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Role of leadership in employer branding

Role of leadership in employer branding



Article discussing the role of leadership in employer branding

Article discussing the role of leadership in employer branding



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    Role of leadership in employer branding Role of leadership in employer branding Document Transcript

    • (16) HR FUTURE 07.2011 INTERNATIONAL WATERS employer branding Role of leadership in employer branding EMPLOYER BRAND Zappos put a premium on selecting, CHARISMATIC LEADERSHIP developing, and retaining strong Behind many strong employer LEADER VACANCIES leaders at every level. What sets brands you will also find a SET TO INCREASE. them and the other companies on the charismatic CEO who has a list apart, however, is not just their tribe-like following. A standout emphasis on good leadership, but also charismatic leader is Tony Hsieh, brett minchington how they approach it. They carefully CEO of online shoe seller Zappos. tailor their developing leaders to fit com, clearly a talented leader who t their unique business strategies and understands the value of creating organisational cultures. talented tribes. Prior to joining The biggest influence on the Zappos, Hsieh co-founded and success of your employer STRONG LEADERSHIP IS LINKED TO sold LinkExchange to Microsoft for branding programme will be FINANCIAL RESULTS $265M in 1998. In 2008, Zappos the strength of the leadership When Hay Group looked at achieve the $1billion sales revenue (at all levels!) responsible for how the Top 20 organisations milestone and on 22 July 2009 the development and implementation compared to the S&P 500 in terms Amazon.com announced the of your employer brand strategy. This of shareholder returns, they found acquisition of Zappos.com in a deal is no different to the impact leadership the Top 20 outperform in both valued at nearly $900 million. has on innovation and re-invention, the short term and long term. Such was the level of brand equity corporate reputation, financial Over a ten year period the top 20 built upon Zappos’s unique culture performance, customer relationships companies had a three percent that Amazon decided the brand or performance management – return compared to the S&P of would remain as an independent strong leadership is central to the –1.4 percent. subsidiary. Hsieh set a very clear sustainability of your business. DIFFERENT LEADERSHIP FOR CHANGING TIMES The following were named among the 20 Best Companies for Leadership in “Any company trying a 2010 BusinessWeek.com/Hay Group survey included: GE, Southwest, to compete, must figure out a way to 3M and Procter & Gamble in the top four positions. It is no wonder these companies are also household brands engage the mind with a track record of success. Another company at number sixteen on the list is online retailer, Zappos. of nearly every Both GE and Zappos with their rapidly shifting environments face similar challenges in motivating and employee.” engaging their employees. For Zappos, it’s about creating and maintaining passion in a call-centre culture. For GE, it’s about keeping people engaged in a changing climate. Both GE and - Jack Welch, former CEO General Electric Brett Minchington, Chairman/CEO of Employer Brand International, is a global authority, strategist and corporate advisor on employer branding (www.brettminchington.com). His new book Employer Brand Leadership-A Global Perspective is available at (www.collectivelearningaustralia.com).
    • employer branding INTERNATIONAL WATERS HR FUTURE 07.2011 (17)vision – for customers to say, “Thatwas the best customer service Ihave ever had.” Hsieh then did twothings to engender a tribal culture.Firstly, he asked all of the tribalmembers to convene and agreewhat values were required to deliverthis vision. The Zappos tribesconsulted each other and came backwith a list of 10 core values. Postedon their website for the world to seeit’s quite clear what Zappos standsfor:“As we grow as a company, it hasbecome more and more importantto explicitly define the Zapposcore values from which we developour culture, our brand, and ourbusiness strategies.These are the ten corevalues that we live by:1. Deliver wow through service;2. Embrace and drive change;3. Create fun and a little Figure 1: Excerpt: Employer brand leader vacancy at Monsanto – June 2011 weirdness;4. Be adventurous, creative, all have dedicated employer brand communications and publication and open-minded; managers focused on developing relations compared to roles five5. Pursue growth and their company’s employer brand. years ago which were seeking learning; When I returned to Copenhagen in leaders from a human resources6. Build open and May 2011 there were eight employer background. Monsanto’s recent honest relationships with brand leaders in the delegate audience vacancy for an employer branding communication; compared to only two when I specialist states:7. Build a positive team and delivered an employer brand global “Bachelor’s degree required, family spirit; masterclass in 2009. I am seeing preferably in Communications,8. Do more with less; similar trends when I return to other Branding, Marketing, Journalism or9. Be passionate and markets, especially in the UK and USA. related field. determined; and The role of an employer brand A minimum of 9 years relevant10. Be humble.” manager is increasing in scope working experience in related as the discipline evolves. As industry or similar capacityTHE ROLE OF THE EMPLOYER the line between the role of with particular emphasis onBRAND MANAGER human resource, marketing and planning and executing brandingIn 2006 when I published my book, communication professionals in / communications programs, withYour Employer Brand attract, engage talent attraction and retention an emphasis in brand marketing.”retain, the position of an employer continues to blur, employer brandbrand manager was virtually unheard managers are being empowered If you’re seeking to work in aof. Today companies such as Nike, to deliver responsibilities from all dedicated employer branding role,Ernst & Young, UnitedHealth Group, three functions. In the UK and USA, stay tuned as we’re likely to see anVestas Wind Systems, Starbucks, IBM, the trend is for companies to seek increase in employer brand leaderAhold, E.ON, Deloitte, Nordea, DONG employer brand managers with vacancies in your country in theEnergy, HP and Deutsche Bank now expertise in branding, marketing, coming one to two years. (HRf)
    • The world’s most comprehensive book on Employer Branding Written by employer brand strategist Brett Minchington MBA (www.brettminchington.com) and compiled from two global tours to more than 38 cities in 24 countries. • Employer branding global trends • A strategic process to build employer brand equity • The role of leadership in employer branding • Measuring ROI •  global best practice case studies from companies 9 including Deloitte, IBM, Sodexo, Phillips, UnitedHealth Group, Vestas, etc • The future for employer branding Another outstanding book on employer branding by Brett Minchington! Nothing has been left out - great case studies and the tools and frameworks included are an excellent management training resource Els van de Water, Senior HR Manager, Microsoft A must read! Easy to read. Engaging. Inspiring. Practical. Thoughtful. Inclusive! I was inspired by the linkages you made to the corporate brand and the importance of departments cross-functionally working to create a fantastic employee experience from pre-hire to retire. Every C-level leader should read it to understand the importance of a strong employer brand and EVP to the organization. Kat Drum, Manager, Social Networks and Employer Brand Programs at Research In Motion Left: Employer Brand Managers Handbook Right: 2011 EBI Employer Branding Global Survey Report www.employ erbr andinternat ional.comTo order these publications and many more visit the world’s leading employer branding online store: