HRO Today November 2014 - 45

HRO Today Research
" A great employer brand is not only limited to attracting
great talent but also retaining them and reinforcing the
value proposition and why this is a great place to work, "
notes Hubble. " Clients who are looking to engage with
these companies want to know that the people they are
engaging with have the best talent and can keep them,
therefore it also effects an organization's ability to attract
and retain great clients. "
A new research report from HRO Today and Hudson RPO,
How to Launch a Successful Employer Brand: Building on
the Practices of Top Employer Brands, offers organizations
strategic advice on instituting and leveraging employer
brand for a competitive edge.
What is an employer brand?
An employer brand is defi ned as the perception of an
organization as a great place to work by both current
and potential employees. In short, it is the organization's
reputation as an employer. An employer branding program
includes strategies for enhanced talent attraction,
engagement, and retention to strengthen an organization's
employer brand.
Creating a Powerful Brand
Nothing will start an organization's employer branding
efforts off on the right foot than getting CEO buy-in.
The research report fi nds that top brand companies are
signifi cantly more likely to have the CEO or president as the
most senior sponsor of employer branding activity (44.5
percent) than other brand companies (25.1 percent).
Executive buy-in and support doesn't end with the CEO. It
takes support across the entire organization to effectively
communicate and promote the employer brand. It's prudent
to invest time winning the support and involvement of
other key executives and department leaders beyond the
HR department. Overall, top brand companies involve more
departments and other groups in promoting the employer
brand.
The research report shows that high-level executive buy-in
is signifi cantly greater for top brands than other brands
for members of the executive team, (79.9 percent vs. 61.4
percent, respectively) and the CEO/president (75.5 percent
and 55.4 percent, respectively).
Employer branding would be much easier for the entire
organization with CEO commitment and support, yet it's
just not a reality for some. Here are some strategies when
this is the case:
* Make employer branding a commercial conversation.
Review the company's HR strategies for the year against
the company's business strategies. Then demonstrate how
the employer brand underpins the HR initiatives and can
improve important metrics, including cost per hire and time
to fi ll.
* Ensure commercial arguments are supported with facts
and data. Consider all factors that may have contributed
to a reduction in cost-per-hire or time-to-fi ll rates such as
changes to the recruitment process.
* Make sure that HR, marketing, and talent acquisition aren't
sending mixed messages about employer branding to senior
leadership. Get these teams to defi ne and express the brand
in the same language and collaborate on the business case.
It also is prudent to appoint one individual as the leadership
point person, most likely the head of HR or marketing.
Companies must be serious about developing and
conveying an employer brand that captures the
organization's value to potential hires. This is more than
just an explanation of the company's strategy, markets,
and products, although these are important. It is a valid,
thoughtful expression of the corporate culture and work
environment-why the candidate will want to engage
with like-minded individuals in shared pursuits toward
specifi c outcomes. If the organization lacks an experienced
strategist or infl uencer who can bring teams together to
craft an effective employer brand, then it is advisable to
engage someone who can bring these messages to fruition.
Managing the Brand
Managing the employer brand is just as important as
developing it. The research report underscores the
importance in having people own the brand. Nearly onehalf
(44.6 percent) of top brand companies indicated that
they have defi ned organizational responsibilities for their
brands, versus only 17.6 percent of other brands. Similarly,
nearly one-half (44.9 percent) of other brands lack defi ned
brand ownership, versus 14.2 percent of top brands.
