Creating Employee Satisfaction through Internal

EMPLOYER BRANDING FOR
EXECUTIVE RECRUITING
Katharina Buttenberg
SCIENTIFIC DAYS – 2012
Fachhochschule Kufstein
Developments In The Labour Market In The Last Decade
Shift in the Labour Market:
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Demographic shift => growing age of workforce
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Increase in workforce mobility
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Higher diversification in job profiles
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Change in attitude towards “work”
•
Shift in communication (web 2.0)
Growing importance of Human Capital for Organizations:
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Employees as crucial factor for success
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Human Capital as differentiator towards competitors
•
„War for Talent“ glorifying outside talent
SCIENTIFIC DAYS – 2012
Fachhochschule Kufstein
Marketing The Job - Employer Branding As Reaction
Employer Branding* as
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Targeted, long-term strategy
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to manage the awareness and perceptions
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of employees, potential employees, and related stakeholders
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with regards to a particular firm.
Develop Employer Branding to drive recruitment, retention and
employee productivity.
Sullivan, Dr. John (2004): The 8 Elements of a Successful Employment Brand. New York: ere.net (http://www.ere.net/2004/02/23/the-8-elements-of-a-successful-employment-brand/), p. 1
SCIENTIFIC DAYS – 2012
Fachhochschule Kufstein
Definition of Executive Target Audience
• Executives in Germany
• Gender: 70% /30% male/female
• Income: > 60.000 € (average income 80.000 €)
• Age: average age 35 years
• Professional Experience: > 5 years
SCIENTIFIC DAYS – 2012
Fachhochschule Kufstein
Phases of Potential Employer Branding Tools
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PR, Marketing & Advertising
„Best Place to Work“ Competitions
Cultural & Social Engagement (esp. Regionally)
Guided company tours
etc.
Association
Phase
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•
•
•
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„Exit-Culture“
Exit Interviews
Alumni-Networks
Social- & Business Networking
etc.
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•
•
•
•
•
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Welcome-day
Employee Newspaper, Blog, Intranet etc.
Employee Surveys
Innovative Office- and Workplace Concepts
Health- and other benefits
Bonus, Premiums and Renumeration
Employee Parties
Etc.
Ex-Post
Phase
Orientation
Phase
Bonding
Phase
Matching
Phase
PR, Marketing & Advertising
Company Homepage
Jobpostings, Jobfairs
etc.
• Information Materials for Potential
Employees
• Background Check
• Interview Process
• Self-Assessments & Assessment
Centers
• etc.
Source: Beck, Christoph Personalmarketing 2.0 Köln, Deutschland, Wolters Kluwer Deutschland; Luchterhand, 2008. 226 S. p.
SCIENTIFIC DAYS – 2012
Fachhochschule Kufstein
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Literature Review & Expert Experience – Brand
In cooperation with:
Trend Analysis Employer Branding
in Companies
Employer Branding Study
Executive Search Agencies
Employer Branding Questionnaire
Professionals and Executives
Literature Analysis:
• Focus: Selected literature regarding
Employer Branding focussed on
recruiting (2009/ 2011)
Qualitative In –Depth-Interviews:
• Target audience: Selected Executive
Search Agencies in Germany
• n=6
• Field Time: June / July 2011
Quantitative Online-Survey:
• Traget audience: Registered
candidates on Experteer Germany
Executives
7/3 male/female
average income 80.000 €
average age 35 years
• n = 517
• Field time: August / September 2011
Qualitative In-Depth Interviews:
• Target audience: Registered Executive
Recruiters on Experteer Germany
Focus on Executive hiring
• n=8
• Field Time: June / August 2011
Quantitative Online-Survey:
• Target audience: Registered Executive
Search Agents on Experteer Germany
Focus on Executive hiring
• n= 112
• Field Time: July / August 2011
Goal: Learnings on Best Practice in Recruiting Tools for Executive
Recruiting and Recruiting Channels used.
SCIENTIFIC DAYS – 2012
Fachhochschule Kufstein
Limitation
• Potential bias through choice of sources,
• Differing bases for questionnaires and resultsbase for questionnaires
• Small sample sizes of qualitative interviews
• Only first indications => further research required
SCIENTIFIC DAYS – 2012
Fachhochschule Kufstein
Findings: Candidate Choice
Siemens, BMW und Lufthansa are the most mentioned
Employer Brands, which have been positively
recognized by candidates in the last 6 months.
