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
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
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
Reactions to change
credibility neutralize shock, denial, frustration and depression
engagement fosters experiment, decision & integration
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