EMPLOYER BRAND LEADERSHIP A GLOBAL PERSPEC TIVE
Brett Minchington MBA
www.brettminchington.com
EMPLOYER BRAND LEADERSHIP A Global Perspective ISBN 978-0-646-53648-4 Copyright © 2010 by Brett Minchington www.brettminchington.com All rights reserved No part of this publication may be reprinted or reproduced or utilised in any form, electronic, mechanical or other means, now known, or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publisher. Limit of liability / Disclaimer of warranty While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where appropriate. Neither the publisher nor author shall be liable for any loss of profit or any other commercial damages, including but not limited to special, incidental, consequential or other damages.
Published by
First published, August 2010 by Collective Learning Australia PO Box 614, Torrensville SA Australia, 5031 Email admin@collectivelearningaustralia.com Web www.collectivelearningaustralia.com Phone + 61 8 8443 4115 Fax + 61 8 8443 4149
Cover design Urban Safari Typesetting and book layout Peter Davis
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Employer Brand Leadership A Global Perspective
About the author Brett Minchington MBA International Employer Brand Strategist Corporate Advisor | Author | Educator Brett Minchington MBA, is the Chairman/CEO of Employer Brand International (EBI) and one of the world’s leading authorities on employer branding. EBI provides research, guidance and thought leadership in employer branding including consulting, publications, events/training, research and think-tanks. EBI’s expert services are provided through an international network of expert employer brand Senior Associates. EBI’s global Advisory Board consists of leading corporate professionals and academics from around the world. Brett is the founder and owner of Employer Branding Online and facilitates the EBI Employer Branding Global Community group on Linkedin. Brett’s thought leadership in employer branding led him to author “Your Employer Brand attract-engage-retain,” in 2006 which was the first book on the topic by an Australasian author and only the second in the world. The book has since been sold in 40+ countries. In 2007 Brett commenced the Employer Branding Global TourTM and has delivered workshops/masterclass/summits and keynote addresses to 1000’s of senior managers in more than 30 cities in 20 countries including Australia, China, Denmark, France, Germany, India, Italy, Malaysia, Netherlands, NZ, Philippines, Poland, Singapore, South Africa, Sweden, Switzerland, Turkey, UAE, UK and USA. Brett is the Chair of the Australian, Italian, South African and New Zealand Employer Branding Summits. Brett has consulted in global and national employer branding projects for companies including Siemens, Hewitt, PwC, Origin, Bankwest, Australian Wine Research Institute and World Vision to assist them develop their employer brand strategy and roadmap through strategic audits and advisory solutions.
About the author
Brett’s opinion is sought globally by the media and HR, Marketing and Management publications. His articles have featured in publications around the world including titles such as The Economist, Business Week, HR Future (South Africa), The Human Factor (India), Personnel Zaradzanie (Poland), The Opinion Leader (Finland), HRM Magazine (Singapore), HR Professional (Canada), HC Magazine (Australia), Personnel Today UK, International Association of Business Communicators, Times Ascent (India), Universum Quarterly, Human Resources Magazine (Australia), NZ Management (New Zealand), onrec.com, Executive Grapevine (UK) and ERE Journal of Corporate Recruiting Leadership (USA). Brett is an International columnist on employer branding for HR Future, South Africa’s leading human resources publication. As Research Principle at Employer Brand International, he has Chaired Global Research forums to contribute to the advancement of the science of employer branding and in 2009 published the world’s largest independent research study on employer branding. Brett’s passion for employer branding is driven by a vision to make a positive and lasting impact to people’s employment experience whilst contributing to a safer, more equitable and friendly global society. He lectures in Employer Branding in the MBA program at the University of Adelaide. Brett has an MBA from University of South Australia and Bachelor of Business from Queensland University of Technology and lives in Adelaide, Australia with his wife and two children.
5
Dedication
To my beautiful family: Andrea, Bailey and Taylah Minchington, my mother Barbara and sisters Darlene, Rochelle and Felicia. For your love, presence and support, I am truly grateful. You inspire me to reach new heights and to lead a wonderful life every single day.
