INTERNAL BRANDING TO STRENGTHEN TALENT RETENTION STRATEGIES.ppt

《INTERNAL BRANDING TO STRENGTHEN TALENT RETENTION STRATEGIES.ppt》由会员分享，可在线阅读，更多相关《INTERNAL BRANDING TO STRENGTHEN TALENT RETENTION STRATEGIES.ppt（71页珍藏版）》请在三一办公上搜索。

1、INTERNAL BRANDING TO STRENGTHEN TALENT RETENTION STRATEGIESABF Post-Conference Workshop,23rd April 2008Kenny OngCNI Holdings Berhad,www.myCNI.com.my,www.OOBEY.com,Basics of Retention,Regardless of Branding or No Branding,www.myCNI.com.my,www.OOBEY.com,The 51.28%Theory,Resign=Push+Pull 51.28%If staff

2、 is Happy:=0+Pull 51.28%,www.myCNI.com.my,www.OOBEY.com,Philosophy,Ultimate Objective of Marketing:“Get more people,to buy more things,more frequently,at higher prices.”,Sergio Zyman,“Retention and Loyalty are useless if No Conversion is happening.”,www.myCNI.com.my,www.OOBEY.com,Philosophy,“Retenti

3、on and Loyalty are useless if No Conversion is happening.”,“Retention and Loyalty are useless if No Performance is happening.”,www.myCNI.com.my,www.OOBEY.com,Philosophy,Loyalty is misleadingHeavy Consumption LoyaltyLoyalty Heavy Consumption,Good Performance RetentionRetention Good Performance,www.my

4、CNI.com.my,www.OOBEY.com,Philosophy,“In business after business,60%to 80%of lost customers reported on a survey just prior to defecting that they were satisfied or very satisfied.”,HBR March/April 1996,www.myCNI.com.my,www.OOBEY.com,Retention Groups,Retention,Experience,Swing,Ex,Oppose,www.myCNI.com

5、.my,www.OOBEY.com,Retention 1:Experience,Loyalty=Experience vs.Expectations,Solution Strategy:Expectations=Business,Boss(Q12),Job,www.myCNI.com.my,www.OOBEY.com,Loyalty 1:Experience,Clear expectationsResourcesMaximize talentsRecognitionCaring BossEncourage development*,ExpressionCompany MissionCo-wo

6、rkers*FriendsProgress updatesLearn and Grow,What“Expectations”?Refer Q12,www.myCNI.com.my,www.OOBEY.com,Loyalty 2:Swing,Loyalty=Best alternative at the current moment until I find another alternative,Solution Strategy:Improve your Q12,or Try Your Best,or Live with It,www.myCNI.com.my,www.OOBEY.com,B

7、rand Execution:Talent Sub-segment-Swing,Swing Talents are“loyal”because:Individual RelationshipsConvenience(at that point in time)Contractually tied-upDirect Incentives*No better alternativeSubordinatesNo known alternativeCV friendly,www.myCNI.com.my,www.OOBEY.com,Dangers of Direct Incentives,lessen

8、 internal motivation,switch to mercenary mode,do something and do not do something else,bribe and fraud culture,easier for competitors to recruit,lessen teamwork&helpful culture,less and less impact for same value,mockery of base salary and employment contract,rebellion from non-incentivised staff,e

9、nd up incentivising everyone for everything?,www.myCNI.com.my,www.OOBEY.com,Swing Talents:Try Your Best,Over PromoteLoansSpot BonusesBlock recruitersThe SpouseToysGlorified TitlesForced Ambassador,“Position”the competitionSell the DreamGive them a Best FriendInternal Trainer,www.myCNI.com.my,www.OOB

10、EY.com,Current Brand vs.Ideal Brand,Know the past to create the future,www.myCNI.com.my,www.OOBEY.com,Current Brand,Current Status,Background&Implications,Founders Senior leaders Age,Gender,Race not a barrierCustomer-focused,really focused,Flexibility vs.DisciplineAd-hocProject-basedEmpowerment Youn

