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1、PlaybookEmployer Branding:Shaping a Modern WorkplaceTABLE OF CONTENTSI.INTRODUCTIONII.IMPORTANCE&BENEFITSIII.BUILDINGEMPLOYER BRANDINGIV.TRENDS INEMPLOYER BRANDINGV.FINAL THOUGHTSINTRODUCTIONEvery company has its own reputation,an identity the employees sharewith the world.Employer branding,at its c
2、ore,mirrors everything withinthe company:vision,mission,character,culture,and personality toattract,recruit,and retain potential and current employees.It is graduallybecoming more important as an intangible asset of the company,eventhough it is still a relatively new concept.Years ago,companies used
3、 ping-pong tables as their employerbranding,and that worked.But now,the new generations are moreaware that such perks hardly constitute a comprehensive employeeretention strategy or play any meaningful role in the battle to attract toptalent.Hence,the trend shifts,and more efforts in employer brandi
4、ngneed to be made.Every aspect of the employer branding process must be carefullyconsidered,from brand advocacy initiatives to internal communicationplans.All businesses have an employer brand that speaks to outsiders,whether or not they intentionally promote it.The key to employerbranding is distin
5、guishing yourself from other companies vying for thesame talent,much like your commercial brand helps you stand out in theconsumer market.IMPORTANCE&BENEFITSToday,branding extends from how outsiders perceive a companysproducts or services to,more importantly,how they should perceive thecompany as an
6、 institutional house of its employees.What employeesthink about their company and how potential employees perceive itgreatly matters.People likely care about what their families,friends,acquaintances,and strangers think of them working in a certaincompany,the benefits they receive,and the level of s
7、atisfaction they feelin supporting the brand.92%of people would consider changing jobs ifoffered a role at a company with an excellentcorporate reputation.It starts with aligning the compensation package with the companysobjectives.For example,the company should budget appropriately ifthere is an ur
8、gent need to hire a senior leader following a new businessstrategy.Secondly,employees are happy if they feel they are being paidfairly for their work,but they are more engaged if companies have aclear and simple framework,transparent to stakeholders andemployees.Diversity,equality,and inclusion best
9、 practices have beenincreasingly considered when formulating compensation.When building your employer brand,you are making a long-terminvestment,as you will spend less on advertising and marketingcampaigns to raise brand awareness and attract future employees.Youcan share your values and culture wit
10、h the world by boosting your socialmedia presence.With consistent efforts,your employer brand will attractoutsider talent while not requiring a significant investment in therecruitment cycle.Employee Retention&Talent AcquisitionReduce Time&Cost Per HireImprove Employee EngagementEmployees who work f
11、or well-known companies are more enthusiasticand motivated.It benefits employers because of increased productivity,which leads to the companys growth.Intentionally engaging employeesbecomes an intrinsic component of your company culture when yourorganization commits to an employee-centric brand.Low
12、turnoverprovides a solid foundation for your company to attract more potentialcandidates for new roles rather than being stuck in a loop ofcontinuously back-filling vacant positions.Your employer brand is distinct from your corporate brand.However,they have a significant impact on one another.Custom
13、ers are less likelyto do business with companies that have a poor employer reputation,and candidates are less likely to apply for jobs.Your reputation andcorporate brand will improve due to your investment in employerbranding,which will ultimately result in more clients and higher revenue.Build Cred
14、ibility with CustomersBUILDINGEMPLOYER BRANDINGStep-by-step Employer Branding Process for Early-stageStartupsDefine the companysvision&missionAssess existingperception of yourcompanyConduct in-depthresearchDetermine yourprimary channelCreate an EVPRegularly evaluateyour brandDefine The Companys Visi
15、on and MissionA companys vision defines the business goals and where theorganization aspires to go.At the same time,the mission supportsachieving the vision.It helps to communicate purpose and direction toemployees,customers,vendors,and other stakeholders.Figure 1:Examples of company visions and mis
