Employer branding

From Wikipedia, the free encyclopedia

An organisation with a superior employer brand is one whose people brand matches their corporate brand. This means that the value proposition that the business articulates is reflected by the actions of all people, at all levels of the business, at all times. In its simplest form the process of employer branding requires a long term orientation to the management of people.

Employer branding is concerned with building an image in the minds of current employees and the potential labour market that the company, above all others, is a great place to work. The employer branding process builds and sustains employment propositions that become compelling and differentiated. Successful employer branding lies in the ability of an organisation to deliver on its employment promise.

The concept of employer branding has been expanding. Not only it is used to steer the recruiting effort, it is also leading in generating strategies for retention and motivation. The branding during the recruitment period needs to be confirmed once the candidate becomes an employee. When the employee notices too much divergence between what she or he was told and what he or she experiences, the so-called psychological contract is disrupted. Consistency between the experiences throughout the process support and strengthen the employer brand. See also Employee branding

Recommended reading

Minchington, B (2006) Your Employer Brand attract-engage-retain, published by Collective Learning Australia

Examples of companies that have successfully invested in Employer Branding are:

Australia

• Bank SA (Banking & Finance)
• Tenix (Defence & ICT)
• Coca-Cola Amatil (Beverage & Consumer Products)

Europe

• Securex (HR Industry)
• Henkel (Consumer Goods)
• L'Oréal (Consumer Goods)
• Deutsche Bank (Banking)

USA

• Accenture (Consultancy)
• McKinsey (Consultancy)
• IBM (IT)

Examples of global companies working with Employer Branding are:

• Collective Learning Australia (Employer Brand Strategy & Publishing)
• [http://www.jwtec.com JWT Employment Communications (Employer Branding/Communications)
• Universum Global (Research/Consulting)
• Cesop Communication (Research/Consulting/Career Fairs/Employer Branding)

Examples of niche companies working with Employer Branding are:

• Highpoint UK (Employer Branding/Communications)

• BRANDEMiX New York, NY (Employer Branding/Internal Communications)