11、g talents leaving,www.myCNI.com.my,www.OOBEY.com,Current Brand:The Four Desperates,1.Desperate Competition,2.Desperate Consumer,3.Desperate Achievers,4.Desperate Changes,www.myCNI.com.my,www.OOBEY.com,Components of Branding,Positioning,Execution,and Communication,www.myCNI.com.my,www.OOBEY.com,Objec

12、tive of Branding:Way back in 2004,Thomas Cup,Indonesia,www.myCNI.com.my,www.OOBEY.com,Objective of Branding:Now in 2007,CNI Beemax Factory Visit,ChinaTop LeadersProduct DevelopmentMedia,www.myCNI.com.my,www.OOBEY.com,Components of Branding,Positioning,Execution,Communication,www.myCNI.com.my,www.OOB

13、EY.com,Brand Positioning,Segmentation,Targeting,Basics,Differentiators,www.myCNI.com.my,www.OOBEY.com,Positioning,“Hope is not a strategy”John Maxwell,www.myCNI.com.my,www.OOBEY.com,Positioning,For who?Segmentation,TargetingYour Offer?Key Differentiator?,www.myCNI.com.my,www.OOBEY.com,Two Types of S

14、egmentation for HRM,Demographic segmentationTalent segmentation,www.myCNI.com.my,www.OOBEY.com,Demographic Segmentation-General,www.myCNI.com.my,www.OOBEY.com,Demographic Segmentation-others,Women,Working MothersYoutube generationWorking retiredSocial ActivistsWork/Life balancersIndustry(ICT,Adverti

15、sing,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 for you,www.myCNI.com.my,www.OOBEY.com,Talent Segmentation,Group I(Talent Pool),Identify,www.myCNI.com.my,www.OOBEY.com,Talent Segmentation,Group I

16、(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,Talent Segment Targeting,Unwanted by big MNCsSmall companiesBoring EnvironmentNo Growth/LearningNo MBAPassion,Values,IQ(streetsmart)Appreciate C

17、haosMultitaskPassion to Learn,www.myCNI.com.my,www.OOBEY.com,Talent Sub-segmentation:Premium target,Definition of Premium staffSpecially selected from the TP.They have in addition,the following attributes:High-profile in the field or industryLoyalty provenProven high work-rate and great attitudeUnde

18、niable contribution and effortsHighly looked upon and respected by most staffAbility to multi-task and assist in various areasKey people in CNIs Succession Plans,www.myCNI.com.my,www.OOBEY.com,Talent Sub-segmentation:Specialists target,Definition of Specialist StaffHas competencies(skills&knowledge)

19、in a particular professional field of work.A staff is deemed to be a Specialist when all the following occurs:The particular Competency(Skills or Knowledge or both)is highly required by CNISupply for the competency in the market is low but demand is highThe competency is difficult to learn,transfer

20、and/or duplicate,www.myCNI.com.my,www.OOBEY.com,What needs work?,Current Brand,Importance to Target Segment,High,Low,Weak,Strong,www.myCNI.com.my,www.OOBEY.com,Activity Grid to determine HRM priorities,www.myCNI.com.my,www.OOBEY.com,Basics&Differentiators,Segments,Targets,Targets,Basics,Differentiat

21、ors,www.myCNI.com.my,www.OOBEY.com,COMMUNICATION ARCHITECTURE,BRAND POSITIONING,“Tagline”,KEY SUPPORTINGMESSAGES,KEY MESSAGES SPECIFIC TO INTERNAL/EXTERNAL SEGMENTS,EMPLOYEES,Image Development,KEY SEGMENTS,TARGET GROUPS,SPECIFIC SEGMENT,KEY MESSAGES,Who am I?What do I offer?Support?End benefit(s)Tag

22、line:,www.myCNI.com.my,www.OOBEY.com,Brand Execution,Alignment,Basics,DifferentiatorsAlso known as Reason To Believe,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 Ph

