Employer Branding Process

An Employer Branding Process is a organizational process that tries to maximize an employer branding measure.

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• Example(s):
  • Google's
  • PlayStation's
• See: LinkedIn, Glassdoor, Reputation, Workplace, Employee Value Proposition, Brand Management, Human Resources, Talent Management.

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References

2018

• (Wikipedia, 2018) ⇒ http://wikipedia.org/wiki/employer_branding Retrieved:2018-10-25.
  • Employer brand describes an employer's reputation as a place to work, and their employee value proposition, as opposed to the more general corporate brand reputation and value proposition to customers. The term was first used in the early 1990s, and has since become widely adopted by the global management community. Minchington describes employer brand as "the image of your organization as a 'great place to work' in the mind of current employees and key stakeholders in the external market (active and passive candidates, clients, customers and other key stakeholders). The art and science of employer branding is therefore concerned with the attraction, engagement and retention initiatives targeted at enhancing your company's employer brand." Just as a customer brand proposition is used to define a product or service offer, an employee value proposition or EVP is used to define an organization's employment offering. Likewise the marketing disciplines associated with branding and brand management have been increasingly applied by the human resources and talent management community to attract, engage and retain talented candidates and employees, in the same way that marketing applies such tools to attracting and retaining clients, customers and consumers.

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