Employer Branding Center
As leading organizations fight for top talent, employment branding is an increasingly important function of talent acquisition and recruiting. By developing an effective brand as an employer, a company can attract better and more qualified applicants, as well as retain them as top and/or specialized employee talent.
An employer brand is the image and reputation of a company specifically as an employer. Having a strong employer brand adds value to an employer's job offers and services to external candidates and clients. As such, the process of branding is largely concerned with establishing methods for attracting and retaining candidates and clients in order to augment a brand. These methods are then used to define how an employer goes about offering employment.
A brand defines the external perceptions of an employer's ability to create a desirable workplace as well as respected products and services. These perceptions can be those of current, former and potential employees; clients, customers, and anyone somehow associated with the employer. The scope of a brand embodies every facet of the experience of employees and management practices; not simply an artificially constructed image.
Given the ever increasing competition within the professional workplace, and the need for increased efficiency and productivity at the organizational level, branding has become progressively more vital for finding and keeping the best candidates for available jobs. Branding is about creating parallels between business plan and branding methodology in order to attract candidates that best serve a company's interests and who can help it grow. A brand is not a static concept, but a dynamic and segmented one. In order to attract and keep the best people for a variety of jobs, each subgroup of employees must be treated in a way specifically tailored for them.
The employer brand is all about the employer-employee relationship. Naturally, businesses wish to channel the most resources to those segments driving the most profit. Once a business understands what these employees want from their employer, it can better understand which benefits packages and employee incentives will help retain current employees and attract potential employees best suited for each segment.
Brand management-the creation, development, monitoring and/or researching of the iconic symbols and designations for any given product, service or line-can take two forms. Read more about brand management and marketing jobs.
Corporate identity is not equivalent to corporate branding, which is but one aspect of enterprise identity. In addition to conspicuous icons such as logos, uniforms, jingles and slogans, there are crucial elements that, for better or worse, serve to identify any corporation.
Although "corporate communications" can evoke lopsided associations with corporate propaganda, it is a function that plays a vital role in the creation, dissemination and validation of objective, useful information essential to the relationships of a corporation with its clientele, employees, government and general public.
Working in concert with the efforts of designers, manufacturers, financial managers, distributors, researchers and with clientele, a brand strategy team may have to suggest changes in various marketing components, as well as react to them.
Employer of Choice
Employers of choice are those companies or organizations that demonstrate effective and innovative human resource management systems that help them to attract and retain the best and most suitable talent.
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