HRO Today April 2019 - 27

HRO Today Forum
Alcon
Alcon's employer brand " Working Together, We Help
People See Better " is a shared value across its global
community. With employees in more than 65 countries,
the organization strives to think globally and act locally.
Alcon integrates the purpose of helping people see
better in its onboarding, employee resource groups, and
corporate giving initiatives. To measure its effectiveness,
the organization collects social media engagement
metrics and surveys employees during onboarding.
BAE Systems
Five pillars are the foundation of BAE Systems'
employer value proposition (EVP), which drives its
employer brand. The EVP showcases to employees that
BAE Systems supports a flexible work environment,
career development programs, an opportunity to
drive future improvements in the community, a shared
ambition, and the potential to play a role in building
breakthrough technology. Profiles, social posts and
content, job descriptions, ad campaigns, and printed
collateral are the avenues in which BAE Systems
communicates its employer brand efforts.
CDW
To understand its attributes and key differentiators,
CDW conducted more than 250 interviews throughout its
entire workforce. What did the organization find out? It's
all about the people. Relationships among the workforce
are fueled by expertise and driven by the " CDW Way. "
This became its EVP, which is communicated internally on
its intranet and in presentations, and externally through
email campaigns, job boards, social platforms, and the
careers website.
First Advantage
First Advantage identified fairness, integrity, and career
development as the basis of its employee value proposition.
With this in mind, the organization ensures that it encourages
employee feedback, fair pay, opportunities for growth, open
communication, and community service. First Advantage displays
its brand on wall art murals throughout the global offices and
took it to social by implementing #FADVLife on all employer
brand-focused Facebook and Instagram posts. The hashtag
has become so engrained within the organization, it is often
mentioned verbally during engagement events. These efforts
have increased internal promotion rates and promotions among
women and minorities, and voluntary attrition has dropped by 25
percent among high performers.
Fresenius Medical Care North America (FMCNA)
Fresenius Medical Care North America (FMCNA) went all
in with its new employer branding effort, hosting more
than 1,300 employee surveys, 13 executive interviews, 260
hours of focus group research, six competitor positioning
analysis cases, and a nine-month creative process. The
result? FMCNA shares with candidates and employees that
they will " be the difference " and will play a vital role in
helping the organization reach its goals, providing the best
in-patient and family care. To share the brand message,
FMCNA leverages a variety of tools, including videos, a
career site, social media, and email and print collateral for
communication. It has since seen increases in site traffic and
applications, and improved applicant-to-interview ratios.
Take Flight Learning
At the center of Take Flight Learning's values are trust,
respect, diversity, inclusion, innovation, and teamwork.
The organization builds its employer brand on these
traits and the fact that each individual employee
contributes to business decisions and success. Take Flight
Learning takes it one step further and instills these
values into its workforce to empower its employees to
execute the highest level of delivery service to its client
base. This approach has resulted in turnover at nearly 0
percent.
APRIL 2019 | www.hrotoday.com
[27]
http://www.hrotoday.com

HRO Today April 2019

Table of Contents for the Digital Edition of HRO Today April 2019

HRO Today April 2019 - 1
HRO Today April 2019 - 2
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