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1 YOUR EMPLOYER BRAND: Is it more than just a logo?
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YOUR EMPLOYER BRAND:
Is it more than just a logo?
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WHAT WILL I SHARE?
KEY HIGHLIGHT:
Employee Adoption
Multiple Business Segments
Candidate Adoption
Social Media
Owning Your Brand (or not)
This is not a comprehensive picture of our efforts, a case study or a best practice!
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WHAT MIGHT BE DIFFERENT?
• Size
• Brand Recognition
• Multi-Business
• Corporate Culture
• Background
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WHAT WE LIKELY SHARE….
Not everyone understands what an Employer Brand is…or the purpose it serves
Under-funded…doing more with less $$
Under-resourced…doing more with less
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WHAT IS A BRAND?
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WHAT IS A BRAND?
Pause for a moment and check your thoughts, feelings, and response to these logos or symbols…
Logo & Color Palette are not a brand….
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What an Employer Brand (or any brand) isn’t…
• An ad campaign
• A slogan or tagline
• A logo or color palette
WHAT IS AN EMPLOYER BRAND?
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WHAT IS A BRAND?
A brand is the personality that identifies a product, service or company and how it relates to key constituencies: Customers, Staff, Partners, Investors etc.
The brand image, consists of all the information and expectations associated with a product or service (or company as a place to work).
The sum of all points of contact with the brand is known as the brand experience.
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The Objective
Employer Value Proposition (EVP)
“The relationship between each employee and your organization.
EVPs communicates how an employee will prosper upon delivering on the customer promises and/or mission.
Like all relationships it is complex; with both rational and emotional elements.
It encompasses promises made and promises kept.”
Employer Branding
“Articulating key messages about the EVPs in such a way as to increase employee engagement/alignment and enhance your attractiveness to candidates.”
EVP Leverage
• Shareholder Value • Profit • Productivity • Revenue • Cost management • Retention • Referrals • CPH
WHAT IS AN EMPLOYER BRAND?
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EMPLOYEE ADOPTION
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EMPLOYEE ADOPTION
We have struggled to have our teams speak inside our Employer Brand to candidates
• Training, via webinars and videos
• Brand Cheat Sheets
• Candidate & New Hire Surveys
• Goals & Expectations
The CONTENT is aligned….
But it wasn’t “theirs”
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“Great to Greater Than” Program
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Engage employees to recognize, share and repeat on-brand best practices that drive measurable results.
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Employees witness examples of Greater Than in action.
The Witness writes up the specific event including behaviors, EVP promises, and the impact it had to the organization and submit it electronically through the program
“Great to Greater Than” Program
Brand Behaviors
Brand Promises
Business Objectives
Ability to measure each of these components to reinforce behaviors which deliver on our promises and drive our business objectives
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“Great to Greater Than” Program
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“Great to Greater Than” Program
Great to > helps to drive behavior management aligned with our Employer Brand to “be”, “speak”, and “do” Greater Than
Other Outcomes include: • Leadership Visibility • Manager Feedback • Brand Measurement
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“GREAT TO GREATER THAN” PROGRAM
Current Program Statistics – 4 months
• 69% of the organization has either been nominated or written a nomination
• 72% of approvers (managers / leaders) have written a nomination
Impact to Brand Adoption & Behaviors:
- Talent Acquisition team members are “Living the Brand”
- Easier to verbalize and tell the story inside the promises
- Provided a context for new initiatives or promises
- Added an online social element to how we acknowledge work well done
More Info @ Potential Point: http://youtube.com/brandintegrity
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MULTIPLE BUSINESS, MULTIPLE BRANDS
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OUR BUSINESSES
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MULTI-BUSINESS, MULTI-BRAND
1. Defining Corporate, Consumer, and Employer Brands • Purpose of each • Intersections and dependencies • Distinctions from one another
2. Research
3. What about us
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MULTI-BUSINESS, MULTI-BRAND
Corporate Brand: The promises, experiences, and connection points made to society and all stakeholders related to the reason for the existence of the company
Consumer Brand: The promises, experience, and connection points related to a product or service that are made to your customers
Employer Brand: The promises, experiences, and connection points made to the employees when they deliver on the Corporate and Consumer promises
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RESEARCH
Capturing the Voice of our Employees
May 2008 - July 2008
Communication Audit and Company Research
1:1 Recruiter Interviews - 12
1:1 Executive Leadership Interviews- 17
Qualitative Research - 22 Focus Groups
Business Segments
Functional Areas
New Hires
Quantitative Research – Over 3000 Employees across the US
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Our Brand Assessment Process identified 12 strong dimensions and attributes of our Employer Brand
Reaching Historical Impact Matrix Opportunities Personal Impact Matrix Challenges Rich Data Management Quality Outcomes Industry Headwinds Change Overdrive Elite Team Resurgent / Re-emergent
All 12 are present and operative in any UnitedHealth Group business unit…
KEY ATTRIBUTES
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…But two of the most persuasive and attractive dimensions are unique to the enterprise and could not exist if the business unit was “stand alone”.