16、sionsIts vision is to make Indonesia theglobal maritime axis by 2045,whileits mission is to make the sea abetter livelihood for all.Its mission is to help smallretailers manage their workingcapital and stock better throughtechnology,to improve theirmargins and grow theirbusiness.Its mission is to or
17、ganize theworlds information and make ituniversally accessible and useful.Its vision is to build a prosperous andmore equitable society via technologybased on sharia principles.Its mission isto build a sharia ecosystem thatempowers Muslims to create asustainable life.Short and simple,aspirational,lo
18、ng-termgoal an organizationwould like to achieveThe means of achievingthe goalsFocuses on tomorrowand what theorganization wants tobecomeFocuses on today andwhat the organizationdoesServes as a foundationfor a broad strategicplanDirects the dailyoperations anddecision-making of theorganizationVision
19、MissionAn effective vision statement should be short and sweet,unambiguous,futuristic,and broad enough to encompass your overall goals.While yourvision should be ambitious,it shouldnt be impossible.When composingyour companys vision,consider questions such as:where are we goingand what do we want to
20、 achieve in the future?A good mission statement should answer what you do,how you do it,and why you do it.Focus portraying the value proposition of thecompany to stakeholders and employees.Your mission statementshould show optimism and plausibility,and aim to inspire others tosupport your business.A
21、ssess Existing Perceptions of the Company Find out how people view your company through the eyes of employeesand outsiders.Start assessing perception by checking employer reviewsites like Glassdoor,Indeed,JobStreet,and Qerja.Compare withcompetitors from the same industry as a benchmarking exercise.I
22、nternally synthesize employee feedback by conducting effectivebrainstorming meetings with the team to understand current challengesand the employers ability to attract and retain talents.Employer branding starts with the people,especially in termsof having good role model leaders.Find leaders who ca
23、nembody the philosophy of being an astronaut:SPACE-supportive,purposeful,adventurous,caring,and evolutionary.Leaders become an attractive elementto prospective recruits.-Posma PrimaAVP of People,Online presence:company website,career site,LinkedIn,employerreview siteSocial media presence:all social
24、media accountsIncoming candidate experience:application,selection process,onboardingAll feedback from current and former employeesSome items to review during the brand audit are:Figure 2:Sample visualization of company reviews and ratings on Glassdoor86%of employees and job seekers look forcompany r
25、eviews and ratings to decide on whereto apply(Glassdoors survey 2020)Before starting to assess your branding,determine what you are trying toachieve after the research.Specific expectations help you to getparticular results to take action on.For example,if most companies in thesame industry post emp
26、loyee testimonials on their career sites,and youdo not,it may be time to catch up.Learn where and how yourcompetitors interact with candidates on social media,whether itsInstagram,LinkedIn,YouTube,TikTok,or other platforms.by tenureby seniorityby functionby locationCurrentemployeesPotentialemployees
27、FormeremployeesEntry level staffMiddlemanagersSenior leadersTech/engineeringSales/marketingOperations HR,legal,F&ASame countryOverseasConduct In-depth ResearchDifferent people have different perspectives and preferences.Asemployer branding is tightly related to your recruitment plan,beforeestablishi
28、ng a persona,aim to understand your target market.Carefully consider their roles,skills,personality traits,motivations,andmore.To be more accurate with the research,plan as comprehensivelyas possible.Each group of talent has their priorities for a working culture.Conveyingyour companys values throug
29、h different programs helps attract bettertalent.Tech talent,for example,will view flexibility of working hours as atop priority.Sales people,on the other hand,may want to understandhow networking and events will play into their jobs.Figure 3:Categorization of employees as target research Employer br
30、anding cannot just be done through creating acampaign,but finding the purpose first.For example,if you plan to have more hires,then the focuswill be on job posting and showing employeeexperience at the company.-Amelia PutriHead of HR,What are the most important values you look for in a job?What were
