Your Employer Brand: Is it more than just a logo?

transcript

YOUR EMPLOYER BRAND:

Is it more than just a logo?

WHAT WILL I SHARE?

KEY HIGHLIGHT:

Employee Adoption

Multiple Business Segments

Candidate Adoption

Social Media

Owning Your Brand (or not)

This is not a comprehensive picture of our efforts, a case study or a best practice!

WHAT MIGHT BE DIFFERENT?

•  Size

•  Brand Recognition

•  Multi-Business

•  Corporate Culture

•  Background

WHAT WE LIKELY SHARE….

Not everyone understands what an Employer Brand is…or the purpose it serves

Under-funded…doing more with less $$

Under-resourced…doing more with less

WHAT IS A BRAND?

Pause for a moment and check your thoughts, feelings, and response to these logos or symbols…

Logo & Color Palette are not a brand….

What an Employer Brand (or any brand) isn’t…

•  An ad campaign

•  A slogan or tagline

•  A logo or color palette

WHAT IS AN EMPLOYER BRAND?

WHAT IS A BRAND?

A brand is the personality that identifies a product, service or company and how it relates to key constituencies: Customers, Staff, Partners, Investors etc.

The brand image, consists of all the information and expectations associated with a product or service (or company as a place to work).

The sum of all points of contact with the brand is known as the brand experience.

The Objective

Employer Value Proposition (EVP)

“The relationship between each employee and your organization.

EVPs communicates how an employee will prosper upon delivering on the customer promises and/or mission.

Like all relationships it is complex; with both rational and emotional elements.

It encompasses promises made and promises kept.”

Employer Branding

“Articulating key messages about the EVPs in such a way as to increase employee engagement/alignment and enhance your attractiveness to candidates.”

EVP Leverage

• Shareholder Value • Profit • Productivity • Revenue • Cost management • Retention • Referrals • CPH

WHAT IS AN EMPLOYER BRAND?

EMPLOYEE ADOPTION

We have struggled to have our teams speak inside our Employer Brand to candidates

•  Training, via webinars and videos

•  Brand Cheat Sheets

•  Candidate & New Hire Surveys

•  Goals & Expectations

The CONTENT is aligned….

But it wasn’t “theirs”

“Great to Greater Than” Program

Engage employees to recognize, share and repeat on-brand best practices that drive measurable results.

Employees witness examples of Greater Than in action.

The Witness writes up the specific event including behaviors, EVP promises, and the impact it had to the organization and submit it electronically through the program

Brand Behaviors

Brand Promises

Business Objectives

Ability to measure each of these components to reinforce behaviors which deliver on our promises and drive our business objectives

Great to > helps to drive behavior management aligned with our Employer Brand to “be”, “speak”, and “do” Greater Than

Other Outcomes include: •  Leadership Visibility •  Manager Feedback •  Brand Measurement

“GREAT TO GREATER THAN” PROGRAM

Current Program Statistics – 4 months

•  69% of the organization has either been nominated or written a nomination

•  72% of approvers (managers / leaders) have written a nomination

Impact to Brand Adoption & Behaviors:

- Talent Acquisition team members are “Living the Brand”

-  Easier to verbalize and tell the story inside the promises

-  Provided a context for new initiatives or promises

-  Added an online social element to how we acknowledge work well done

More Info @ Potential Point: http://youtube.com/brandintegrity

MULTIPLE BUSINESS, MULTIPLE BRANDS

OUR BUSINESSES

MULTI-BUSINESS, MULTI-BRAND

1.  Defining Corporate, Consumer, and Employer Brands •  Purpose of each •  Intersections and dependencies •  Distinctions from one another

2.  Research

3.  What about us

MULTI-BUSINESS, MULTI-BRAND

Corporate Brand: The promises, experiences, and connection points made to society and all stakeholders related to the reason for the existence of the company

Consumer Brand: The promises, experience, and connection points related to a product or service that are made to your customers

