Your Employer Brand – attract, engage, retain
By Brett Minchington. Published by Collective Learning Australia, 2006. 232 pages (inc. index). RRP: $89 (pb). Available to buy online at www.collectivelearningaustralia.com
A common concern among employers is their inability to recruit enough good people. Australia’s ageing population, our low fertility rates, and a global skills shortage mean a shrinking talent pool to meet our labour demands. And it is not just affecting one or two industries; labour shortages cut across the whole economy.
That makes Brett Minchington’s book, Your Employer Brand, topical and timely. Minchington, who has held senior public and private sector management roles, argues that companies need to promote their brand as much to their staff as they do to their customers.
Employer branding is a relatively new field. HR teams have usually looked after staff communications. The book suggests the labour situation facing companies is so severe that it is time for the communicators and marketers to get involved. One group that will recognise the force of Minchington’s arguments are Australia’s internal communications professionals, who will quickly see commonalities between employer branding and key elements of their own discipline.
Employer branding is about presenting a package of functional, economic and psychological benefits to present and potential employees so they stop and say: “This really is a great place to work.” Creating a powerful, positive company image in the minds of workers strengthens their connection to the workplace. Building and keeping a talented team maximises the chances of creating a successful, long-term business.
Over its 232 pages, Your Employer Brand explores the ins and outs of presenting a consistently persuasive image to employees. It builds the business case for employer branding and provides insights into winning senior management support for the concept. The book concludes with case studies and worksheets to help communicators and others develop an employer brand strategy.
Apart from Minchington, three contributing authors argue for employer branding. This collaboration gives the reader a rich diversity of views and a 360-degree perspective on what can be a complicated subject.
Recently, I was part of a panel judging business communications awards. Some fellow panellists were of the view that internal communications is fast becoming a growth area in Australian PR. I would recommend Your Employer Brand to those in or just about to enter this increasingly important territory.
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