HRO Today November 2014 - 46

HRO Today Research
Figure 1
" By having a clear employee value proposition and
overarching employer brand message means that
organizations can communicate with both potential
employees and current employees about opportunities
in the organizations, their positioning in the market, and
therefore stay competitive, hire exceptional people, and be
seen as a great place to work, " explains Hubble.
in this regard (the most frequently cited response for both
top brands and other brands).
Employer brand plays an important role in the talent
acquisition process. The research indicates that while
the majority of organizations (57.1 percent) manage the
function internally, some leverage third-party expertise.
Companies with top brands are roughly equally as likely to
use partners (48.8 percent) to some extent, whereas only
about one-third (37.8 percent) of other brands use partners
at all.
External partners typically play several roles in articulating
brand strategy.
When developing and communicating an employer
brand to potential employees, certain building blocks are
foundational to success. Survey respondents believe that
an employer brand has to be authentic (55.3 percent) and
consistent with company practices (52.1 percent). It is also
fairly important that the employer brand and customer
brand are consistent (36.4 percent). Other factors to consider
when developing a brand include making it clear, believable,
compelling, and relevant (see Figure 3 on page 47).
While eight in 10 organizations cite an employer brand as
very important or important, nearly one-half (43.1 percent)
of respondents lack a documented employer brand strategy
(see Figure 1).
This is surprising, as the research shows that a brand must
be authentic and consistent with company practices, which
are both driven by strategy.
A business plan can make a real difference: Twice as many
top brand companies have a defi ned and documented
strategy as compared to other brands, 32.2 percent versus
16.4 percent respectively.
IMPORTANCE OF EMPLOYEE
VALUE PROPOSITION
Develop an Employee Value Proposition
An organization's employee value proposition (EVP)-the
rewards and benefi ts employees receive in exchange for
their performance-is critical to workplace culture, career
management, and retention. The research report shows
that top brands are more closely tied to their EVPs. When it
comes to top brand companies, 49.1 percent have a defi ned
EVP versus 20.0 percent of other brands (see Figure 2).
An organization's employee value
proposition (EVP) - the rewards
and benefits employees receive in
exchange for their performance - is
critical to workplace culture, career
management and retention. The
research shows that Top Brands are
more closely tied to their EVPs. When
it comes to Top Brand companies,
49.1% have a defined EVP versus
20.0% of Other Brands.
[46]
HRO TODAY MAGAZINE
| NOVEMBER 2014
BUILDING BLOCKS FOR
AN AUTHENTIC EMPLOYER BRAND
100%
Creating a Powerful Employer Brand
phase 4: develop the employee Value
proposition
Figure 2
companies with an eVp
33.2%
20.0%
49.1%
53.4%
65.7%
38.2%
0%
13.4%
don't Know
total
12.7%
top Brands
no
14.3%
other Brands
yes
A company will fall short of creating an authentic EVP if
it leaves it up to a few people to merely hash out some
messaging. A truly authentic EVP requires the input of
internal and external stakeholders at all levels. When
undertaking an employer brand engagement, Hudson RPO
leads internal focus groups consisting of employees across
departments, geographies, and also seniority levels. This
methodology involves discussions with current employees
to validate survey messages and to ensure that key EVP
messages resonate and are true and authentic. Other
conversations are undertaken with candidates who weren't
hired or have declined a job offer to elicit their experience
and perceptions. The goal is to acquire a more honest, wellrounded
view of the employer brand. Documenting both
current and potential employee impressions guides a richer,
more authentic employer value proposition.

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
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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
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HRO Today November 2014 - 12
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