+ All Categories
Home > Documents > Employer branding.2

Employer branding.2

Date post: 29-Jun-2015
Category:
Upload: carpediemblr
View: 402 times
Download: 1 times
Share this document with a friend
Popular Tags:
43
Transcript
Page 1: Employer branding.2
Page 2: Employer branding.2

When something just doesn’t seem right

Page 3: Employer branding.2

How we tend to respond

Page 4: Employer branding.2

If this isn’t yielding the results…

Page 5: Employer branding.2

The way we see it

Page 6: Employer branding.2
Page 7: Employer branding.2

A fine balance

The brew

internal

reality

individual

managerial non-managerial

external

group

aspiration

employerbrand

Page 8: Employer branding.2

Every Channel – Every Influencer

Page 9: Employer branding.2

Cross functional tool kit

Page 10: Employer branding.2

How we go about it

Page 11: Employer branding.2

1-1 interviews

Focus Group

discussions

Quantitative survey

Marketing communication

strategy & execution

Quantitative & qualitative survey with external TG

HR & Leadership workshop

The Methodology

Page 12: Employer branding.2

Route to brand of stature

Understanding the Corporate Brand Identity

Strengthening the EB with employees

Internal communication program for the EB

Distilling compelling themes and propositions

Segment wise marketing strategy

The ‘courtship’ experience

Go to market (external)

External positioning assessment

Go to market (internal)

Page 13: Employer branding.2

Diving into the methodology

Page 14: Employer branding.2
Page 15: Employer branding.2

What the Metrics look like

Elevation in day rankingBrand awareness and external credibilityReduction in new hire premiumsBetter offer-acceptance ratioImproved slot within a placement day Increase in number of applicantsIncreased unsolicited profiles

Elevation in day rankingBrand awareness and external credibility

Reduction in new hire premiumsBetter offer-acceptance ratio

Improved slot within a placement day Increase in number of applicants

Increased unsolicited profiles

External Metrics

Internal Metrics

Page 16: Employer branding.2

Picking up where we left off…

Page 17: Employer branding.2

Is it differentiated…

Is it known & credible within the organization…Would potential candidates reflect it back…

Does it appeal to my target talent pools…

Is the message consistently spread through all channels…

Who is driving our employer brand…

What is our core proposition…

Helps to Dig a little Deeper

Page 18: Employer branding.2

Regained Day 1 status on management school campus

Increased ‘share of women’ in a service organisation

Attracted professionals into a family run business hitherto run by loyalists

Design of an alumni connect program to perpetuate

the Employer Brand

Created an engagement model that also ensures longevity

of the employee with the company and consistent performance

Developed a world class and differentiated Internship program to increase predictability of intake

Travelled the path

Page 19: Employer branding.2

Putting together an online media strategy for a business with low national brand awareness

Designing a ‘courtship experience’ in line with the EVP’s and organisational values

Creating marketing strategies towards attracting critical talent pools

Refining the internal organisation and employee related systems and processes to make the Employer Brand a reality

Increasing offer to joining ratio of engineering campus recruits

A few journeys we are on

Page 20: Employer branding.2

Breaking through the clutter

An Iconic cinema going experience

Powerful regional brand

Redefining the brand through creative packaging

360 degree stake holder branding

A Brave new conference The Texas Instruments

Internship program

Global Education in India

Nurturing Heroes

Page 21: Employer branding.2

Nurturing Heroes

Taking the Employer Brand to Management Graduates …

Page 22: Employer branding.2

Nurturing Heroes

Taking the Employer Brand to Management Graduates …

Page 23: Employer branding.2

Nurturing Heroes

Taking the Employer Brand to Management Graduates …

Page 24: Employer branding.2

The Texas Instruments Internship program

Page 25: Employer branding.2

A brave new HR conference

Page 26: Employer branding.2

A brave new HR conference

Page 27: Employer branding.2

Whose business is people?

Page 28: Employer branding.2

A brave new HR conference

Page 29: Employer branding.2

A brave new HR conference

Page 30: Employer branding.2

• Isteel is a Chennai-based construction grade steel manufacturer, now known for establishing itself as a premium brand in its cluttered category

• The challenge here was to make the brand relevant to every stakeholder, using economical, yet effective, marketing channels.

360 degree stakeholder branding

Page 31: Employer branding.2

Quality home grade construction steel that would last for generations

Home Owners

Striking outdoor hoardings strategically placed across the city maximized reach and optimized media costs

360 degree stakeholder branding

Page 32: Employer branding.2

Isteel Mobile Testing VanA novel concept of a mini-lab on wheels

to validate the promise of Quality. Contractors, architects and engineers could run quality tests on their steel at their construction sites. The van also doubled up as a mobile ad-canvas.

Contractors / Architects / Engineers /Bar Benders

The ‘forever partnership’ delivered through the “UngalUyirThozan” program that provided LIC Life Insurance policies to bar benders.Technical training, Meets & manuals on construction techniques by industry experts

360 degree stakeholder branding

Page 33: Employer branding.2

An iconic in cinema experience

Page 34: Employer branding.2

An iconic in cinema experience

Page 35: Employer branding.2

“ Escape is going to be the hottest entertainment option in Chennai. It beats all the other cinemas” - User review, mouthshut.com

An iconic in cinema experience

Page 36: Employer branding.2

An iconic in cinema experience

Page 37: Employer branding.2

Developing a powerful regional brand

Hoardings in local language spread across key towns in AP

Page 38: Employer branding.2

Developing a powerful regional brand

Use of popular local media such as radio to communicate quality and value for money proposition

Page 39: Employer branding.2

Global Education in India

Page 40: Employer branding.2

Packaging that would go unnoticed on shelf, began getting the notice of shoppers amongst the clutter

Redefining the brand through packaging

Page 41: Employer branding.2

Redefining the brand through packaging

Page 42: Employer branding.2

Web

We’ve designed each of these websites (even developed the logos for all the brands)

www.sathyamcinemas.com www.pronatureorganic.comwww.isteel.in

www.bluesteel.in www.hrconference2011.comwww.escapecinemas.com

Page 43: Employer branding.2

Recommended