Bryan Adams CEO & Founder Leader, Danaher

transcript

Charlotte Marshall

Global Employer Brand

Leader, Danaher

Corporation

Co-authors, “Give & Get Employer Branding”

Bryan Adams

CEO & Founder

Ph.Creative

Public

• US workers leaving jobs at 2.7% in April — the highest level in more than 20 years (WSJ).

• More than a quarter of employees plan to change jobs, according to a recent Prudential survey, as businesses reopen amid COVID-19 vaccinations.

• A survey of 1,000 workers reported by Bloomberg found that 39% of workers are open to quitting their current role if their employer is unwilling to permit them to work remotely.

• Recessions make recruiters jobs much harder because they are faced with sifting through a flood of applications. The number of applications per vacancy and the hours spent recruiting for each job opening increased rapidly during the recession of 2008-09. Recruiters spend an average of 100 hours per vacancy. (Economist).

• The unemployed submitted ten times as many job applications each month as job-switchers. But the success rate per application of the unemployed is less than half that of those already in work. (Economist).

• Some companies, such as McDonald’s, and Bank of America are raising wages to attract more staff.

The great resignation

Why is it so hard to fill jobs in some states?

The Wall Street Journal

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EXTERNAL VALUE / TALENT ATTRACTION

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What is the trending volume & brand perception of people hearing about you?

Metrics and indicators

• Social reach• Traffic sources (volume)• Branded traffic volume (head terms to be

researched)• Referral traffic from corporate website• Social media mentions• Share of voice (compared to competitors)• Percentage & volume of repeat website

visits• Google page rank• Glassdoor / comparably (volume of

reviews)• Talent flow (between competitors)• Awards & industry recognition

Create attention {

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How effectively are you aligning people with your perspective?Are you using ‘Give & Get’ approach?

• Social follows• Bookmarks• Glassdoor / comparably (Sentiment of

reviews)• Comments / shares / CTR (volume &

sentiment)• Time on Site• Bounce rate• Depth of visit (average page views)• Subscriptions / sign-ups• Traffic sources (quality)• Qualified application ratio

Create affinity {

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• Social follows• Bookmarks• Glassdoor / comparably (Sentiment of

reviews)• Comments / shares / CTR (volume &

sentiment)• Time on Site• Bounce rate• Depth of visit (average page views)• Subscriptions / sign-ups• Traffic sources (quality)• Qualified application ratio

Create affinity {

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How many people are compelled to take action?

• Source/page attribution• Conversion rate • CX NPS• Employee & Alumni referral rate

Create action {

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INTERNAL VALUE / TALENT MANAGEMENT

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If margin if too big, it’s too vague and not helpful to anyone.

If margin is too small, you risk not meeting expectations.

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Eveyone has good days and bad, but it’s fine if it’s within the expectations you have defined with your ‘Give & Get’ EVP

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Happiness bracket of employer brand

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The bigger the tolerance margin, the more your employees/associates will stick around and perform well for the business.

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In times of uncertainty, volatility, change/transition, your reputation will determine staying power, loyalty and willingness to support the business.

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Notice you can control expectations, but only influence your reputation.

It can be heavily influenced and strategically built, but it only matters what people think and feel, not what you say and do.

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TIME TO REFRESH EVP If your employee experience is mostly outside of the expectations defined in your ‘Give & Get’ EVP, it’s time to update and refresh it.

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You’ll get high performance for a short period of time, but you will eventually get disenfranchised people and also risk a change in reputation.

It’s not sustainable unless you change the expectation.

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Here you get high and happy performance, you re-enforce your reputation and build winning, conducive employee experience people relish and thrive in.

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Here you get moderate and happy performance, you work hard to maintain your reputation without advocacy and risk business leaders being dissatisfied with

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Here you have major problems and an employee experience nobody wants or values at all.

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Litmus test for your employer brand:

Reputation + Proposition + CX= easy decision* (candidate or employee/associate)

*If a candidate or employee/associate can’t make an easy decision, your employer brand is not strong enough in one or more areas.

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How do we craft and build a ‘Give&Get’Proposition that stands out?

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SMART FILTERRepel the many, compel the few.

MAGNETAttract as many people as possible

Our thinkingConventional thinking

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Your organization is not the right challenge for everyone

There’s no way I can take on this challenge

This isn’t challenging enough for me

This is my kind of challenge

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ANALOGY: Apple to people

“Sorry folks, we only had one iPhone and it’s now sold, goodbye but thank you for your interest, please come back again soon.”

Despite Apple attracting record interest in the new product, Apple couldn’t fulfil 99.999% of the demand they created.

ANALOGY: People to Apple;

“Sorry, I didn’t know how much it was. I want one but I can’t afford it, can I still have one?”

Despite record interested, very few people in line had the capability to buy a new phone.

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Source of Passion& Pride

What it Takes toAchieve it

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Source of Passion& Pride

What it Takes toAchieve it

(Adversity or Harsh Reality)

(Heightened Performance,Character or Perspective)

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TRADITIONAL / CONVENTIONAL METHODOLOGY NEW “GIVE & GET” METHODOLOGY

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Can you find and match 'gives' with the right 'gets'?

SEE YOUR WORK IN THE HANDS OF MILLIONS OF PEOPLE EVERY DAY

BE ON A WINNING TEAM THAT WILL ALWAYS HAVE YOUR BACK.

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Here's the 'gives' matched with their 'gets'

What you GIVE What you GET

SEE YOUR WORK IN THE HANDS OF MILLIONS OF PEOPLE EVERY DAY

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is it well balanced, satisfying our needs?impact

career progression

professional development

specializing / focus

linked to clear expectation od sacrifice& commitment

purposepersonality & character insights

linked to meaningful work

impactculture & employee experience linked

with character traits

belongingharsh realities validatingshared experience and

elevating benefits of culture

SEE YOUR WORK IN THE HANDSOF MILLIONS OF PEOPLE EVERY DAY.

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That's all folks!

Thank you so much for your attendance and

participation today.

Lets stay in touch:

Linkedin/charlotte3

https://www.linkedin.com/in/bryanadams1

Bryan@ph-creative.com

To get your copy visit: https://amzn.to/3myQRh8

Bryan Adams CEO & Founder Leader, Danaher

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