Employer Branding Lecture

EMPLOYER
BRANDING
 Aishath Thashkeel | L9 | SHRM VC
OBJECTIVES
 Apply knowledge of Employer Branding to an organisation

WHAT IS EMPLOYER BRANDING?
 “...a set of attributes and qualities, often
intangible, that makes an organisation distinctive,
promises a particular kind of employment
experience, and appeals to those people who will
thrive and perform best in its culture”
CIPD (2008)
 “a generalised recognition for being known among
key stakeholders for providing a high quality

employment experience, and a distinctive organisational
identity which employees value, engage with and feel

confident and happy to promote to others” Martin et al
(2011)
 “as a critical way to attract, engage, and retain the

best people.” Harvard Business Review (2019)
Essentially what the organization communicates as its identity to both potential employees.
Encompasses an organization’s mission, values, culture and personality.
A positive employer brand communicates that the organization is a good employer and a great
place to work.
Affects recruitment of new employees, retention and engagement of current employees, and the
overall perception of the organization in the market
1ST PLACE
 1984
 US, California
 Network and other

communication equipment
 Public
 $11,214 Million Profit
 77,500 employees
 24 years on the list

3RD PLACE
 1919
 US, Virginia
 Hotels, Resorts, Casinos
 Public
 $715 Million profit
 141,000 employees
 6 years on the list

WHAT IS EMPLOYEE VALUE PROPOSITION
(EVP)?
Value a company offers to employees in return for the value they bring to the organization
EVP is the unique set of benefits that an employee receives in return for the skills, capabilities,
and experience they bring to a company.
Work
Compensation Benefits Career Culture
Environment
EVP EXAMPLE - HUBSPOT
HubSpot don’t just talk the talk. When they say "We're dedicated to building an inclusive culture where
employees can do their best work. Feedback, research,
they care about family planning and building
and our own employees show that the number one way
an inclusive culture, this includes paying for to do that is by being flexible. Giving HubSpotters the
female employees to freeze their eggs, freedom and flexibility to create their own work-life
balance builds trust in our company, but it’s also just the
empowering them to choose when to grow their
right thing to do. That’s why flexibility is at the core of
careers and when to grow their families. our benefits and culture, from family planning to
financial planning."
EVP EXAMPLE - NIKE
One key selling point at Nike is their fitness
center and culture of sport which will
obviously appeal to those people who are into
their health and fitness. Perhaps this contributes
in part to their winning Glassdoor’s award of
“Best Places to Work’ in 2018.

EVP AND EMPLOYER BRANDING
EVP Employer branding
Face organisation shows to the employees Face organisation shows to the outside world
EMPLOYER BRAND
https://youtu.be/X9SK052cF3c
https://www.youtube.com/watch?v=EqSZPwMwS2c
WHAT IS THE BENEFIT OF AN EMPLOYER
BRAND?
Can help organisations to compete effectively in the labour market and drive employee loyalty
through effective recruitment, engagement and retention practices.
Appealing to Corporate
Recruitment Retention Performance
customers reputation
BRAND?
Recruitment
 Makes the organisation more attractive to potential recruits

 Achieve employer of choice status
 Attract those who will best fit
 Reduce overall recruitment costs
BRAND?
Retention
 Reduce staff turnover

 Improve image employees have of their employer
 Creates brand loyalty
Performance
 Reduced absenteeism
 Reduced post employment dissonance
 Staff more engaged

BRAND?
 Builds a corporate reputation for different

 Appeals to potential customers
groups of stakeholders
THE IMPORTANCE OF EMPLOYER
BRANDING
https://www.youtube.com/watch?v=c8eAskvC4-E&feature=youtu.be
HOW TO CREATE AN EMPLOYER BRAND?
Discovery
Analysis, interpretation and

creation
Implementation and
communication
Measurement, maintenance and

optimisation
1. Discovery
Understand how the employer brand is perceived by various stakeholders. This could include:
 holding workshops with senior management
 running internal and external focus groups
 carrying out employee surveys
 ensuring senior leader buy-in

2. Analysis, interpretation and creation
Build a clear picture of what the organisation stands for, offers and requires as an employer – its distinctive
‘value proposition’.
Work
Compensation Benefits Career Culture
Environment
3. Implementation and communication
Sees the brand being applied for the first time in the organisation. This could include:
 Applying the brand to induction, applicant information, briefings for recruiters, interview and
assessment process
 Launching brand internally
 Applying the brand to the organisation’s website and social media communications.
4. Measurement, maintenance and optimisation
Concerned with checking progress and maintaining momentum. This could include:
 Probing internal and external response and perception of the new brand
 Measuring improvements in the recruitment and retention metrics
 Demonstrating the business is ‘living the brand’ – marketing and PR

PERSONAL JOURNEY – WHAT IS YOURS?
https://www.youtube.com/watch?v=iXAhMjhrAjk
READING
 Sparrow, P. and Otaye, L. (2015) Employer branding: from attraction to a core HR strategy. Lancaster:
Lancaster University, Centre for Performance-led HR.
 CIPD(2019) Employer Brand. London: CIPD. Available at
https://www.cipd.co.uk/knowledge/fundamentals/people/recruitment/brand-factsheet
 Banta,K. and Watras, M. (2019) “Why We Need to Rethink Employer Brand.” Harvard Business Review. 7
June 2019
 Taylor, S. (2019) Resourcing and Talent Management. 7th ed. London: Kogan Page
 Torrington,D. , Hall, L.,Taylor, S. and Atkinson, C. (2017) Human Resource Management. 10th ed. London:
Pearson

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EMPLOYER

 Apply knowledge of Employer Branding to an organisation

 “...a set of attributes and qualities, often

intangible, that makes an organisation distinctive,

promises a particular kind of employment

experience, and appeals to those people who will

thrive and perform best in its culture”

 “a generalised recognition for being known among

key stakeholders for providing a high quality

identity which employees value, engage with and feel

 “as a critical way to attract, engage, and retain the

 Network and other

 $11,214 Million Profit

 24 years on the list

 Hotels, Resorts, Casinos

 $715 Million profit

 6 years on the list

One key selling point at Nike is their fitness

center and culture of sport which will

obviously appeal to those people who are into

their health and fitness. Perhaps this contributes

in part to their winning Glassdoor’s award of

“Best Places to Work’ in 2018.

EVP Employer branding

through effective recruitment, engagement and retention practices.

 Makes the organisation more attractive to potential recruits

 Reduce staff turnover

 Staff more engaged

 Builds a corporate reputation for different

Analysis, interpretation and

Measurement, maintenance and

 holding workshops with senior management

 running internal and external focus groups

 carrying out employee surveys

 ensuring senior leader buy-in

 Launching brand internally

 Measuring improvements in the recruitment and retention metrics

 Demonstrating the business is ‘living the brand’ – marketing and PR

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