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Employer Brand Leadership A Global Perspective
Acknowledgements I wish to sincerely thank the following people for their persistence, positive attitude and contributions to bringing my book to fruition. The wonderful team at Employer Brand International: Senior Associates Ryan Estis, Managing Director (Ryan Estis & Associates), David Parks, Vice President of Business Development (Bluepoint Leadership Development), Eugenio Amendola, Managing Director (Anthea Consulting), Véronique Frogé, Partner, Head of Employer Branding Practice (i&e Management), Per Olof Hall, Managing Director (PlanetPeople), Birgitte Seldorf, Managing Consultant (Summit Consulting A/S), Radosław Knap, Managing Partner (KNAPRO Consulting), Ron Tomlian, Managing Director (Marketing Counsel), Steven Goodman, Senior Lecturer (Marketing), Program Director Higher Degrees by Research (The University of Adelaide Business School) and Sonja Visic, Operations Manager (UAE Tawteen). Global Advisory Board Els van de Water, Senior HR Manager (Microsoft), Heather Polivka, Director of Employment Marketing (UnitedHealth Group), Michael Holm, Employer Brand Manager (IBM), René Herremans, Employer Branding Manager (Ahold), Birgitte Brix Andersen, Employer Brand Manager (Vestas Wind Systems), Matthew Jeffrey, Global Director of Talent Brand, (Electronic Arts), Kerry Noone, Senior Marketing Manager of Sodexo’s Talent, Acquisition Group (Sodexo Human Resources USA), Marta Najbert, Marketing & PR Manager (Pandora Jewelry Central Eastern Europe Operations), Linda Halse, General Manager Human Resources (Australian Wine Research Institute), Prenai Pillay, Talent Attraction Consultant (ABSA), Linda Downs, Human Resources Director, Asia Pacific (ERM), Kellie Tomney, Director (Employer Brand Works) and Fabio Dioguardi, HR Director, (Ferrero)
Acknowledgements
Thank you to the leaders who inspire me to achieve greater things in employer branding and who have written and contributed to case studies for this book: Melissa Rutledge, Employment Branding & Messaging Manager, (Intuit), Charee Klimek, Managing Partner at Vocii™, Job Mensink, Owner, brandgiving®, Gillian Hofmeyr, Director Consulting, Deloitte Consulting Pty Ltd, Nicole Brower, Manager Human Resources – Johannesburg, Deloitte & Touche, David R. Millen (IBM), Nadine-Lan Hönighaus, HR communications and former project manager employer branding, Thorsten Pinkepank, Head Global HR communications and former project leader employer branding and Dr. Anja Düll, HR Strategy and program manager employer branding, (all of BASF SE), and to EBI Advisory Board members who also wrote case studies for this book: Birgitte Brix Andersen, Linda Halse, Kerry Noone and Heather Polivka. Thank you to my event sponsors and partners and their staff who have supported my Employer Brand Global Tour to more 30 cities in 20 countries. You know who you are! And finally to my family and friends who have inspired me to write this book: Andrea, Bailey and Taylah Minchington, Barbara, Darlene, Rochelle and Felicia Minchington, Herb, Jane, Sean, James and Marnie Ewinger, Ian, Carole, Preston, Lyndal and Leanne Stewart and Sandra and Ian Bracken.
9
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Employer Brand Leadership A Global Perspective
Table of contents About the author
4
Dedication
7
Acknowledgement
8
List of illustrations
16
Preface
18
Employer branding global communities
21
SECTION 1: THE BUSINESS CASE FOR EMPLOYER BRANDING Chapter 1: The fundamentals of employer branding
23 23
Employer branding defined
24
The global employer brand landscape
25
Why the rise in focus on employer branding by senior management?
29
The employer brand experience
29
The benefits of adopting an employer brand approach
30
‘Employers of Choice’ or just market perception?
32
Human resources role in employer branding
33
A collaborative approach is required
34
Your employer brand budget
37
Common pitfalls of employer branding
39
SECTION 2: BEST PRACTICE IN EMPLOYER BRANDING Chapter 2: The role of leadership in employer branding
43 43
Employer brand leadership begins at the top
45
Different leadership for changing times
45
Strong leadership is linked to financial results
47
Patience is virtue in building an engaged workforce
51
Charismatic leadership
52
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Table of Contents
What do outstanding leaders do differently?
