Professional Documents
Culture Documents
Employer Branding: Brett Minchington Defines Employer Branding As "The Image of The
Employer Branding: Brett Minchington Defines Employer Branding As "The Image of The
Insight
Focus
Differentiation
Benefits
Continuity
Consistency
Core Principles
Insight
How do employees currently perceive the employer
brand?
Do people have a strong sense of the organization's
purpose and values?
What behaviours are felt to be most characteristic of the
employees?
What currently drives people’s commitment and what
demoralizes people?
Why do people chose to join the organization and why
do they leave?
What would be the reply of employees to the question:-
What kind of organization do you work for?
Core Principles
Focus
Provide a focal point to the employee’s relation with the
organization.
This could be either what the organization does or what
it plans to do.
This could also be how the organization does it i.e. the
values, style, culture and personality of the
organization.
It is important to identify the current focal point and if
need be, make a new focal point.
In either case, it is important to make the focal point
crystal clear to all employees.
Core Principles
Differentiation
What is it that makes the organization different from it’s
nearest competitor?
What is it that makes the organization better than it’s
competitors?
These two points are always the key points at the core
of any employer branding exercise.
Benefits
If you are going to make changes, communicate what’s in
it for the employees.
Benefits could be many like money, greater security,
greater share in success, competitive strength or wider
career opportunities.
Don’t assume that employees will read between the lines.
Core Principles
Continuity
Understand that change is not easy for anyone.
People will be more receptive to change if they can see
where it has come from and not just where it is going.
As far as possible, stress on continuity to the present
situation.
Consistency
This is going to be the most critical factor in building a
brand that sustains itself over the long run.
There has to be a consistency in between what the
management is saying and the changes experienced by
employees within the organization.
Employer Brand Management
External Recruitment
Reputation & Induction
Internal Team
Senior Performance
Leadership Appraisal
Employer Brand
Proposition
Values Learning &
and CSR Development
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