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