53
The role of the employer brand manager
54
Director of Employer Branding Position Description
55
Employer Brand Leadership Capability FrameworkTM
58
Leadership qualities
64
Take a long term view on your employer brand
65
Chapter 3: A strategic framework to guide your employer brand
69
Employer value proposition
70
DeďŹ ning your employer value proposition
71
Employer brand identity
72
Employer Brand Employee PlatformTM
73
Recruitment and induction
73
Compensation and beneďŹ ts
75
Career development
75
Employee research
77
Reward and recognition
78
Communication systems
78
Work environment Employer Brand Strategic
79 PlatformTM
79
Mission, vision and values
80
Corporate Social Responsibility (CSR)
80
Leadership
81
Corporate reputation and culture
81
People management policies and practices
82
Performance management
83
Innovation
84
The corporate brand
84
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Employer Brand Leadership A Global Perspective
Market forces
85
Customers
86
Prospective employees
87
Stakeholders
88
Chapter 4: Your Employer Brand RoadmapTM
91
1. Concept phase
92
Defining employer brand objectives and project scope
95
Identify people issues
96
Review existing employee measurement, research and people data
96
Identify key stakeholders and establish employer brand team
96
Identify internal and external employer brand drivers – Quantitative research
97
Identify internal and external employer brand drivers – Qualitative research
99
Employer value proposition (EVP) discovery workshop guidelines
100
Sample workshop questions
101
Assess the employee lifecycle and key moments of truth
101
Determine the most optional way to segment your employee population
102
Assess the effectiveness of current communication channels and the EVP’s being communicated
102
Review online/offline talent acquisition initiatives
103
2. Design phase
103
Collective thinking workshop
104
Your employer brand architecture
104
3. Integration phase
110
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Table of Contents
Employer brand management system - align with people management policies, systems and practices
110
Employer brand communications plan
111
4. Evaluation phase
113
Define metrics and measure ROI
113
Chapter 5: Measuring the return on investment of your employer brand strategy
117
How marketing informs employer brand equity
123
Brand image
124
Brand equity
125
Brand loyalty
127
The service-profit chain
130
Linking employee satisfaction with productivity, performance, and customer satisfaction
130
Impact of your human capital practices on financial performance
135
The contribution of brands to shareholder value
136
Measuring brand equity
137
The Young & Rubicam approach towards valuing brands
140
The Millward Brown approach towards valuing brands
141
The Interbrand approach towards valuing brands
142
A model of employer brand stakeholder engagement
144
Chapter 6: Building employer brand equity using social media
147
The truth is in the statistics
150
The big four
152
1. Facebook
152
2. LinkedIn
155
3. Twitter
156
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Employer Brand Leadership A Global Perspective
4. YouTube
157
Who is on the social networks?
