Leadership

Grow your company with employer branding

International Employer Brand strategist and author, Brett Minchington MBA defines your employer brand as, “The image of your organisation as a great place to work as perceived by your internal (current employees) and external audience (active and passive candidates). To achieve sustainable growth in today’s climate companies must focus their collective efforts on developing their employer brand to attract and retain talent before their competitors do.

To build a best practice employer brand program Minchington recommends companies need to understand how their current employer brand is perceived by employees and candidates the company would like to convert into new hires. This should involve vigorous research to discover the key drivers of the employer brand, the employer value propositions, why employees choose to join the company and why they choose to leave.