Employer’s Brand
Presented
by
A Diwakar
Dy Manager(Per)
on Date:25.04.2011
What is Employers brand?
The term ‘Employer Brand’ was first publicly introduced to a management
audience in 1990 to denote an organization's reputation as an employer.
First defined by Simon barrow, Chairman of people in Business and Tim
Amber, Senior Fellow of London business School, in the journal of Brand
Management in December 1996.
“The package of functional, economic and psychological benefits provided by
employment, and identified with the employing company.”
“ Emotional bond among the Employer, employees , job seekers, Labour
market etc.”
Employers brand is further defined as
“creation, maintenance and management of an agreeable, trust worthy and
progressive image of the employer with his/her eyes and ears turned
towards the needs and concerns of the current and prospective employees
and all other parties concerned. Employer has to build image that not only
attracts the best talent but also retains them despite better offers by rival
employers in the job market.
Employer’s Brand
Employees
Stakeholders
Employer
(Emotional
Bond)
Labour
Markets
Prospective
employees
Gaining of Importance
1.
In the emerging markets scarcity of talented employees are
most important in short supply.
2.
Too many jobs chasing too few candidates.
3.
Global demographic factors indicates that advanced
countries in the world are facing aging populations as 20%
to 30% of their population are over the age of 60.
India only 7% are above the age group of 60 and around
50% of Indians are in the age group of 25-35 age group.
Yet Indian business people ,even in India face the problem of
attracting and retaining right people and getting them to
work productively.
WHY EMPOLYER BRAND:
i)
Scarcity of Talent: Higher growth rate of business than that of
skilled manpower.
ii)
Competitive Edge: It is a Powerful competitive edge not only
among Human resources, but also among customers, suppliers of
inputs and market intermediaries.
iii)
Impression Management : It is necessary to create positive
impression about the company in the minds of prospective
employees and Present employees.
iv)
Organizational Loyalty : It is necessary to create a sense of loyalty
to the organization among employees.
v)
To increase the Recruitment and selection ratio : To increase
number of applicants for a particular job thus increases the
recruitment and selection ratio.
vi)
To enhance HR Utilization: Employees prefer to explore their
potentialities and contribute maximum, if they prefer to stay in a
particular organization . Employees preference to stay in a
particular organization continuously depend up on employer
brand.
vii) Reduces job Misfit : It communicates accurate information to the
prospective employees with regard to skill requirement.
viii) Retain Talent : Continuous upgrading the value of employer
brand helps to retain the talent within the company.
IX) Coverts Job seeking into job Shopping: employer brand provides
a number of attractive offers to the prospective employees to
select the employer of their choice.
X)
Social branding , Product branding and Business branding:
It enables the company to build a good social brand that creates a
positive impression of the company in the minds of the various
communities in the society. Social brand along with the employer
brand improves product brand and total business brand.
XI) HRM Standards : Creation and upgrading of employer brand
invariably enhances the standards of human resources
management practices, values and human relations.
What constitutes Employers Brand
1. Interesting work
2. Appreciation/recognition for the work done
3. Feel-in-on things
4. Freedom and involvement in the decision making
5. Sympathetic understanding of personal problems
6. Attractive salary benefits
7. Climate of feel of ownership
8. Career planning and development including promotional opportunities
9.Personal loyalty to works
10.Empowerment
Employees expectation from Employer
Brand:
It varies from employee to another. However the following list
provides a guidelines in this respect:
i) Keeping up promises
ii) Guaranteeing service security
iii) Providing growth opportunities for employees
iv) Thoughtful benefits and pre-requisitions
v) Rewarding merits
vi) Responding readily to employee needs
vii) Try and fail rather than fail to try in solving extraordinary
problems of employees.
viii) Unwavering impartiality
ix) Maintaining high ethical values
x) Maintaining transparency
xi) Ensuring qualities in service and products
How to publicize Employer brand
Publications
Internet
Advertisement in major business newspapes and
magazines and internet
Information to recruitment agencies and search
agencies.
Impression created by current employees
Impression created and carried forward by former
employees
Impression created by Senior managers about the
top management and the owner.
Key Elements of the Employers Brand:
Corporate image: It includes Profitability, Market share, Reputation
in the industry and society.
Career offer: It includes challenging job, excellent remuneration,
Outstanding career growth and career development opportunities.
Corporate Culture: Vibrant, flat structure and inspiring work place.
Customer Relevant: Align the work and customer needs in order to
establish a meaning to the work.
Suit Different Cultures: Meet the needs of the employees of
different ethnic groups. The organizational culture and
communication should take the needs of various cultures.
Everything matters: Tune the managers that everything that they do
with regard to customers, employees, employment agencies and
public matters much.
Customers of NMDC Ltd.
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
MMTC LTD.
Rashtriya Ispat Nigam Ltd.( VSP)
Essar Steels Ltd.
Ispat Industries Ltd.
Vikram Sponge Iron Ltd.
Sponge Iron India Ltd.
KIOCL Ltd.
JSW Steel Ltd.
Visvesvaraya Iron & Steel Plant
Aparant Iron & Steel Co. Ltd.
Lanco Industries Ltd.
Tata Metalliks Ltd.
Kirloskar Ferrous Industries Ltd
Southern Iron & Steel Co. Ltd.
CG based Sponge Iron Units
Top 10 Best employer Brand
World HRD Congress 2011
1. Hindustan Unilever Ltd.
2. Standard Chartered Bank
3. Aircel Ltd.
4. Steria (India) Ltd.
5. Yes Bank Ltd.
6. Reliance Capital Asset Management Ltd.
7. GroupM Media India Pvt. Ltd.
8. ICICI Lombard General Insurance Co. Ltd.
9. Tata Motors Ltd.
10. Larsen & Turbo Ltd.
NMDC Ltd., Brand Image
1. India's single largest iron ore producer and
exporter.
2. Strong back up of an ISO 9001 certified R&D
Centre, which has been declared as the "Centre of
Excellence" in the field of mineral processing by
the Expert Group of UNIDO.
3. Good Pay Package.
4. One of the best provider of Medical facilities to
present and retired employees.
5. Accommodate of different cultures
6. Unity in Diversity
Concentration of areas in NMDC Ltd.,
for developing Employer’s brand.
1.
Townships should be improved with better infrastructure and amenities.
2.
Resolve the problems of employees with Human Touch.
3.
Advertising the achievements and performance of NMDC frequently in local News papers, and News
papers recognized all over India. Through ads in TV and Websites etc.
4.
Training facilities should provided in the latest developmental techniques, knowledge and should be
given free hand to implement such things.
5.
Orientation classes for getting the Knowledge of activities/Jobs of other Departments should be
conducted to the Employees especially to the Executives in all disciplines.
6.
Industrial tours should be provided to the employees forming identified teams for knowing, learning
and adopting the new Technology, Performance of Jobs the in the industries.
7.
Participating in the Science Exhibitions at Local , National to focus light on the Technology,
Performance and achievements of NMDC Ltd.
8.
Suitable Latest software's & Packages should be implemented for Smooth & Fast functioning of
the office works and Job satisfaction( eg. ERP)
9.
Suitable upto date New Technologies & Equipments should be adapted for qualitative and
quantitative production and also Job satisfaction with challenging Jobs.
10.
CSR activities should be increased to increase our Social Brand.
THANK
YOU
ALL