Employer’s brand in the context of organizational transformation

Marek Mos, HRM CEEMEA, Google14 March 2013, Rovinj

Today’s discussion

nature of employer’s branding - driven by external or internal actions?

impact of the brand on the efficiency of change management during organizational transformation

Where does employer brand come from?

Product brand

content is important

...but can also be illusion

value built on advertising

Personal brand

advertising is important

...but the reality is critical

value built on content

Employer’s brand

closer to personal brand than a product brand

what employers do matters more than how they advertise it

EB - componentsvalues (vision, senior leadership, etc.)

employment practices (performance management, working environment, etc.)

culture

Strong EB - why Google?

strong vision & inspiring leaders

“don’t do evil” rule in employment

great culture

Strong EB - benefits

company’s internal credibility

true employee engagement

open communication

Part 1 - key notesemployer branding comes from internal practices, advertisement just helps to reinforce it

external communication needs to comply with internal reality - otherwise the brand is doomed...

biggest value of employer brand is the company’s credibility and employees engagement

Organizational transformation and the brand...

Transformation...

...involves resistance.

Reactions to change

credibility neutralize shock, denial, frustration and depression

engagement fosters experiment, decision & integration

Opposite direction

bad change (or badly introduced) undermines credibility

...and engagement

Part 2 - key notes

company credibility and employee engagement - the capital that goes with employer’s brand - neutralize negative short term impact of transformation and help reap benefits of the change

if misused, this capital shrinks, affecting company’s brand

Questions & discussion