Employer Branding Research Methodology © Copyright iNostix 2010

Definitions Employer Branding © Copyright iNostix 2010

1.CLC (2006): - Model for Attraction & Retention - Instrumental framework 2. Lievens & Highhouse (2003); Lievens (2007): Instrumental – Symbolic framework 3. Bakhous & Tikoo (2004): Marketing influences on Employer Branding 4. Aaker (1997); Davies (2008): Symbolic framework A few scientific roots of employer brand research… © Copyright iNostix 2010

Talent Attraction ‘the new way’ The big difference between Talent Attraction ‘the old way’ and the Brand-based ‘new way’ is the introduction of… RESEARCH !!! © Copyright iNostix 2010

“Employer Branding Employee and Market Research will become absolutely essential”. Dr. Shirley Jenner, Manchester Metropolitan University, 2009 Distinct market segments Different types of employmen t Different groups (age, attitudes, lifestyle,…) © Copyright iNostix 2010

Employer Branding Research Overview: © Copyright iNostix Instrumental dimensions 6 Symbolic dimensions 3 External indexes 3 Internal indexes 5 Instrumental dimensions 6 Symbolic dimensions 3 External indexes 3 Internal indexes Understanding: Profile of Organization Stakeholder Differences Understanding: Profile of Organization Stakeholder Differences Understanding level of: Attractiveness External/Internal match Understanding level of: Attractiveness External/Internal match Matrix 1, see p. 16 Matrix 2, see p. 17

5 Instrumental dimensions (40 subdimensions) 6 Symbolic dimensions (14 subdimensions) The instrumental-symbolic framework: the research dimensions Work People Compensation Opportunity Organization Work People Compensation Opportunity Organization Pleasant Prestige Rough Entrepreneurial Professional Simple Pleasant Prestige Rough Entrepreneurial Professional Simple © Copyright iNostix 2010

Employer Brand Attributes 1. Attractivity- Index 1. Attractivity- Index Increases the volume of the available candidate- pool Establishes a better match between candidates & organization Attractivity 2. Reputation- Index 2. Reputation- Index 3. Application- Index 3. Application- Index 4. Engagement- Index 4. Engagement- Index Improves the incremental effort of existing employees Improves retention of existing employees Engagement 5. Recommendation- Index 5. Recommendation- Index 6. Departure intention- Index 6. Departure intention- Index 3 external indexes Example of Internal-External Research Indexes © Copyright iNostix internal indexes

© Copyright iNostix 2010 Example of Research Summary Matrix 1: Understanding Organization Profile vs. Stakeholder Differences Understanding Stakeholder Differences Understanding Profile of Organization

Example of Research Summary Matrix 2: Understanding Level of Attractiveness vs. Level of Internal/External Match Unattractive Attractive Internal/External Match Internal/External Match Internal/External Mismatch Internal/External Mismatch © Copyright iNostix 2010

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