31、 the reasons you applied to your current job?What would make this company a happier place to work at?CultureFlexibility at working arrangementEducational programs/trainingsCareer growthSalary and benefitsFrom 1 to 5,what makes the company an attractive employer?Would you recommend this company to a
32、family or friend looking fora job?Which important values do you feel the company does not deliveron?What pieces of information help to supportyour research?Determine the kind of information you need to start conceiving youremployer brand.Ask people from different departments or sub-groups,who have s
33、ome awareness about the company to begin with,their firstimpression,what they would like to improve or keep,and theirsuggestions.Figure 4:Types of questions asked during researchAnother example is how senior leaders tend to passively look for a job,and one of their most significant considerations is
34、 the scope ofresponsibility and company stability.Meanwhile,entry level staff tend toexplore various experiences across industries and functions.Note thatthe timing and focus on your employer branding are also important.Some standard research methods are surveys,one-on-one interviews,and exit interv
35、iews.Start interviewing your internal team.Next,do theexternal part by tapping people outside your company,creating a surveyon social media,or using team intel to gather information.Create Your Companys Employer Value Proposition(EVP)Creating an EVP should prioritize employees at the center.Ask ques
36、tionslike:What makes us different?“What is something that the company offers and is loved by theemployees?”What does the company aspire to be?Before crafting your EVP,your companys benefits need to be well-defined and tested with your current employees.If it cant be done,andyoure looking to revamp t
37、he status quo,consider what influences apersons decision to accept a job offer.Define your companys core principles that can be translatedinto values.Then these values will do their job attracting peoplewho share similar values.In ALAMI,sharia is the first attraction.People decide to join ALAMI beca
38、use they havehijra missions.Some people are willing tocompromise on material rewards forpersonal values.-Amarullah TahadChief People&Culture Officer,Based on our research into local and international employer brandingprograms,we have created various categories of EVP,which can be usedas benchmarks f
39、or early-stage startups.We also featured some of ourportfolio companies whose successful employer branding initiativeshelped get them on LinkedIns prestigious list of the Top 15 IndonesianStartups 2022.These companies are deemed as emerging,gainingattention,and recruiting top talent in the country.W
40、hat thecompetitiondoesnt offerWhat yourcurrent&futuretalent expectsWhat yourbusiness needsfrom theemployeeEVP Figure 5:Ideal components of EVP Value PropositionPrograms and InitiativesDevelopment opportunitiesTangible career track anddynamic progressionOffer management trainee or graduate program an
41、dlaunch formal internship through Kampus Merdeka.Establish presence as aprominent employer fortargeted rolesParticipate or sponsor a conference,university event,hackathon,or competitionAllocate resources forpersonal projects,personaldevelopment,or interestsSponsor employee-led interest communities(s
42、ports,arts,self-development,TED Talk,etc)Continuous learning throughtraining and resources tolearn new skillsSponsor training to upskill certification.Collaborates with RevoU,an online learning academy,tocreate a virtual internship.Some of the programsprovided include product management,digitalmarke
43、ting,software engineering,and data analytics.Offers open class sessions so team members can learnfrom internal experts,on top of training for selectmembers.The HR department supports interest-basedcommunities by doing event initiations.Instead ofcreating one for everyone,Astro creates mini-programst
44、o accommodate different interests.Partners with TEDx and AIESEC to introduce ULA anddeliver the companys values to outsiders.Competitive pay and employer-paid benefits and incentivesCompetitive pay Maintain competitive salary for junior talents and offerabove-market pay for senior talent.Employee en
45、gagementEmployee-centric initiatives,offering free meals,daycare,casual dress code,and conference budget.Merit-based rewards forperformance Year-end performance bonus,non-financial rewards forthe high-performing employee(attending conferences,subscription to master class,etc)Provides#GetPaidYourWay,