23、ilosophies,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,www

24、.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 ProgramsMentorsGuidesIC

25、TOJT,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 Competen

26、ciesCareer aspirationsAttribution(control),www.myCNI.com.my,www.OOBEY.com,Alignment:4-Wheels Model,Philosophies,BrandPosition,Segmentation&Targeting,Brand Execution:Talent Segment,Talent Segment,Philosophy,OJT,Mentoring,Big-5,LP,PDP,SDP,Projects,P/P Grid,SP Table,PDP,Premium,Q12,C&B,ACDP,SCL,Transfe

27、rs,Events,Recognition,P/P Grid,Q12,PA,SDP,SP,Selection,www.myCNI.com.my,www.OOBEY.com,Brand Execution:Demographic Segment,Key Demographics,Philosophy,Selection,www.myCNI.com.my,www.OOBEY.com,Example Brand Execution:Talent Segment-C&B,Eliminate Staff AwardsEliminate Staff TripsEliminate HOD tripsRemo

28、ve Salary structure limitations for TPPremium Group PayYear-round promotions/incrementSpot Bonus Pool,Additional Profit Sharing points for TP Pay for Performers,pay for Non-PerformersAdditional%during annual incrementsSpecial AllowancesSCL AllowancesFlexitime,www.myCNI.com.my,www.OOBEY.com,Demograph

29、ic Segment:Example Strategies,Gen YICTWomen,www.myCNI.com.my,www.OOBEY.com,Sample Policy:Career,Internal TransferInternal SelectionRotationSpecial ProjectsTransitional assignmentsSecondmentsRoll-out teamsSabbaticalsTele-commutingPart-time,Micro business unitsSpecialist Career LaddersEmployee Exchang

30、e programsBoomerangsJob enlargement(depth)Job enhancement(breadth)Freelance,ConsultingJob Reduction,www.myCNI.com.my,www.OOBEY.com,Brand Communication,Image,Touch Points,Repetition,and Emphasis,www.myCNI.com.my,www.OOBEY.com,Attract,“You dont attract who you want.You attract who you are”John Maxwell

31、,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 where the Fish are Hire Strict.Refuse if possible.Who you retire determines who you attract,www.myCNI.com.my,www.OOBEY.com,Attract:HR an

32、d 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 weapons for Job Ads:brand logos,slogans,newspaper clips,awards,customer profile,video clips,web,banners etc.,www.myCNI.com.my,www.OOBE

33、Y.com,COMMUNICATION ARCHITECTURE,BRAND POSITIONING,“Tagline”,KEY SUPPORTINGMESSAGES,KEY MESSAGES SPECIFIC TO INTERNAL/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.OO

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

35、v./Politics,Customers,Public Events,Economics,AGM,Ads,Internet,Annual Report,Media,Analysts,Ex-employees,Relatives,Friends,Pasar Malam,Employees,Employee Bloggers,Mgmt Actions,Newsletter,www.myCNI.com.my,www.OOBEY.com,The Right Tools for the Job,Reach of Communication,Quality/Intensity of Communicat

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

37、o),Impersonal(info),Individual,Mass,Mentorship programs,Campus presentations,career fairs,Online games,sponsorship of awards,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,M

38、ass,Direct Marketing(eg.mailing),Direct-response marketing,Print media,radio,www.myCNI.com.my,www.OOBEY.com,End Point,The end of the Beginning,www.myCNI.com.my,www.OOBEY.com,Issues and Challenges,HODs unclear HODs disagree/unsupportiveHODs not committedFunctional silosHODs not willing to openly diff

39、erentiateIncompetent 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 Up,Current Brand,Weak,Strong,w

40、ww.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,Summary,Segmented&Targeted Attraction,Retention and SuccessionSTARS,www.myCNI.com.my,www.OOBEY.com,Thank You.,soft copy of slides:http:/,