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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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>
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:
Can you please spare a few moments to complete our short Global Employer Branding Survey?
2011 Employer Brand International's 2nd Employer Branding Global Research Study
We invite you to participate in the world's largest Employer Branding Global Research Study.
Employer Branding Global Survey - survey now closed
This survey is now closed. If you would like to receive a copy of the media release about the global survey findings in June 2011 please email
Your feedback will contribute to a better understanding of global trends in employer branding and allow comparisons of the evolution of employer branding pre and post the Global Financial Crisis.
The research will answer the following and more:
Surveys completed by 4 March 2011 will go into the draw to win 1 of 5 signed copies of the latest book on employer branding titled "Employer Brand Leadership - A Global Perspective" by Brett Minchington
To commence the short 10 minute survey please click on the link below
Thank you for your participation and support. All participants will receive a complimentary copy of the research findings.
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