why improving your employer brand will help employee engagement
TRANSCRIPT
Why improving your Employer Brand will help Employee Engagement
October 5, 2016
@ee_alliancewww.the-eea.com
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Thank You
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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
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