Brett Minchington, the CEO of Employer Brand International, took part in professional events focused on employer branding in 11 countries in 2011. He spoke to company leaders and followed global trends that affect their employer brand building strategies.
Based on his experience Minchington then compiled a list of twelve key areas for employer branding in 2012 and published them in an article on personneltoday.com. He will also present them at the March 2012 Employer Branding Summit World Series in London.
1. Watch the wider context
Employer branding strategy should not occur in isolation from other key functions for successful company management.
2. Involve marketers
Help them understand how important role the employer brand plays in the employer's marketing strategy.
3. Learn to look for talent in the global market
Given the increasing pace of change, competition and development of modern technologies, firms must learn the basics of searching talent outside their borders.
4. Invest in strategic thinking development of emerging leaders
Strategic thinking promotes innovation and creativity and helps employees better accept constant change.
5. Promote rapid development of skills
Create a skills development plan that will connect employee career development plans, involving their immediate superiors and other managers in the company.
6. Integrate branding across borders
Many companies already have a global employer branding strategy but their local leaders do not know it.
7. Integrate formal and informal education
Do not ignore learning "on the ground" which has the greatest impact on behavior change when connected with formal education.
8. Focus on experience
To achieve an increase in employee engagement, teach your leaders how to pass a positive experience in their daily work.
9. Use modern technology
Enable your people to work with available data , so that it could bring the highest added value.
10. Lead employees to the development of global networking
Strategically built contacts with people via social networking will benefit the entire company.
11. Do overmeasure
Identify measures with the highest impact on productivity and business performance.
12. Find your brand ambassadors
First, identify the tangible and intangible components of your employer brand. Then involve particular employees to become its ambassadors and provide them the necessary time and flexibility.
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