Employer Brand Management conference 2015

Registration and breakfast

Welcome and opening address

The multinational employer brand

Any multinational organisation will face a number of challenges when it comes to aligning its company culture with its employer brand. Often these challenges will come in the form of the varying laws and legislations enforced by different countries, however, contributing factors towards international differences go beyond this. Our speakers will discuss the barriers that they have had to overcome while attempting to bring employees in line with a broader employer brand strategy, with a particular focus on understanding how employees embody varying values and workplace behaviours depending on their location. A strong multinational employer brand strategy will take all of these factors into account and adjust for differing interpretations. You will hear from a speaker who has done just that and gain valuable tips for implementing a similar strategy in your own global business.

Chaired by Phil Morley, director, employee engagement at MerchantCantos

Employer branding and the built environment

When BMW Group UK Limited moved into new purpose built offices, it used the opportunity to develop its employer brand. The outcome is inspiring, as the new premises enabled the organisation to create an internal voice that resonates authenticity, inspiration and collaboration. Talita Ferreira, CFO for BMW Group UK, tells the story of how the employer brand can be developed by focusing on the built environment.

Chaired by Diccon Ward, partner at Arcadis

Real employer brand management – is the hard way the only way?

25 years ago Simon Barrow created the employer brand management approach, with the aim of bringing the best of brand management to people at work. Employer brand management is now ubiquitous, (450,000+ Google pages) but, with Barrow’s past rooted in brand management (inc Knorr and Colgate) he believes it still needs to match the disciplines, measurement and leadership attention of best-in-class product brand management. In this session he will demonstrate why it is a much tougher call and, given current employment issues, will make the case for a significant upgrade, resulting in considerable benefits to businesses and their people.

Coffee break

Attract, engage, retain: part one

During the course of the morning we will hear from three individuals about a specific campaign or project that has been a success within their organisation. Losing talent through lack of engagement can be disastrous for businesses. The case studies in question will demonstrate how employer brand has the potential to engage and retain existing employees. The experiences shared will be invaluable for business owners, as well as managers and team leaders. The examples will also show how an employer brand can attract new employees, providing valuable takeaways for HR and recruitment professionals.

Chaired by Alistair Williams, digital media and employer branding specialist at The Guardian

The remote workforce:

The biggest asset to an organisation is undoubtedly its workforce, but when the nature of their daily job role means they aren’t required to check in at an office location everyday it can become hard to keep them engaged with the employer brand. This panel discussion will deal specifically with this type of employee and will hear from experts who have specific experience in communicating with a remote workforce. They will discuss how best to engage and unite a disparate team, thereby creating highly motivated brand advocates.

Chaired by Sheila Parry, founder and chair at theblueballroom

Diversity and inclusion

Creating a strategy to align a culture of diversity with your employer brand is quickly becoming a dated practice. It is no longer acceptable to present the two as separate entities since diversity should be an important and integrated aspect of every employer brand. Our panel will draw on their own experiences and offer guidance so that you can make sure that diversity and inclusion are fundamentally ingrained in your organisation’s employer brand strategy.

Chaired by Marcus Body, consultant on the brand & insight team at ThirtyThree

Lunch

Attract, engage, retain: part two

During the course of the morning we will hear from three individuals about a specific campaign or project that has been a success within their organisation. Losing talent through lack of engagement can be disastrous for businesses. The case studies in question will demonstrate how employer brand has the potential to engage and retain existing employees. The experiences shared will be invaluable for business owners, as well as managers and team leaders. The examples will also show how an employer brand can attract new employees, providing valuable takeaways for HR and recruitment professionals.

Chaired by Alistair Williams, digital media and employer branding specialist at The Guardian

Metrics and measurement:

Implementing an employer brand strategy is an investment, and, as with any investment, the success of the strategy must be proven through measurement. Our speakers will discuss how they measure and evaluate their employer brands by identifying what exactly it is about them that drives ROI. The speakers will demonstrate how to gain insight that they will, in turn, be able to put into use so as to drive further employer brand success and business results.

Tales from the top

Nearly three-quarters of CEOs see talent shortage as one of the key challenges they face. Yet, for many CEOs there seems a reluctance to step up to the plate and take control of the employer brand. We hear from two CEOs who have met that challenge head on. The CEO from The Big Issue and the CEO from Cobra Beer will tell delegates about how they engage with their employees.

Chaired by Ingrid Brown, business development director brand and communications at Emperor Design

Closing remarks