Communicatie
INTERNAL BRANDING
& EMPLOYER BRANDING
ONDERZOEK NAAR KPN
Naam: C.C. Boerhoop
Studentnummer:
Klas: CR303A
Module: CR08
Docent: R. Harmsen
Datum: 28 januari 2021
, Portfolio – C.C. Boerhoop
Inhoudsopgave
1 Opdracht 1: Theoretische verdieping.....................................................................................................................4
1.1 Wat is medewerkersalignment?.................................................................................................................................................. 4
1.2 Wat levert medewerkersalignment op?................................................................................................................................... 4
1.3 Rol organisatiecultuur bij alignment........................................................................................................................................ 5
1.4 Internal branding.............................................................................................................................................................................. 6
1.5 Employer branding........................................................................................................................................................................... 6
1.6 Keuze organisatie.............................................................................................................................................................................. 6
2 Opdracht 2: Interne analyse.......................................................................................................................................7
2.1 Gewenste identiteit........................................................................................................................................................................... 7
2.2 Werkelijke identiteit......................................................................................................................................................................... 9
2.3 Conclusie............................................................................................................................................................................................. 10
3 Opdracht 3: Externe analyse....................................................................................................................................11
3.1 Trends arbeidsmarkt..................................................................................................................................................................... 11
3.2 Reputatie............................................................................................................................................................................................ 12
3.3 Concurrenten.................................................................................................................................................................................... 13
3.4 Doelgroep........................................................................................................................................................................................... 13
3.5 Conclusie............................................................................................................................................................................................. 13
4 Opdracht 4: Employee Value Proposition...........................................................................................................15
4.1 Huidige Employee Value Proposition..................................................................................................................................... 15
4.2 Aangescherpte Employee Value Proposition...................................................................................................................... 16
5 Hoofdstuk 5: Internal branding strategie...........................................................................................................19
5.1 Doelgroep........................................................................................................................................................................................... 19
5.2 Doelstellingen................................................................................................................................................................................... 19
5.3 Kernboodschap................................................................................................................................................................................ 19
5.4 Communicatieconcept.................................................................................................................................................................. 20
5.5 Contentstrategie en middelen................................................................................................................................................... 20
6 Hoofdstuk 6: Employee Branding Strategie.......................................................................................................22
6.1 Doelgroep........................................................................................................................................................................................... 22
6.2 Doelstellingen................................................................................................................................................................................... 22
6.3 Kernboodschap................................................................................................................................................................................ 22
2
, Portfolio – C.C. Boerhoop
6.4 Communicatieconcept.................................................................................................................................................................. 22
6.5 Contentstrategie en middelen................................................................................................................................................... 23
7 Bijlagen............................................................................................................................................................................24
Bronnenlijst.............................................................................................................................................................................................. 24
Bijlage I: OCAI-vragenlijst.................................................................................................................................................................. 27
Bijlage II: Gallup’s Q12 vragenlijst................................................................................................................................................. 30
3
INTERNAL BRANDING
& EMPLOYER BRANDING
ONDERZOEK NAAR KPN
Naam: C.C. Boerhoop
Studentnummer:
Klas: CR303A
Module: CR08
Docent: R. Harmsen
Datum: 28 januari 2021
, Portfolio – C.C. Boerhoop
Inhoudsopgave
1 Opdracht 1: Theoretische verdieping.....................................................................................................................4
1.1 Wat is medewerkersalignment?.................................................................................................................................................. 4
1.2 Wat levert medewerkersalignment op?................................................................................................................................... 4
1.3 Rol organisatiecultuur bij alignment........................................................................................................................................ 5
1.4 Internal branding.............................................................................................................................................................................. 6
1.5 Employer branding........................................................................................................................................................................... 6
1.6 Keuze organisatie.............................................................................................................................................................................. 6
2 Opdracht 2: Interne analyse.......................................................................................................................................7
2.1 Gewenste identiteit........................................................................................................................................................................... 7
2.2 Werkelijke identiteit......................................................................................................................................................................... 9
2.3 Conclusie............................................................................................................................................................................................. 10
3 Opdracht 3: Externe analyse....................................................................................................................................11
3.1 Trends arbeidsmarkt..................................................................................................................................................................... 11
3.2 Reputatie............................................................................................................................................................................................ 12
3.3 Concurrenten.................................................................................................................................................................................... 13
3.4 Doelgroep........................................................................................................................................................................................... 13
3.5 Conclusie............................................................................................................................................................................................. 13
4 Opdracht 4: Employee Value Proposition...........................................................................................................15
4.1 Huidige Employee Value Proposition..................................................................................................................................... 15
4.2 Aangescherpte Employee Value Proposition...................................................................................................................... 16
5 Hoofdstuk 5: Internal branding strategie...........................................................................................................19
5.1 Doelgroep........................................................................................................................................................................................... 19
5.2 Doelstellingen................................................................................................................................................................................... 19
5.3 Kernboodschap................................................................................................................................................................................ 19
5.4 Communicatieconcept.................................................................................................................................................................. 20
5.5 Contentstrategie en middelen................................................................................................................................................... 20
6 Hoofdstuk 6: Employee Branding Strategie.......................................................................................................22
6.1 Doelgroep........................................................................................................................................................................................... 22
6.2 Doelstellingen................................................................................................................................................................................... 22
6.3 Kernboodschap................................................................................................................................................................................ 22
2
, Portfolio – C.C. Boerhoop
6.4 Communicatieconcept.................................................................................................................................................................. 22
6.5 Contentstrategie en middelen................................................................................................................................................... 23
7 Bijlagen............................................................................................................................................................................24
Bronnenlijst.............................................................................................................................................................................................. 24
Bijlage I: OCAI-vragenlijst.................................................................................................................................................................. 27
Bijlage II: Gallup’s Q12 vragenlijst................................................................................................................................................. 30
3
