‘Using employer branding to increase applicant quality’ Putting the theory into practice.

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Presentation transcript:

‘Using employer branding to increase applicant quality’ Putting the theory into practice

About brands… Branding is not about logos and design It’s about vision, values, what you say you’re going to do, and what you actually do It’s about an emotional as well as an intellectual response It’s about connecting with people and the things that they care about Brands are difficult to build and easy to break

A note of caution… A true brand makes a connection at an emotional level The recruitment process is a very personal one So ‘tread carefully, for you tread on my dreams…!’

Using your brand to attract higher quality applicants

Is it really a brand?

How to use it Project your personality Go on your customer journey

Projecting your personality

Keep it real Keep it consistent Make it stand out Make it attract the people that you want Don’t confuse ‘serious’ with ‘professional’

The Customer Journey

‘If you wish to persuade me, you must think my thoughts, feel my feelings and speak my words…’ Cicero

The Customer Journey Reputation Media profile Person to person The process After sales service

Major Players – the no 1 ‘Best small company to work for 2004’

St Luke’s – top 5 ‘Best small company to work for 2006’