158
Transparency and trust
161
Social media policy
161
Integrated social media campaigns
162
Measuring your return on investment (ROI)
164
Developing your social media strategy
166
Chapter 7: The convergence between the corporate, consumer and employer brand
171
An aligned approach
172
Master brand concept
173
Optimising the relationship between the brand portfolio
173
Challenges for human resources managers in adding value to the brand portfolio
176
Reputation management
176
Connected thinking
181
Brand training
184
The Brand Optmiser ModelTM
184
Internal marketing
187
Brand ambassadors
187
SECTION 3: THE FUTURE FOR EMPLOYER BRANDING Chapter 8: Employer branding 3.0
193 193
Connecting employees and customers for a better society Employer Brand 3.0 – A model of brand advocacy & loyalty Chapter 9: Future trends in employer branding
196 201
Towards 2020
202
1. Time replaces money as the new currency
203
2. Functions will blend
203
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Table of Contents
3. Changing employment contract
203
4. Less is more, small is big
204
5. The talent crisis becomes the matching crisis
204
6. New business models
204
7. Relationships will replace reputation
206
8. Continuous career development
207
9. The impact of a multigenerational workforce
207
10. Employer brands become global
208
11. Slow is fast
208
12. Organisations will get naked
208
13. Work becomes living
209
14. Connected, cleaner and greener
209
SECTION 4: GLOBAL CASE STUDIES
211
1. Philips
213
2. UnitedHealth Group
221
3. BASF
233
4. Sodexo
245
5. Vestas
254
6. IBM
269
7. The Australian Wine Research Institute
281
8. Deloitte
291
9. Intuit
299
Reference list
311
Index
319
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Employer Brand Leadership A Global Perspective
List of illustrations Figure 1: Has your company developed a clear employer branding strategy?, 26 Figure 2: Top-performing employees’ declining satisfaction with key aspects of employment deal (2009 vs. 2008), 28 Figure 3: What are the main benefits you have gained from your employer brand program? (more than one answer is possible), 31 Figure 4: Which department(s) is responsible for managing the employer brand?, 35 Figure 5: Your internal employer brand team, 36 Figure 6: In FY 2008/2009 what are your plans for expenditure on employer branding activities?, 37 Figure 7: Anticipated cost of full-scale employer brand development project, 38 Figure 8: Which activity has been most effective in enhancing your company’s employer brand?, 44 Figure 9: 2009 Top 20 best companies for leadership, 46 Figure 10: Leadership is linked to financial results: Top 20 vs. S&P 500, 47 Figure 11: Employer Brand Leadership Capability FrameworkTM,58 Figure 12: Influencers of employment choice – By AGE, 64 Figure 13: Employer Brand Excellence FrameworkTM,74 Figure 14: Your Employer Brand RoadmapTM,94 Figure 15: EBI Employer Brand Attributes IndexTM – Macro level,98 Table 1: EBI Employer Brand Attributes IndexTM – Micro level (survey split of top 10 employer brand attributes – sample company),99 Figure 16: Examples of employee segmentation variables,102 Table 2: Examples of EVP communication channels and touch points,103 Figure 17: Your Employer Brand ArchitectureTM,105 Figure 18: The Employer Value Proposition,106 Figure 19: Recruitment press advertising – St George,108 Figure 20: Career website landing page -St George,108 Figure 21: Philips career website ‘inside stories’,109 Figure 22: St George: Integrating EVP with rest of human resources strategy, 111 Figure 23: Communication methods used to engage employees and foster productivity,112 Figure 24: A coordinated, branded approach to communicating rewards helps improve employee understanding,112 Figure 25: Social media metrics are still evolving,114 Figure 26: Tangible assets as a percentage of all assets of non-financial businesses, 119
List of illustrations
Figure 27: What metrics does your company use to measure return on investment (ROI) for your employer brand strategy? (more than one answer is possible)2,121 Figure 28: Model of employer brand equityTM,125 Figure 29: The service profit chain at Sears,130 Figure 30: Profit chain modelling at the Canadian Imperial Bank of Commerce, 132 Table 2: The contribution of brands to shareholder value,137 Figure 31: Brand valuation process,139 Figure 32: BrandAsset Valuator Model, 141 Figure 33: BrandZ 5 year review, 142 Figure 34: The Interbrand Method for Valuing Brands, 143 Figure 35: Employer Brand Stakeholder EngagementTM,144 Figure 36: Top executives participate in the use of internal and external social media , 149 Figure 37: Global web traffic to social networking sites, 151 Figure 38: Top U.S. social media sites: December 2009, 152 Figure 39: Ernst & Young Career Site on Facebook, 154 Figure 40: Deloitte NZ Facebook Fan Page – Live and Interactive Show, 154 Figure 41: Cisco Facebook Fan Page, 155 Figure 42: Sodexo careers - past, present & future linkedin group, 156 Figure 43: EA YouTube channel, 158 Figure 44: Average age distribution across social network sites, 159 Figure 45: Age distribution on social network sites, 160 Figure 46: Policy in place to address employee use of social media, 161 Figure 47: ‘It’s your future. How far will you take it’ landing page, 163 Figure 48: Few companies have tools in place to measure the effectiveness of social media, 164 Figure 49: Methods used to measure effectiveness of social media (more than one answer possible), 165 Figure 50: Engagement correlates to financial performance, 166 Figure 51: Brand disengagement sequence , 181 Figure 52: Brand Optimizer ModelTM,186 Table 3: Comparison of Employer Branding 1.0, 2.0 and 3.0, 195 Figure 53: Model of Brand Advocacy & LoyaltyTM, 197 Figure 54: Your Employer Brand Community ModelTM, 206
17
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Employer Brand Leadership A Global Perspective
Milan, Italy 2008
Copenhagen, Denmark 2009
Sydney, Australia 2009
Preface In 2006 I published my first book on employer branding titled ‘Your Employer Brand attractengage-retain’. The three years prior I followed my passion and reached out and learnt as much as I could about the field of employer branding. Since 2006 I have been fortunate to cross paths with thought leaders, practitioners, academics and vendors which helped to shape my perspective which I will share with you in this book. The first copy of ‘Your Employer Brand attractengage-retain’ was purchased by an Italian gentleman, Mr Eugenio Amendola who is now a close friend and business partner in our employer branding work in Italy. Eugenio’s friendship is one of the many benefits my passion in employer branding has bought to me over the past ten years in striving to advance the employer brand concept.
