Employer Branding
Summit 09

Summary

***ANNOUNCING NEW SPEAKER***

Tom Crawford, Head of Internal Communications and Engagement, E-on

This Summit will provide you with practical advice on how to implement and reinvigorate your employer brand. You will hear from the UK’s leading employer branding professionals on the strategies that they have employed to improve internal and external perception of their organisation, gain stakeholder support and establish a reputation to be proud of. As engagement, motivation and the retention of key talent is essential to succeed through the Recession, now is not the time to neglect your employer brand.

Background

Employer branding is increasingly recognized as a key component in the efforts of UK employers to engage and motivate employees. An effective employer brand can even support and further the reputation of your corporate brand and improve overall productivity.

This event will help you demonstrate the business case for investment in employer branding and will give you the tools to develop strategies that will set you apart from your competitors, while aligning your corporate and internal brand values.

The conference boasts a panel of experts from employers such as:

• Iceland
• BT
• Coca-Cola
• Foreign and Commonwealth Office
• Holcim
• AXA UK

Benefits of Attending:

• Retain brand values through the recession
• Understand the changing needs of your employees and reposition your employer brand
• Reduce the cost of recruitment
• Incorporate your employer brand into the HR strategy
• Create and implement a Global EVP

Dr Graham Dietz, Lecturer in HR Management, Durham Business School

Responding to a Changing Workforce

• Aligning your brand strategy and people strategy
• Developing your internal reputation and maintaining your employees trust
• Retaining engagement and preserving morale during difficult times

Paul Backhouse, Head of Employment Strategy, John Lewis Partnership

• Why is employer branding still important in tough times
• The relationship between employer branding and the strategic drivers of organisations
• Reputation management, leadership and employer branding
• Measuring the value of employer branding

Graeme Martin, Director, Centre for Reputation Management through People & Programme Director for the Masters in Strategic HR and Organizational Change, Glasgow University

This is your chance to discuss and debate the nitty gritty issues and seek solutions to your employer branding concerns. Knowledge share is a great opportunity to talk through challenging issues in a structured environment.

• How can you embrace social networking for a positive impact on your employer brand?
• Have you adjusted your employer brand strategy during the Recession?
• What methods do you have in place to motivate and engage your team?

• Creating a people’s organisation
• Harnessing engagement in day to day business
• Ensuring the flow of communication from the top down and the bottom up
• Achieving tangible results

Richard Lloyd, Head of Brand, People and Culture, BT Group

• Strengthening the relationship between your employer brand and your business strategy
• Aligning your message with the consumer brand
• Communicating with one constant voice
• Driving down costs

Julia Porter-Robinson, Head of Recruitment, T-Mobile

• Changing the culture to support business delivery
• Developing a people strategy
• Making it happen

Tony Williams, Group Director of Organisational Development, Orbit

• Using research insights to build our employer brand
• Distinguishing the employer brand versus an iconic global consumer brand
• Driving consistency across Europe
• Applying the employer brand

Stephen Mulvenna, Talent Manager - Europe, Coca Cola Europe

• Translating a strong product brand to an employment brand
• Doing the research; competitor intelligence, geographical planning and generation mapping
• Using social networking to your advantage

Saskia Dyke, Global EVP Brand Manager, HOLCIM

• Understanding the relationship between the consumer brand and the employer brand
• Using the brand to build the ‘people plan’
• Linking employer brand to engagement

Susan Yell, HR Director, Iceland

• Engaging stakeholders in strategic framework development
• Encouraging your employees to share their news and views
• Targeting those employees that are most engaged, as well as those that are not
• Aligning internal and external communication

Nicola Bowles, Head of Corporate Communications, Foreign and Commonwealth Office

• Attracting and retaining the best talent
• Becoming an employer of choice
• Matching focus on employees and customer

Samantha Rich, Head of Group Resourcing, AXA UK

Dr Graham Dietz

Dr Graham Dietz is a Lecturer in HRM at Durham Business School, part of Durham University. He teaches courses on organisational behaviour, strategic HRM, employee relations and change management. He is the Director of the school’s four MA programmes. His particular interest with this event is the impact of ‘employer branding’ on employees’ trust in their employer, their bosses and their co-workers.

Paul Blackhouse

Paul Backhouse is Head of Employment Strategy for the John Lewis Partnership. He is responsible for employment brand and policy development. He has previously worked for Sainsbury’s and P&O in various personnel roles. He is Chairman of the British Retail Consortium’s Employment Policy Group and a fellow of the CIPD.

Stephen Mulvenna

Stephen Mulvenna is Talent Manager - Europe with the Coca-Cola, Europe. His current priorities include driving the quality of performance management, improving the reliability and rigour in the way the organisation selects talent, building a European employer brand and ultimately increasing Coca-Cola’s ability to become an employer of choice.

Nicola Bowles

Nicola Bowles is Head of Internal Communication and Stakeholder Engagement Group at the Foreign and Commonwealth Office (FCO), which employs 16,000 employees in 145 countries. Her role involves advising ministers and the FCO board on the internal communication strategy and stakeholder engagement. Before joining the FCO, Nicola was Head of Communications at the Energy Retail Association.

Julia Porter-Robinson

Julia Porter-Robinson trained as a classical pianist and graduated from Royal Holloway in Music. She freelanced as both a pianist and a script-writer for various forgotten TV shows. Whilst ‘between jobs’, she fell into a recruitment agency quite accidentally. The agency world taught her a lot about recruitment but made her rather fat, so she made the move to in-house recruitment ten years ago. Passionate about large brands, she has worked for GSK, Arthur Andersen, AOL UK and is currently with T-Mobile UK.

Saskia Dyke

Saskia Dyke has a specialist industrial manufacturing background in employer branding and communications, she has worked for global companies developing employer positioning strategies to address the skills shortage in this sector. Currently, as the Global Employer Value Proposition Brand Manager for Holcim, a world-wide cement manufacturing company of 90,000 people she is developing and implementing strategies designed to deal with a range of issues such as retention, downsizing, emerging markets, ageing workforce and the influence of new generations of workers.

Susan Yell

Sue Yell is the HR Director for Iceland Foods Ltd and has over twenty years experience in HR. Prior to her current role she worked for News International Newspapers and Marks & Spencer. Sue has led numerous projects ranging from business recovery to developing internal talent and improving employee engagement.

Richard Lloyd

Richard Lloyd has worked for BT for 24 years. He’s currently Head of Brand for People and Culture – a role created to join the dots between branding, marketing, customer service, internal communications and HR, and to drive a distinctive brand experience through BT people.

Professor Graeme Martin is Director of the Centre for Reputation Management through People at the University of Glasgow and holds visiting appointments in China, France, Italy, Sweden, the USA and Australia. In addition to his academic research, he has written four recent books on HR, including Corporate Reputations, Branding and People Management, and is currently co-authoring two others on reputation management and on Web 2.0 and HR.

If your organisation would be interested in promoting itself through the wide variety of exhibitions, sponsorship and marketing opportunities available at this event, please visit our sponsorship mini-site here or email or call William Porter at wporter@symposium-events.co.uk or 020 7231 5100.

The address for the venue is:
15 Hatfields Conference & Events
London
SE1 8DJ

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