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Employer Branding Research Methodology

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This is the iNostix' Employer Branding research methodology. Scientifically validated, this research model has already been used in many organizations to measure the internal and extermal Employer Brand (private, public).
  • 1. Employer BrandingResearch Methodology CopyrightiNos.x2010

2. Our MissionSupporting organizations bydeveloping and empirically validating scientifically rooted diagnostic instruments and research frameworkswith 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. iNos.xhasastrategicpartnershipwithCopyrightiNos.x2010 3. 3 Focus Areas1. HR Function2. HR Practices3. ModelingEffectivenessEvaluation& Analytics Helping organizations, consultants and research agencies make more effective, scientifically rooted HRM and Human Capital diagnosis and research.Proprietary Products ConsultingiNostix is a university spin-off in preparation CopyrightiNos.x2010 4. Definitions Employer BrandingBackhaus & Tikoo, 2004Employer Branding represents a firms efforts to promote,both within and outside the firm, a clear view of what makes it differentand desirable as an employer.Brett Minchington, 2006 (The Employer Brand Institute) 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). The Corporate Leadership Council (CLC), 2006 The employer brand establishes the identity of the firm as an employer.It encompasses the firms value system, policies and behaviors toward the objectives of attracting, motivating, and retaining the firms currentand potential employees. CopyrightiNos.x2010 5. Its not a logo. Its not a visual identity. Its not a product.Its the emotion about an organization. The identification with an ethos orwith a raison dtre. CopyrightiNos.x2010 6. Great employer brands are built from the inside out and the process starts at the top. Simon Barrow, CIPD, Research Insight, 2009Great employer brands are built from the inside out and the process starts at the top.Simon Barrow, CIPD, Research Insight, 2009CopyrightiNos.x2010 7. The Brand is not what you say it is, its what they say it is.(www.tribalfish.net) CopyrightiNos.x2010 8. Every organization has an Employer Brandbecause of the reputation as an Employer!Maybe its not the brand you would wish ordeserve to have, but its there! CopyrightiNos.x2010 9. A few scientific roots of employer brand research1. CLC (2006): - Model for Attraction & Retention - Instrumental framework2. Lievens & Highhouse (2003); Lievens (2007):Instrumental Symbolic framework3. Bakhous & Tikoo (2004):Marketing influences on Employer Branding4. Aaker (1997); Davies (2008):Symbolic framework CopyrightiNos.x2010 10. Talent Attractionthe new wayThe big difference between Talent Attraction the old way and the Brand-based new way is the introduction ofRESEARCH !!!CopyrightiNos.x2010 11. Employer Branding Employee and Market Researchwill become absolutely essential. Dr. Shirley Jenner, Manchester Metropolitan University, 2009Differentgroups (age, attitudes, lifestyle,)Different types of employment Distinct marketsegmentsCopyrightiNos.x2010 12. Employer BrandingResearch Overview: 5 Instrumental dimensions 6 Symbolic dimensions 3 External indexes 3 Internal indexesMatrix1,seep.16 Matrix2,seep.17Understanding: Understanding level of: Profile of Organization Attractiveness Stakeholder Differences External/Internal match CopyrightiNos.x2010 13. The instrumental-symbolic framework: the research dimensions5 Instrumental6 Symbolic dimensionsdimensions (40 subdimensions)(14 subdimensions) Pleasant Work Prestige People Rough Compensation Entrepreneurial Opportunity Professional Organization Simple CopyrightiNos.x2010 14. Internal-External3 externalResearch Indexes3 internal indexes indexesAttractivity Engagement Increases the volume of Improves the the available candidate- incremental effort of pool existing employees Establishes a better Improves retention of match betweenexisting employees candidates & organization Employer Brand Attributes 1. Attractivity- 4. Engagement- Index Index2. Reputation- 5. Recommendation- Index Index 3. Application-6. Departure intention- Index Index CopyrightiNos.x2010 15. Research Summary Matrix 1 SymbolicSymbolicExternalInternalProfile of Organization Understanding EmployerBrandInstrumentalInstrumentalExternalInternalUnderstandingStakeholder Differences CopyrightiNos.x2010 16. Research Summary Matrix 2 Internal/ExternalMatch CommunicationSustainedBreakdown Success UnattractiveAttractive Long Term Strategy DisconnectMismatchInternal/ExternalMismatchCopyrightiNos.x2010 17. Contact Moreinfoabouttheresearchmethodology:[email protected]/x.com www.inos.x.com withtheiNos/xteam: www.linkedin.com/in/luksmeyers www.linkedin.com/in/jeroendelmo;ewww.linkedin.com/in/fransbeerling CopyrightiNos.x2010 18. Thanks! CopyrightiNos.x2010

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