In 2007 I committed to travelling the world to connect and learn from how employer branding was unfolding in different parts of the world. This journey has involved conducting masterclass events, Chairing Kuala Lumpur, Malaysia 2009 and speaking at conferences, conducting research and consulting in more than 30 cities in 20 countries including, Australia, China, Denmark, France, Germany, India, Italy, Malaysia, Netherlands, New Zealand, Philippines, Poland, Singapore, South Africa, Sweden, Switzerland, Turkey, UAE, UK and USA. New Delhi, India 2008
19
Preface
Not only have I found there are many differences in employer branding in these countries, I have also found there are many common elements which has led to a growing interest in employer branding throughout the world. Bad Nauheim, Germany 2009
I have also been fortunate to contribute to many articles and theses on employer branding around the world and have been published in more than 15 countries in a range of publications including ‘The Economist’, ‘Business Week’ and ERE’s ‘Journal of Corporate Recruiting Leadership’. I have continued to track employer branding trends throughout the world. My day usually starts with a desktop review from sources such as www. employerbrandingonline.com, Google alerts, SmartBrief and all the world’s major newspapers. Yes, you guessed it, I spend alot of time in the virtual world and the structure of the virtual world allows me to achieve more and connect with more people than would have been possible prior to the internet. I have titled this book, ‘Employer brand leadership – A global perspective’ as I believe it captures the key success factors for leaders to contribute to the development of the employer brand concept. Today’s globalised, connected world driven by content and connections requires a new style of leader to meet the challenges of the modern world. I’ve come to the conclusion leadership is the key to unlocking the potential of your employer brand. A global perspective will assist leaders to make an informed view of what’s best in managing the employer brand in their own company. Chapter 1 presents the fundamentals of employer branding and provides insights into the key concepts whilst establishing the platform for the rest of the book. Chapter 2 discusses the role of leadership in employer branding and provides recommendations on how leaders can position the employer brand as a strategic asset for their company. Chapter 3 presents the Employer Brand Excellence FrameworkTM which will assist you to apply
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Employer Brand Leadership A Global Perspective
a robust structure to your employer brand strategy. Chapter 4 expands on the Employer Brand Excellence FrameworkTM and details an Employer Brand RoadmapTM which will assist to guide you through your employer branding initiatives. Measuring the return on investment of your employer brand strategy is critical to executive endorsement and is covered in detail in Chapter 5. The rise (and rise!) of social media usage and how companies are building employer branding equity using social media is discussed in chapter 6. Chapter 7 explores the convergence