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ReAgent Rant #3 - Career websites - the inside story |
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Written by Mike Beeley
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Saturday, 31 July 2010 11:21 |
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PREMIUM CONTENT - FREE PUBLICATION DOWNLOAD
Introduction
There is much talk about what makes a great website, and a wide variety of opinion around how they should look and function, so I thought I might start this rant by busting a few myths.
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Employer branding needs good leadership |
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Written by Brett Minchington
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Monday, 20 September 2010 18:06 |
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 Article originally published in South Africa's leading HR publication, HR Future where Brett is an International monthly columnist on employer branding. click here for the published article.
This article provides some insights into "The role of leadership in employer branding as featured in Brett's new book Employer Brand Leadership - A Global Perspective.
Build employer brand leadership capabilities in your company
The role of an employer brand manager is increasing in scope as the discipline evolves. As the line between the role of human resource, marketing and communication professionals in talent attraction and retention continues to blur, employer brand managers are being empowered to deliver responsibilities from all three functions.
In 2006 when I published my book, ‘Your Employer Brand attract-engage-retain,’ the position of an employer brand manager was virtually unheard of. Today companies such as Nike, Ernst & Young, UnitedHealth Group, Vestas Wind Systems, Starbucks, IBM, Ahold, E.ON, Deloitte, Nordea, DONG Energy, HP and Deutsche Bank now all have dedicated employer brand managers focused on developing their company’s employer brand.
Employer Brand Leadership Capability FrameworkTM
To assist employer brand leaders to better manage their cross functional responsibilities I developed the Employer Brand Leadership Capability FrameworkTM to ensure a consistent approach to employer brand management. (see figure 1).
Figure 1: Employer Brand Leadership Capability FrameworkTM
(click image to enlarge)
KEY FUNCTIONS
The key functions contained in the Employer Brand Leadership Capability FrameworkTM include:
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Reassess your career website |
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Written by Brett Minchington
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Wednesday, 27 October 2010 20:15 |
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 Original article published in South Africa's leading HR publication, HR Future where Brett Minchington is an International monthly columnist on employer branding.
Could this be your most undervalued talent attraction asset?
With the global population estimated at over 6.8 billion people, it’s staggering to learn there are nearly 2 billion people internet users around the world. What is even more staggering is that the fastest growing region in the world is Africa with over 2,300 % growth in users during the period 2000-2010. Compare this to around 145% growth in North America during the same period and it is clear to see that Africa is getting connected!
Developments in internet technologies to support talent attraction efforts have also been rapid during this period. The use of the internet for activities central to the recruitment process has shifted the paradigm of traditional paper based methods. The recruitment process is now being supported by rich media, videos, social media, RSS feeds, podcasting, blogs, and applicant tracking systems (ATS).
Google’s keyword tool says there is an average of 506,000,000 searches per month using the keyword search ‘jobs.’ Jobseekers are no longer just interested in finding a job; they are becoming more particular in gaining a better insight into a company’s culture, values and employment benefits before joining. A company’s employer brand rates highly on a job seekers list and one of the most effective ways to communicate your employer value propositions (EVP’s) and provide an insight into, “what it is like to work here,” is through your careers website.
In most cases, the information on careers sites is simply a replica of the "about us" section of the main corporate website. It’s boring and does very little to engage visitors to your site and may actually be doing your employer brand damage.
The purpose of your careers website should be to:
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Written by Brett Minchington
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Wednesday, 01 December 2010 16:34 |
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 Original article published in South Africa's leading HR publication, HR Future where Brett Minchington is an International monthly columnist on employer branding.
Develop your social media strategy now!
Due to its size, scope and scale potential social media have become appealing to businesses of all sizes across all industries around the world. Following a ‘wait and see’ period, companies are now seriously starting to use social media such as Facebook, Twitter, LinkedIn and YouTube to connect and interact with current and potential employees. Successful use of social media has had a positive impact on employer brand equity for companies such as Starbucks, EMC, Sodexo, Cisco, Intuit, Coca-Cola, Zappos and Microsoft.
There is little left to debate about whether or not one should participate in social media. Companies, big and small, have acknowledged social media’s presence, and firms who do not have a Facebook page, Twitter account or LinkedIn group may now find themselves well behind their competition. However it still appears top executive are leaving the work to their colleagues further down the hierarchy.
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