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DEVELOP A STRONG EVP TO ATTRACT TOP TALENT Develop an accurate, aligned, and aspirational EVP to reinforce your talent management strategy and differentiate yourself from key competitors. SAMPLE Learn about becoming a member Info-Tech Research Group, Inc. is a globalisleader in providing IT firm research and advice. McLean & Company a research and advisory that provides practical solutions Info-Tech’s products to and services combine actionable insight and relevant human resources challenges with executable research, tools, andadvice advice with that will have a McLean & Company is a research and advisory firm providing solutions tothat human resources challenges via executable research, tools and advice that ready-to-use toolspractical andand templates cover the full spectrum of IT concerns. clear measurable impact on your business. © 1997-2016 McLean & Company. have a clear and measurable impact on your business. © 1997-2016 McLean & Company. McLean & Company is a division of Inc. Info-Tech Group. © 1997-2016 Info-Tech Research Group McLean & Company is a division of Info-Tech Research Group Research Inc. McLean & Company 1 EXECUTIVE SUMMARY Situation • Your organization’s reputation as an employer is critical to attracting and retaining top talent. • A strong employer brand is linked to lower recruitment costs, better organizational alignment, and increased employee engagement, which impact the bottom line of the organization. Complication • Many organizations fail to actively manage their brand internally with current employees, and externally with potential applicants. This can result in a reputation that does not reflect the employee experience. • Social media has made it is easier than ever for individuals to express their opinions publicly, which can impact multiple stakeholders. Resolution • • • Create an accurate and engaging employee value proposition (EVP) as the foundation for your employer brand. If the EVP does not resonate with employees, you risk damaging your reputation both inside and outside the organization. Highlight the unique features of your organization in the EVP to help differentiate yourself from competitors and support recruitment and retention by emphasizing people-organization fit. The marketing department can help with the development of your promotional strategy to emphasize these features in an compelling way. Aim to achieve alignment between the EVP, employer brand, and the corporate brand as your ultimate branding goal. The more aligned you are internally and externally, the better your word of mouth will be. Walk away from this blueprint with: • The understanding that creating a compelling EVP and employer brand is about honesty and transparency. Every organization has positives and negatives; rather than sugarcoating, focus on presenting a realistic picture of the employee experience to attract people with the right fit. • The ability to tailor your communication style to your desired audience. By using a customized marketing strategy, you create a personal connection to the brand with a lasting impact. McLean & Company 2 MCLEAN & COMPANY OFFERS VARIOUS LEVELS OF SUPPORT TO BEST SUIT YOUR NEEDS DIY TOOLKIT GUIDED IMPLEMENTATION “Our team has already made this critical project a priority, and we have the time and capability, but some guidance along the way would be helpful.” “Our team knows that we need to fix a process, but we need assistance to determine where to focus. Some checkins along the way would help keep us on track.” WORKSHOP CONSULTING “We need to hit the ground running and get this project kicked off immediately. Our team has the ability to take this over once we get a framework and strategy in place.” “Our team does not have the time or the knowledge to take this project on. We need assistance through the entirety of this project.” Diagnostics and consistent frameworks used throughout all four options McLean & Company 3 Use McLean & Company’s process to develop a strong EVP to attract top talent Uncover the EVP Launch the EVP and Employer Brand Road-Test the EVP Adopt the EVP McLean & Company 4 SAMPLE SLIDES McLean & Company 5 How the employee experience is depicted can have an impact internally and externally A strong EVP leads to a wide variety of positive HR outcomes: Increased retention and lower turnover costs Increased alignment of HR with the business Increased recruiting efficiency and lower recruitment costs • Align HR’s decisions • An EVP will act as a • Help employees with the understand the filter to attract organization’s principles guiding the candidates. strategic direction – organization. • Provides a realistic influences day-to-day • Match the internal preview of the interactions. experience to the organization. EVP for new hires. A better fit between candidates, the position, and the organization The candidate experience is a crucial component of the external employer brand – how an applicant is treated during the recruitment and hiring process is a direct reflection on the organization and employee experience. 42% 22% 9% of people who had a bad candidate experience said they would never reapply for a job at that company. said they would tell others not to apply there. said they would tell others not to buy products or services from that company. Source: CareerBuilder, 2013 McLean & Company 6 If you don’t own your EVP and employer brand, you risk losing more than just engagement Reduced retention Engaged employees are 6.2x more likely to agree they are committed to the organization compared to disengaged employees (McLean & Company, 2015; N=23,728). Decreased productivity The effects of a poor EVP and employer brand can build over time and are often difficult and time-consuming to change. Engaged employees are 2.6x more likely to be top performers (McLean & Company, 2015; N=4,046), which translates into increased profits and shareholder value. Poor market reputation A poor reputation can reduce the number of positive customer/client interactions and decrease the likelihood of conducting business with them. Limited attraction of top-talent An unmanaged talent market reputation as an employer means top-talent will turn their focus to your competitors with a more positive reputation as employers. “ The organization of your dreams does not deceive, stonewall, distort, or spin. It recognizes that in the age of Facebook, WikiLeaks, and Twitter, you’re better off telling people the truth before someone else does. ” – R. Goffee & G. Jones McLean & Company 7 MCLEAN & COMPANY HELPS HR PROFESSIONALS TO: Maintain a progressive set of HR policies & procedures Develop effective talent acquisition & retention strategies Demonstrate the business impact of HR Build a high performance culture Stay abreast of HR trends & technologies “ Now, more than ever, HR leaders need to help their organizations maximize the value of their people. McLean & Company offers the tools, diagnostics, and programs to drive measurable results. “ Empower management to apply HR best practices – Jennifer Rozon, Vice President, McLean & Company Sign up to have access to our extensive selection of practical solutions for your HR challenges LEARN ABOUT BECOMING A MEMBER Toll Free: 1-877-281-0480 hr.mcleanco.com SAMPLE McLean & Company 8