Matrix opportunities Each person has far more career path opportunity due to the matrix of business units
Historical impact Each individual is having an impact on the future of healthcare that is greatly magnified by the diversity and combined knowledge of the enterprise.
KEY ATTRIBUTES
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SHARED FOUNDATION, TAILORED MESSAGING
EVP Expressions While all 10 EVPs are present across the enterprise….
Certain EVPs are more dominant within a given Function or Business Segment…and we tailor messaging accordingly.
i.e. Nurses
- Greatly Improve the Life/Health of Others
- Opportunities to Grow & Develop
- Work with a special team
- Empowered to do your best
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FUNCTIONAL SELL SHEETS
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BUSINESS SELL SHEETS
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WHAT ABOUT US? CANDIDATE MESSAGING CONTINUUM
Marketing
MESSAGE:
100% Greater Than
INFORMATION:
High Level Information about who UHG is and what we offer, aligned with value propositions
OBJECTIVE:
Drive them to the Website
NEXT STEP:
Convert to a Contact
TALENT
Interviewing
CANDIDATE
MESSAGE:
40% Greater Than
10% UnitedHealth Group
50% Business
INFORMATION:
Detailed Job, UHG, and Business Segment Information
OBJECTIVE:
Determine Job & Culture Fit
NEXT STEP:
Convert to an Employee
MESSAGE:
70% Greater Than
10% UnitedHealth Group
20% Business
INFORMATION:
Mid-Level Information about who UHG is, what we offer, what we look for, and key roles, aligned with value propositions
OBJECTIVE:
Determine Quality of Candidate and “Fit”
NEXT STEP:
Convert to a Candidate
CONTACTS
Pre-Screen Offer & Onboarding
EMPLOYEE
MESSAGE:
20% UHG Greater Than
10% UnitedHealth Group
70% Business
INFORMATION:
Job Offer Details, “How to” Benefits, Online Resources
OBJECTIVE:
Give them what they need to make informed decisions
NEXT STEP:
Retain Them!
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CANDIDATE ADOPTION:
Authenticity, Consistency, & Repetition
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AUTHENTICITY
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UNITEDHEALTH GROUP NETWORK – Now
CAREERS WEBSITE
FUNCTIONAL “MICROSITES” WITH
RECRUITER PAGES & CHAT
UNITEDHEALTH GROUP Careers LINKED IN PAGE &
GROUP
UNITEDHEALTH GROUP Careers
YOUTUBE CHANNEL
UNITEDHEALTH GROUP Careers
FACEBOOK PAGE
UNITEDHEALTH GROUP Careers Twitter
Consistent Brand Messaging across Web 2.0 Platforms
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SOCIAL NETWORKS
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SOCIAL MEDIA
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WHY?
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Social Strategy
6 months of Strategy Development & Online Monitoring: Candidates:
Where are your targeted candidates engaging? How are your targeted candidates engaging? Is it brand-aligned?
