Do you stand out from the crowd? Capgemini helps organisations create places where people want to work.
What is Employer Branding?
Creating a compelling employer brand is one of the top priorities for most organisations today. Your employer brand is what makes you unique. It represents what you stand for in the marketplace as an employer and it is brought to life in every interaction that existing or potential employees have with your organisation.
How does Employer Branding add value?
Delivering an employer brand that is aligned to your external brand and organisational values is a powerful way to differentiate yourself from the competition and build a reputation as an employer who people want to work for. It can help you target the best people specific to your organisation and ensure that you keep them. It also helps to strengthen your Corporate Social Responsibility endeavours.
In addition, research is consistently finding that a strong employer brand increases employee engagement.
This can lead to increased retention, productivity, customer satisfaction and ultimately improved financial results.
Employer Branding is not about tinkering with logos and corporate colours. It is about aligning behaviours, systems and processes to deliver consistently on your promise to employees—from recruitment, to joining and even leaving your organisation. It communicates ‘what’s in it for employees’ in their relationship with you as an employer as well as what you as an employer expect from employees.
After launching a targeted recruitment campaign one UK bank found that staff turnover in their target groups was 4% compared to an average of 17% in the financial services sector. This has led to savings of more than £7million a year in recruitment and training costs alone. External statisticians have determined that for every 3% increase in employee satisfaction there is a 1% increase in customer satisfaction—and a 1% increase in employee satisfaction results in a 2% rise in personal loan sales.
At Capgemini we believe that creating customer loyalty and business results begin with building employee loyalty and an effective way to do this is by creating a strong employer brand.
Capgemini’s approach to Employer Branding
A brand is who you are not who you say you are. In order to make your actions speak louder than words,
Capgemini believes there are four key phases you need to work through to develop a consistent and compelling employer brand.
Define
First you need to understand your starting position as an employer and then where you want to go. We will help you identify the employees— both existing and potential—who are critical to your business and help you understand their perception of you as an employer. Then we will help you determine what you want to stand for as an employer—and identify any gaps.
Design
Once you are clear about the gap between what your target employees value and what you currently deliver, we will help you examine each piece of your employment lifecycle. We will identify where you can make changes to create experiences that support what you want to stand for as an employer.
Align
We will help you implement the behaviours, systems and processes that are needed to bring the valuable and relevant experiences to life for employees.
Measure
We want you to be confident that your Employer Brand is really delivering the business results you need—so we will help you design and implement appropriate measurement tools.
We believe that successful employer brands encompass the entire employment experience from start to finish and require the involvement and participation of all functions. Our approach creates an environment for people to collaborate and, unlike marketing or brand consultancies, we can help with the end-to-end experience and leverage our other business services including Culture Change, People Strategy and Human Capital Measurement.