Employer Brand: The promises, experiences, and connection points made to the employees when they deliver on the Corporate and Consumer promises

RESEARCH

Capturing the Voice of our Employees

May 2008 - July 2008

Communication Audit and Company Research

1:1 Recruiter Interviews - 12

1:1 Executive Leadership Interviews- 17

Qualitative Research - 22 Focus Groups

 Business Segments

 Functional Areas

 New Hires

Quantitative Research – Over 3000 Employees across the US

Our Brand Assessment Process identified 12 strong dimensions and attributes of our Employer Brand

Reaching Historical Impact Matrix Opportunities Personal Impact Matrix Challenges Rich Data Management Quality Outcomes Industry Headwinds Change Overdrive Elite Team Resurgent / Re-emergent

All 12 are present and operative in any UnitedHealth Group business unit…

KEY ATTRIBUTES

…But two of the most persuasive and attractive dimensions are unique to the enterprise and could not exist if the business unit was “stand alone”.

Matrix opportunities Each person has far more career path opportunity due to the matrix of business units

Historical impact Each individual is having an impact on the future of healthcare that is greatly magnified by the diversity and combined knowledge of the enterprise.

KEY ATTRIBUTES

SHARED FOUNDATION, TAILORED MESSAGING

EVP Expressions While all 10 EVPs are present across the enterprise….

Certain EVPs are more dominant within a given Function or Business Segment…and we tailor messaging accordingly.

i.e. Nurses

-  Greatly Improve the Life/Health of Others

-  Opportunities to Grow & Develop

-  Work with a special team

-  Empowered to do your best

FUNCTIONAL SELL SHEETS

BUSINESS SELL SHEETS

WHAT ABOUT US? CANDIDATE MESSAGING CONTINUUM

Marketing

MESSAGE:

100% Greater Than

INFORMATION:

High Level Information about who UHG is and what we offer, aligned with value propositions

OBJECTIVE:

Drive them to the Website

NEXT STEP:

Convert to a Contact

TALENT

Interviewing

CANDIDATE

MESSAGE:

40% Greater Than

10% UnitedHealth Group

50% Business

INFORMATION:

Detailed Job, UHG, and Business Segment Information

OBJECTIVE:

Determine Job & Culture Fit

NEXT STEP:

Convert to an Employee

MESSAGE:

70% Greater Than

20% Business

INFORMATION:

Mid-Level Information about who UHG is, what we offer, what we look for, and key roles, aligned with value propositions

OBJECTIVE:

Determine Quality of Candidate and “Fit”

NEXT STEP:

Convert to a Candidate

CONTACTS

Pre-Screen Offer & Onboarding

EMPLOYEE

MESSAGE:

20% UHG Greater Than

70% Business

INFORMATION:

Job Offer Details, “How to” Benefits, Online Resources

OBJECTIVE:

Give them what they need to make informed decisions

NEXT STEP:

Retain Them!

CANDIDATE ADOPTION:

Authenticity, Consistency, & Repetition

AUTHENTICITY

UNITEDHEALTH GROUP NETWORK – Now

CAREERS WEBSITE

FUNCTIONAL “MICROSITES” WITH

RECRUITER PAGES & CHAT

UNITEDHEALTH GROUP Careers LINKED IN PAGE &

UNITEDHEALTH GROUP Careers

YOUTUBE CHANNEL

UNITEDHEALTH GROUP Careers

FACEBOOK PAGE

UNITEDHEALTH GROUP Careers Twitter

Consistent Brand Messaging across Web 2.0 Platforms

SOCIAL NETWORKS

SOCIAL MEDIA

Social Strategy

6 months of Strategy Development & Online Monitoring: Candidates:

  Where are your targeted candidates engaging?   How are your targeted candidates engaging?   Is it brand-aligned?

