Media

RCA Group strikt employer brand strategist Minchington

Original article published in Vacature 28/5/2011

Na druk bijgewoonde sessies in 20 verschillende landen, bracht hr-communicatiebedrijf RCA Group International Employer Brand Strategist Brett Minchington voor het eerst naar ons land.

Tijdens zijn ‘Employer Brand Leadership Masterclass’ gaf hij zijn publiek van HR decision makers en specialisten in hr-communicatie een inzicht in het belang van investeringen in employer branding en hoe dit strategisch en praktisch dient te worden aangepakt.

Vacature was mediapartner van deze masterclass die op 19 mei in het Brusselse Hotel Bloom plaatsvond.

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Building the brand

Original article published in HRM Asia Issue10.10

Organisations spend countless hours and dollars on their employer brands, making strong messages that prove compelling to potential recruits. But is there a critical piece of the pie that's still missing?

Employer branding in a global light

Article originally published in "In-Business" magazine

Recently returned to SA after his Employer Brand Global Tour, Chairman and CEO of Employer Brand International, Brett Minchington shares insights from and details of his new book 'Employer Brand Leadership - A Global Perspective.'

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Branching out - Web 3.0 branding

Original articlal published in Human Capital Magazine - to read the full published article please click here>

When it comes to employer branding, HR are often advised to think like marketers. However, in an age of Web 3.0 and social networking, is this advice outmoded? Does anyone actually ‘own’ a brand today? Human Capital asks two experts for their views, and presents a four-point guide to employer branding in a Web 3.0 world in a HC feature article.

1. Forget about traditional notions of ownership

 Bree Mitchelson, principal sourcing strategist at The Strategist Group, says that companies will always own their brand – including images and trademarks – in the legal sense. However, where it matters – in the brand value – Web 3.0 and social networking has taken the balance of influence away from the company to the employee, the candidate, and the general public. “The spread of brand perception, good and bad, through these mediums is much faster and far-reaching than ever before,” she says. Mitchelson adds that the process is largely the same as historical word of mouth – in particular the old maxim that positive feedback is rarely spread but people will tell five others of a bad experience.