Trends

12 Employer branding best practices to focus on in 2012

Have you read Brett's new book,  Employer Brand Leadership-A Global Perspective? click here

As we approached 2011 I wrote an article titled, “11 Employer branding best practices to focus on in 2011.”  The art and science of Employer branding has evolved considerably since I wrote that article more than twelve months ago.

In 2011 I was fortunate to travel to Russia (three times), Turkey, New Zealand, Australia, Denmark, Belgium, Spain, Italy, UK, Netherlands, and Chile to chair Employer Brand International’s (EBI) Employer Branding Summit Conferences and Masterclass events. I also took the opportunity to spend time with leaders in the regions who are driving the employer branding agenda inside their countries to witness first hand just how challenging and complex attracting and retaining talent has become. It is as if the market is moving at one (fast!) speed and companies at another (slow!).

In September 2011 at EBI we published a major Employer Branding Global Survey report which highlighted key trends in employer branding in advanced and developing economies. We published a similar report in 2009 and it was interesting to see the developments in employer branding over the past two years. Following the Global Financial Crisis in September 2008, the world of work has undergone significant changes. There are six million less jobs in the USA and unemployment continues to remain high (though there was some improvement in the last quarter of 2011) despite a number of government initiatives to stimulate the economy. 

Along with political unrest in countries such as Syria, Egypt and some Middle Eastern countries there has been an ‘Occupy’ uprising which had its roots in the USA. Around the world many citizens are fed up with the wealth being concentrated in a small percentage (or the 1% as it has been defined!). Despite multiple European bank and country bailouts and downgrading of credit ratings in countries such as France there are serious concerns about the future of the Euro, the solvency of a number of European countries and the ongoing risk of the market overheating in China and India. Welcome to the new normal!

Infographic - EBI 2011 Employer Branding Global Study

We're pleased to release the findings of Employer Brand International's 2011 Employer Branding Global Study.

A copy of the media release can be viewed by clicking here>

Employer branding without borders – A pathway to corporate success

Long version article published in Journal of Corporate Recruiting Leadership - August 2011 click for the pdf copy>

Short version original article published on www.ere.net

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>

The extended version of this article will be published in the Journal of Corporate Recruiting Leadership in August

Culture is more often a source of conflict than of synergy. Cultural differences are a nuisance at best and often a disaster.

–Professor Geert Hofstede, Dutch social psychologist

One of the greatest challenges facing global companies right now is their ability to exploit synergies and efficiencies in their global talent acquisition and retention programs. When considered with the fact we are about to enter an era of unparalleled talent scarcity around the world, the role of the global employer brand manager is set to become one of the most critical roles inside global companies.

Global talent acquisition has become increasingly complex. The need for systems integration, understanding of culture diversity, social and technological changes, jobless, uneven economic recoveries in many countries, the threat of declining fertility rates, inequality in global education standards, and the impact of aging populations in many developed economies has created multiple challenges for global companies which show no signs of easing soon!

Leaders I speak with around the world are saying they are running hard to stand still and where previously they could take 1-2 years to research, develop, and implement talent acquisition and retention strategies, the competitiveness for talent is demanding leaders react quicker and more decisively to stay ahead of the competition.

Even top employer-branding companies like Google, Adidas, and Deloitte are constantly seeking innovative ways to source, develop, and retain talent. If that’s what is happening with the market leaders, consider the millions of other companies around the world who have similar challenges. At a global level the problem is magnified to unthinkable proportions and the solutions are going to need a mix of short- and long-term initiatives including collaboration between companies, industries, universities, and governments. There is no benefit to global corporations if leadership talent is in high supply in Scandinavia when manufacturing operations are in India and there is a dearth of leaders with the right skills.
 

The Reality of Globalization and its Impact on Employer Branding

The social and culture integration brought about through globalization can foster broader understanding and co-operation between employees around the world, and potentially economies of scale in the allocation of human resources, but is it really that simple?

11 Employer branding best practices to focus on in 2011

Have you read Brett's new book "Employer Brand Leadership - A Global Perspective?" For full details please visit the publisher's website click here>

I've compiled a list below I wanted to share with you. The list includes 11 areas for leaders to focus their employer branding efforts on in 2011 based on some of the workforce changes we have encountered by the introduction of new technologies, global economic instability and the requirements of a modern workforce - one that is agile, adaptable and responsive to a constantly changing and highly competitive landscape.

It's great to see many more companies appointing employer brand leaders in 2010 to drive their organisation's employer brand strategy. I expect this trend to continue in 2011.

It is only with this focus will we see the continued evolution of the employer brand concept and employment offerings which on the whole, works towards achieving a much better match of the needs of employees with those of business.

Here is my top 11

1) Establish a real-time career development for employees