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Transformation - Employer Branding

Attracting and retaining the right people

Attracting and retaining the right people for your organisation is important. Your employer brand is a powerful ally in recruiting your ideal candidates and keeping current employees happy and satisfied. Culturecog have helped to develop employer brands for a number of global organisations where we worked through the essence of why employees work for organisations and created distinctive Employee Value Propositions (EVP) that means something to both employees and prospective candidates.

The Employee Value Proposition (EVP) is the experiences and offerings provided by an organisation in exchange for the skills, capabilities and experiences an employee brings to the organisation.

Employer Perspective

The EVP should attract, retain, engage and motivate employees to drive business success

It should be consistent both outside and within the organisation

It should be the essence of why people come to work for an organisation

Employee Perspective

Employees belief in the EVP determines their discretionary effort beyond their job role

The EVP is what brings the organisations mission, vision and values to life for employees

It should be the promise that the organisation makes to the market place

Culturecog have worked on several EVP assignments for organisations which addressed a small number of critical current market factors:

  1. Shortage of skilled labour – emergence of new economic powers, aging populations in Europe, US and Japan and the competition for experienced and skilled employees will intensify. Attractive employers will get the best people.
  2. More with less – high pressure to cut costs and increase productivity means recruiting the right people is imperative. Skilled employees will get things done quickly and efficiently.
  3. Growth and profitability – recruitment and retention are becoming more critical. Employees with the right skills, knowledge and experience drive growth.
  4. Popularity – great reputations attract great people.
  5. Strength – how attractive the organisation is perceived will drive the bargaining power of that organisation. Creation of an employer brand that makes employees want to stay rather than look elsewhere is critical.

Culturecog have created EVP's for organisations with lasting and enduring benefits that have included:

  • The attraction, retention and development of the right competencies and behaviours within the workforce and prospective workforce
    • Higher applicant quality at minimum cost
    • Development of behaviours within workforces that facilitates the delivery of the mission, vision and values
  • Improving administrative resources – employees will "buy into the organisation"
  • The creation of employer brand visibility and internal pride
  • More efficient marketing resources – through the uniform, consistent communication of values
  • The creation of spin off and synergy effects through other kinds of personal and business communication

Transformation - Transformational Change

Understanding employees

Culturecog have many years experience of researching, managing and facilitating transformational change across a number of organisations and sectors. We use behavioural science and simple to understand change methodology to help you plan, prepare and land complex change programmes. It is critical that change is well executed and communicated and impacts the organisation in a lasting and engaging way. Many of the change programmes Culturecog have been involved in have truly clear aims:

  • Changes to policies and the way the company operates to create better efficiencies and ways of working
  • Changes to increase revenues
  • Changes to improve customer retention and ultimately customer delight.

All our transformation programmes will contain elements of reviewing employee ways of working, tools to do the job, innovation and acceptance of change, corporate strategy and ownership of key tasks within the organisation. Critically, it will also look at the end customer and the impacts any change will have on customer service and delivery. Typically, a transformational change programme will involve the senior leadership, the workforce, suppliers and potentially customers.

Understanding the whole service chain from employee to customer and all the parts between, allows organisations to identify precisely where problems lie, how they can be resolved and where efficiencies can be created.

Culturecog are experts in organising the aims and objectives that will provide the organisation with the incentive to reach their target achievement and thus achieving buy in to the change process from the workforce as a whole:

  • The initial step is to ensure that the senior leadership acknowledge the need for change. It is important to get buy in from the top so that senior leaders do not feel threatened by change.
  • The next step is to identify what it is exactly that needs to be changed through research and analytics; and,
  • The final step (and arguably the most difficult) is getting all organisational stakeholders to buy into the plan and its execution.

Culturecog work with organisations to help form what the future ideology and vision of the organisation should look like and how it will appeal to both employees and customers alike.