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Employer Branding Research Methodology © Copyright iNos.x 2010
Employer Branding Research Methodology
© Copyright iNos.x 2010
Supporting organizations by developing and empirically validating
scientifically rooted diagnostic instruments and research frameworks
with regards to Human Capital & Organizational processes.
iNostix can be considered as an extra ‘intelligence arm’ of the HR professional, HR consultant or HR research agency.
Our Mission
iNos.x has a strategic partnership with
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3. Modeling & Analytics
Helping organizations, consultants and research agencies make more effective, scientifically rooted HRM and Human Capital diagnosis and research.
Proprietary Products Consulting
iNostix is a university spin-off in preparation
2. HR Practices Evaluation
1. HR Function Effectiveness
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3 Focus Areas
Definitions Employer Branding
“Employer Branding represents a firm’s efforts to promote, both within and outside the firm, a clear view of what makes it different
and desirable as an employer.”
Backhaus & Tikoo, 2004
“The image of the organization as a ‘great place to work’ in the minds of current employees and key stakeholders in the external market
(active and passive candidates, clients, customers and other key stakeholders).”
Brett Minchington, 2006 (The Employer Brand Institute)
“The employer brand establishes the identity of the firm as an employer. It encompasses the firm’s value system, policies and behaviors toward the objectives of attracting, motivating, and retaining the firm’s current
and potential employees.”
The Corporate Leadership Council (CLC), 2006
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It’s not a logo. It’s not a visual identity.
It’s not a product. It’s the emotion about an organization.
The identification with an ethos or with a ‘raison d’être’.
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“Great employer brands are built from the inside out and the process starts at the top”.
Simon Barrow, CIPD, Research Insight, 2009
“Great employer brands are built from the inside out and the process starts at the top”.
Simon Barrow, CIPD, Research Insight, 2009
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“The Brand is not what you say it is, it’s what they say it is”.
(www.tribalfish.net)
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Every organization has an Employer Brand because of the reputation as an Employer!
Maybe it’s not the brand you would wish or deserve to have, but it’s there!
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1. CLC (2006): - Model for Attraction & Retention
- Instrumental framework
2. Lievens & Highhouse (2003); Lievens (2007): Instrumental – Symbolic framework
3. Bakhous & Tikoo (2004): Marketing influences on Employer Branding
4. Aaker (1997); Davies (2008): Symbolic framework
A few scientific roots of employer brand research…
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Talent Attraction ‘the new way’
The big difference between Talent Attraction ‘the old way’ and
the Brand-based ‘new way’ is the introduction of…
RESEARCH !!!
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“Employer Branding Employee and Market Research
will become absolutely essential”.
Dr. Shirley Jenner, Manchester Metropolitan University, 2009
Distinct market
segments
Different types of
employment
Different groups (age,
attitudes, lifestyle,…)
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Employer Branding Research Overview:
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• 5 Instrumental dimensions • 6 Symbolic dimensions
• 3 External indexes • 3 Internal indexes
Understanding: • Profile of Organization
• Stakeholder Differences
Understanding level of: • Attractiveness
• External/Internal match
Matrix 1, see p. 16 Matrix 2, see p. 17
5 Instrumental dimensions
(40 subdimensions)
6 Symbolic dimensions
(14 subdimensions)
The instrumental-symbolic framework: the research dimensions
• Work • People
• Compensation • Opportunity • Organization
• Pleasant • Prestige • Rough
• Entrepreneurial • Professional
• Simple
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Employer Brand
Attributes
1. Attractivity- Index
• Increases the volume of the available candidate-pool
• Establishes a better match between candidates & organization
Attractivity
2. Reputation- Index
3. Application- Index
4. Engagement- Index
• Improves the incremental effort of existing employees
• Improves retention of existing employees
Engagement
5. Recommendation- Index
6. Departure intention- Index
3 external indexes
Internal-External Research Indexes
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3 internal indexes
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Research Summary Matrix 1
Symbolic External
Symbolic Internal
Instrumental External
Instrumental Internal
Employer Brand
Understanding Stakeholder Differences
Und
erst
andi
ng
Prof
ile o
f Org
aniz
atio
n
Research Summary Matrix 2
Communication Breakdown
Sustained Success
Long Term Disconnect
Strategy Mismatch
Unattractive Attractive
Internal/External Match
Internal/External Mismatch
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Contact
More info about the research methodology: luk.smeyers@inos/x.com
www.inos.x.com
with the iNos/x team: www.linkedin.com/in/luksmeyers
www.linkedin.com/in/jeroendelmo;e www.linkedin.com/in/fransbeerling
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Thanks!
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