between corporate, consumer and employer branding theory and practice and will assist you to take a strategic view of employer branding by understanding the role each component of your master brand has in creating value. In the ďŹ nal two chapters I introduce the concept of employer branding 3.0 in chapter 8 and discuss how thinking in this area will connect employees and customers for a better society. I conclude in chapter 9 by presenting fourteen trends in employer branding which I believe will drive the agenda over the next 10 years. I trust this book will provide you with a relevant, meaningful and thought provoking approach to satisfy your interest in employer branding and inspire you to build upon my thinking and make your own contribution to evolving the art and science of employer branding. I hope one day we will connect and share our thinking! My best wishes
Brett Minchington MBA, B.Bus (Marketing) E brett@employerbrandinternational.com P 61 8 8443 4115 F 61 8 8443 4149 www.brettminchington.com www.employerbrandinternational.com www.employerbrandingonline.com Twitter www.twitter.com/brettminch Linkedin www.linkedin.com/in/minchington Facebook www.facebook.com/brett.minchington
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Employer Brand Leadership A Global Perspective
Adidas 181, 184
Candidate quality 119
Ahold 8, 54
Career development 75, 76, 100, 126,
American Consumer Association 131
177-78, 203, 207-08, 283-84
American Express 71
Change management 60, 289
Apple 45, 51, 173, 202, 300
Chevron 62
Bain & Company 127
Cisco 47, 48, 148, 155
Barkers 26
Citigroup 177
BASF 9, 27, 35, 72, 105-06, 211,
Coca-Cola 136, 148, 179
233-243
Communication 30, 33-35, 40, 49,
Bernard Hodes 122
53-57, 60, 62, 67, 71, 76, 78, 79, 81,
Best Buy 33, 62
85, 86, 92, 93, 96, 97, 100, 102-03,
Brand ambassadors 63, 113, 167, 187,
106-07, 110, 111-13, 122-23, 134, 148,
189
164, 174, 176, 179, 181-82, 187, 190,
Brand associations 124-25, 126
203-04, 209, 214-15, 217, 219, 222,
Brand disengagement sequence 181
224, 226-28, 229-230, 234-237, 239,
Brand equity 31, 52, 118, 123-25, 127,
241-243, 250-51, 253, 259-65, 267,
137-38, 145-46, 148, 152, 178, Brand loyalty 125-26, 187 Brand management 40, 59, 63, 190, 203, 219, 235, Employer Brand Manager’s Handbook 54 Brand portfolio 59, 123, 173-74, 176, 179, 184-86 Brand strength analysis 143 Brand training 39, 56, 184 Brand valuation process 139 BrandAsset® Valuator model 140
269, 272, 278-79, 285, 305-09 Communication channels 33, 96, 102-03, 215, 262 Communication systems 78 Community management 60 Compensation and benefits 75 Concept phase 92, 104, 107 Consumer brand 24, 34, 35, 39, 59, 70, 78, 172-76, 179 Corporate brand 30, 84, 85, 123, 136, 173-76, 178, 184, 188, 233, 235, 237, 240, 243, 249, 253, 262, 300-01, 307
BrandZ 141-42
Corporate reputation 39, 44, 81
BusinessWeek.com 45
Corporate social responsibility 46, 80,
Campbells 47 Canadian Imperial Bank of Commerce (CIBC) 132 Candidate 24, 25, 30, 31, 32, 46, 60,
85, 98, Culture 33, 34, 40, 45, 47, 48, 52, 53, 62, 71, 75, 78, 81-83, 93, 95, 101, 107, 126, 145, 155, 157, 162, 168,
64, 75, 77, 83, 87, 97, 99, 102, 103,
172-73, 204, 208, 228-29, 236, 247,