While 80 percent of respondents cited the HR department's
primary involvement in promoting the employer brand, the
research study indicates that specifi c areas within HR play
a greater role than others. Not surprisingly, nearly onequarter
of respondents cited recruitment as the top player
NOVEMBER 2014 | www.hrotoday.com
[45]
http://www.hrotoday.com

HRO Today November 2014

Table of Contents for the Digital Edition of HRO Today November 2014

HRO Today November 2014 - 1
HRO Today November 2014 - 2
HRO Today November 2014 - 3
HRO Today November 2014 - 4
HRO Today November 2014 - 5
HRO Today November 2014 - 6
HRO Today November 2014 - 7
HRO Today November 2014 - 8
HRO Today November 2014 - 9
HRO Today November 2014 - 10
HRO Today November 2014 - 11
HRO Today November 2014 - 12
HRO Today November 2014 - 13
HRO Today November 2014 - 14
HRO Today November 2014 - 15
HRO Today November 2014 - 16
HRO Today November 2014 - 17
HRO Today November 2014 - 18
HRO Today November 2014 - 19
HRO Today November 2014 - 20
HRO Today November 2014 - 21
HRO Today November 2014 - 22
HRO Today November 2014 - 23
HRO Today November 2014 - 24
HRO Today November 2014 - 25
HRO Today November 2014 - 26
HRO Today November 2014 - 27
HRO Today November 2014 - 28
HRO Today November 2014 - 29
HRO Today November 2014 - 30
HRO Today November 2014 - 31
HRO Today November 2014 - 32
HRO Today November 2014 - 33
HRO Today November 2014 - 34
HRO Today November 2014 - 35
HRO Today November 2014 - 36
HRO Today November 2014 - 37
HRO Today November 2014 - 38
HRO Today November 2014 - 39
HRO Today November 2014 - 40
HRO Today November 2014 - 41
HRO Today November 2014 - 42
HRO Today November 2014 - 43
HRO Today November 2014 - 44
HRO Today November 2014 - 45
HRO Today November 2014 - 46
HRO Today November 2014 - 47
HRO Today November 2014 - 48
HRO Today November 2014 - 49
HRO Today November 2014 - 50
HRO Today November 2014 - 51
HRO Today November 2014 - 52
HRO Today November 2014 - 53
HRO Today November 2014 - 54
HRO Today November 2014 - 55
HRO Today November 2014 - 56
HRO Today November 2014 - 57
HRO Today November 2014 - 58
HRO Today November 2014 - 59
HRO Today November 2014 - 60
HRO Today November 2014 - 61
HRO Today November 2014 - 62
HRO Today November 2014 - 63
HRO Today November 2014 - 64
https://www.nxtbook.com/sharedxpertise/sharedxpertise/hro-today-chro-today-2019
https://www.nxtbook.com/sharedxpertise/sharedxpertise/hro-today-november-2019
https://www.nxtbook.com/sharedxpertise/sharedxpertise/hro-today-may-2019
https://www.nxtbook.com/sharedxpertise/sharedxpertise/hro-today-march-2019
https://www.nxtbook.com/sharedxpertise/sharedxpertise/hro-today-july-august-2019
https://www.nxtbook.com/sharedxpertise/sharedxpertise/hro-today-january-february-2019
https://www.nxtbook.com/sharedxpertise/sharedxpertise/hro-today-april-2019
https://www.nxtbook.com/sharedxpertise/sharedxpertise/hro-today-september-2019
https://www.nxtbook.com/sharedxpertise/sharedxpertise/hro-today-october-2019
https://www.nxtbook.com/sharedxpertise/sharedxpertise/hro-today-june-2019
https://www.nxtbook.com/sharedxpertise/sharedxpertise/hro-today-december-2019
https://www.nxtbook.com/sharedxpertise/sharedxpertise/chro-today-2018
https://www.nxtbook.com/sharedxpertise/sharedxpertise/hro-today-may-2018
https://www.nxtbook.com/sharedxpertise/sharedxpertise/hro-today-april-2018
