12 Opinion leader 2011 | www.calcus.fi
Brett Minchington, kansainvälisesti tunnettu Employer Branding-asiantuntija katsastaa alan tulevaisuutta.
Kolumni on kirjoitettu varta vasten Opinion Leaderia varten ja julkaistaan tässä yksinoikeudella Suomessa.
Where to next for
Employer Branding? The business case for employer branding has become clearer for organisations. Prior to the global
financial crisis (GFC) employer branding was mainly used to support recruitment functions. The impor-tance
of leveraging the employer brand to engage and retain talent is now high on the leadership
agenda as companies soon discovered during the GFC it was still difficult to recruit and retain talent.
Brett Minchington MBA
The maturing of employer branding with a compa-ny’s
focus on the whole employee lifecycle from hire
to retire has come at the right time as the economy in
many countries has started to rebound, albeit at dif-ferent
Talent acquisition and retention has become in-creasingly
complex. The need for systems integration,
understanding of culture diversity, social changes, tech-nological
advances, the threat of declining fertility
rates, inequality in global education standards and the
impact of ageing populations in many developed econ-omies
has created multiple challenges for companies
and show no signs of easing soon!
Since 2006 I have witnessed the stages of the evolu-tion
of employer branding inside companies and
amongst cultures during my two global tours to more
than 40 cities in 25 countries.
Leaders I speak with around the world are saying
where previously they could take 1-2 years to research,
develop and implement their employer brand strategy
the competitiveness for talent is demanding they react
quicker and more decisively to stay ahead of the com-petition.
The challenges of the jobless economic recov-eries
being experience in countries such as the USA re-quire
new applications of employer branding.
With the talent challenges and complexities now
facing companies it is not surprising we are yet to see
many companies evolve to the status of a Tier 1 employ-er
branding company (see figure 1).
How to move forward
The success of your employer brand strategy over the
next 1-2 years will be determined by how well you:
Establish a strategic framework for employer
brand strategy: Ensure internal and external stake-holders
are working to achieve the same strategy. In
my new book ’Employer Brand Leadership-A Global
Perspective,’ I detail the ‘Employer Brand Excellen-ce
Framework’ which defines the employment expe-rience
from a stakeholder perspective (see figure 1).
The Framework considers the role of employees, pros-pective
candidates, customers, investors and society
in employer branding. Less than 20 percent of firms
around the world have a clear employer brand stra-tegy
and as expected developed markets are leading
the way with USA/Canada rating the highest (19.7
percent), followed by Asia (19.4 percent), Europe/UK
(18.4 [percent), Australia (15 percent), Turkey (12.3
percent) and Russia (7.6 percent). Clearly there is still
alot of work to do!
Allocate sufficient resources: To develop and
manage the employer brand for the long term you
need to appoint dedicated staffing who can focus on
implementing and managing the strategy. There has
been a 250 percent growth in employer branding job
vacancies since 2006 and many of these are seeking
professionals from a marketing and communications
background so think broader than the human resour-ces
Ensure collaboration between internal and exter-nal
stakeholders: Ensure a consistent approach to ma-naging
the company’s brand assets through a joined
up approach amongst stakeholders responsible for the
corporate, consumer and employer branding initiati-ves
e.g. marketing, communications, human resources,
PR, IT, etc.
Build market reach: Employer branding initiatives
should refresh employer value proposition (EVP) me-mory
structures through authentic, relevant and dis-tinctive
CEO of Employer
is a global
com). His new
available at www.
Re-think your business model - The ability of orga-nisations
to attract and retain talent who contribute to
growth and profitability is no longer limited to drawing
upon the local or national workforce – companies now
have tools at their disposal to tap into the global talent
pool and what I call ‘pockets of talent excellence,’ small
clusters of highly talented individuals or small groups
who are on top of global issues and trends, adaptable
and agile enough to move in and out of companies on a
project by project basis providing expertise at a speed
far more superior to the hiring of full time employees.
Manage employee differentiation: Understand
the role of culture diversity in unlocking the potential
of your workforce.
Companies need to act now to put the systems, poli-cies
and processes in place to ensure they are well po-sitioned
to react to the environmental changes which
will accelerate as the completion for talent across bor-ders
becomes more competitive as companies seek to
expand their global footprint in the pursuit of growth
Have patience - employer branding is an evolution-ary
Figure 1 : Employer Brand Excellence Pathway
‘Employer Brand Leadership – A Global Perspective’
by Brett Minchington
The world’s most comprehensive book on Employer Branding
Written by International employer brand strategist Brett
Minchington MBA (www.brettminchington.com) and compiled
from two global tours to more than 40 cities in 25 countries.
