EMPLOYER BRANDING

Hemangi Desai Neelotpal Shukla Gayatri Rajagopalan Tushar Kumar Durgesh Sharma

adidas

adidas
 Buzzwords CHOICE & EXPECTATION  How do we get our customers or potential employees to choose us?  And do they get what we promise them?

KEY DIFFERENTIATOR

ALIGN EVERYTHING

FULL PACKAGE

Think more like real brand managers in HR Leveraging on a great design & professional copywriting and, A great candidate experience

adidas: Cool Brand

 Strategic Recruiting Program
 Search Experts

 Talent Community Forums

 Employee Engagement: Top Employer in Every Market  EVP: Shape the future of sport

Adobe Systems

Company overview
An American multinational computer software company founded in 1982 and headquartered in San Jose, California, United States  Products: Multimedia and creativity software products, with a morerecent foray towards rich Internet application software development.  Vision: To revolutionize how the world engages with ideas and information.  Mission: Adobe's mission is to be the premier provider of products and services in the company's addressed market segments while:
 achieving and maintaining an above-average return on investment for shareholders;  treating all employees with respect and rewarding both group and individual performance;  being a good corporate citizen in the local and national locations where the company produces, sells, and services its products.

 Values: Exceptional, Involved, Genuine, and Innovative.

Compensation & Benefits

 Adobe believes in creating a vibrant and dynamic workplace recognized for attracting and developing exceptional employees who are rewarded for their contributions to its business.  Total Rewards consists of Fixed Compensation, Variable Compensation, a huge array of Benefits and the experience that Adobe offers to all its employees. REWARDS PHILOSOPHY: Adobe wants to ensure that it can attract and retain talented and motivated employees throughout the world partnering in its success. COMPENSATION: Adobe offers cash compensation which forms the fixed component of salary positioned ahead of the market. Variable compensation plans include both cash and equity based programs which are benchmarked with the best practices in the market. Cash based plans include:  Myriad of programs like profit sharing, incentive plans, product ship bonuses etc. Equity based plans include:  Employee Restricted Stock Unit Plan  Employee Stock Option Plan  Employee Stock Purchase Plan

Benefits
 Adobe is committed to providing comprehensive and competitive benefits package to all its employees. Its benefits include: Health Benefits: All employees are covered under the Group Tem Medical insurance which includes their spouse, children and Parents.  Risk Benefits: Adobe provides Group Term Life Insurance, Group Term Personal Accident Insurance and Business Travel Accident Insurance which covers all its employees.  Retiral Benefits: This includes the Provident Fund Scheme which is managed by India Provident Fund Trust and Gratuity Scheme which is as per the Payment of Gratuity Act.  Other Benefits:  Public Holidays  Leaves which consist of: Personal Time Off (PTO) Paternity Leave Maternity Leave, etc  Educational Assistance to Employees  Employee Assistance program which provides free counselling assistance  Concierge Services  Free Cafeteria Services  Company Vehicle schemes  Medical Room Facility

Learning & Development

 Adobe provides various Learning and Development opportunities to employees to enhance their technical and professional skills.  Its training for managers emphasizes treating people fairly, valuing differences and helping employees contribute at their fullest.  Adobe offers employees online self-study courses on Adobe products and related technologies and projects.  In addition, there are offerings in Technical and Behavioral areas and programs to help in career development. PRODUCT TRAINING: Adobe offers employees online self-study courses on Adobe products including Adobe Acrobat, Adobe Photoshop, Adobe InDesign, Adobe After Effects, Adobe GoLive, and related technologies such as C++, Perl, and XML, and productivity tools such as Microsoft Word, Excel, and Project.

Learning & Development

 MANAGEMENT TRAINING  Adobe offers courses to managers to help them acquire the skills and knowledge needed to elicit peak performance from their teams.  The class covers key management principles of goal setting, delegation, coaching and developing employees, decision-making, handling conflict, managing change, and rewarding and recognizing employees.  The focus is on feedbacks and there are 11 coaching sessions for best results.  Together with their managers, Adobe employees engage in a structured process that examines in detail their strengths, development needs, job requirements, and personal values.  They then attend a workshop and prepare for a development discussion with their manager that focuses on aligning their values with growth opportunities in their current jobs to enhance job satisfaction and productivity.  EDUCATIONAL REIMBURSEMENT  Adobe provides educational assistance to employees for certificate programs and undergraduate and graduate degree programs through accredited colleges and universities for business-related course work.  It also give assistance to those employees who have taken up a language course.  There are various Knowledge enhancement awards also which Adobe offers to its employees

MCDONALDS PEOPLE PROJECT AN EMPLOYER BRANDING INITIATIVE

Issue
 Understand the importance of employer branding and its relationship with the ability of a company to attract talent.
Understand the issues and challenges in planning and implementing an employer branding initiative. Understand the strategic role of Human Resource Department. Evaluate the initiatives taken by McDonald's to bridge the gap between people's perceptions of McJobs and the real employment experiences of people actually working at its restaurants. Explore strategies that McDonald's could adopt in the future to enhance its employer brand.

Objectives
Early analysis showed that the reality was quite different from the perception. The fact is, McDonald s is a very good employer offering a
Fair wage, flexible hours, training for all, management opportunities, a chance to work abroad and a career for those who want it.

Objectives
The objective for the McDonald s brand was to provoke a total re-evaluation of McDonald s as an employer. So deeply entrenched were the prejudices, that it was required to confront the firmly held perceptions in an honest and open way

Process
Getting out and talking to people about their perceptions and prejudices External Sources
parents with teenagers working part-time jobs to understand their perspective on what is important. We reviewed best in class employer programme and communications around the world

Process
Internal Sources
We spoke to McDonald s store managers to understand their view on what a part-time job can offer a candidate We spoke to crew (McDonald s employees) to understand their perceptions and attitudes towards working at McDonald s. We worked very closely with the McDonald s Human Resource and McDonald s Marketing departments throughout the process.

KEY OPINION FORMERS

Career Guidance Counselors to understand the importance of a part-time job in the development of a teenager and the importance of the life-skills it can provide them. Human Resource professionals to understand the significance of candidates with part time work experience on their CV. First-hand work experience in McDonald s stores to really understand what it is like to be a McDonald s employee

Analysis
Development of a Maslow s Hierarchy like structure to understand what is important in a Part Time Job

Analysis
McDonald s in reality is nearing the top of the pyramid (in factual terms and also employee experience terms). However the public perception was such that McDonald s was not seen as meeting any of the basic needs.

Employer Branding: The Solution

Created a New Positioning towards potential employees: We understand that working for McDonald s is a stepping-stone for most people early in their working career McDonald s can provide you with experience and training to help you on your way.

Employer Branding: The Solution

Created a passport which records the experience of a crew member within a country and can enable them to travel and work in McDonald s abroad thus putting a greater value on their experience Manifestation of the your passport to a better future idea

Employer Branding: The Solution

Created a logo and identity for the employer brand. An identity that was youthful and representative of the diversity of experience and cultures Replaced the dated uniform with playful tshirts more akin to what they are used to wearing outside of work TV commercial designed to disarm the cynicism and negativity towards the crew

Impact
Quantitative scores for Good Employer jumped by an unprecedented 8 points, just 6 weeks after the campaign launched

THANK YOU