- 1. (16) HR FUTURE 07.2011INTERNATIONAL WATERS employer
brandingRole of leadership inemployer brandingEMPLOYER BRANDLEADER
VACANCIESSET TO INCREASE.brett minchingtonThe biggest influence on
thesuccess of your employerbranding programme will bethe strength
of the leadership(at all levels!) responsible forthe development
and implementationof your employer brand strategy. Thisis no
different to the impact leadershiphas on innovation and
re-invention,corporate reputation, financialperformance, customer
relationshipsor performance management strong leadership is central
to thesustainability of your business.DIFFERENT LEADERSHIP
FORCHANGING TIMESThe following were named among the20 Best
Companies for Leadership ina 2010 BusinessWeek.com/Hay Groupsurvey
included: GE, Southwest,3M and Procter & Gamble in the topfour
positions. It is no wonder thesecompanies are also household
brandswith a track record of success. Anothercompany at number
sixteen on the listis online retailer, Zappos.Both GE and Zappos
with theirrapidly shifting environments facesimilar challenges in
motivating andengaging their employees. For Zappos,its about
creating and maintainingpassion in a call-centre culture. ForGE,
its about keeping people engagedin a changing climate. Both GE
andZappos put a premium on selecting,developing, and retaining
strongleaders at every level. What setsthem and the other companies
on thelist apart, however, is not just theiremphasis on good
leadership, but alsohow they approach it. They carefullytailor
their developing leaders to fittheir unique business strategies
andorganisational cultures.STRONG LEADERSHIP IS LINKED TOFINANCIAL
RESULTSWhen Hay Group looked athow the Top 20 organisationscompared
to the S&P 500 in termsof shareholder returns, they foundthe
Top 20 outperform in boththe short term and long term.Over a ten
year period the top 20companies had a three percentreturn compared
to the S&P of1.4 percent.CHARISMATIC LEADERSHIPBehind many
strong employerbrands you will also find acharismatic CEO who has
atribe-like following. A standoutcharismatic leader is Tony
Hsieh,CEO of online shoe seller Zappos.com, clearly a talented
leader whounderstands the value of creatingtalented tribes. Prior
to joiningZappos, Hsieh co-founded andsold LinkExchange to
Microsoft for$265M in 1998. In 2008, Zapposachieve the $1billion
sales revenuemilestone and on 22 July 2009Amazon.com announced
theacquisition of Zappos.com in a dealvalued at nearly $900
million.Such was the level of brand equitybuilt upon Zapposs unique
culturethat Amazon decided the brandwould remain as an
independentsubsidiary. Hsieh set a very cleartAny company tryingto
compete, mustfigure out a way toengage the mindof nearly
everyemployee.- Jack Welch, former CEO General ElectricBrett
Minchington, Chairman/CEO of Employer Brand International, is a
global authority, strategist and corporate advisoron employer
branding (www.brettminchington.com). His new book Employer Brand
Leadership-A Global Perspective is available
at(www.collectivelearningaustralia.com).
2. HR FUTURE 07.2011 (17)vision for customers to say, Thatwas
the best customer service Ihave ever had. Hsieh then did twothings
to engender a tribal culture.Firstly, he asked all of the
tribalmembers to convene and agreewhat values were required to
deliverthis vision. The Zappos tribesconsulted each other and came
backwith a list of 10 core values. Postedon their website for the
world to seeits quite clear what Zappos standsfor:As we grow as a
company, it hasbecome more and more importantto explicitly define
the Zapposcore values from which we developour culture, our brand,
and ourbusiness strategies.These are the ten corevalues that we
live by:1. Deliver wow throughservice;2. Embrace and drivechange;3.
Create fun and a littleweirdness;4. Be adventurous, creative,and
open-minded;5. Pursue growth andlearning;6. Build open andhonest
relationships withcommunication;7. Build a positive team andfamily
spirit;8. Do more with less;9. Be passionate anddetermined; and10.
Be humble.THE ROLE OF THE EMPLOYERBRAND MANAGERIn 2006 when I
published my book,Your Employer Brand attract, engageretain, the
position of an employerbrand manager was virtually unheardof. Today
companies such as Nike,Ernst & Young, UnitedHealth Group,Vestas
Wind Systems, Starbucks, IBM,Ahold, E.ON, Deloitte, Nordea,
DONGEnergy, HP and Deutsche Bank nowall have dedicated employer
brandmanagers focused on developingtheir companys employer
brand.When I returned to Copenhagen inMay 2011 there were eight
employerbrand leaders in the delegate audiencecompared to only two
when Idelivered an employer brand globalmasterclass in 2009. I am
seeingsimilar trends when I return to othermarkets, especially in
the UK and USA.The role of an employer brandmanager is increasing
in scopeas the discipline evolves. Asthe line between the role
ofhuman resource, marketing andcommunication professionals intalent
attraction and retentioncontinues to blur, employer brandmanagers
are being empoweredto deliver responsibilities from allthree
functions. In the UK and USA,the trend is for companies to
seekemployer brand managers withexpertise in branding,
marketing,communications and publicationrelations compared to roles
fiveyears ago which were seekingleaders from a human
resourcesbackground. Monsantos recentvacancy for an employer
brandingspecialist states:Bachelors degree required,preferably in
Communications,Branding, Marketing, Journalism orrelated field.A
minimum of 9 years relevantworking experience in relatedindustry or
similar capacitywith particular emphasis onplanning and executing
branding/ communications programs, withan emphasis in brand
marketing.If youre seeking to work in adedicated employer branding
role,stay tuned as were likely to see anincrease in employer brand
leadervacancies in your country in thecoming one to two years.
