2022 HRO Today EMEA March April - 15
Talent Acquisition
ensure that this feeds into the messaging that articulates
your value proposition, " says Macfarlane. " Without this,
your brand can become stale and dated. Instead, it should
be nurtured to keep it fresh, vibrant, and relevant. "
Siniša Plavšin, senior director global HR projects at DHL,
says their brand promise, " Excellence. Simply Delivered, "
is imbued in their employee value proposition and
at every stage in the employee lifecycle. Making the
brand consistent, authentic, and relatable means the
company can also promote collaboration across its
business functions, a great way to enhance efficiency and
productivity all around. Getting this experience right,
therefore, not only draws in talent, but also drives sales
and overall company success.
Candidate attraction and retention are clearly impacted
positively by the DHL brand as shown by the business'
annual employee survey, which recorded 90% positive on
whether employees would recommend DHL Express as a
great place to work and whether people were proud to
work for the company.
The brand has been made tangible through what Plavšin
terms as their brand DNA strategy-a way of articulating
the behaviours associated with DHL and working there.
Phrases that encapsulate the brand include:
* Be courageous and optimistic;
* Never accept the status quo; and
* Never stop learning.
" Fundamentally, it is not just the work of branding
or marketing, nor only HR, but instead, joint work
and collaboration which has got us to where we are, "
concludes Plavšin.
According to Thawley and Pritchard of Muddy Wellies, the
HR model is currently shifting and brand responsibility has
a significant part to play in its evolution. HR is no longer
simply charged with designing appropriate policies to
facilitate employment; it needs to be more creative and
imaginative, seeking ways to drive engagement amongst
the workforce and deliver a positive and productive
employee experience.
Policy work is still central, of course, but by being
innovative, collaborating with marketing and focusing
on the brand, HR policies can be designed and presented
within the context of the overall business. In this way,
there can be unity between image and actuality-a focus
on providing the best experience for everyone, every time.
Organisations with
strong talent brands
enjoy a 50% increase in
the number of applicants
per job posting.
Source: Randstad
MARCH/APRIL 2022 | www.hrotoday.com/EMEA
[15]
http://www.hrotoday.com/EMEA
2022 HRO Today EMEA March April
Table of Contents for the Digital Edition of 2022 HRO Today EMEA March April
2022 HRO Today EMEA March April - 1
2022 HRO Today EMEA March April - 2
2022 HRO Today EMEA March April - 3
2022 HRO Today EMEA March April - 4
2022 HRO Today EMEA March April - 5
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2022 HRO Today EMEA March April - 7
2022 HRO Today EMEA March April - 8
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2022 HRO Today EMEA March April - 11
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2022 HRO Today EMEA March April - 13
2022 HRO Today EMEA March April - 14
2022 HRO Today EMEA March April - 15
2022 HRO Today EMEA March April - 16
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