He travels around the world to talk about the importance of employer branding. As the founder of the Employer Branding College and the creator of the World Employer Branding Day, which attracts over 700 attendees and will be held again in Amsterdam this October, Brett Minchington knows what he is talking about. Over the past few years, he has trained over 1,000 employer branders in over 60 cities across 40 countries. What developments have caught his attention the most? He highlights three significant trends in employer branding.
#1. Employer branding is becoming strategic
‘Employer branding is undergoing a profound evolution,” states Minchington. “Its traditional role was merely a recruitment tool. However, it now transcends that function and is increasingly becoming a strategic business function. This transformation is crucial in the current competitive landscape, where organizations not only want to attract top talent but also retain talent that aligns with their values and mission.’
He believes “the alignment of employer branding with overall business objectives is central to this evolution. By integrating employer branding into strategic functions, companies ensure that talent management directly contributes to the organization’s success. This strategic alignment fosters a high-performance culture where employees are motivated by a shared purpose and engagement.”
According to Minchington, to make employer branding truly strategic, a matching structure and a “holistic approach” are necessary. He has tried to capture this in a model, or “an ecosystem approach,” as he calls it. With this model, leaders can learn to identify and develop strategies to adapt to the key drivers of systemic changes in the world of work that impact the attraction and retention of talent.
‘Organizations not only want to attract top talent but also retain talent that aligns with their values and mission.’
With his model, he advocates for a strategy that adapts to systemic changes impacting the attraction and retention of talent. It emphasizes continuously building capacities within and outside traditional organizational structures, enabling companies to adapt to changing market demands quickly. Minchington states, “By promoting flexibility and scalability, the model allows organizations to shift from static employer branding campaigns to dynamic, responsive strategies that reflect real-time market realities.”
#2. Focus on Employee Experience (EX)
According to Minchington, the second major trend shaping the future of employer branding is the growing emphasis on Employee Experience (EX). “This is not just about traditional perks and benefits but encompasses every interaction an employee has with the organization, from recruitment to departure or as an alumnus. Companies are increasingly investing in creating positive work environments, fostering growth opportunities, and ensuring a healthy work-life balance for their employees.”
‘Flexible policies and robust digital infrastructures are essential for maintaining employee satisfaction..’
He says the rise of remote and hybrid work models only underscores this importance. “Flexible policies and robust digital infrastructures are essential for maintaining employee satisfaction in this evolving landscape.” He observes that satisfied employees are more likely to advocate for their employer brand. “They share positive experiences both online and through word of mouth. This advocacy enhances the company’s reputation and attracts like-minded talent who value a supportive and inclusive work culture.”
#3. Strengthening employee advocacy
The third major trend highlighted by Minchington is somewhat connected to the previous ones but also fundamentally different. According to him, it’s about the increasing role that current employees play in employer branding strategies. “In today’s digital age, where authenticity and transparency are paramount, the voice of employees plays a crucial role in shaping the external perception of an organization,” he summarizes.
He argues that by empowering employees to share their experiences authentically, companies can humanize their brand and appear credible to both potential candidates and consumers. “Employee advocacy goes beyond traditional marketing efforts and provides genuine insights into the company culture and values. This transparency builds trust and fosters a deeper connection between the organization and its stakeholders. Moreover, employee advocacy is a powerful tool for internal alignment and improvement.”
More information?
Are you curious to learn more? From October 9th to 11th, Amsterdam will host the grand-scale World Employer Branding Day again. Featuring cases from companies like McKinsey, Amazon, Coca-Cola, DHL Group, Merlin Entertainment, PwC, and McCain. With the promo code “werf,” you get a €100 discount per person.
