When something just doesn’t seem right
How we tend to respond
If this isn’t yielding the results…
The way we see it
A fine balance
The brew
internal
reality
individual
managerial non-managerial
external
group
aspiration
employerbrand
Every Channel – Every Influencer
Cross functional tool kit
How we go about it
1-1 interviews
Focus Group
discussions
Quantitative survey
Marketing communication
strategy & execution
Quantitative & qualitative survey with external TG
HR & Leadership workshop
The Methodology
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)
Diving into the methodology
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
Picking up where we left off…
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
What we bring to the table
Cross-functional
Human Resources
Branding
EmployerBranding
Truly cross functional
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
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
Main Cast
TarunSchool – XLRI
Training Ground – Hindustan UnileverSkills - Develop consulting framework, bring consumer marketing concepts to projects
ShampaSchool – XLRI
Training Grounds – Citigroup, Spice Telecom, AOL India and OnMobile GlobalSkills – Crystalise brand identity & essence, define futuristic roadmap for HR
VijayalakshmiSchool – National Law School & XLRI
Training Ground – Hindustan UnileverSkills - Create strategy and convert into a robust & practical activation agenda, flawless activation
NishantSchool – CA by education Training Ground – KPMG
Skills - Integrate brand and HR strategy with business, develop frameworks for analysis
SrikantSchool – Engineer
Training ground – YahooSkills – Online media strategy & social media marketing