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Minimise the brand fall-out from industrial disputes

Have you read Brett's new book,  Employer Brand Leadership-A Global Perspective?

Original article published at HR Daily

When an organisation has a very public industrial dispute its employer brand will be damaged, but the impact doesn't have to be long-term, says branding expert Brett Minchington.

Commenting to HR Daily on the potential impact of the Qantas dispute - which is not likely to be arbitrated until Easter 2012 - he said some brand damage is inevitable, and especially in cases where potential employees not only read about the dispute but are affected by it.

The relationship between the customer experience and the employee experience is "seamless", he points out.

But Minchington, who is the CEO of Employer Brand International, says that when a brand has "been around for a while" and has a high level of brand equity, "the long-term impact on its ability to attract and retain talent will be minimal".

Delivering a signature employment experience

Have you read Brett's new book,  Employer Brand Leadership-A Global Perspective?

The key moments of truth for your employer brand

Companies are increasingly realising that looking at only one part of the employee lifecycle e.g. recruitment, is simply not enough! Employee’s needs and motivators change over time during the course of their tenure. These changes may be influenced by lifestyle factors such as age, gender, experience, qualifications, marital status, stage of life, career aspirations, etc.

Your employer brand strategy must consider the complete picture and leaders need to carefully consider and plan how the employee experience impacts people at each touchpoint across the lifecycle. Smart Executives realise that a ‘one-size-fits’ all lifecycle strategy fails to optimise productivity.  Companies that segment and align the employee lifecycle as part of their employer brand strategy will benefit from maintaining higher levels of engagement, productivity, customer satisfaction and profit!

Where to begin!

A lifecycle mapping audit will identify any gaps in employee experience from pre-hire to re-hire and your future strategy will need to address these gaps to ensure your people policies, processes and systems are working to provide a signature employee experience. In theory it makes good sense, in practice, much work needs to be done as there are many moving parts to join up.  Segmenting and effectively managing the employee lifecycle will require a culture change for many companies.

The fifteen moments of truth

Whilst there will be variances depending on company size, scope and scale, the key ‘moments of truths’ across the employee lifecycle which will require your focus include:

Where to next for employer branding?

Original article published in HC Magazine click here>

Employer branding has evolved from a recruitment support function to a focus for organisations throughout the employee lifecycle, from hire to retire. Brett Minchington forecasts what the future may hold for employer branding.

Click here to read the online full article>

Have you read Brett's new book,  Employer Brand Leadership-A Global Perspective?

Infographic - EBI 2011 Employer Branding Global Study

We're pleased to release the findings of Employer Brand International's 2011 Employer Branding Global Study.

A copy of the media release can be viewed by clicking here>