ANATOMY OF A WINNING EMPLOYER BRAND. NEIL MILLETT

Transcription

1 ANATOMY OF A WINNING EMPLOYER BRAND NEIL MILLETT neil.millett@reedonline.co.uk

2 Your brand is what other people say about you when you're not in the room Jeff Bezos CEO, Amazon

3 *Backhaus & Tikoo, Conceptualising and researching employer branding

4 THE RESEARCH N= 2,000 UK WORKERS JUNE 2018

5 WHO? WHY?

6 If you could work for any organisation who would you LOVE to work for?

7 5.

8 4.

9 3.

10 2.

11 1.

12 PREVIOUS TOP 5s

13 1.

14 WHY did you choose your #1 organisation?

15 WHY UK WORKERS MAKE BRANDS THEIR #1 ACTION 1. It s a brand I d be > Articulate pride for your organisation > Communicate the ways you make a difference to your customers & users PROUD to work for

16 WHY UK WORKERS MAKE BRANDS THEIR #1 ACTION Would be more likely to work for a brand they use regularly 46% > Speak to your marketing team > Engagement campaigns with returning customers Would be for more new likely talent to pools work for a brand they've had a 45% personal experience with

17 WHY UK WORKERS MAKE BRANDS THEIR #1 2. A reputation for SUCCESS 3. Offers generous PAY & BENEFITS

18 WHY UK WORKERS MAKE BRANDS THEIR #1 1. Brand I d be proud to work for 2. Reputation for success 3. Generous pay and benefits 4. A market leading brand 5. Known for a fun, social environment

19 WHY UK WORKERS MAKE BRANDS THEIR #1 1. Brand I d be proud to work for 2. Reputation for success 3. Generous pay and benefits 4. A market leading brand 5. Known for a fun, social environment

20 Is it important to you to work for a RECOGNISED brand?

21 WORKING FOR A RECOGNISED BRAND How important? 28% 38% 26% VERY SOMEWHAT NOT VERY

22 WHY A RECOGNISED BRAND? ACTION UK workers associate well know brands, history & heritage with > Share your successes & business performance > Forget any preconceived notions or barriers JOB SECURITY

23 Would you prefer to work for a START-UP / FAST GROWING organisation?

24 WOULD YOU WORK FOR A START UP? 1 IN 4 Would prefer to work for a start up

25 UK WORKERS SEE START-UPS AS ACTION 1. Challenging 2. Rewarding > 3. Embrace High risk challenging as part of your comms > The perks of a dynamic environment 4. Faster skill development 5. Greater responsibility

26 WHY UK WORKERS MAKE BRANDS THEIR #1 1. Brand I d be proud to work for 2. Reputation for success 3. Generous pay and benefits 4. A market leading brand 5. Known for a fun, social environment

27 WHY UK WORKERS MAKE BRANDS THEIR #1 1. Brand I d be proud to work for 2. Reputation for success 3. Generous pay and benefits 4. A market leading brand 5. A fun, social environment

28 What kind of WORKPLACE CULTURE do you most want to work in?

29 WORKPLACE CULTURE A FUN and 1. SOCIABLE workplace

30

31 DEFINING FUN & SOCIABLE > After work socials > Volunteering & charity days > Work-related learning > Creative classes & workshops

32 WORKPLACE CULTURE 2. INDEPENDANT working (33%) 3. COLLABORATIVE working (31%)

33 WORKPLACE CULTURE 1. Fun, social work place 2. Independent working 3. Collaborative working 4. Motivational leaders 5. Team led, collective goals

34 Do you feel ENGAGED and HAPPY at work?

35 EVP & EMPLOYEE ENGAGEMENT Are you engaged & happy at work? 64% YES 26% NO NOT ACTIVELY LOOKING 10% NO ACTIVELY LOOKING

36 EVP & EMPLOYEE ENGAGEMENT Of those who are actively disengaged 74% its Feel their employer is NOT EFFECTIVE in communicating EVP

37 EVP & EMPLOYEE ENGAGEMENT What does effective communication look like? QUARTERLY COMMS ANNUAL REVIEWS

38 SUMMARY >American tech giants dominate top 5. Association with entrepreneurial / start-up spirit > Brand recognition IS NOT essential for attraction. Contemporary, sincere messaging is key > Share organisational successes. Talent wants to work for high achievers. Job security valued highly > Lack of EVP can lead to disengaged talent. Regularly reviewed & communicated EVP = purpose

39 THANK YOU Neil Millett Research Marketing Manager