Employer Branding A Mammoth Opportunity

Edward Hough

What is Employer Branding Employer Branding is all about creating a sense of place. It is the practice of establishing the character or reputation of an organization as a place to work Aligning recruiting and external HR practices with the ‘brand reputation’ of identity that the organization wants to have. The idea is that you create a sense of ‘what it’s like to work here’ as a way to attract not only potential employees, but more specifically the kind of employees who will fit well within the organization It is driven and embodied by your employees

What Is Strong Culture Important for your business? The Stats 90% of executives said keeping new hires is an issue in their organizations Less that half of all people trust paid adverts by companies while 92% trust earned promotions (word of mouth and personal recommendations) Employees who enjoy their work and feel aligned to company culture are 31% more productive Less than 20% of businesses have an employer brand strategy

Creating an Employer Brand Find the Sweet Spot Culture = Behaviours Engagement = Emotions Brand = Behaviour + Emotions Culture Engagement Aligning Whats Culture Whats Engagement Whats the Sweet spot How aligning the two builds brand.

What does this mean? Culture = Behaviour Engagement = Emotions So….. Brand = Behaviour + Emotions So….. If emotions drive your behaviours…. You must create engagement to drive excellent culture. Having an excellent culture that your staff are engaged in, and aligned to, will drive an excellent employer brand

Why Does This Matter? Think about the difference between a marketing managers job and a HR managers job. Marketing Manager wants high quantities = Sales!! HR Manager wants quality Getting the right alignment of your staffs engagement, culture and therefore brand attracts and keeps the right people. Anyone who is in your community, and customers especially, get a sense of you, and if you are doing it right that going to drive loyalty. Once you hit the sweet spot it creates a cycle of growth

Employer Branding

Employer Branding Brand Patterns Recognition

Employer Branding Recognition

Employer Branding Recognition

Intertwine your Brand with your Culture Your Brand Pattern already exists Create an environment that is conducive to growing a brand pattern that embellishes your corporate persona If you are deliberate and focused about your values and your behaviours then the embodiment of those values becomes a pattern in your organisation If your employees are engaged with your culture then this pattern starts to resonate and build a strong internal/employer brand Everyone who interacts with your brand has an idea of who you are, but how do you control/utilise this?

Strategic Steps To Build a Better Employer Brand

Steps to Building a Strong Employer Brand Step One: Define Your Vision, Mission and Values Without direction your business cannot create an aligned identity A sense of purpose gives meaning to an employee role A clear purpose gives employees something tangible to engage with emotionally

Steps to Building a Strong Employer Brand Step Two: Engage Your People Involve your staff to create ownership Your internal brand is about your people, defined by your and driven by your people so involve them it in creation The best place to start is by measuring engagement metrics and listening to them Understanding what matters to your staff and working on improving it together will engage them and if you can align this to your culture will grow your brand

Steps to Building a Strong Employer Brand Step Three: Give Your Internal Brand and Identity Your external brand has a logo, colours and its own tone - why not your internal branding too? External brand and Internal brand should be closely linked and aligned Link your internal brand to your culture/company behaviours by championing embodied values

Steps to Building a Strong Employer Brand Step Four: Communicate your strategy Creating a emotional connection between your employees and your brand isn’t easy so it needs to be communicated well Without successful communication to launch your internal brand you Involve the staff and make it easy to understand

Steps to Building a Strong Employer Brand Step Five: Recognise and Reward If you want to create a great internal brand reward and recognise those who embody your values and those who behave in a way that promotes excellent culture Recognition levels in Kenya are terrible!

What Can I Do? This all may sound complicated but in reality it is easy. Champion behaviors that increase engagement and are aligned to your culture to make start off a cycle of growth and alignment to your culture. Follow the five steps

Recognition

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Recognition Hard Work Recognised Ignored Shredded

Recognition Recognised Ignored Shredded

Recognition Recognised Ignored Shredded

Solution Measure your staffs engagement at your business and drive new and successful growth through an engaged culture that understands, owns and delivers your company vision. Measure the unmeasurable and use that data to make management decisions

Thank you.