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Employer Branding

Wed - 10 Mar 10

Branding Begins on the Inside...you are How You Brand

The Dictionary of Business and Management defines brand as:

"a name, sign or symbol used to identify items or services of the seller(s) and to differentiate them from goods of competitors."

Walter Landor, one of the greats of the advertising industry, further explains:

"Simply put, a brand is a promise. By identifying and authenticating a product or service it delivers a pledge of satisfaction and quality."

Businessdictionary.com provides very thorough definition that encompasses all the above:

Brand is a series of elements:

“Unique design, sign, symbol, words, or a combination of these, employed in creating an image that identifies a product and differentiates it from its competitors. Over time, this image becomes associated with a level of credibility, quality, and satisfaction in the consumer's mind. Thus brands help harried consumers in crowded and complex marketplace, by standing for certain benefits and value. .."

A brand is the intangible assets or promises which a company delivers. This promise is visible in the company’s mission and vision.

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Question: Who then delivers the company's promise? Who as creates the unique experience for the customer?

Answer: The company's employees.

Marketing Communications practitioner Mark Schuman ABC, believes that the process of branding begins internally. In his article "You are How You Brand", Schuman states that the company must "create powerful employer brand to bring current and prospective employees on board with the organization's mission and values".

In order to deliver the desired promise and unique experience to the customer, every department of your entire company with the support of the Human Resources Department to understand the company's vision and mission. It is HR’s mandate to ensure that each employee delivers one unique promise to the customer.

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Employer Branding – Building a Sustainable Workforce

Mon - 19 Oct 09

Author: The Right Group

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Over the last five years, the concept of Employer Branding has gained traction as a necessary requirement for the attraction, engagement and retention of talented employees. Although the current environment is overshadowed by the realities of the global downtown, public and private organisations must look beyond this to address longer term issues that will affect the sustainability of their workforce in the future.

With an aging population exiting the workforce and taking with it a breadth of skills and years of experience, a skills shortage is an inevitable reality. In addition, less people are also entering the workforce than those retiring which is compounding this future talent issue.

A common trap for many organisations, public or private, is to associate employer branding with recruitment marketing. This is only part of the process for building a competitive and sustainable employer brand. The primary issue is that many organisations fail to link their external employer brand communication messages with their internal employment experience, rendering their employer brand ‘inauthentic’.

So what is an employer brand?

An employer brand is a collection of ideas and beliefs that influence the way current and potential employees view an organisation and the employment experience that the organisation is offering. In its true sense, employer branding is about the packaging of the functional, economic and psychological benefits provided by employment with an organisation. How these benefits are packaged and the reality of the ‘employment experience’ then determines the organisation’s employer branding positioning and competitive advantage.

What are the benefits of employer branding?

For most organisations the key benefits of employer branding are:

Lower overhead costs
– increased candidate attraction and lower recruitment costs
– reduced turnover and replacement costs
– reduced absenteeism or sick leave
Improved employee engagement and commitment
– engaged employees that are more productive
– employees that are strong advocates for the organisation
– higher return on talent investment
Improved customer and stakeholder satisfaction
Improved internal communication and synchronicity between Human Resources, Marketing and Internal Communications.

In today’s business climate, employer branding is no longer a short term project initiated by HR to aid attraction and recruitment; it is now a way of life for successful organisations.

The basics of employer branding theory

The role of employer branding is to provide a coherent framework and focus the priorities of an organisation’s people strategy.

Last Updated on Tue - 20 Oct 09 More info +

What Is An Employer Brand And Why Should You Care?

Tue - 13 Oct 09

Author: Jonathan Andrews

There is an increasing body of evidence that makes the case for solid employer brand management. From an organisation’s point of view, an employer brand encapsulates the key qualities current and prospective employees associate with you as an employer. These qualities can be economic (remuneration), functional (training and skills) or psychological (such as a sense of identity or status).

As an organisation, whether you’ve taken the time to define it or not, you have an employer brand. What are the benefits of building a good employer brand? Three benefits that have been identified in studies that make a case for employer brand management are enhanced attraction, increased retention and greater engagement with staff.

In essence, this means attracting better quality candidates at a lower cost, more effective and proactive employees and, ultimately, increased revenues.

How does one reach the heart of employer brand management? The answer to this question is that the key principles for employer brand management are much the same as for regular brand management.

Last Updated on Fri - 16 Oct 09 More info +

Employment Branding - What is it? Why do we need it?

Tue - 13 Oct 09

Author: Bob Gutowski

http://www.myjobengine.com

In a recent study, 150 senior HR managers were questioned on what they perceived to be their biggest challenges going into 2008. Key findings: #1 Finding, Attracting and Hiring, #2 Retention, #3 Measurement and #4 Legal compliance.

In 2008 there will be an estimated 450 million job seekers worldwide using the Internet… There will be an estimated 50 million employers worldwide competing for the industries top talent…What's your strategy to standout?

The answer is easier than you thought…"Employment Branding" Employment Branding: What is it? Why do we need it?

In today's market place, human capital is an organization's most significant competitive advantage. But while many corporations will have a big budget to brand and market their products and services to their clients, many still do not fully understand the value of actively branding themselves to potential recruits and current employees.