Compiling your current brand

Lesson Outcome

Holding Script

Compiling your employer brand

So far in the course you have conducted a great deal of research and reflection. This will provide the background, insight and prompts for you to define or refine your employer brand and then move on to put in place actions to deliver the changes your business needs.
Your Workbook will be the Key Resource for you to work through this section. So far, each exercise which has directly applied to your firm will have been captured and summarised in your workbook.
You will have:

  • Reflections on what a brand means from lesson What is a brand? – rpltestsite.com
  • Your Brand Position Reflections from lesson Your current brand position – rpltestsite.com
  • The Challenges You Face from lesson Why is employer branding important? – rpltestsite.com
  • Your Brand Position SWOT from lesson How to understand and manage your current employer brand – rpltestsite.com
  • Reflections on how your brand link to your employer brand from lesson Your business brand positioning – rpltestsite.com
  • Your Brand Attributes from lesson - How to assess your Employer Brand – rpltestsite.com
  • Gauging Your Stakeholders Perception from lesson - Stakeholder perceptions – rpltestsite.com
  • Mystery Shop Exercise from lesson - Mystery shop your firm – rpltestsite.com

Gathering a broad range of information views and inputs will ensure that the decisions you make will be more evidence based. Without this level of evidence Employer Brand discussions will be opinion based and likely based on the most recent events or experiences of those involved.

What the best firms do - Making it a team effort

During the process so far you will have engaged with a wide variety of stakeholders including colleagues. You are now at stage where having the right people engaged and involved is critical to your future success.
The best firms will engage key people across their business to help shape their future employer brand and tap into expertise outside of their company when they need it.

Pulling Out the Key Themes

Pulling out the key messages from the information gathered so far is the first of three-part process which will define, create and embed your new employer brand.
The most efficient and effective way to do this is to gather key stakeholders together for a half day or day long workshop to work through the stages which are:

  • Understanding the Current State
  • Visioning the Future
  • Action Planning

If we assume you are running a workshop there are four keyways of compiling the options, each come with pros and cons:

Option
Pros
Cons

Collate the information into a report or presentation and share before the workshop

Makes it easier for key themes to be pulled from the report and users to understand the context

Can help get people engaged in the session before they attend

Your own views and perceptions may limit the inputs from the group

Can lead to actions being taken before the workshop or even agenda hijack at the workshop

Collate the information into a report or presentation and share at the workshop

Makes it easier for key themes to be pulled from the report and users to understand the context

Your own views and perceptions may limit the inputs from the group
Can leave people ill prepared or not having sufficient time to digest and reflect

Share uncollated information before the workshop

Can allow everyone to feel real buy in and input to the process

Can allow sufficient time for people to digest the information

Can be overwhelming and hard to digest

Can lead to actions being taken before the workshop or even agenda hijack at the workshop

Share uncollated Information at the workshop

Can allow everyone to feel real buy in and input to the process

Can be time consuming and be difficult to manage

Whichever method you choose as most appropriate there are 5 key questions you should be looking to answer:

  • What most surprised you?
  • What most delighted you?
  • What most concerned you?
  • What do you feel is missing?
  • Does this feel like an accurate and fair reflection?
What the best firms do - Neutrality Matters

The best firms will have a neutral facilitator to run these types of sessions. Having a neutral facilitator gives a number of benefits including:

  • Objectivity: A neutral facilitator does not have a personal stake in the outcome of the session and can therefore provide unbiased guidance and support to the participants. This can help ensure that the ideas and suggestions generated during the session are based on the needs of the group, rather than the personal preferences of individual participants.
  • Expertise: A facilitator with expertise in this area can provide valuable insights and techniques to help the group generate and prioritize ideas, as well as develop action plans
  • Facilitation skills: A facilitator can keep the group on track, manage group dynamics, and ensure that everyone has the opportunity to contribute to the session. This can help the group make the most of the time available and achieve its goals.
  • Neutrality: A neutral facilitator can help create a safe and supportive environment where participants feel comfortable sharing their ideas and opinions. This can foster open and honest communication, which is essential for generating creative and effective solutions.
  • Independence: A neutral facilitator is not part of the group and therefore is not influenced by group dynamics or personal relationships. This allows the facilitator to provide unbiased feedback and support to the group, which can help the group make more objective and strategic decisions.
    (this is a clear point to upsell RP’s services or network)
Lesson Outcome

Holding text

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