Content:
Partnership with Corporate Communications, Public Relations, Social Responsibility Partnership with Business Leaders Leverage Careers Site for images, content approach, content organization
Channel Approach & Goals:
LinkedIn YouTube Facebook Twitter
Resources
Governance & Escalation
Guidelines for Social Media Use Engagement Map
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ENGAGEMENT MAP
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KEY PARTNERS: • Corporate Communications • Public Relations • Legal • Employee Relations • Customer Service • Social Responsibility • Human Capital Leaders • Business Leaders
Then keep doing it…..
TAKE PARTNERS
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WHEN: 2/17/10
WHO:
15 Recruitment Services Social Ambassadors
WHERE:
LinkedIN Facebook Twitter Twitter ULink (Internal)
WHAT:
2 Days of Off-site training, led by Bernard Hodes Social Recruiting experts, covering the social sites, how to engage in the sites, Content sources such as RSS Feeds and Google Alerts, Greater Than Employer Brand, communications and tone, UnitedHealth Group’s Guidelines for Social Media use, legal considerations, contingency plans, and role-playing scenarios.
Ongoing Training & support in the form of homework, weekly Q&A sessions, and weekly “Hour with an Expert” training for 3 subsequent months
SOCIAL RECRUITING – PILOT LAUNCH APPROACH
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What Happened during the Pilot?
SAMPLE METRICS – FIRST 5 MONTHS:
LinkedIn Group Members: +5700 Members across all Groups LinkedIn Company Page Followers: +9100
Facebook Fans: +2300
Twitter Followers: +5000
YouTube Channel Views: +47,000 YouTube Video Downloads: almost 17,000
IMPACT:
• The Social Recruiting pilot drove an incremental 14,000 people to our careers website YTD
• Interactive communication vehicles and Social Recruiting drove noticeable increases in candidate & new hire survey scores related to perception of UnitedHealth Group as an employer and our culture
• Thru our initiative, over 3000 people viewed the UnitedHealth Group Diabetes Prevention & Control Alliance video
• Online Chat volume increased by 120% in Q3
• An online reputation audit of UnitedHealth Group as an employer-of-choice shows a significant positive shift in the mix of mentions from prior to our social recruiting launch
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Candidate Experience
WHAT DOES THE CANDIDATE THINK?
Katrina in via Greater Than Email… I keep receiving this news letter and it is always so informative, especially the Diversity section.
MizDeeva111 via YouTube…. Makes you feel proud to know that there are people out there who truly care about their fellow human beings. Helping people help themselves is something we all need to support. Thank you folks at South Park Inn for being angels on earth.
Peter via LinkedIn…. There are some great points raised here (in this discussion). For me, I’m impressed with the passion and intensity .. and the values and behaviors that you stand for, as well as your community mindedness
MrPHD via Twitter…. Thank you for your consideration in assisting me with possible career contacts. Twitter really is an essential networking tool of our time!
From Paula via LinkedIn… The great thing about a networking group like this is that those who have the knowledge (an answer to a question) share that which they know freely. I benefited from both Peter's question and the answers to them. Thanks
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WHEN: September 2010
WHO: Additional 30 Social participants, 45 Total
WHAT: Developing Social Sourcing & Engagement strategies by function, by network
WHAT: Additional roles are being developed with varying time commitments, training requirements, and expectations.
SOCIAL RECRUITING EXPANSION
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OWNING YOUR BRAND…
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HOW COULD YOU PARTICIPATE, IF YOU CHOOSE?
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WHO OWNS THE BRAND?
Alignment is the adjustment of an object in relation with other objects
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LinkedIn: http://www.linkedin.com/in/heatherpolivka http://bit.ly/UHGLIgroup
Facebook: facebook.com/heather.polivka Facebook.com/uhgcareers
Twitter: @heatherpolivka @uhgcareers
Email: [email protected] [email protected]
Website: careers.unitedhealthgroup.com
How to reach me or learn more about UnitedHealth Group….