46、which is a system whereemployees can withdraw their salary any time.Provides an option to receive performance incentives inthe form of Birrul Walidain Allowance for the ALAMIsquads parents on Mothers Day.Conducts an employee Net Promoter Score analysis.Itseeks to understand what to celebrate and imp
47、roveupon to increase the experience of being part of thecompany.Runs targeted interviews to understand employeefeedback and what drives them to stay or leave thecompany.Challenging and inspiring workInspiration about the workthey do(align with companyvalues and mission)Share the story on the company
48、s blogs,Medium page,or engage external news outlets.Share the profile ofdiverse employees,highlight inspiring team members.Work-life balanceFlexible working arrangement,fully remote,hybrid modelOffers a hybrid arrangement with WFO,WFH,and remotework for employees to collaborate better while stillpri
49、oritizing family and health.Implements a four-work-day policy,with Friday as a dayto pause and reflect.Shares the life of team members on social media viavarious campaigns.For example,#BeAstronauts,#SpaceToGrow,and#AstroStoriesMeaningful projects thatcreate a positive impact onsocietyEngage in partn
50、erships with professional organizationsto join webinars,meetups,and more(industryassociations,business and alumni clubs,etc)Collaborated with NU University to form partnerships ineducation,research,and contribution to society,particularly on upskilling and knowledge upgrades intech.Supportive mentor
51、shipOn-the-job coaching andmentoring from leadershipFormal mentorship program,launch thematic programs(for women,engineers,minorities,etc)Figure 6:A synthesis of employer value proposition initiativesOpportunities to buildpractical and workingsolutions showing tangibleresultsEncourage employees to s
52、hare their stories via Mediumor LinkedIn posts.Finds an ambassador within the team to share aboutALAMIs culture.If the people are happy,they willrecommend the company to their networks.Finds an ambassador within the team to share aboutALAMIs culture.If the people are happy,they willrecommend the com
53、pany to their networks.Determine Primary Marketing ChannelsAfter nailing down your employer branding target audience,the nextquestion will be how to reach out to your upcoming recruits andengage with the ones already on the team.At the heart of employerbranding is a companys career page,where compan
54、y and employeemanagement information are shared,appealing videos are housed,andjob seekers can search for job openings.But in this era of diversetechnology,different groups of people can sometimes use differentsocial platforms.Tech talent:Tech professionals build their branding and sharecoding or pr
55、oject portfolios on specific platforms such asHackerRank and GitHub.Graphic designers:These people tend to showcase their workon sites like Behance,as well as community sections onplatforms like Figma and Notion.Students:Establish connections with student associations fromlocal and overseas universi
56、ties such as PPI,Diaspora,andAIESEC.Once youve developed a brand that incorporates a strong EVP,the nextstep is to get your message out into the world to attract candidates withwhom your brand will resonate.Find your best channel to spread theword,utilize platforms like:Your career site or company p
57、age:try to make it as personal aspossible,with relevant company info,photos of the team,quotes and testimonials,and more.Doing this will giveapplicants an idea of what kind of team they will work closelywith.LinkedIn company page.LinkedIn profiles are ideal forrepackaging information on your career
58、site.For example,youcan share your companys regular internal engagement events,podcasts,content related to your industry,and current jobopenings.Employee profile pages.Encourage employees to sharecompany news and updates on their personal LinkedIn pages.People enjoy hearing employee stories,and prom
59、oting thecompany brand on social media is the first step.Figure 7:Employee engagement statistics on ALAMIs websiteRegularly Evaluate Your Employer BrandOnce you have established your employer branding strategy,it isparamount to continually assess,fine-tune,and adapt it as yourbusiness and industry l
60、andscape evolve.It is uncommon for somethingthis important to be nailed the first time,so you must analyze the resultsof your efforts over time and see where improvements can be made.Two factors to measure in the assessment are brand awareness andbrand alignment.Measure brand awareness and alignment
