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May 2011 - Europe - Employer Branding Gobal Tour PDF Print E-mail
Written by EBO Editor   
Friday, 17 June 2011 13:47

Employer Brand International  (EBI) hosted Employer Branding Summit and Masterclass events in 6 cities beginning in Auckland on 10 May and then in Copenhagen, Belgium, Moscow, Madrid and Milan. These events were part of Brett Minchington's 2011 Employer Branding Global Tour.

It is through collaborations such as these events which will contribute to the ongoing development of the Employer Brand Concept in NZ, Europe and around the world.

To read tweets from the events please visit the twitter hastag #minchingtonEBtour or click here>

To view photos from the tour please click on the links below:

 

New Zealand - 2011 New Zealand Employer Branding and Engagement Summit

Denmark - 2011 Scandinavian Employer Branding and Engagement Summit

Belgium - Employer Brand Leadership International Masterclass

Russia - Employer Brand Leadership Trainings

Spain - Employer Brand Leadership International Masterclass

Italy - 2011 International Employer Branding and Engagement Summit

 



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Employer branding & generation Y in Turkey PDF Print E-mail
Written by EBO Editor   
Thursday, 07 April 2011 21:27

With a population of 73+ million, 60% of the population under the age of 35, approx. 450,000 students graduating from around 150 universities and other higher education institutions in 2009, 30+ million internet users and an increase of 169% in GDP between 2002 and 2009, Turkey is a prime market for companies to adopt a strategic approach to their employer branding.

Employer Brand International was honored to be hosted by Sabanci University and Dinamo Training & Consulting to share global best practice in Employer Branding and Generation Y with Turkish leaders last month. EBI Chairman/CEO Brett Minchington delivered a masterclass event with Evrim Kuran, Director of Dinamo to around 100 senior and executive managers. Top employer Global Bilgi also shared their employer brand journey which I'm sure will inspire many more countries in Turkey to adopt a strategic approach to employer branding. To view some photos from the event please click here>



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Building market based assets with employer branding PDF Print E-mail
Written by EBO Editor   
Wednesday, 09 March 2011 20:13

Original article published in HR Future Magazine

Upcoming events on Brett's 2011 Employer Brand Global Tour click here>

This article provides insights from Brett's new book "Employer Brand Leadership - A Global Perspective?" For full details please visit the publisher's website click here>

 

Building market based assets with employer branding

Your employer brand is “the image of your organisation as a ‘great place to work’ in the mind of current employees and key stakeholders in the external market (active and passive candidates, clients, customers and other key stakeholders). The art and science of employer branding is therefore concerned with the attraction, engagement and retention initiatives targeted at enhancing your company's employer brand."

A strong employer brand is built upon mental and physical availability so your creative should work towards building consistent associations you want your employees, candidates and other key stakeholders about ‘what it’s like to work at your company,’ and your strategy should work towards expanding your market reach to your target audience using the most effective internal and external communication channels.

However the biggest challenge I find for managers responsible for the employer brand strategy is they don’t understand the science of branding and lack knowledge in branding principles and practices which have been informed by decades of research into how brands grow.

 

Common employer branding mistakes

Some of the most common mistakes I see made by companies include:



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HR not yet a ‘strategic business partner’ PDF Print E-mail
Written by EBO Editor   
Saturday, 29 January 2011 06:40

EMEA HR Transformation Survey

UK
London, 20 January 2011

Only 15% of activities carried out by HR departments across Europe, Middle East and Africa (EMEA) are related to pure strategic interventions, according to 500 Human Resource Directors (HRDs) surveyed by Mercer. Its report also highlighted that, in spite of this, 65% of HR departments perceive themselves as a strategic partner to their business. While respondents sought to increase their future strategic input to more than 25%, the difference in perception and reality highlighted that HR departments still have far to go in their effort to transform themselves into more accountable and more measurable strategic business partners.
 
The responses come from Mercer’s HR Transformation Survey which analysed responses from more than 40 countries across EMEA. ‘HR transformation’ is defined as improvements in efficiency, effectiveness, training and strategic input as well as projects that align the HR department’s activities more closely to the needs of the business. The research builds on trends from previously run surveys in 2003 and 2006. It tracks HR’s endeavours to strategically reinvent itself and anticipate business growth while transforming itself into a more valued business partner.



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Build employer brand equity PDF Print E-mail
Written by EBO Editor   
Thursday, 27 January 2011 16:52

This article provides some insights into "Building employer brand equity as featured in Brett Minchington's new book Employer Brand Leadership - A Global Perspective.

 

A company has one brand and the art and science of employer branding provides a focus for the role of the ‘employee’ in building brand equity. In addressing the challenge of measuring the ROI of your employer brand strategy, your approach can be informed by previous research in marketing, specifically in the area of brand image and brand equity.



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