THE SECRETS OF EMPLOYER BRANDING From Strategy to Execution.ppt

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1、THE SECRETS OF EMPLOYER BRANDING:From Strategy to ExecutionCase Studies,Concepts and Debatable IdeasKenny OngCNI Holdings Berhad,www.myCNI.com.my,www.OOBEY.com,Objective of Branding:Way back in 2004,Thomas Cup,Indonesia,www.myCNI.com.my,www.OOBEY.com,Objective of Branding:Now in 2007,CNI Beemax Fact

2、ory Visit,ChinaTop LeadersProduct DevelopmentMedia,www.myCNI.com.my,www.OOBEY.com,Corporate&Employer Brand,Corporate Brand,Employer Brand,www.myCNI.com.my,www.OOBEY.com,Why Employer Branding?,Employer Branding,AttractRetainMotivateFocus,www.myCNI.com.my,www.OOBEY.com,Components of Branding,Positioni

3、ng,Execution,and Communication,www.myCNI.com.my,www.OOBEY.com,Components of Branding,Positioning,Execution,Communication,www.myCNI.com.my,www.OOBEY.com,Brand Positioning,Segmentation,Targeting,Basics,Differentiators,www.myCNI.com.my,www.OOBEY.com,Positioning,“Hope is not a strategy”John Maxwell,www.

4、myCNI.com.my,www.OOBEY.com,Positioning,For who?Segmentation,TargetingYour Offer?Key Differentiator?,www.myCNI.com.my,www.OOBEY.com,Two Types of Segmentation for HRM,Demographic segmentationTalent segmentation,www.myCNI.com.my,www.OOBEY.com,Demographic Segmentation-General,www.myCNI.com.my,www.OOBEY.

5、com,Demographic Segmentation-others,Women,Working MothersYoutube generationWorking retiredSocial ActivistsWork/Life balancersIndustry(ICT,Advertising,Engineer,Accounting,Lawyer,etc.),www.myCNI.com.my,www.OOBEY.com,Talent Segmentation,Who is your Talent?,:A Talent for others does not mean a Talent fo

6、r you,www.myCNI.com.my,www.OOBEY.com,Talent Segment Targeting,Unwanted by big MNCsSmall companiesBoring EnvironmentNo Growth/LearningNo MBAPassion,Values,IQ(streetsmart)Appreciate ChaosMultitaskPassion to Learn,www.myCNI.com.my,www.OOBEY.com,Talent Segmentation,Group I(Talent Pool),Identify,www.myCN

7、I.com.my,www.OOBEY.com,Talent Segmentation,Group I(Talent Pool),Group II(Potential),Group III(Performance),Group IV(Counseling),2,3,4,5,2,3,4,5,PERFORMANCE,POTENTIAL,Identify,www.myCNI.com.my,www.OOBEY.com,What needs work?,Current Brand,Importance to Target Segment,High,Low,Weak,Strong,www.myCNI.com

8、.my,www.OOBEY.com,What needs work?,Current Brand,Importance to Target Segment,High,Low,Weak,Strong,High Salary,Career Opportunities,Familiarity with Tasks,Training Opportunities,Attractive Location,For people like me,Fun place to work,Expected success of application,Innovative company,www.myCNI.com.

9、my,www.OOBEY.com,Activity Grid to determine HRM priorities,www.myCNI.com.my,www.OOBEY.com,Basics&Differentiators,Segments,Targets,Targets,Basics,Differentiators,www.myCNI.com.my,www.OOBEY.com,COMMUNICATION ARCHITECTURE,BRAND POSITIONING,“Tagline”,KEY SUPPORTINGMESSAGES,KEY MESSAGES SPECIFIC TO INTER

10、NAL/EXTERNAL SEGMENTS,EMPLOYEES,Image Development,KEY SEGMENTS,TARGET GROUPS,SPECIFIC SEGMENT,KEY MESSAGES,Who am I?What do I offer?Support?End benefit(s)Tagline:,www.myCNI.com.my,www.OOBEY.com,Brand Execution,Alignment,Basics,DifferentiatorsAlso known as Reason To Believe,www.myCNI.com.my,www.OOBEY

11、.com,Alignment&Consistency,Mamak stall,www.myCNI.com.my,www.OOBEY.com,Alignment&Consistency,They are the most innovativeConstantly renewing and creativeAlways on the leading edge,A great deal!Excellent/attractive priceMinimal acquisition cost and hassleLowest overall cost of ownershipA no-hassles fi

12、rmConvenience and speedReliable product and service,Exactly what I needCustomized productsPersonalized communicationsTheyre very responsivePreferential service and flexibilityRecommends what I needIm very loyal to themHelps us to be a success,Product Leadership,OperationalExcellence,CustomerIntimacy