61、 through surveys and keymetrics such as employee retention,productivity,turnover,offeracceptance rate,cost per hire,and talent pipelines.This will help todetermine if branding efforts have been effectively realized and alignedwith employee management practices.A successful brand awarenessstrategy sh
62、ould lead to a high employee retention rate.Social media channels.Social media is a powerful tool forbrand communication.Sharing company culture through shortvideos on platforms such as Instagram,TikTok,or YouTube canhelp.Live streaming events on Instagram or Facebook isanother option.Figure 8:Socia
63、l media accounts dedicated to the employee experienceTRENDS INEMPLOYER BRANDINGConstantly update employer branding knowledge,as trends change dueto various factors,including the pandemic.In 2022,employer brandingtrends may highlight the importance of valuing employees,andcompanies should take employ
64、ee branding and marketing seriously toboost productivity and support business growth.Flexible Working ArrangementsWork-Life BalanceShifting PrioritiesNotable employer branding trends in 2022:Lockdowns led to widespread WFH,proving that many jobs can be doneremotely without loss of quality or product
65、ivity.Digital employer brandingtools will become increasingly important as remote work continues.The pandemic created an uncertain environment affecting employeeswork-life balance,making work flexibility more important.Providing ahealthy workplace culture,such as wellness programs and meditationspac
66、es,will continue to be a trend in employer branding.Today,employees want more than just pay and stability and evaluateorganizations from various perspectives.One of these is a sense ofbelonging.To create this,companies should focus on personalizedexperiences and make employees feel seen,heard,and va
67、lued.Ensuring the layoff process is ethical,legal,and fair,while beinganchored in business strategies is important.Follow the GovernmentRegulation No.35 of 2021 regarding fixed term employment contract,outsourcing,working hours,rest periods,and termination ofemployment.The focus should be on the emp
68、loyees experiencesduring a layoff,as those who remain may question their future withthe company,and those who leave need support to prevent feelingsof being left out.Treating employees who stay with kindness and compassion.Theyare key to the companys success in the absence of their colleaguesand pla
69、y a vital role in the business.Working at a startup can bringuncertainty,and in the event of a layoff,its crucial to offer supportand empathy.Let employees know that the company values and willsupport them.Giving departing employees respect and appreciation for theircontributions to the organization
70、.Be transparent about other careeropportunities and explain the available support during the transitionprocess.This can include opportunities to talk,sharing their profiles asreferences for other employers,and offering consultation services.Forexample,GoTo created a#GoToAlumni list onhttps:/coda.io/
71、daanyal-kamaal/goto-alumni-list to help affectedemployees.Humanist Approach During LayoffDuring 2022,the tech sector was disrupted by frequent layoffs.Tomaintain empathy during these times,companies should prioritize theiremployees and show that they care.Key steps during a layoff couldinclude:Human
72、izing your employer brand protects it during crises and addsmore life to it.AC Ventures offers a step-by-step organizationalrestructuring guide to help with this.FINAL THOUGHTSTaking a step further from understanding the latest employer brandingtrends,we acknowledge that employee experience now play
73、s a massiverole in building your reputation as an employer.If your employeesexperience is not strong enough,it wont get you onto the radar of mostin-demand job seekers.The nature of the employee experience isdirectly dependent on your ability to deliver on your EVP.Whenemployees meet employer expect
74、ations and are rewarded accordingly,theyre likely to view the experience of working for your organization aspleasing and sustainable.This positive feedback is something you canpromote.Make your employees part of your employer branding efforts byencouraging them to update their professional profiles
75、with thecompany banner,write favorable reviews of your company on job listingsites,share company news and updates,and spread word of jobopportunities within their personal networks.In the era of social media,word of mouth travels quickly,and job seekers place a great deal ofimportance on a prospective employers reputation.Therefore,itsessential to invest in initiatives that align with the preferences of yourideal candidates to build a positive reputation in the talent market.Produced by