2. HR Marketing Developing the employer brand Rob van Dijk 29 November 2007

3. 2 © 2007 Hay Group. All Rights Reserved Een beetje Amsterdammer ….

4. 3 © 2007 Hay Group. All Rights Reserved Please put on your marketing glasses …

5. 4 © 2007 Hay Group. All Rights Reserved HR versus Marketing HR Investigating Problems What’s Missing Repairing the Past Marketing Investigating Desires What is Needed Creating the Future

6. 5 © 2007 Hay Group. All Rights Reserved Marketeers wisdom

7. 6 © 2007 Hay Group. All Rights Reserved The desire behind the question…. What is your customer really looking for?

8. 7 © 2007 Hay Group. All Rights Reserved What is your choice?

9. 8 © 2007 Hay Group. All Rights Reserved What is your choice? Why? >70% of total market share!!

10. 9 © 2007 Hay Group. All Rights Reserved The Brand creates value So, what can you do to grow a strong Brand? Focus on your strengths, USP’s Create a clear image that matters to customers Communicate successes Walk the talk Create your own fan club Exceed expectations Passion

11. 10 © 2007 Hay Group. All Rights Reserved HRM versus Marketing questions HRM on attracting people How does the job profile look like? What kind of work experience is required? Which level of education is needed for this job? When should the vacancy be filled? Which text will we use for the advertisement? Which recruitment office do we involve? Who is involved with the selection of candidates? What is the budget for recruitment and selection? What salary will be paid for this job? Marketing on attracting customers How does the market look like? Who are our customers? Who are our competitors? Which needs are relevant? How can you deliver added value? Which choices do we have to make? Which positioning fits the best? How could we best influence our customers? What do we want to express? Which results do we want to achieve? How can we measure these results?

12. 11 © 2007 Hay Group. All Rights Reserved Strong employer branding creates value through emotion More than a logo on products or a name on a building A brand expresses identity and appears by means of a certain experience

13. 12 © 2007 Hay Group. All Rights Reserved Marketeers wisdom of a recruiter

14. 13 © 2007 Hay Group. All Rights Reserved The organization as a brand Which values are important from an employers perspective? What does the organization want to express? How do you make sure that: Employees as ‘clients’ judge their employer properly? Employees as ‘suppliers’ carry the proper image of the organization onward to others?

15. 14 © 2007 Hay Group. All Rights Reserved Brand consistency Product- characteristics Quality & Performance Image and reputation Innovation & Design Value & price Reward Working conditions Training & development Work climate & culture Balance work-private Market for product/service Labour market (int./ext.) Organization ‘External Branding’ brand perception in product/service market ‘Employer branding’ brand perception in labour market ‘Internal Branding’ perception of company values and culture

16. 15 © 2007 Hay Group. All Rights Reserved An Employer Brand distinguishes your company from the rest …

17. 16 © 2007 Hay Group. All Rights Reserved … and helps you to focus on… a single motivating proposition, which you can all communicate clearly and consistently your target audience that you demonstrate that you take their needs very seriously how to stand out from the crowd to keep working towards ‘ideal’ status and be inspired

18. 17 © 2007 Hay Group. All Rights Reserved HR Marketing: define your employer brand INSIGHT COMPETITIVE ENVIRONMENT TARGET REASONS TO BELIEVE VALUES DISCRIMINATORBENEFITS ESSENCE ROOT STRENGTH

19. 18 © 2007 Hay Group. All Rights Reserved The Unilever Definition

20. 19 © 2007 Hay Group. All Rights Reserved Definition of your Employer Brand encourages differentiation – WHO IS WHO?

25. 24 © 2007 Hay Group. All Rights Reserved So … just put on your marketing glasses tomorrow and make it happen

26. 25 © 2007 Hay Group. All Rights Reserved 2008 Hay Group Netherlands 35 years of Thought Leadership 1975 1982198419851988 1993 199719982002 2006 2007 Best Companies for Leaders