first mine

Atlas Who?Dave Who?

2013

302 Employees4 mines

4 mergers

Atlas?Dave Flanagan?

Oh yeh, AtlasFlano?

The Atlas Journey

What did ‘We’ do?

• We found the result of an engagement survey we had participated in over 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 remain the 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

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’!!

What did ‘We’ do?

• We asked our staff what was our EVP and refined that

• Enhanced our recruitment & candidate management experience

And most importantly

We work on it continuously

Critical Success Factors

• Senior management commitment & wait, more senior management 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 sense check

• Align your plan to your strategic priorities and strategy

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 – KPI’s and reporting

Where to from here

• Monthly steering committee meetings

• Planned annual employee engagement surveys and

• Engagement sessions to communicate survey results and actions

Look after your Employer Brand & it will look after you!

QUESTIONS??