Employer Branding

Employer Branding screenshot

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By Don Yeo
Deputy Chief Executive Officer
Central Provident Fund Board

* Articulating what CPF Brand
Purpose
Stands For
* Aligning with CPFB's Core
Align
Values
* Communicating the Brand
Communicate
Concept Effectively
* Linking the CPF Brand with
Connect
Recruitment
*
Purpose
Measuring the Success of
Assess
Employer Branding Efforts
2

* Articulating what CPF Brand
Purpose
Stands For
* Aligning with CPFB's Core
Align
Values
* Communicating the Brand
Communicate
Concept Effectively
* Linking the CPF Brand with its
Connect
Talent Management
Assess
* Measuring the Success of
Employer Branding Efforts
3

To develop a
strong emotive
To develop
and relational
effective
bond between
employer value CPFB and talented
proposition to
staff who will
promote CPF
ultimately delight
our customers.
CPFB needs to
Board as an
proactively capture
Employer Of
mindshare in talent
Choice.
attraction and retention
through the support of a
clear and compelling
brand vision.

=> Your Reputation as an Employer
A long-term talent attraction, engagement and
retention strategy.
Offers a unique opportunity to differentiate one
organization from another in the market
Provides potential employees with a window
into what is like to work both in and for an
organization.
Creates meaningful and enduring reasons for
staff to stay committed to their organization and
employer
Ongoing process with initial brand awareness and
continuing throughout one's employment tenure

Vision
(how we see)
Passion
Purpose
(our excitement and
(goal to turn vision into
motivation)
reality)
Values
(the way we behave)

BRAND (Corporate)
Authentic to the company brand
We go further
for people
Everything we
stand for
Opportunities
Your Home
with a Lasting
for Growth
Impact
COMPETITION
TARGET
Differentiate from competition
AUDIENCE
Appeal to the target group

EVP Expressions
1.
EVP Taglines
2.
Employee Promise
Statement
TRUST
3.
Visuals
Branding allows us to align who we are with what we do and how we work
Trust Element
Differentiating Value
Key Employment Promises
Career with a purpose
Culture of performance, engagement and teamwork
Opportunities for personal excellence
Family-like supportive culture
Stability with work-life balance

1) CPF Board is the trustee of the nation's savings
2) Gain members' satisfaction and confidence in our
service delivery
3) Aligns with who we are, what we do and how we do
4) Can't deliver our mission without ready, able and
willing staff
5) Live up to our CPF Lifestyle with integrity
6) Strong people culture - An emotional commitment that
connects staff to CPF Board
7) Easily understood and more reflective of our mission

* Articulating what CPF Brand
Purpose
Stands For
* Aligning with CPFB's Core
Align
Values
* Communicating the Brand
Communicate
Concept Effectively
* Linking the CPF Brand with its
Connect
Talent Management
Assess
* Measuring the Success of
Employer Branding Efforts
10