EMPLOYER BRANDING, HIRING & RETENTION. Sarinah Abu Bakar

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1 EMPLOYER BRANDING, HIRING & RETENTION Sarinah Abu Bakar

2 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

3 Branding Strategy The quality of our image impacts the people that we attract High Potential Averag e Low Potential Top Employer Averag e No Name Candidates apply to companies that fit their Value & Potential

4 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

5 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 That s important for us in our company. If you share these values you are welcome.

6 Types of Employer Brand Messages Focus on Offer

7 Types of Employer Brand Messages Focus on Personality

8 Types of Employer Brand Messages Focus on Value

9 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

10 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!

11 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

12 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

13 Turnover Cost Understand & appreciate the cost of turnover

14 Recruitment, Retention The best recruitment strategy is RETENTION Clues from employees The Company s Objectives & Values Departmental Management & Supervision Teamwork & Cooperation Employee s Performance and Development Talent management Compensation & Benefits Worklife & Flexibility Employee s Commitment & Engagement to company Focus on why people stay.

15 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 company s 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

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

17 Why Employees Leave.. Common reasons Their Boss Nature of Work Lack Career Advancement Opportunities Job Security Location Pay & Benefits Training Socialization

18 Why Employees Stay.. Benefits Good Employer Flexibility in hours Good co-workers Salary Boss is good Career Advance. Opportunities Challenging work Convenient location Feel needed Training Feel appreciated Organization s mission Friendships Mellon s Asian Research 2003

19 What Prevent Employees Leaving Benefits Loyalty Difficult to match pay Lose seniority Afraid to change No time to look Can t 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)

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

21 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.

22 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.

23 Questions.