Employer Branding: Branding your company as the employer of choice in a competitive environment

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Employer Branding Branding your company as the
employer of choice in a competitive environment

• Mr. Cliff Davis
• Senior Vice President, Human Resources, Asia
• Manulife
• February 21, 2008

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Employer Branding

• Branding involves knowing what kind of people do
  well within your organization and then
  communicating that so you can attract those
  people.
• Alignment of values and expectations are key to
  your internal and external brand.
• Effective employer branding ensures employees
  have a clear understanding of our company and
  what we stand for.
• It reflects how an employee feels about the
  company as a place of work and how they are
  treated.
• We want our employees to be proud to be
  associated with Manulife.

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Importance of Brand Equity

• A strong brand equity among employees means
  higher retention rates, strong referral rates,
  basically a virtuous circle that allows us to
  attract and keep the best staff.

Higher retention rates
Strong brand equity
Strong referral rates
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Employees Touch Your Brand in Many Different Ways

• .and this makes it even more important that HR
  and communications work together to engage with
  them even more effectively.

Publications
E-mails
Advertising
Call Centre
Sponsorships
Sales Promotion
Signage
Marketing
Business Forms
Public Affairs
Exhibits
Public Relations
Web sites
Direct Mail
Proposal
Trade Shows
Identity
Word of Mouth
Citizenship
Telephone
Stationery
Networking
Investor Relations Analyst Briefings
Presentations
Speeches
Publicity
Employees
Training Development
Products
Services
Voicemail
Newsletters
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Therefore, Employee Values Should Be an Integral
Part of Your Brand
MANULIFES PRIDE VALUES
Brand Preference
Brand Advocacy
Brand Consideration
Brand Understanding
Brand Awareness
The power and value of your brand increases as
you move stakeholders from Awareness to Advocacy.
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The War for Talent

• In todays competitive job market, effective
  employer branding is crucial.
• We have made a strong commitment to invest in
  people.
• We believe we are great company to work for, hold
  very important values, and do meaningful work. We
  need to get that message out.

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The War for Talent (cont..)

• It is critical that an employees values and
  interests are in alignment with ours. So, they
  need a clear understanding of
• how we work
• what we stand for
• the opportunity we will be giving them.
• There is no sense in saying you are one thing to
  an employee when in reality that is not accurate.

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How Does a Company Effectively Brand Itself to
Employees?

• Communicate opportunities to staff. Deliver these
  with integrity.
• Demonstrate your leadership culture
• Differentiating through CSR work in the
  communities
• Be recognized for what you do well.
• For example Manulife uses awards such as Life
  Insurance Company of the Year and its AAA rating
  from Standard and Poors to demonstrate our
  expertise.

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Communicating to Employees and Potential
Employees

• Communicating developments in your business
• Generating excitement and buy-in for new
  initiatives
• Clarifying new processes and policies
• Sharing tools and collateral that help staff do
  their jobs
• Communicating your companys position clearly on
  business issues or in times of crisis

Each of these are already impacting on how your
brand is viewed by employees and potential
employees
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A Simple Conclusion

• If you establish a proper employer brand, truly
  aligned with your core values and reality, you
  will attract and retain the type of people who
  will do well in your organization.
• Without good people, nothing else matters.
• People are your best branding strategy of all

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• Thank you!