Brett Minchingthon donne les résultats de l’enquête mondiale 2009 menée auprès de 2000 organisations.

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Brett Minchington évoque le rôle du leadership dans la marque employeur

avec Mike Beeley(Directeur de Re.Agent Employer Marketing et OneAgent

Global Employer)

4 Questions à Brett Minchington

1.    Why should companies invest in their employer brand when they have to make more urgent decisions linked to the recession?

In times of recession a company’s employer brand is at its most exposed. Recent UK research shows that 34% admitted they would switch jobs within the next year when the economic improves. Employers need to be careful to avoid complacency. The recession may keep your best people with you for now, but you need to take the time to develop the right employer brand strategy to ensure your top performers stay when the economy improves. You also need to ensure you have identified the talent you would like to recruit when the timing is right. You need to be having conversations with those people now!

Research undertaken by Employer Brand International shows only 16% of companies has developed a clear strategy for their employer brand. Interestingly, a majority of respondents also said having a clearly defined strategy is the key to achieving their employer brand objectives suggesting a major gap which needs to be addressed.

In times of recession companies need to do more with less. An engaged workforce is a productive workforce and companies with a strong employer such as Google, Apple, McDonalds, Goldman Sachs etc are continuing to post strong financial results.

2.    Do employer branding efforts generate tangible business results? How do you measure the performance?

Yes, employer branding initiatives demonstrate tangible business results. Our global survey results show these benefits include recognition as an employer of choice, easier to attract candidates, decrease in staff turnover, reduced recruitment costs,  a higher job acceptance rate and setting a standard and framework for all HR activities. Intangible benefits include increase in contribution of brand to shareholder value, increased brand salience in mind of target audience and increase in acceptance of the company by family and friends which has shown to be a key influencer of employment choice.

3.    What are the new trends in employer branding in the world?

Employer branding trends are being driven by changes in work habits and the state of the economy. Employees are seeking a more flexible working environment which allows their employment to be more aligned with their lifestyle choices. The rise in social networking is changing the way companies communicate with current employees and future prospects. The top companies are developing and nurturing talent pools to ensure a sustainable pipeline of if talent to ensure the capabilities are in place when the economy improves.  Other trends we will discuss in the masterclass include: employee referral programs, social media strategies, employee ambassador programs and employer brand leadership development.

4.    How may employer branding help those companies who are already voted as one of the Best Places to Work?

A ranking on a best place to work does not guarantee long term success. There are numerous ‘best employer’ awards and the most reliable indicators of future success are those where current employees and potential employees from outside the company are surveyed anonymously as part of the process. A number of the ‘Best Places to Work’ awards are established merely a promotional exercise for vendors who leverage the awards as a way to engage companies in securing other consulting work or for the vendor to use as a promotional exercise. Too many times employees from these companies have remarked, “I can’t believe we were ranked highly as a great place to work,” they obviously didn’t ask the right people!