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Employer of choice, candidate attraction and employer
branding
by Toronto Training and HR
June 2013
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CONTENTS5-6 Definitions7-8 Types of branding 9-10 Brand characteristics 11-12 Stages of brand development13-14 Cycle of employer branding15-16 Drivers of the employer brand17-18 Elements of employer branding 19-21 Factors determining the perception of the employer brand22-23 Preferences24-25 Factors influencing the choice of employers26-27 Developing the employer brand strategy28-29 What do employer brand leaders do?30-31 Developing a strong employer brand32-33 Employer brand platforms34-35 Job descriptions-employer brand36-37 Drill38-39 Image of the organization40-41 Values42-43 Employee value proposition44-45 Being a good employer46-47 Law firms in Asia48 Case studies
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Introduction
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Introduction to Toronto Training and HR
Toronto Training and HR is a specialist training and human resources consultancy headed by Timothy Holden 10 years in banking10 years in training and human resourcesFreelance practitioner since 2006The core services provided by Toronto Training and HR are:
Training event designTraining event deliveryReducing costs, saving time plus improving employee engagement and moraleServices for job seekers
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Definitions
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Definitions• Employer of choice• Candidate attraction• Employer branding
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Types of branding
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Types of branding• Internal• External
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Brand characteristics
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Brand characteristics• Core • Augmented• Halo
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Stages of brand development
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Stages of brand development• Identity• Meaning• Response• Relationship
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Cycle of employer branding
Cycle of employer brandingLower
recruitment costs
Positive word of mouth
communication
Motivated employee
Quality product and
affiliationEmployee retention
Employee affiliation towards
organization
Matching employee
expectation
Employee centred initiative
Acquisition of right talent
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Drivers of the employer brand
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Drivers of the employer brand• Communication
effectiveness• Socially responsible
corporate citizen• Developing talent• Delivery of brand promise• Stimulating and
challenging work opportunities
• Mentoring• Employee advocacy• Working relationships• Performance management• Work-life balance
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Elements of employer branding
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Elements of employer branding• Organizational
characteristics• People and culture• Remuneration and
advancement• Job characteristics• Employer reputation
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Factors determining the perception of the
employer brand
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Factors determining the perception of the employer
brand 1 of 2• A good work-life balance• A pleasant and stimulating
working environment• Competitive salaries and
employee benefits• Financial health• Good training opportunities• Interesting job content• Long-term job security
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Factors determining the perception of the employer
brand 2 of 2• Opportunities for career
advancement• Progressive policies
concerning the environment and society (CSR)
• Strong management
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Preferences
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Preferences• Gender• Age• Education• Singles v married• Share of income
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Factors influencing the choice of employers
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Factors influencing the choice of employers
• Financially healthy• Long-term job security• Competitive salaries and
employee benefits• Career progression
opportunities• Good training• International/global career
opportunities• Pleasant working
atmosphere• Strong management
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Developing the employer brand
strategy
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Developing the employer brand strategy
• Questions to ask
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What do employer brand leaders do?
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What do employer brand leaders do?
• Strategic thinking• Able to influence executive
leadership and across functional lines of the organization
• Global perspective• Adopting the role of
organizational ambassador• Build and nurture a global
network of stakeholders• Effectively build internal
and external teams
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Developing a strong employer brand
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Developing a strong employer brand
• Understand the organization
• Create a compelling brand promise
• Develop standards to measure the fulfillment of brand promise
• Ruthlessly align all people practices to support and reinforce brand promise
• Executive the measure
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Employer brand platforms
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Employer brand platforms• Employee platform• Strategic platform
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Job descriptions-employer brand
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Job descriptions-employer brand
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Drill
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Drill
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Image of the organization
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Image of the organization• People and culture• Remuneration and
advancement opportunities• Job characteristics• Employer reputation
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Values
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Values• Interest• Social• Economic• Developmental• Application
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Employee value proposition
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Employee value proposition• Definition• Five categories• Attributes• USA/Canada v the rest of
the world • Monetary, non-monetary
and combination• Value of a strong EVP
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Being a good employer
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Being a good employer• Definition• The image• Normality
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Law firms in Asia
Law firms in Asia • China• Hong Kong• India• Indonesia• Japan• Malaysia• Philippines• Singapore• South Korea• Taiwan• Thailand• Vietnam
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Case studies
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Conclusion and questions
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Conclusion and questionsSummaryVideosQuestions