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.
English version of article published in French at Focus RH click here for French version>
Today, we live in an increasingly borderless world. The penetration of high-speed internet has provided access to new information, networks and opportunities for tens of millions of people in developing nations. The barriers of time, distance and even language are eroding and creating an environment where people are able to share and exchange ideas.
This has also led to a great boom in digital recruitment in all areas, including candidate management and response handling, generalist and specialist job boards, SEO and Pay Per Click (PPC) advertising, social media and online employer branding.
The digital age has arrived at a time when candidates demand a better online job search experience. In a 2013 global study by Employer Brand International, 76% of candidates (84% in Europe) said a positive online experience is important to them in their job search and application.
The same study found three of the top four recruiting channels are online, including social media (24%), career websites (20%) and job boards (11%) – see table 1.
2nd Edition includes updated global research findings and new employer brand leader job descriptions from companies such as Nike, Mars, IKEA, etc.
Over the past five years I have been fortunate to travel to more than 50 cities in 27 countries to share my employer branding knowledge and experience with thousands of leaders across all industry sectors. The number one issue that continues to draw discussion and debate is whether employer branding should be a human resources or marketing function or both!
To download the whitepaper, "The rise of employer brand leadership" including 22 sample job descriptions from companies including Nike, Mars, Google, Linkedin, Amazon, Standard Chartered Bank, E&Y, click here>
AT A GLANCE!
New global research by Employer Brand International of more than 3000 organisations shows Ukraine companies do not follow the same trend as the rest of the world when it comes to employer brand management. Whilst the human resource (HR) department is the main department responsible for the employer brand strategy in companies around the world, in Ukraine, a different picture emerges.
The main department responsible for managing the employer brand strategy in Ukraine companies is the marketing department (30%). The HR department doesn’t even rate in the top three choices with the Executive team and CEO ranking second and third respectfully.
The economic outlook remains uncertain in many countries around the world and whilst many companies wait for the economy to show signs of growth, the smart companies continue to invest in their employer brand strategy with 39% of companies planning to increase their investment in the coming year compared to only 16% in Ukraine. However 30% of Ukraine companies are planning to maintain investments at current levels.
The global study on a range of key employment variables was undertaken to assist leaders to better understand the regional variances in employment around the world and the key areas impacting on the success of the employer brand strategy in national and global companies.
It is no surprise that Ukraine employees choose economic issues (57%) versus the global average of 41% as the factor they believe will impact most on their business over the next two years. Employee capability and technology also rated highly as major issues facing Ukraine companies.
The impact of employee engagement on your employer brand cannot be underestimated. Studies consistently show companies with higher levels of engagement are more productive, profitable and rank highly in best place to work surveys.
On a recent trip to Moscow I took the opportunity to discuss employee engagement in the rhythm of the Olympic Games as seen through the eyes of employer ambassador, Tatiana Rudneva, Olympic Project Manager in Coca-Cola Hellenic, Russia
There are not many companies who have the opportunity to make vivid and positive lasting impressions on an employee through their involvement at a world class sporting event.
The Coca-Cola Company maintains the longest continuous relationship with the Olympic Movement. The company sponsored the 1928 Olympic Games in Amsterdam, and has supported every Olympic Games since. At the London 2012 Olympic Games, Coca Cola engaged employees as ambassadors in their role as activators at Olympic Games venues. Activators are responsible for providing fast delivery of Coca-Cola products and exceptional merchandising of Coca-Cola products at Game venues.
At London 2012 over four hundred Coca-Cola ‘Commandos' around the world traveled to London to support the venues. Twenty ‘Commandos’ from Russia will also travel to the Olympic Winter Games in Sochi, Russia in 2014.
On the 18th of July 2012, Coca-Cola ‘Commandos’ from the Russian team landed in London and went straight into action! After checking into their hotel and attending meetings with colleagues from other countries and participating in training sessions, the ‘Commandos’ were communicated a clear vision – ‘The Coca-Cola Team should provide a memorable experience to athletes and spectators around the clock during the course of the Games.
Have you read Brett's latest book, Employer Branding & the new world@work?
NEW Certificate in Emloyer Brand Leadership Course - new intake commences 15 October-15 November 2013 click her for details>
Employer Brand International's Employer Branding Global Insights Research Study Report
For information on how to obtain a copy of the full report please click here for the publisher's website>
I am pleased to announce the release of Employer Brand International's latest global research study report.
A copy of the media release can be found below and I am also pleased to provide readers here with a complimentary copy of the full report until 6 August 2013 which is available at the end of the media release.
New research by Employer Brand International of more than 3000 organizations shows whilst the economic outlook remains uncertain in many countries, the smart companies continue to invest in their employer brand strategy with 39% of companies planning to increase their investment in the coming year. Interestingly, 57% of survey respondents said their company is planning for a growth phase and only 7% said business is declining.
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