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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
Communication Management
Senior Performance
Leadership Appraisal
Employer Brand
Proposition
Values Learning &
and CSR Development
Like all brands, employer brands are essentially marketing concepts and
constructs.
The tools and methodologies of employer brand development are
substantially the same as those for consumer or corporate brand
development.
Employer brands are at least as much about retention and engagement as
they are about recruitment.
Never trust anyone who tries to wrap employer brands in a cloak of
mystique or jargon.
They’re not just for the big, glamorous MNCs with their own high-profile
consumer brands. They’re for every local authority, charity, SME,
government department, academic organization that needs to recruit,
retain and engage good people.
The basic difference between talent attraction the old way and the brand-
based way is the introduction of research.
Employer brands can support corporate brands, and vice versa.
Every employer brand is an investment that should and must demonstrate a
return comparable to other forms of business investment.
To prove a brand’s effectiveness and demonstrate its ROI, you need to
accurately measure your current performance in recruitment and retention.
The highest ROI ever recorded by an employer brand was 290%.
Some points about
Employer Branding
Vishal Nagda
Executive – HR – Employer Branding
Organization Transformation Team