HR…Become the
Storyteller of Your
Organization
HRCI Credit
315982
Mary Lanier-Evans,
PHR, SHRM-CP
I am the People & Culture Officer for
QuickStart Technologies, 360training and
360Factors, with over 17 years of human
resources management experience. My
favorite part of my job is to make employees
smile . This can be through onboarding,
employee relations and definitely by creating a
great culture.
Away from work, I enjoy traveling with my
husband and attending sporting events.
Agenda
Why is Employer Branding Important?
Chapter 1:
Recruitment
Chapter 2:
Onboarding
Chapter 3:
Culture
Appendix:
Why should HR be the storyteller?
Why is Employer
Branding Important?
Importance of Employer Branding
What is Employer Branding?
It is the perception key stakeholders, including
current and potential employees, have of your
organization.
It is….
• how they view the company
• how an organization conducts itself
• the culture of an organization!
Have you developed your employer brand?
Ask yourself these questions:
• What are the most attractive attributes of the organization
for both current and potential employees?
• What roles are most critical to the success and how do you
attract and retain the best talent?
• What are the current perceptions of working within the
organization? How is this measured? Is it affecting your
ability to recruit top talent?
Employer Brand
Starts with employees……
And ends with employees!
How can employer brand be affected?
1 in 3
57%
Workers w ho have
been terminated or
laid off have left at
least one negative
review on social
media
Of companies have
employer brand
strategy
CareerArc
study
2015
Let’s look at how
employer brand affects
HR functions.
Chapter 1:
Recruitment
Job Seeker statistics
75%
62%
Of job seekers
consider an
emp l o yer ’s b ran d
before even applying
for a job.
Of job seekers visit
social media
channels to evaluate
employer brand
CareerArc
study
2015
Branding on recruitment
If 3 out of 4 candidates are researching your company, what story is
being told?
• Who is telling it?
• What are they saying?
• How can you help with the messaging?
Story-telling for Recruitment
What does your Glassdoor page have
on it?
Do you respond to reviews, both
positive and negative?
Do you have a Facebook recruitment
page?
Is it connected to the company’s
Facebook page?
Does your company website and
career page discuss the culture and
the benefits offered to the company?
HR as Storyteller
HR needs to be the Storyteller for
the organization……
because of its impact
on recruitment.
Chapter 2:
Onboarding
Job Seeker statistics
69%
Of employees are
more likely to stay
with a company for
three years if they
experience great
onboarding.
37%
Of employers
extend their
onboarding beyond
the first month.
CareerArc
study
2015
Onboarding
According to Bersin by Deloitte,
onboarding is the process of hiring,
orienting and immersing new
employees into their roles and into
the organization’s culture.
Fun Facts:
•
66% of companies with onboarding programs
claim higher rate of successful assimilation
into culture
•
62% showed higher time to productivity ratios
•
54% reported higher employee engagement
All of the above leads to higher retention rate
and therefore, lower operating expense for
your organization.
Ask yourself the following:
What is the
difference
between
orientation and
onboarding?
When does
onboarding
start?
What do you do
to WOW your
new hires with a
great
experience?
Difference between orientation and onboarding?
Orientation:
• Usually one day.
• Shares essentials only.
• Provides basic information
and paperwork.
Onboarding:
• Usually takes place before and
after hire, lasting weeks or
months.
• Introduces and ingrains into
culture.
• Provides detailed information,
paperwork, resources and
expectations.
Preboarding
• Send FAQ document explaining company history and
culture. Include what to expect for orientation, dress code
and points of contact. If you have videos, pictures, etc of
company culture activities, share them.
• Provide new hire paperwork
Namely Onboarding is great for this and allows you
to send a welcome message!
First day recommendations (WOW them!)
•
•
•
•
•
•
•
Welcome letter upon acceptance, with gift
Decorate their desk
Swag items
Breakfast/lunch with team
Time with leaders on day one
Have team create work of art to present
Communication to company welcoming them
Namely HR is great tool for this and
announces recent hires for 30 days!
First day recommendations (WOW them!)
Most importantly…make
them feel welcome so they
help tell the story to
potential future new hires!
HR as Storyteller
HR needs to be the Storyteller for
the organization……
because of its impact on
new hires and retention.
Chapter 3:
Culture
Culture statistics
28%
Increase in earnings
growth due to high
employee
engagement
48%
Tu r n o v e r a t
companies with
a poor culture
TruPath
2017
What is Company
Culture?
Culture simply is the way we do things in our company!
If culture
was a math
problem, it
would be:
Habits
+ values
+ vision
+ mission
+ communication
+ cooperation
+ policies
+ procedures
+ dynamics
+ level of bureaucracy
+ support of innovation
+ care for people
CULTURE
Ask yourself the following:
How does
culture drive
performance?
What is culture
worth?
What processes
in an
organization
affect culture?
Culture influences
Creating ToMo (total motivation)
High performing culture maximizes the play, purpose and
potential felt by employees and minimizes emotional
pressure, economic pressure and inertia.
Positive company culture creates a positive
impact on the company’s bottom line.
A positive bottom line does not guarantee a positive
company culture.
Culture influences
Positive Workplace success because
•
•
•
•
Increases positive emotions for employees
Provides sense of well-being
Improves employee’s relationships with each other
Amplifies their abilities and creativity
Bottom line….
Happy employees = loyal employees = organizational effectiveness
HR as Storyteller
HR needs to be the Storyteller for
the organization……
because of its impact
on culture.
Appendix
Recap
HR needs to be the storyteller of the organization
because it impacts:
Everything!
•
•
•
Recruitment
Onboarding
Culture/employee engagement
STAY IN TOUCH
Email: [email protected]
Twitter: @mlanier1125
QUESTIONS?
THANK YOU