Disengage your employees and you disengage your business

In the present climate, your Employer Brand has to work harder than ever before, says BrandSynergy

Singapore, 12 May 2009 – According to the Singapore Ministry of Manpower report, the total number of retrenched workers rose to 10,800 in 1Q2009, up from 7,500 in the previous quarter. With retrenchments on the rise, some employers are beginning to take the backseat in talent retention and benefits with the mindset that times are hard so no-one’s going to be leaving – why should I worry about losing people?

“In times of rising unemployment, increasing insecurity and low business confidence, employer branding becomes more important as talent is key to growth,” says Tony Heywood, Principal of BrandSynergy Pte Ltd. “If you can provide an image that highlights stability, innovation and security during uncertain times, it translates to a positive energy amongst your employees which is in turn projected onto the marketplace. And during a recession, as others retrench, it is also a prime opportunity to pick up a few good talents.”

“Every employer has a brand. It is a perception that people have of the employer and what the company represents, and it is distinct from the product brand. At the heart of your Employer Brand is your Employee Value Proposition or your EVP,” Heywood adds.

This was shared with an audience of senior business executives and human resource professionals attending a special presentation on “Employer Branding: Solutions for Stormy Conditions” which took place in Singapore on Wednesday, 22 April.

“The EVP is supported by 12 pillars for a solid foundation – advancement, communication, corporate brand, culture, environment, experience, leadership, people, recruitment, remuneration & benefits, values & corporate social responsibility and work-life integration.”

Earlier this year, BrandSynergy launched the EmployerBrandGuidanceSystem in Asia, a 9-stage end-to-end Employer Branding Process where companies are provided the tools to begin discovering, implementing, monitoring and measuring their EVP progress (Please refer to Annex I).

Few companies have a good grasp on the external and internal perceptions of their organisation as a good employer. To determine what your EVP is, the System offers a TeamPlan survey that can be conducted either by an online/offline questionnaire or in focus groups.

The participants at the presentation took part in a TeamPlan exercise where they responded to a few key questions like “What HR-related challenges is your organisation presently encountering?” and “What aspects of your employer brand do you believe can be improved?”. They experienced first-hand the process of clustering responses where prevalent thoughts and emotions emerge, revealing rising issues, like communication, empowerment and staff benefits.

“One of the common and recurrent issues we encounter is the ineffectiveness of internal communications. Employers who are too busy to communicate with their employees foster disengagement, and de-motivated people will under-perform inevitably, putting your company off its track. An employer brand reflects both the functional and emotional components of your EVP. Employers today face new challenges with greater staff expectations beyond just functional components like salaries, hours of work, parking facilities and training. Employees are more cognizant and discerning of the company’s corporate culture, environment and values as well as advancement opportunities within,” said Heywood.

Quoting John Quelch, Professor at Harvard Business School: “Branding your company as the best place to work during a recession is critical. Top talent is looking, especially now. When you start to grab these players during a recession, it will positively impact productivity.”


Karen Fong
Managing Editor
Equity Communications
Singapore