109, 119-20, 144, 158, 161-62, 163,
250, 252, 256, 258, 260-61, 263-65,
169 175, 183, 188-89, 207, 215, 218,
283, 284, 296, 299, 301, 303,
223, 224, 226-28, 242, 246-47, 249,
306-309
250-51, 253, 256, 258, 296, 299, 300, 302-04, 306, 308-09
317
Index
Customer 24, 29, 30, 49, 52, 60, 63, 65,
Employee research 77, 96, 99, 100
70-72, 79, 83, 84, 86, 88, 97, 105,
Employee retention 30, 131
122, 128-35, 138, 143-44, 150, 157,
Employee-Customer-Profit Chain 129-30
162, 166, 168, 169, 173,179-80,
Employer attractiveness 30, 77, 178,
182-84, 187-90, 193-98, 213-14,
242
218-19, 227, 228, 233-34, 240, 245,
Employer brand architecture 97, 104-105
255, 300, 304
Employer brand associations 126
Customer engagement 56, 123, 129,
Employer brand awareness 120, 125 Employer brand defined 24
132, 145, 196 Customer loyalty 60, 122, 127, 131-33
Employer brand mix 30
Customer relationships 31, 34, 98, 169
Employer brand objectives 31, 92, 119
Customer satisfaction 86, 127-34, 187,
Employer brand programs 27, 30, 31, 34, 214, 218
190 Customer service 24, 52, 71, 88, 135,
Employer brand strategy 25, 26, 31, 33-36, 39-40, 44, 55-56, 60, 62-63,
157, 227 Dell 60, 157, 179
67, 70, 77, 83, 85-86, 92-93, 95-97,
Deloitte 54, 135, 136, 153-154, 162-163,
104, 110, 114-15, 120-21, 124, 145, 174, 204, 208, 229-30, 239, 247, 250,
169, 211, 291-97
256, 260, 266
Design phase 92, 103, 107 Deutsche Bank 24, 54
Employer brand system 30
Development Dimensions International
Employer brand council 92, 104 Employer Brand Employee PlatformTM
(DDI) 131 Dong Energy 54
(EBEP) 72-3
Dow Chemicals 133
Employer Brand Excellence FrameworkTM (EBEF) 30, 70, 74, 88,
E.ON 54 EBI Employer Brand Attributes
IndexTM
97-99 Electronic Arts (EA) 157 EMC 62, 148, 162, 167,
115 Employer Brand Global Tour 98, 202, 213 Employer Brand International’s (EBI) 4,
Employee advocacy 31, 96, 127
9, 25, 26, 31, 34-35, 37, 44, 62, 64,
Employee communication 40, 93, 123,
97, 98, 99, 120-21, 123, 135, 145,
164, 226, 230 Employee engagement 56-57, 63, 77,
173, 231 Employer Brand Leadership Capability
81, 96, 120, 121, 123, 134-135, 145,
FrameworkTM 58
169, 181, 196, 203, 227, 308
Employer brand manager 8, 40, 54, 64,
Employee lifecycle 25, 59, 101, 204
67, 216, 233, 299
Employee lifecycle management 59
Employer Brand Stakeholder
Employee referral program 56, 87, 95,
EngagementTM 144
153, 189
318
Employer Brand Leadership A Global Perspective
Employer Brand Strategic PlatformTM (EBSP) 72
Human resources 30, 33-36, 40, 59, 63, 65, 67, 76, 84, 93, 96, 104, 110-11,
Employer brand virtual community 28
113, 123, 148, 153, 174, 176, 181,
Employer branding 1.0 194-195
188, 190, 203, 216, 218, 222, 226,
Employer branding 2.0 194-195 Employer branding 3.0 20, 193, 194-95, 198, 202 Employer of choice 30-32, 81, 228, 288 Employer value proposition (EVP) 56, 70-77, 95-96, 98-107, 109-111, 113, 221-230, 235-241, 243, 256, 260, 262-263 Employment promise 25, 71 Engagement 24, 30, 33, 52-54, 56-57, 63, 70, 77, 81, 96-97, 113
229, 234, 236 IABC 111, 149, 161, 165 IBM 33, 35, 54, 62, 79, 133, 157, 285, 269-79 Induction 32, 73, 75, 83, 97, 101, 114, 126, 161, 187, 203 Innovation 44, 51, 76, 84, 97, 140, 173, 175, 182, 209, 213, 284, 286-87, 291, 293, 296, 299, 300, 302, 308 Intangible assets 24, 65, 123, 137, 173-74