13、,www.myCNI.com.my,www.OOBEY.com,Operational Excellence(low cost producer),Ref:The Discipline of Market Leaders,Michael Treacy 1995,Product Leadership(best product),Customer Intimacy(best total solution),Alignment&Consistency:Market Disciplines,www.myCNI.com.my,www.OOBEY.com,The McPlaybook*,Make it e

14、asy to eat50%drive-thruMeals held in one hand,Make it easy to prepareHigh TurnoverTasks simple to learn&repeat,Make it quick“Fast Food”Tests new products for Cooking Times,Make what customers wantProwls market for new productsMonitored field tests,*Adapted from:Businessweek,Februrary 5th 2007,www.my

15、CNI.com.my,www.OOBEY.com,Operational ExcellenceCompetitive priceError free,reliableFast(on demand)SimpleResponsiveConsistent information for allTransactionalOnce and Done,Customer IntimacyManagement by FactEasy to do business withHave it your way(customization)Market segments of oneProactive,flexibl

16、eRelationship and consultative sellingCross selling,Product LeadershipNew,state of the art products or servicesRisk takersMeet volatile customer needsFast concept-to-counterNever satisfied-obsolete own and competitors productsLearning organization,Alignment&Consistency:Disciplines,Priorities,and KPI

17、s,www.myCNI.com.my,www.OOBEY.com,Operational ExcellenceMove know-how from top performing units to othersBenchmark against best in classEnsure operations training for all employeesUse disciplines like TQM for continuous learning to reduce costs and improve quality,Alignment&Consistency:Market Discipl

18、ines,www.myCNI.com.my,www.OOBEY.com,Alignment&Consistency:Market Disciplines,Customer IntimacyCapture knowledge about customersUnderstand customer needsEmpower front line employeesEnsure that everyone knows the customerMake company knowledge available to customers,www.myCNI.com.my,www.OOBEY.com,Prod

19、uct LeadershipReduce time to marketCommercialize new products fastEnsure that ideas flowReuse what other parts of the company have already learnedEnsure there are multiple sources of funding,Alignment&Consistency:Market Disciplines,www.myCNI.com.my,www.OOBEY.com,Operational Excellence(low cost produ

20、cer),Ref:The Discipline of Market Leaders,Michael Treacy 1995,Product Leadership(best product),Customer Intimacy(best total solution),Alignment&Consistency:Market Disciplines,www.myCNI.com.my,www.OOBEY.com,Operational Excellence(low cost producer),Ref:The Discipline of Market Leaders,Michael Treacy

21、1995,Product Leadership(best product),Customer Intimacy(best total solution),Alignment&Consistency:Market Disciplines,www.myCNI.com.my,www.OOBEY.com,Brand Execution:Aligning the 4-Wheels,Philosophies,BrandPosition,Segmentation&Targeting,www.myCNI.com.my,www.OOBEY.com,Brand Alignment:Talent Segment P

22、hilosophies,Principles,HR Philosophy,Equal/FairHappy/Productive Hire Low,Train HighPerformance vs Potential SP drives TMTalent Pool owned by the company Retention/Engagement,www.myCNI.com.my,www.OOBEY.com,Brand Alignment:Demographics Segment Philosophies?,Principles,HR Philosophy,www.myCNI.com.my,ww

23、w.OOBEY.com,Alignment:Framework,Org StructureJob DesignC&BPolicies&proceduresDecision makingJob fitManagement SystemsBSC and KPIsDecentralized vs.Centralized Control vs.Empower,www.myCNI.com.my,www.OOBEY.com,Strategy:Framework,ToolsPhysical facilitiesPeer supportInformationT&D ProgramsMentorsGuidesI

24、CTOJT,www.myCNI.com.my,www.OOBEY.com,Strategy:Framework,Role modelingVision/Mission/PhilosophyLeadership StyleDelegation&EmpowermentC&BPromotionsTransition development,www.myCNI.com.my,www.OOBEY.com,Strategy:Framework,RecognitionRecruitmentTrainingValuesMotivationSelf EfficacyAwarenessUseful Compete

25、nciesCareer aspirationsAttribution(control),www.myCNI.com.my,www.OOBEY.com,Alignment:4-Wheels Model,Philosophies,BrandPosition,Segmentation&Targeting,www.myCNI.com.my,www.OOBEY.com,Demographic Segment:Example Strategies,Gen YICTWomen,www.myCNI.com.my,www.OOBEY.com,Brand Communication,Image,Touch Poi

