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Employer Branding
Great Things
Begin with Great
People
Branding
Branding has become an
integral element in our
daily lives.
Decisions are based on our
opinions of brands.
Branding plays a role in
which company we choose
to work for
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Employer Branding
Employer branding is the process of promoting a
company, as the employer of choice to a desired
target group which the company needs and wants
to recruit and retain.
The process facilitates the companys ability in
attracting, recruiting and retaining ideal
employees(Top Talent) and helps secure the
achievement of the companys business plan.
An Employer Brand
MUST BE
True
Credible
Relevant
Distinctive
Aspirational
Match
Between Employers Identity
Top Managements Demands
Top Talents requisites
An organization with a
weaker corporate /
product brand will have to
do a lot more work on its
employer brand to attract
and retain key talent.
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Brand Integration
How important are employees?
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Branding
Internal
Communication
Senior
Leadership
Reward &
Recognition
Learning and
Development
Vision
PURPOSE
External
Marketing
Working
Environment
CULTURE
Service Support
BRAND
EMPLOYMENT
Recruitment &
Induction
Measurement
Systems
Performance
Appraisal
Team
Management
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Understand
Performance
Measurement
Strategy
Execution
Market
Intelligence
Communications
Strategy
Internal
Identify
Strategy
Development
Execute
Plan
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Engagement
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Adjustments
Purpose
Mission Statement
Charter
Action Plan
INTERNAL
Follow Up
EXTERNAL
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CASE STUDY
Auto Spare Parts Manufacturer
Employs over 50000 employees in more than 20 countries and has
decentralized management, with 10 activity branches and about 100
divisions.
Until the early 1990s, each division was thus conducting its own
branding strategy in total autonomy.
Independently dealing with their own suppliers for the selection and
implementation of recruitment resources and procedures.
In order to meet recruitment needs i.e. hiring 1000 engineers every
year, a strong message had to be passed to attract young engineers
and young graduates into the group.
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Analyse data
Suggestions for improvement
Interviews with staff
Analysis of exit interviews
Analysis of best employees
Review of business strategy
Creation of values and branding strategy
Clear, consistent and compelling message
Continuous engagement
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PURPOSE
WORK is part of who they are!
NOT just a way to make $$$$
Work/Life Balance
Tangible attiributes
Exciting products / services
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Twitter
Hubspot
Rapid 7
Betts Recruiting
Zappos
Webbly
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Key learnings
Work Closely
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