https://www.nxtbook.com/sharedxpertise/sharedxpertise/hro-today-september-2018
https://www.nxtbook.com/sharedxpertise/sharedxpertise/hro-today-october-2018
https://www.nxtbook.com/sharedxpertise/sharedxpertise/hro-today-november-2018
https://www.nxtbook.com/sharedxpertise/sharedxpertise/hro-today-march-2018
https://www.nxtbook.com/sharedxpertise/sharedxpertise/hro-today-june-2018
https://www.nxtbook.com/sharedxpertise/sharedxpertise/hro-today-january-february-2018
https://www.nxtbook.com/sharedxpertise/sharedxpertise/hro-today-july-august-2018
https://www.nxtbook.com/sharedxpertise/sharedxpertise/hro-today-december-2018
https://www.nxtbook.com/sharedxpertise/sharedxpertise/hro-today-september-2017
https://www.nxtbook.com/sharedxpertise/sharedxpertise/hro-today-october-2017
https://www.nxtbook.com/sharedxpertise/sharedxpertise/hro-today-november-2017
https://www.nxtbook.com/sharedxpertise/sharedxpertise/hro-today-march-2017
https://www.nxtbook.com/sharedxpertise/sharedxpertise/hro-today-june-2017
https://www.nxtbook.com/sharedxpertise/sharedxpertise/hro-today-july-august-2017
https://www.nxtbook.com/sharedxpertise/sharedxpertise/hro-today-january-february-2017
https://www.nxtbook.com/sharedxpertise/sharedxpertise/hro-today-may-2017
https://www.nxtbook.com/sharedxpertise/sharedxpertise/hro-today-december-2017
https://www.nxtbook.com/sharedxpertise/sharedxpertise/hro-today-april-2017
https://www.nxtbook.com/sharedxpertise/sharedxpertise/hro-today-september-2016
https://www.nxtbook.com/sharedxpertise/sharedxpertise/hro-today-october-2016
https://www.nxtbook.com/sharedxpertise/sharedxpertise/hro-today-december-2016
https://www.nxtbook.com/sharedxpertise/sharedxpertise/hro-today-november-2016
https://www.nxtbook.com/sharedxpertise/sharedxpertise/hro-today-may-2016
https://www.nxtbook.com/sharedxpertise/sharedxpertise/hro-today-march-2016
https://www.nxtbook.com/sharedxpertise/sharedxpertise/hro-today-june-2016
https://www.nxtbook.com/sharedxpertise/sharedxpertise/hro-today-january-february-2016
https://www.nxtbook.com/sharedxpertise/sharedxpertise/hro-today-july-august-2016
https://www.nxtbook.com/sharedxpertise/sharedxpertise/hro-today-april-2016
https://www.nxtbook.com/sharedxpertise/sharedxpertise/hro-today-october-2015
https://www.nxtbook.com/sharedxpertise/sharedxpertise/hro-today-november-2015
https://www.nxtbook.com/sharedxpertise/sharedxpertise/hro-today-july-august-2015
https://www.nxtbook.com/sharedxpertise/sharedxpertise/hro-today-september-2015
https://www.nxtbook.com/sharedxpertise/sharedxpertise/hro-today-june-2015
https://www.nxtbook.com/sharedxpertise/sharedxpertise/hro-today-april-2015
https://www.nxtbook.com/sharedxpertise/sharedxpertise/hro-today-july-august-2014
https://www.nxtbook.com/sharedxpertise/sharedxpertise/hro-today-november-2014
https://www.nxtbook.com/sharedxpertise/sharedxpertise/hro-today-october-2014
https://www.nxtbook.com/sharedxpertise/sharedxpertise/hro-today-december-2014
https://www.nxtbook.com/sharedxpertise/sharedxpertise/hro-today-january-february-2015
https://www.nxtbook.com/sharedxpertise/sharedxpertise/hro-today-june-1014
https://www.nxtbook.com/sharedxpertise/sharedxpertise/hro-today-may-2014
https://www.nxtbook.com/sharedxpertise/sharedxpertise/hro-today-april-2014
https://www.nxtbook.com/sharedxpertise/sharedxpertise/hrot-january-february-2014
https://www.nxtbookmedia.com