26、nts,Repetition,and Emphasis,www.myCNI.com.my,www.OOBEY.com,Attract,“You dont attract who you want.You attract who you are”John Maxwell,www.myCNI.com.my,www.OOBEY.com,Attract,Whats your main Differentiator?Money?Opportunity?Big Projects?Big Clients?Career Growth?Environment?Love and Fresh Air?Fish wh

27、ere the Fish are Hire Strict.Refuse if possible.Who you retire determines who you attract,www.myCNI.com.my,www.OOBEY.com,Attract:HR and Marketing,Who designs your Job Ads?It better be MarketingUnderstand the psychology of a Talent Job Seeker when reading Job AdsNot sure?Consult expertsUse Marketing

28、weapons for Job Ads:brand logos,slogans,newspaper clips,awards,customer profile,video clips,web,banners etc.,www.myCNI.com.my,www.OOBEY.com,COMMUNICATION ARCHITECTURE,BRAND POSITIONING,“Tagline”,KEY SUPPORTINGMESSAGES,KEY MESSAGES SPECIFIC TO INTERNAL/EXTERNAL SEGMENTS,EMPLOYEES,Image Development,KE

29、Y SEGMENTS,TARGET GROUPS,SPECIFIC SEGMENT,KEY MESSAGES,Who am I?What do I offer?Support?End benefit(s)Tagline:,www.myCNI.com.my,www.OOBEY.com,Touch Points,Candidates/Employees,Gov./Politics,Customers,Public Events,Economics,AGM,Ads,Internet*,Annual Report,Media,Analysts,Ex-employees,Relatives,Friend

30、s,Pasar Malam,Employees,Employee Bloggers,Mgmt Actions,Newsletter,www.myCNI.com.my,www.OOBEY.com,Touch Pointsl,Candidates/Employees,Gov./Politics,Customers,Public Events,Economics,AGM,Ads,Internet,Annual Report,Media,Analysts,Ex-employees,Relatives,Friends,Pasar Malam,Employees,Employee Bloggers,Mgm

31、t Actions,Newsletter,www.myCNI.com.my,www.OOBEY.com,The Right Tools for the Job,Reach of Communication,Quality/Intensity of Communication,Personal(exp),Personal(info),Impersonal(info),Individual,Mass,Internships,joint projects with University,Events,workshops,campaign visits,seated dinners,www.myCNI

32、.com.my,www.OOBEY.com,The Right Tools for the Job,Reach of Communication,Quality/Intensity of Communication,Personal(exp),Personal(info),Impersonal(info),Individual,Mass,Mentorship programs,Campus presentations,career fairs,Online games,sponsorship of awards,www.myCNI.com.my,www.OOBEY.com,The Right

33、Tools for the Job,Reach of Communication,Quality/Intensity of Communication,Personal(exp),Personal(info),Impersonal(info),Individual,Mass,Direct Marketing(eg.mailing),Direct-response marketing,Print media,radio,www.myCNI.com.my,www.OOBEY.com,The Right Tools for the Job,Reach of Communication,Quality

34、/Intensity of Communication,Personal(exp),Personal(info),Impersonal(info),Individual,Mass,J,J,J,www.myCNI.com.my,www.OOBEY.com,J,J,J,J,J,J,End Point,The end of the Beginning,www.myCNI.com.my,www.OOBEY.com,Issues and Challenges,HODs unclear HODs disagree/unsupportiveHODs not committedFunctional silos

35、HODs not willing to openly differentiateIncompetent superiors/HODsDifficult to evaluate Aligning with Business GoalsUnsynchronized and unmonitored training and development,www.myCNI.com.my,www.OOBEY.com,For Starting Up,Importance to Target Segment,High,Low,www.myCNI.com.my,www.OOBEY.com,For Starting

36、 Up,Current Brand,Weak,Strong,www.myCNI.com.my,www.OOBEY.com,For Starting Up,Philosophies,BrandPosition,Segmentation&Targeting,For Starting Up,Reach of Communication,Quality/Intensity of Communication,Personal(exp),Personal(info),Impersonal(info),Individual,Mass,www.myCNI.com.my,www.OOBEY.com,In the

37、 end,Great Wall of Chinahumans are the weakest linkbad treatment of staff will lead to weak link i.e.easier to bribe,easier to con,etc;bad treatment examples:insulting,lose face,broken promises,no dignity,public criticism,restructure without communication,www.myCNI.com.my,www.OOBEY.com,Moral:Big matters/Small Matters,Summary,Segmented&Targeted Attraction,Retention and SuccessionSTARS,www.myCNI.com.my,www.OOBEY.com,Thank You.,soft copy of slides:http:/,