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State of North Carolina Employment Branding

Employment Branding. 2. Employment Branding. is the process of creating an image of being a great place to work" in the minds of the target audience applicants and employees. Employment Branding. 3. An Effective Employment Brand. is a ...... package of employment attributes

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State of North Carolina Employment Branding

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    1. State of North Carolina Employment Branding Focus Groups HR Innovations, OSP August/September 2007

    2. Employment Branding 2 Employment Branding is the … process of creating an image of being a “great place to work” in the minds of the target audience – applicants and employees Employment branding is how we communicate the EVP. Employment branding is how we communicate the EVP.

    3. Employment Branding 3 An Effective Employment Brand is a ...... package of employment attributes that is easily identified with the organization and serves to attract and retain a high-performing workforce Branding is comprised of the BRAND PROMISE and BRAND AWARENESS. Branding is comprised of the BRAND PROMISE and BRAND AWARENESS.

    4. Employment Branding 4 Brand Promise Identify what attributes the state delivers And delivering on that promise If we are going to advertise our brand – and our EVP attributes – we have to deliver those attributes we advertise. If we are going to advertise our brand – and our EVP attributes – we have to deliver those attributes we advertise.

    5. Employment Branding 5 Brand Awareness Making sure that potential applicants and current employees know what attributes state government delivers A positive by product of effective branding is that positive word of mouth will continue to drive applicants to apply for employment with state government. We will retain those employees if we deliver on those promises. A positive by product of effective branding is that positive word of mouth will continue to drive applicants to apply for employment with state government. We will retain those employees if we deliver on those promises.

    6. Employment Branding 6 Benefits of Branding Improved recruiting Improved employee retention Improved employee satisfaction and pride These are similar to the benefits of managing our EVP IMPROVE: RECRUITING RETENTION EMPLOYEE SATISFACTION AND PRIDEThese are similar to the benefits of managing our EVP IMPROVE: RECRUITING RETENTION EMPLOYEE SATISFACTION AND PRIDE

    7. Employment Branding 7 More Benefits Showcases North Carolina State government employment opportunities Gives state agencies/universities a competitive edge in the labor market Builds a positive image Motivates high-performing, “passive” applicants to apply

    8. Employment Branding 8 Branding Implementation Process Step 1: Assessment Step 2: Strategy Step 3: Implementation Step 4: Measurement The process of implementing a brand includes assessment, strategy, implementation and measurement. We are here today to be part of step 1 – assessment. We are assessing the current image. We are also here to be part of step 2, where we gather information and develop possible messages that we need to deliver about employment in state government.The process of implementing a brand includes assessment, strategy, implementation and measurement. We are here today to be part of step 1 – assessment. We are assessing the current image. We are also here to be part of step 2, where we gather information and develop possible messages that we need to deliver about employment in state government.

    9. Employment Branding 9 Today’s Goal Identify why you chose to work for state government in North Carolina Identify why you continue to work here List messages the state needs to get across Brainstorm possible tag lines and logos Why you CHOSE Why you STAY List MESSAGES STATE NEEDS TO GET ACROSS BRAINSTORM POSSIBLE TAG LINESWhy you CHOSE Why you STAY List MESSAGES STATE NEEDS TO GET ACROSS BRAINSTORM POSSIBLE TAG LINES

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