Är ditt Employer Brand rätt positionerat?
•
4 likes•3,711 views
Seminarium: Är ditt Employer Brand rätt positionerat? Framgångsrik positionering av employer brand baseras på insikter om potentiella medarbetares emotionella behov och drivkrafter. Under detta seminarium presenterar TNS Sifo huvuddragen i en ny undersökning om emotionella behov, drivkrafter och varumärkespositioner på arbetsmarknaden. Dessutom kommer vi att presentera hur ett antal av de största arbetsgivarvarumärkena på svenska marknaden upplevs motsvara dessa behov.
Recommended
Recommended
More Related Content
Similar to Är ditt Employer Brand rätt positionerat?
Similar to Är ditt Employer Brand rätt positionerat? (20)
More from Kantar Sifo
More from Kantar Sifo (20)
Recently uploaded
Recently uploaded (20)
Är ditt Employer Brand rätt positionerat?
- 1. NeedScope Employer Branding © TNS Employer Branding Larissa Hällefors Mats Persson July 2, 2013
- 2. NeedScope Employer Branding © TNS To build a strong Employer Brand, you need to accept the importance of emotion in career choice 1. To effectively attract and retain the right people you need a clearly differentiating way of talking and being 2. To be able to come across as unique you have to express emotion – magic is stronger than logic 3. To be able to express emotion consistently you need insight into the emotional needs and drivers of the candidates Our approach to Employer Branding builds on 3 fundamental assumptions Employer Branding, as all other forms of branding, demands a quest for uniquesness – being able to offer something that not other employers will offer You will never be able to create uniqueness using rational arguments only. Uniqueness is achieved through speaking to the emotional needs of stakeholders and connecting them to the brand Brands & Emotions = TRUE
- 3. NeedScope Employer Branding © TNS Dynamic Self-assured CompetentCareful Friendly Carefree Fun-lovers
- 4. NeedScope Employer Branding © TNS A psychological model to explain Employee Needs Feeling stable and secure while growing in their current roles Performance and achievement Collaboration and life/work balance Having fun while exploring new opportunities Don’t fence me in Give me support and guidance I want to move upwards Lets cooperate
- 5. NeedScope Employer Branding © TNS Free Agents 10% Achievers 14% Experts 23% Loyalists 25% Team Players 19% Enthusiasts 9% NeedScope emotions – as personalities Size of need segments
- 10. NeedScope Employer Branding © TNS
- 11. NeedScope Employer Branding © TNS
- 12. NeedScope Employer Branding © TNS
- 13. NeedScope Employer Branding © TNS
- 14. NeedScope Employer Branding © TNS EMPLOYER BRAND A EMPLOYER BRAND A EMPLOYER BRAND A
- 15. NeedScope Employer Branding © TNS EMPLOYER BRAND B EMPLOYER BRAND B EMPLOYER BRAND B
- 16. NeedScope Employer Branding © TNS Employer Branding – process based on emotion Description of the emotional needs and drivers - needstates Description of how employer brands meets the needs Decision about needstate(s) to focus on, influence on EVP BRAND Development of employer branding activation program
- 17. NeedScope Employer Branding © TNS ADD (Needstate only) KEEP (Shared) LEAVE (Brand only) Personality Intelligent, thinking Capable, skillful Helpful, friendly Feelings Knowledgeable, capable Efficient Togetherness, belonging Corporate Image Leading in their field Global Popular to work for Corporate Culture Responsible, high integrity Professional Team Oriented Colleagues Experts, strong academic International Worked long with the company Benefits Working with the best Influence work content Developing through teamwork If where to focus on EXPERTSEMPLOYER BRAND
- 18. NeedScope Employer Branding © TNS Based on these insights, we provide answers to some of the most important issues of employer branding Strategic How to position our employer brand clearly, unique and differentiate How to express the desired position in the Employee Value Proposition Operational Consistency in brand building – Corporate Brand & Employer Brand Creates consistency across all external market communication touchpoints Consistency - a clear and practical bridge between company culture, employer brand, corporate brand Optimizing through greater efficiency in communication - making it easier to attract the right candidates BRAND
- 19. NeedScope Employer Branding © TNS If would focus on EXPERTSEMPLOYER BRAND
- 20. NeedScope Employer Branding © TNS Employer Branding – process based on emotion Description of the emotional needs and drivers - needstates Description of how employer brands meets the needs Decision about needstate(s) to focus on, influence on EVP BRAND Development of employer branding activation program
- 21. NeedScope Employer Branding © TNS Kontaktuppgifter 21 Larissa Hällefors Seniorkonsult, TNS Sifo larissa.hallefors@tns-sifo.se +46 (0)701-84 22 42 Mats Persson Seniorkonsult, The Core Company Mats.persson@thecorecompany.se +46 (0)708-35 39 90