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11 Employer branding best pactices to focus on in 2011 PDF Print E-mail
Written by Brett Minchington   
Saturday, 11 December 2010 08:29

 

Oringal article published at www.brettminchington.com

I've compiled a list below I wanted to share with you. The list includes 11 areas for leaders to focus their employer branding efforts on in 2011 based on some of the workforce changes we have encountered by the introduction of new technologies, global economic instability and the requirements of a modern workforce - one that is agile, adaptable and responsive to a constantly changing and highly competitive landscape.

It's great to see many more companies appointing employer brand leaders in 2010 to drive their organisation's employer brand strategy. I expect this trend to continue in 2011.

It is only with this focus will we see the continued evolution of the employer brand concept and employment offerings which on the whole, works towards achieving a much better match of the needs of employees with those of business.

Here is my top 11

1) Establish a real-time career development for employees

 



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Lundquist Employer Branding Online Awards 2010 Announced PDF Print E-mail
Written by EBO Editor   
Friday, 03 December 2010 05:25

Royal Dutch Shell took the top spot in The Lundquist Employer Branding Online Awards 2010 Global 100, which was released today. Shell earned 71.5 points out of a possible 100 while Mercedes-Benz finished second with 64. General Electric and BP were a half point back to tie for third place.

The Global 100 study assessed how the companies with the strongest brands use their corporate websites to attract and retain the best employees. The study found that most of the companies fail to exploit the potential of their corporate website and the strength of their brands to attract and retain the best employees.

This was the first year Milan-based financial communications consultancy Lundquist conducted the research, which will be repeated on an annual basis to see how companies are progressing in improving their websites to meet the needs of both job seekers and current employees. Lundquist conducts other internationally recognised research including the Lundquist CSR Online Awards.

Among the key findings of the 2010 Employer Branding Global 100 research:

- the vast majority of sites show a list of open positions (92%) and allow users to sort vacancies (88%) and upload a CV for a specific opening (87%)
- three-fourths of companies do not provide any contact information for job seekers with queries
- most companies either don’t use social media as part of their employer branding strategy or don’t provide links to the media from their corporate website
- 40% of companies fail to provide exhaustive information on their site about what they do
- 87% of companies fail to give comprehensive information about how a typical employee will see their career progress

Please click here for the executive summary of the “Global 100” research, which includes the full classification and discusses the main trends that emerged from the study.

Top 10:
1. Royal Dutch Shell (71.5 points)
2. Mercedes-Benz (64)
3. BP (63.5)
3. General Electric (63.5)
5. JPMorgan (62.5)
6. Goldman Sachs (61)
7. Allianz (60.5)
8. Danone (58.5)
8. American Express (58.5)
10. Axa (57.5)

 

Editors note

To order a copy of the Career Websites Global Best Practice - The world's leading resource on how to develop a world class careers website with practical guidance and case study examples of worlds best practice click here>
 



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It’s time to get social! PDF Print E-mail
Written by Brett Minchington   
Wednesday, 01 December 2010 16:34

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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Reassess your career website PDF Print E-mail
Written by Brett Minchington   
Wednesday, 27 October 2010 20:15

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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The world's most attractive employers 2010 PDF Print E-mail
Written by EBO Editor   
Tuesday, 28 September 2010 17:02

Universum, the employer branding company, presents the world’s Top 50 most attractive  employers. From the world’s leading economies, nearly 130,000 students at top academic institutions chose their ideal companies to work for.

This is the first global index of employer attractiveness and highlights the world’s most powerful employer brands, those companies that excel in talent attraction and retention. The global rankings are based on the employer preferences of students from Brazil, Canada,China, France, Germany, India, Italy, Japan, Russia, Spain, U.K., and U.S.

The index reveals some dramatic trends
 
When 70% of corporate value is from intangible assets (according to Accenture) and skill shortages are acute worldwide, being an attractive employer is critical to keep a sustained competitive advantage.

1. American multinationals increase their lead over the rest of the world.
2. Employer Brands decoupled more and more from Corporate Brands.
3. Companies that help talent develop the “me brand” are more attractive.
4. Perception of industry and brand are interdependent.

To read a copy of the full media release and results please click here>



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