Enron 80, 177
Integration phase 92, 110-11
Enterprise Rent-a-Car 153
Interbrand 136-37, 142-3
Ernst & Young 54, 153-54
Intuit 51, 148, 188, 299-09
Evaluation phase 92, 113, 115
JetBlue Airways 167
EVP workshops 99
Kraft 179
Facebook 20, 21, 83, 87, 102, 126, 148,
Leadership development 24, 44, 61, 71,
150-55, 158-59, 161-63, 168, 174,
77, 135
178, 229, 249, 251-52, 270, 277, 279,
Lehman Brothers 25, 80
306
LinkedIn 122, 148, 152, 155-56, 158,
Forum for People Performance Management 134, 135
162, 168, 178, 229, 249, 251, 306 Marketing 34-35, 40, 51, 54-7, 59, 65-67,
Gallup 51, 52, 121-22, 128, 131
76, 84-85, 92-93, 118, 123-24, 126,
General Electric 44, 45
133, 144, 148, 149, 166, 174, 176,
Generation Y 75, 87, 88, 195
181-83, 190, 203, 214, 216-19, 222,
GlaxoSmithKline (GSK) 71, 72
226-27, 229, 239, 246, 260, 261,
Global financial crisis (GFC) 24, 25,
264-65, 293
27-28, 57, 65, 120, 145, 172, 195-96
Mars 82
Goldman Sachs 175
Master brand concept 173
Google 24, 50-51, 62, 66, 79, 84, 126,
McDonalds 47, 75
162, 173, 188-89, 202, 300
Microsoft 24, 45, 51-52, 77, 148, 167
Hay Group 45-47
Millward Brown 141
Hewitt’s Best Employers List 81
Model of Brand Advocacy & LoyaltyTM
HP 54, 79 HSBC157
196-97
319
Index
Model of Employer Brand EquityTM 118, 125
Sodexo 35, 60, 62, 83, 87, 88, 113, 125, 148, 155, 156, 167, 169, 175, 245-53
Morgan Stanley 136
Southwest Airlines 167
Nabisco 51
St George Bank 107, 189
Net Promoter Score (NPS) 127, 218
Stakeholder mapping 96
Nike 54, 172, 188
Starbucks 47, 48, 50, 54, 62, 83, 102,
Nordea 54 On-boarding 24, 205 PepsiCo 157 Performance Management 24, 44, 71, 93, 97, 134-35, 214, 218
148, 179, 187, 197 The Australian Wine Research Institute 281-89 The Brand Optimizer ModelTM 184 The Economist 19, 38, 137, 139
Philips 24, 27, 35, 109, 181, 202, 213-19
Towers Watson 27-28, 112, 164
PNC Bank Corporation 132
Twitter 20, 83, 87, 102, 113, 148,
Public relations 34, 81, 97, 250 Qualitative research 57, 97, 99, 215 Quantitative research 77, 97, 100 Recruitment 24-27, 30-32, 41, 55, 75,
150-52, 156-59, 161-63, 167-68, 174, 178-79, 229, 249, 251, 270, 306 UnitedHealth Group 27, 35, 54, 64, 71, 221-31
82-83, 85, 87, 97, 102, 110, 114, 118,
Universum 38
157, 163, 172, 179-80, 182-83, 189,
Vestas 27, 54, 255-67
203, 214, 234, 246, 251, 256-62,
Virgin Blue 34
264, 293, 304
Watson Wyatt Worldwide 132
Recruitment advertising 26, 39, 55, 97, 123, 228, 265 Reward and recognition 78, 83, 100
Wetpaint and Altimeter Group 165, 166 Work environment 66, 79, 97, 133, 188, 286
Ritz-Carlton 135, 175
World Vision 85, 126
SAS 24, 202
Young & Rubicam 140, 141
Satmetrix 127
Your Employer Brand Community
Sears 129, 130
ModelTM 206
Shell 181-83
Your Employer Brand RoadmapTM 91
Singapore Airlines 24
YouTube 126, 148, 150, 152, 157-58,
Social media 20, 25, 33, 55, 60, 79, 87, 111, 113-14, 118, 126, 145, 148, 149, 150, 152, 158, 160-69, 175, 179, 180, 190, 245-47, 249-52, 306 Social media metrics 114, 164 Social media policy 161 Social networks 62, 65, 79, 83, 87, 126, 150, 153, 158, 159, 161-62, 168, 179
162-63, 168, 249, 251, 294-95 Zappos 45, 52, 53, 83, 148, 156-57, 167, 179, 187