Common denominators:
• Existing strong, positively loaded Corporate Brand
• Early development of consitently communicated
Employer Brand (e.g. Be-Lufthansa) across several
marketing channels.
• Open and transparent company website with
informations on values, management style and salary
development.
• Differentiated approach to candidates depending on
career level
• Clear communication of organizational values and
benefits (e.g. trainings, work-life-balance-programs)
* Source: Employer Branding Questionnaire Candidates
SCIENTIFIC DAYS – 2012
Fachhochschule Kufstein
Findings: First steps are done but no systematic approach
• Companies** and Executive Search Consultants*** are aware of the importance of
Employer Branding but have not implemented measurable activities yet.
• There is a rough match between the main channels used for Executive Candidate
Search***, Companies** and Job Search of Executives*. Trend is going towards
direct contact, networking and classic personal contacts.
• Channels identified by Candidates for background research on potential
employers*** ** are the same as channels prepared by employers* to attract
executive candidates. Mainly company page, media and networks.
• However: There are no established systems for
SCIENTIFIC DAYS – 2012
Fachhochschule Kufstein
Thank you for your attention
SCIENTIFIC DAYS – 2012
Fachhochschule Kufstein
Literature
• Dr. John Sullivan. The 8 Elements of a Successful Employment Brand At:http://www.ere.net/2004/02/23/the-8-elements-of-asuccessful-employment-brand/ New York, Last verified on: 05.11.2011.
• Myskova, Renata. A New Measure Of Employee Satisfaction: Global Journal Of Business Research, Volume 5, Number 1, 2011
• Zimmermann, Klaus F. European Labour Mobility: Challenges and Potentials: IZA DP No. 1410, November 2004
• Kienbaum Wirtschaftswunderland Deutschland: zwischen Vollbeschäftigung und Talente-Tristesse: 2011.
• Experteer Die Bedeutung des Employer Branding für die Personalberatung: 2011.
• Beck, Christoph Personalmarketing 2.0 Köln, Deutschland, Wolters Kluwer Deutschland; Luchterhand, 2008.
• Barrow, Simon; Moseley, Richard. The employer brand Hoboken, NJ, Wiley, 2005. xviii,
• Mosley, Richard W. Customer experience, organisational culture and the employer brand: Brand Management, Vol 15, No 2, Nov
2007
• Keller, Kevin Lane; Apéria, Tony; Georgson, Mats. Strategic brand management Harlow, England; New York, Prentice Hall
Financial Times, 2008. xxvi,
• Schmidt, Holger. Internal Branding Wiesbaden, Gabler, 2008.
• Davis, Scott. Building a Brand-Driven Organization, pp. 226–243 In: Kellogg on branding: Hoboken, N.J. Wiley2005. xvii,
• van Wegge, Jürgen Schmidt Klaus-Helmut; Parkes, Carole; Dick, Rolf. ‘Taking a sickie’: Job satisfaction and job involvement as
interactive predictors of absenteeism in a public organization: Journal of Occupational and Organizational Psychology (2007), Vol.
80, Nr. 1, 2007,
• Wright TA, Cropanzano R. Bonett DG. The moderating role of employee positive wellbeing on the relation between job satisfaction
and job performance: Journal of Occupational Health Psychology, 12, 2, 2007,
• Stock, Ruth. Der Zusammenhang zwischen Mitarbeiter- und Kundenzufriedenheit Wiesbaden, Gabler, 2009. XII,
• Schüller, Anne M. Wie Kundenloyalität und Mitarbeiterloyalität korrelieren Teil
2At:http://www.foerderland.de/fachbeitraege/beitrag/Wie-Kundenloyalitaet-und-Mitarbeiterloyalitaet-korrelieren-Teil-2/2361885648/
Mannheim, Last update on: 05.08.2010,
• Mertel, Barbara. Arbeitszufriedenheit - Eine empirische Studie zur Diagnose, Erfassung und Modifikation in einem führenden
Unternehmen des Automotives Bamberg
• Myskova, Renata. A New Measure Of Employee Satisfaction: Global Journal Of Business Research, Volume 5, Number 1, 2011
SCIENTIFIC DAYS – 2012
Fachhochschule Kufstein
Backup
Katharina Buttenberg
SCIENTIFIC DAYS – 2012
Fachhochschule Kufstein
Phases of Brand-Identification
SCIENTIFIC DAYS – 2012
Fachhochschule Kufstein