(HRf)eelmopry abdinnrg INTERNATIONAL WATERSFigure 1: Excerpt:
Employer brand leader vacancy at Monsanto June 2011 3. Certificate
inEmployer Brand LeadershipAbout Employer Brand InternationalEBI
provides research, advisory and thoughtleadership in employer
branding throughstrategic consulting,
conferences/training,publications, research and global
think-tanks.EBIs expert services are providedthrough an
international network of expertemployer brand Senior Associates.
EBIsGlobal Advisory Board consists of leadingcorporate
professionals and academicsfrom around the world.Why choose to
study the Certificate inEmployer Brand Leadership? Study for an in
demand leadership skill Case study approach to supporttheoretical
frameworks Real world application Flexible study options Supportive
learning environment Access to the worlds most extensiveemployer
branding learning resources Alumni support1. Since 2007 EBI has
trained thousandsof managers in employer branding inmore than 50
cities in 28 countries.2. Access to an employer branding
globalcommunity of 3500+ members.3. Course is supported by world
classlearning resources including books,handbooks and global
research reports.4. The first course of its kind offered
inpartnership with educational institutions,business and the
community.5. Accredited by EBI5 QUICK FACTSEnrol
Today!www.employerbrandinternational.com 4. WELCOME FROM
THECHAIRMAN/CEOWelcome to the Certificate inEmployer Brand
LeadershipCourse a contemporaryleadership program formanagers
around the world.Since 2007, Employer BrandInternational has
conductedtraining for thousands ofmanagers in employer brandingin
more than 50 cities in28 countries including Australia, Belgium,
Denmark, France,Germany, Italy, Russia, UAE, UK, and the
USA.Employees are fast becoming central to the process of
brandbuilding and their behavior can either reinforce a brands
advertisedvalues or, if inconsistent with these values, undermine
the credibilityof your messages. Employer branding is a whole of
businessconcept concerned with the attraction, engagement and
retentioninitiatives targeted at enhancing your companys employer
brand.The contest amongst employers to attract and retain talented
workerstakes place in a world where changes in the political,
economic,social and technological environments and concerns about
acompanys environmental footprint is driving widespread change
inemployment patterns. Today, competition for the best employeesis
as fierce as competition for customers and market share.The course
brings together a talented team of academics,strategists and
corporate leaders to create an inspiring learningexperience in the
growing field of employer branding.Our emphasis is on assisting you
to develop leadership,communication, problem solving and team
building skills, whichwill enable you to better understand and deal
with the complexissues of management in a changing business
environment.In selecting students we look for high quality people
with the potentialto not only benefit but also contribute to the
learning experience.Whilst practical in orientation, your learning
experience will includenetworking with like minded professionals
around the world tosupport a solid theoretical grounding in
employer brand leadership.Organizations that can attract and retain
the best minds byleveraging a unique, relevant and distinctive
employer brandwill have a competitive edge in the marketplace.We
look forward to welcoming you and wishyou the very best with your
studies.Brett MinchingtonChairman/CEOEmployer Brand
InternationalPROGRAM STRUCTURECORE MODULE ATHE BUSINESS CASE FOR
EMPLOYER BRANDINGStudy Unit 1: The Fundamentals Of Employer
Branding (EBLFU)CORE MODULE BBEST PRACTICE IN EMPLOYER
BRANDINGStudy Unit 2: Employer Brand Leadership Principles &
Practices(EBLPP)Study Unit 3: Employer Brand Strategic Management
(EBLSM)Study Unit 4: Employer Branding Mapping & Competitor
Analysis(EBLCA)Study Unit 5: Employer Brand Analytics &
Reporting (EBLAR)Study Unit 6: Contemporary Practices in Employer
Branding & SocialMedia (EBLSM)Study Unit 7: Employee and
Customer Experience (EBLCE)CORE MODULE CTHE FUTURE FOR EMPLOYER
BRANDINGStudy Unit 8: Employer Branding Social Responsibility
(EBLSR)Study Unit 9: Future Trends in Employer Branding
(EBLTD)Study Unit 10: Employer Branding Case Study Analysis
(EBLCS)HOW TO APPLYApply online
atwww.employerbrandinternational.comor to enquire please email
Andrea at:[email protected] direct all
courseenquiries to:Ms Andrea FieldingP +61 8 8443 4115F +61 8 8443
4149ALUMNI SUPPORTThe EBI Employer Branding Global Community is an
important part ofthe life and community of the School, as it forms
an integral part of theSchools business relationships.The network
is diverse, including students and graduates who work andlive
locally, interstate and overseas.With more than 3500 members, the
EBGC supports members invarious ways: Fostering global networking
opportunities Informing the business community of latest trends in
employer brandingwww.employerbrandinternational.com