Brett’s opinion is sought globally by the media and HR, Marketing and Management publications. His articles have featured in publications around the world including titles such as The Ecomomist, Business Week, HR Future (South Africa), The Human Factor (India), Personnel Zaradzanie (Poland), The Opinion Leader (Finland), HRM Magazine (Singapore), HR Professional (Canada), HC Magazine (Australia), Personnel Today UK, International Association of Business Communicators, Times Ascent (India), Universum Quarterly, Human Resources Magazine (Australia), NZ Management (New Zealand), onrec.com, Executive Grapevine (UK) and ERE Journal of Corporate Recruiting Leadership. Brett is an International columnist on employer branding for HR Future, South Africa's leading HR publication.
This section includes a selection of articles from Brett Minchington's catalogue.
Check out the tour photos on facebook click here>
Monday 15 November - Tuesday16 November 2010
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?
Article originally published in South Africa's leading HR publication, HR Future where Brett is an International monthly columnist on employer branding.
Could this be your most undervalued talent attraction asset?
With the global population estimated at over 6.8 billion people, it’s staggering to learn there are nearly 2 billion people internet users around the world. What is even more staggering is that the fastest growing region in the world is Africa with over 2,300 % growth in users during the period 2000-2010. Compare this to around 145% growth in North America during the same period and it is clear to see that Africa is getting connected!
Developments in internet technologies to support talent attraction efforts have also been rapid during this period. The use of the internet for activities central to the recruitment process has shifted the paradigm of traditional paper based methods. The recruitment process is now being supported by rich media, videos, social media, RSS feeds, podcasting, blogs, and applicant tracking systems (ATS).
Google’s keyword tool says there is an average of 506,000,000 searches per month using the keyword search ‘jobs.’ Jobseekers are no longer just interested in finding a job; they are becoming more particular in gaining a better insight into a company’s culture, values and employment benefits before joining. A company’s employer brand rates highly on a job seekers list and one of the most effective ways to communicate your employer value propositions (EVP’s) and provide an insight into, “what it is like to work here,” is through your careers website.
In most cases, the information on careers sites is simply a replica of the "about us" section of the main corporate website. It’s boring and does very little to engage visitors to your site and may actually be doing your employer brand damage.
The purpose of your careers website should be to:
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.'
To read the full article please click here>
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.
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