EMPLOYER BRANDING, HIRING & RETENTION

Sarinah Abu Bakar

Employer Branding.. Why Brand

Employer Branding : Shaping and maintaining an image in the minds of potential candidates in the market that the company, above all others, is a

great place to work

Core HR Objectives
ATTRACTION ENGAGEMENT RETENTION

Branding Strategy
The quality of our image impacts the people that we attract

High Potential

Top Employer

Averag e Low Potential

Averag e No Name

Candidates apply to companies that fit their Value & Potential

Identifying your Employer Brand

Survey, collect data : New Hire Survey - Why employee join the company Reject offer analysis Employee Survey - Why employee stay Turnover analysis - Why employee resign
Image Studies, Management & expert interviews Trends - Employer of Choice Studies, Graduate Survey

Types of Employer Brand Messages

Focus on Offer At our company you get more than what you get elsewhere (eg benefits, culture, career opportunities) Focus on Personality In our company we are like this. If you fit to that you can stay as you are and find people like you. Focus on Values Thats important for us in our company. If you share these values you are welcome.

Types of Employer Brand Messages

Focus on Offer

Types of Employer Brand Messages

Focus on Personality

Types of Employer Brand Messages

Focus on Value

Employment Value Proposition

Possible components of EVP Location Job Security Stability & Success Market Position Company Reputation Company Values &Culture Personality of workforce Product Technology Work life Balance Compensation & Benefits Training Opportunities Career Advancement Learning Opportunities Job challenges Innovation Freedom & Flexibility Opportunities to leverage personal strength & talent

Characteristics of an effective Employer Brand

A strong employer brand provides answer to the question, Why should I join this company? As such an employer brand offers a clear Employment Value Proposition (EVP) EVP must be - Unique - Consistent - Appealing to the target group - Realistic to what the company can offer

Need to live up to the brand promise!

In summary, Employer Brand

Recruit best employees Reduce turnaround time Higher job acceptance rate Reduce turnover Improving employees engagement, commitment & performance

Towers Perrin, Global Employer Brand Study

ATTRACTION

ENGAGEMENT

RETENTION

Hiring & Retention: Why it is important

Vital for future competitiveness & sustainability Increasing skills shortage - need to be more innovative on hiring and retention to meet future needs Loss of Productivity Turnover is Costly*
*turnover costs can be 25% of annual salary -Grensing-Pophal(2002)
Turnover is a complicate issue

Turnover Cost

Understand & appreciate the cost of turnover

Recruitment , Retention
The best recruitment strategy is RETENTION
Clues from employees
The Companys Objectives & Values Departmental Management & Supervision Teamwork & Cooperation Employees Performance and Development Talent management Compensation & Benefits Worklife & Flexibility Employees Commitment & Engagement to company

Focus on why people stay.

Clues from employees..

I would recommend my company to a friend as a good place to work My company inspires me to do my best I am proud to tell others I work For my company My job provides me a sense of Personal accomplishment I really care about the future Of my company I understand how my department contributes I understand how my role is related to my companys overall goals, objectives & direction I am willing to put in a great deal of effort beyond what is normally expected I am personally motivated to help my company be successful

Why do Employees come to work Job Satisfaction Nature of Work Career Advancement Opportunities Job Security Location Pay & Benefits Training Socialization

Why Employees Leave.. Common reasons

Their Boss Nature of Work Lack Career Advancement Opportunities Job Security Location Pay & Benefits Training Socialization

Why Employees Stay..

Benefits Good Employer Flexibility in hours Good co-workers Salary Boss is good Career Advance. Opportunities
Mellons Asian Research 2003

Challenging work Convenient location Feel needed Training Feel appreciated Organizations mission Friendships

What Prevent Employees Leaving Benefits Loyalty Difficult to match pay Lose seniority Afraid to change No time to look Cant find job as good Give up incentives Others rely on me Loss of work friends Transportation Mentor is here Close to retirement Finishing Education

Keeping your valuable employees, S Dibble, Wiley (1999)

Effective Retention Methods

RETENTION

Flexible Work Schedule Interesting & Challenging work Training & Dev. Opportunities Career Opportunities My Manager Firm Leadership, Culture & Purpose Work life Balance

Reality of Employer Brand to Hiring & Retention

An effective employer brand does not guarantee staff engagement, motivation and performance, but it certainly enhances it. The flipside is that

when staff leave the organization, either voluntarily or via redundancy, a good employer brand ensures that business reputation is maintained.

Reality of Employer Brand to Hiring & Retention

Talent at any level can be attracted by an impressive reputation, by the promise of exceptional career progression, competitive financial rewards and so on, But ultimately, it is the personal experience of the relationship that that person develops within an organization that determines the longevity and the win-win consummation of the relationship.

Image and promise is not enough for highly marketable and talented people.

Questions.