• Employer branding global trends
• A strategic process to build employer brand equity
• The role of leadership in employer branding
• Measuring ROI
• 9 global best practice case studies from
companies including Deloitte, IBM, Sodexo,
Phillips, UnitedHealth Group, Vestas, etc
• The future for employer branding
Brett Minchington (www.brettminchington.com) is the
Chairman/CEO of Employer Brand International, a global
authority, strategist and corporate advisor on employer branding.
Order online at www.collectivelearningaustralia.com
www.calcus.fi | Opinion leader 2011 13
Employer Brand Leadership
About Employer Brand International
EBI provides research, advisory and thought
leadership in employer branding through
strategic consulting, conferences/training,
publications, research and global think-tanks.
EBI’s expert services are provided
through an international network of expert
employer brand Senior Associates. EBI’s
Global Advisory Board consists of leading
corporate professionals and academics
from around the world.
Why choose to study the Certificate in
Employer Brand Leadership?
• Study for an in demand leadership skill
• Case study approach to support
• Real world application
• Flexible study options
• Supportive learning environment
• Access to the world’s most extensive
employer branding learning resources
• Alumni support
1. Since 2007 EBI has trained thousands
of managers in employer branding in
more than 50 cities in 28 countries.
2. Access to an employer branding global
community of 3500+ members.
3. Course is supported by world class
learning resources including books,
handbooks and global research reports.
4. The first course of its kind offered in
partnership with educational institutions,
business and the community.
5. Accredited by EBI
5 QUICK FACTS
WELCOME FROM THE
Welcome to the Certificate in
Employer Brand Leadership
Course – a contemporary
leadership program for
managers around the world.
Since 2007, Employer Brand
International has conducted
training for thousands of
managers in employer branding
in more than 50 cities in
28 countries including Australia, Belgium, Denmark, France,
Germany, Italy, Russia, UAE, UK, and the USA.
Employees are fast becoming central to the process of brand
building and their behavior can either reinforce a brand’s advertised
values or, if inconsistent with these values, undermine the credibility
of your messages. Employer branding is a whole of business
concept concerned with the attraction, engagement and retention
initiatives targeted at enhancing your company’s employer brand.
The contest amongst employers to attract and retain talented workers
takes place in a world where changes in the political, economic,
social and technological environments and concerns about a
company’s environmental footprint is driving widespread change in
employment patterns. Today, competition for the best employees
is as fierce as competition for customers and market share.
The course brings together a talented team of academics,
strategists and corporate leaders to create an inspiring learning
experience in the growing field of employer branding.
Our emphasis is on assisting you to develop leadership,
communication, problem solving and team building skills, which
will enable you to better understand and deal with the complex
issues of management in a changing business environment.
In selecting students we look for high quality people with the potential
to not only benefit but also contribute to the learning experience.
Whilst practical in orientation, your learning experience will include
networking with like minded professionals around the world to
support a solid theoretical grounding in employer brand leadership.
Organizations that can attract and retain the best minds by
leveraging a unique, relevant and distinctive employer brand
will have a competitive edge in the marketplace.
We look forward to welcoming you and wish
you the very best with your studies.
Employer Brand International
CORE MODULE A
THE BUSINESS CASE FOR EMPLOYER BRANDING
Study Unit 1: The Fundamentals Of Employer Branding (EBLFU)
CORE MODULE B
BEST PRACTICE IN EMPLOYER BRANDING
Study Unit 2: Employer Brand Leadership Principles & Practices
Study Unit 3: Employer Brand Strategic Management (EBLSM)
Study Unit 4: Employer Branding Mapping & Competitor Analysis
Study Unit 5: Employer Brand Analytics & Reporting (EBLAR)
Study Unit 6: Contemporary Practices in Employer Branding & Social
Study Unit 7: Employee and Customer Experience (EBLCE)
CORE MODULE C
THE FUTURE FOR EMPLOYER BRANDING
Study Unit 8: Employer Branding Social Responsibility (EBLSR)
Study Unit 9: Future Trends in Employer Branding (EBLTD)
Study Unit 10: Employer Branding Case Study Analysis (EBLCS)
HOW TO APPLY
Apply online at
or to enquire please email Andrea at:
Please direct all course
Ms Andrea Fielding
P +61 8 8443 4115
F +61 8 8443 4149
The EBI Employer Branding Global Community is an important part of
the life and community of the School, as it forms an integral part of the
School’s business relationships.
The network is diverse, including students and graduates who work and
live locally, interstate and overseas.
With more than 3500 members, the EBGC supports members in
• Fostering global networking opportunities
• Informing the business community of latest trends in employer branding