Article originally published in South Africa's leading HR publication, HR Future

Brett is an International monthly columnist on employer branding for HR Future

This article provides some insights into Employer Value Proposition development as featured in Brett's new book Employer Brand Leadership - A Global Perspective.

With the increasing fragmentation of offline and online channels used to communicate, ‘What it’s like to work for this organisation,’ it pays to ensure the  employment experience you project to current and future employees is matched by what you can realistically deliver upon throughout the employee lifecycle from hire to retire.

At the heart of your employer brand strategy should be your employer value proposition (EVP). Your EVP is an employee-centred approach that is aligned to existing, integrated workforce planning strategies because it has been informed by existing employees and your external target audience. In its simplest form, your EVP is a set of associations and offerings provided by your organisation in return for the skills, capabilities and experiences an employee brings to your organisation.

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Brett Minchington, Chairman/CEO of the Employer Brand International is a recognised global authority, strategist, author and corporate advisor on employer branding. Brett’s expertise in Employer Branding led him to author “Your Employer Brand attract-engage-retain” in 2006 which has since been sold in over 42 countries.  Brett has delivered employer branding key note addresses, executive briefings, masterclass events and chaired Summits in more than 30 cities in 20 countries and has been published in HR, Marketing and Management magazines globally including The Economist and Business Week.  He is also a regular commentator on employer branding for the media. His new book Employer Brand Leadership - A Global Perspective will be publish in August 2010.

To contact  Brett please This e-mail address is being protected from spambots. You need JavaScript enabled to view it

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Human resources professionals can serve as good internal coaches for employees, but they might not get the chance because of trust issues, Jennifer McClure writes on her blog, Cincy Recruiter's World. "I think it's hard for employees not to feel at risk when sharing information with people in a position to influence their careers." The post also attracted some interesting responses.

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In an article on internalcommshub.com, Goetz Boue says, "Many communication professionals are responsible for maintaining their company's intranet. While some intranets use standard HTML or web content management systems from a variety of vendors, a growing majority of company websites are run using Microsoft Office SharePoint Server (MOSS) – often referred to simply as SharePoint. There's been a lot of interest from communications practitioners about how to address employee demand for the incorporation of web 2.0."

Editor's note: Internal communications has come to the forefront of employer branding strategies since the onset of the economic crisis as companies focus their efforts internally on optimising the talent they already have.

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