Content:

  Partnership with Corporate Communications, Public Relations, Social Responsibility   Partnership with Business Leaders   Leverage Careers Site for images, content approach, content organization

Channel Approach & Goals:

  LinkedIn   YouTube   Facebook   Twitter

Resources

Governance & Escalation

  Guidelines for Social Media Use   Engagement Map

ENGAGEMENT MAP

KEY PARTNERS: •  Corporate Communications •  Public Relations •  Legal •  Employee Relations •  Customer Service •  Social Responsibility •  Human Capital Leaders •  Business Leaders

Then keep doing it…..

TAKE PARTNERS

WHEN: 2/17/10

15 Recruitment Services Social Ambassadors

WHERE:

LinkedIN Facebook Twitter Twitter ULink (Internal)

2 Days of Off-site training, led by Bernard Hodes Social Recruiting experts, covering the social sites, how to engage in the sites, Content sources such as RSS Feeds and Google Alerts, Greater Than Employer Brand, communications and tone, UnitedHealth Group’s Guidelines for Social Media use, legal considerations, contingency plans, and role-playing scenarios.

Ongoing Training & support in the form of homework, weekly Q&A sessions, and weekly “Hour with an Expert” training for 3 subsequent months

SOCIAL RECRUITING – PILOT LAUNCH APPROACH

What Happened during the Pilot?

SAMPLE METRICS – FIRST 5 MONTHS:

LinkedIn Group Members: +5700 Members across all Groups LinkedIn Company Page Followers: +9100

Facebook Fans: +2300

Twitter Followers: +5000

YouTube Channel Views: +47,000 YouTube Video Downloads: almost 17,000

IMPACT:

•  The Social Recruiting pilot drove an incremental 14,000 people to our careers website YTD

•  Interactive communication vehicles and Social Recruiting drove noticeable increases in candidate & new hire survey scores related to perception of UnitedHealth Group as an employer and our culture

•  Thru our initiative, over 3000 people viewed the UnitedHealth Group Diabetes Prevention & Control Alliance video

•  Online Chat volume increased by 120% in Q3

•  An online reputation audit of UnitedHealth Group as an employer-of-choice shows a significant positive shift in the mix of mentions from prior to our social recruiting launch

Candidate Experience

WHAT DOES THE CANDIDATE THINK?

Katrina in via Greater Than Email… I keep receiving this news letter and it is always so informative, especially the Diversity section.

MizDeeva111 via YouTube…. Makes you feel proud to know that there are people out there who truly care about their fellow human beings. Helping people help themselves is something we all need to support. Thank you folks at South Park Inn for being angels on earth.

Peter via LinkedIn…. There are some great points raised here (in this discussion). For me, I’m impressed with the passion and intensity .. and the values and behaviors that you stand for, as well as your community mindedness

MrPHD via Twitter…. Thank you for your consideration in assisting me with possible career contacts. Twitter really is an essential networking tool of our time!

From Paula via LinkedIn… The great thing about a networking group like this is that those who have the knowledge (an answer to a question) share that which they know freely. I benefited from both Peter's question and the answers to them. Thanks

WHEN: September 2010

WHO: Additional 30 Social participants, 45 Total

WHAT: Developing Social Sourcing & Engagement strategies by function, by network

WHAT: Additional roles are being developed with varying time commitments, training requirements, and expectations.

SOCIAL RECRUITING EXPANSION

OWNING YOUR BRAND…

HOW COULD YOU PARTICIPATE, IF YOU CHOOSE?

WHO OWNS THE BRAND?

Alignment is the adjustment of an object in relation with other objects

LinkedIn: http://www.linkedin.com/in/heatherpolivka http://bit.ly/UHGLIgroup

Facebook: facebook.com/heather.polivka Facebook.com/uhgcareers

Twitter: @heatherpolivka @uhgcareers

Email: heather_polivka@uhc.com greaterthan@uhc.com

Website: careers.unitedhealthgroup.com

How to reach me or learn more about UnitedHealth Group….