Delivering Client Driven Solutions

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The role of
in your
Employment Brand
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Stages of Employment Branding
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What is Employment Branding?

the image of the organization as a great place
to work in the minds of current employees and
key stakeholders in the external market (active
and passive candidates, clients, customers and
other key stakeholders). Brett Minchington
(2005)
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Identifying the Employee Value Proposition
EVP

• The get
• The give
• Barriers

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Why is it Important?
Benefits of good employment branding

• Attraction of more and better qualified
  candidates
• Better engagement of existing employees
• Enhanced organisational performance

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Link between HR and Marketing
Promote the core messaging about your employment
brand through

• Recruitment advertising
• Target marketing
• HR policies
• HR brochures and collateral
• Induction programs
• Hiring manager training
• Career website
• Media

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Importance of Communication

• Develop Communication Plan
• Ensure consistency of employer brand when
  communicating with both prospective and current
  employees across the employment cycle
• Establish the methodology to measure and
  re-evaluate brand effectiveness over time.

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Role of Diversity
The "business case for diversity" theorizes that,
in a global marketplace, a company that employs a
diverse workforce is better able to understand
the demographics of the marketplace it serves and
is thus better equipped to thrive in that
marketplace than a company that has a more
limited range of employee demographics. An
additional corollary suggests that a company that
supports the diversity of its workforce can also
improve employee satisfaction and retention.
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Stage 1 of Employment Branding

• Brand Discovery
• Purpose
• understanding the organisation strategy and the
  specific types of employees that the Brand needs
  to attract

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Stages 2 3 of Employment Branding

• Brand Research
• Clarity
• define the employee value proposition (segment
  if necessary)
• Alignment
• align the employee value proposition with the
  reality of the employment experience.

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Stage 4 of Employment Branding

• Brand Communication
• Communication Plan
• ensure consistency of employer brand by
  unfailingly communicating EVP to both current and
  propsective employees across the employment life
  cycle.

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Stage 5 of Employment Branding

• Brand Evaluation
• Measurement
• execute the employment branding strategy
• ensure multiple touch points of the employment
  brand for existing employees
• evaluate the employment branding strategy.

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Margaret Goody Principal Consultant Employment
Branding m 0418 794 479 t 07 3258
8372 e margaret.goody_at_hudson.com w www.hudson.co
m