BRANDS
Ò
ÒBrands were originally developed as labels of ownership: name, term, design, symbol. ÒToday it is what they do for people that matters much more.
Ò
ÒHow they reflect and engage them,
Ò
ÒHow they define their aspiration and enable them to do more,
Ò
ÒPowerful brands can drive success in competitive and financial markets, and indeed become the organization's most valuable assets.
EMPLOYEE BRANDING
•An indirect branding effect in which the communication of company employees serves to characterize their company's employer brand.
•Refers to the effects that company employees have on the image of their employer and the employer brand
•Publicly voicing their opinion on their place of work.
•The brand is the personality of the company.
•It is an essence of what it means to be the employer of the company.
•In short – it is the customer experience for people on your payroll.
EMPLOYER BRAND
•An employer brand is the emotional connection between the employee and employer
•
•It extends itself to other stake holders of the community at large
•
•More important to the potential employees.
Why Employee Branding?
• Building a distinctive brand is at the heart of long-term relationships between company and customer.
•
• Yet, with countless brands in every category, few truly stand out in purchaser’s minds. What makes the difference between a ho-hum brand and a truly great one?
•
•Employee branding directly increases the bottom line profitability of an organization
•
• Reduces attrition, cost of hire and increases employee loyalty
•
•Maps employees right fit
Sounds good, so how do you do it?
ÒEmployee branding uses company-wide communications and employee-focused education
Òto help employees understand and actualize their important and valuable roles in expressing their company’s brand and its values through their behaviors.
Achieving Employee Branding
• By selective hiring/ selective recruitment :
Recruit those candidates who have the skills i.e technical /function which closely align with the Job Description and make sure that these candidates have good soft skills as well.
• Training and Development:
Provide targeted training/ certifications for employees
• Effective Communication:
Effectively communicating the Organization goals and what is expected, Role clarity.
For understanding
•A successful Employee branding initiative educates employees with the same clear and consistent story.
•
•Understanding a single brand story motivates employees by helping them understand the company’s vision and business strategy from their own perspective.
•
•When done well, it optimizes performance by setting a single standard for behavior resulting in an increase in the level of employee engagement that drives improved customer satisfaction.
•
TRAITS LOOKED FOR BY THE EMPLOYEES
1.Impartiality in treatment of individual’s employees.
2.Intention to honor to commitments to both clientele and the employees.
3.Ability to provide stability and security in service to the employees
4.Ability to provide avenues for advancement in career to the employees.
5.Ability to motivate employees.
6.Willingness to provide benefits and perks to employees.
7.Readiness to respond to the needs of the employees.
8.Providing training to develop skill in work force.
9.Culture and leadership qualities.
Practicing principles of business and administrative ethics. Ò
How To Make Employee Branding A Success :
• The individual employee must be the central focus
• Efforts must be endorsed by top levels, embraced by middle management and engaged by all.
• On-brand actions must be incorporated into employees duties not added on.
• Brand values must be translated into real and practical brand behaviors
• Frequency and consistency of communication and action are the levers of success.
• Results must be measurable, qualitatively, with an outcome that is financially quantifiable.
What Makes Employee Branding Fail :
• Many companies do not differentiate their employee populations.
• Actual financial outcomes have been difficult to quantify and substantiate.
• Employee retention, customer satisfaction and internal brand
awareness are seen as “soft” numbers.
• Many organizations are so externally focused on the customer, and the share- holders, that they are pursued above all others, excluding the actual messenger of the brand – the employee!
Success can be quantified:
ÒFortune magazine’s “Most Admired Companies” stock prices appreciated 50% over peers after instituting employee motivation and alignment efforts
Ò
ÒSatisfied employees are on average 30% less likely to leave, saving 1 to 1. 5 times annual salary per employee turnover
Ò
ÒEmployees with a high level of engagement are 38% more likely to have above-average productivity
Ò
ÒA significant improvement in communication effectiveness is associated with a 29.5% increase in market value
India Inc. wakes up to Employee Branding….
Dabur India :
• A special recognition reward which is a mix of Employee Stock Option
• Promotions for its top executives on January 1.
• Will primarily target the middle-level management executives
• Non-monetary rewards such as laptop.
•
LG Electronics :
• Top 20% of the best employees will get nearly seven times their salary as a bonus, following which, the kitty will slowly taper off.
• There are fully sponsored overseas holiday tours in Europe.
•
Maruti Udyog Ltd. :
• Innovative ‘collective vacation scheme’ whereby the employee enjoys an eight-day vacation starting December 24.
• Of the eight days, employees need to take just four days off and the balance four day is sponsored by the company.
No comments:
Post a Comment