Employer branding involves developing an image of an organization as a great place to work in order to engage employees and attract talent. It captures the essence of a company's culture, systems, attitudes and employee relationships. Developing an effective employer brand requires insight into employee perceptions, a clear focus on the organization's purpose, differentiation from competitors, communicating benefits to employees, continuity over time, and consistency between words and actions. Research, internal communication, recruitment, leadership and workplace environment all contribute to building and maintaining a strong employer brand. The process typically involves discovery, analysis, implementation, communication and ongoing measurement and optimization. Benefits of employer branding include increased productivity, retention, engagement and attractiveness as an employer.
1. Employer Branding Brett Minchington defines Employer branding as “the image of the organization as a ‘great place to work’ in the minds of current employees and key stakeholders in the external market ( active and passive candidates, clients, customers and other key stakeholders ).” Employer branding is about capturing the essence of a company in a way that engages employees and stakeholders. It expresses an organization’s "value proposition" - the entirety of the organizations culture, systems, attitudes, and employee relationship.
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7. Employer Brand Management Source: PiB The employer brand mix External Reputation Internal Communication Recruitment & Induction Team Management Performance Appraisal Senior Leadership Service Support Internal Measurement Systems Working Environment Reward & Recognition Learning & Development Values and CSR Employer Brand Proposition Big Picture: Policy Local Picture: practice
8. A Typical Employer Branding Project Discovery Analysis, Interpretation & Creation Implementation & Communication Measurement Maintenance & Optimization
18. Employer Branding - Again How a business builds and packages its identity, from its origins and values, what it promises to deliver to emotionally connect employees so that they in turn deliver what the business promised to customers. Definition: Liby Sartain and Mark Schumann, Brand from the Inside
19. Presentation Compiled By Vishal Nagda Executive – HR – Employer Branding Organization Transformation Team
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