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.
2011 Employer Branding Global Tour - Europe May.
To follow the tour on twitter at hastag #minchingtonEBtour click here>
To view photos from the tour please click on the links below:
This trip I'll be posting updates on twitter throughout the tour on twitter at www.twitter.com/brettminch
We had a fantastic time in Auckland, New Zealand in early May for the 2011 New Zealand Employer Branding & Engagement Summit. We had 8 excellent speakers including Linda Halse GM HR AWRI who spoke on building an international talent pipeline to fill mission critical roles and Richard Long, Manager, Talent Acquisition, Deloitte NZ who presented "Up Close & Personal on the Social Web." John Charlesworth provided insights in how Air New Zealand transformed their culture suffering 30% engagement in 2003 to one of the world's highly acclaimed airlines, renowned for it's engaging culture and great customer service, it was an excellent case of what's possible using employer branding to build engagement that transforms a culture.
To view the photos from the tour please click here>
In the first of a two part series Brett Minchington explains the importance of a well planned Employer Brand Communications Strategy.
Building employer brand equity that creates competitive advantage in attracting and retaining talent takes time. The smart companies transition through an initial research and concept phase (usually takes between 3-12 months depending on company size, geographic spread, etc) to develop their employer brand strategy. It should also involve an analysis of the effectiveness of current communication strategies to promote the company’s employer brand and employer value propositions (EVP’s).
Whilst an increasing amount of companies such as Google, Starbucks, UnitedHealth Group, IBM, Sodexo, Deloitte and Deutsche Bank are deploying a coordinated approach to their employer brand communications, there are still many who lack the strategic foresight required to build employer brand strength and a clear understanding amongst the target audience of the benefits of the employment experience offered by the company. Google have been effective over a long period in ‘telling their employment story’ through engaging imagery (e.g. the physical working environment inside the Google offices), video and articles published around the world. On most occasions it is someone else telling the story. There is nothing more powerful than a third party endorsement! I have been fortunate to be a guest at the Switzerland offices on two occasions and it’s easy to see how a working environment can have a positive impact on productivity. But it doesn’t happen by chance, there’s a well thought out strategy that supports Google’s employer brand communication efforts which has seen it consistently ranked as a ‘great places to work,’ and admired by its peers.
To view the photos from the tour please click here>
Some interesting stats about Turkey
Day 5 Sunday 27 March 2011
Upcoming events on Brett's 2011 Employer Brand Global Tour click here>
This article provides insights from Brett's new book "Employer Brand Leadership - A Global Perspective?" For full details please visit the publisher's website click here>
Building market based assets with employer branding
Your employer brand is “the image of your organisation as a ‘great place to work’ in the mind of current employees and key stakeholders in the external market (active and passive candidates, clients, customers and other key stakeholders). The art and science of employer branding is therefore concerned with the attraction, engagement and retention initiatives targeted at enhancing your company's employer brand."
A strong employer brand is built upon mental (image) and physical availability (market reach) so your creative should work towards building consistent associations you want your employees, candidates and other key stakeholders to have about ‘what it’s like to work at your company.’ Your strategy should work towards expanding your market reach to your target audience using the most effective internal and external communication channels.
However the biggest challenge I find for managers responsible for the employer brand strategy is they don’t understand the science of branding and lack knowledge in branding principles and practices which have been informed by decades of research into how brands grow.
Common employer branding mistakes
Some of the most common mistakes I see made by companies include:
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