Employer Branding
Employer branding
From Wikipedia, the free encyclopedia
Minchington (2005) defines your 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).”
Employer branding is therefore concerned with the attraction, engagement and retention initiatives targeted at enhancing a company's employer brand.
Strong employer brands have an employee value proposition ("EVPs") which is communicated in company actions and behaviours and evoke both emotive (e.g. I feel good about working here) and rational benefits (this organisation cares about my career development) for current and prospective employees. These EVPs reflect the image the organisations wants to portray to its target audience. A company’s employer brand is reflected in the actions and behaviours of leaders and is affected by company policies, procedures, and practices.
Sullivan (2004) defines employer branding as "a targeted, long-term strategy to manage the awareness and perceptions of employees, potential employees, and related stakeholders with regards to a particular firm." Ambler and Barrow (1996) define employer brand in terms of the benefits it conveys on employees. In other words,the employer brand represents the array of economic, functional and psychological benefits that an employee might receive as a result of joining an organization. Just as product brands convey an image to customers, an employer brand conveys an organizational image to potential and current employees. In that regard, the employer brand presents a "value proposition" about what people might receive as a result of working for a particular employer (Backhaus and Tikoo, 2004).
Sartain and Schumann (2006) defined employer brand a: "how a business builds and packages its identity, from its origins and values, what it promises to deliver to emotionally
From Wikipedia, the free encyclopedia
Minchington (2005) defines your 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).”
Employer branding is therefore concerned with the attraction, engagement and retention initiatives targeted at enhancing a company's employer brand.
Strong employer brands have an employee value proposition ("EVPs") which is communicated in company actions and behaviours and evoke both emotive (e.g. I feel good about working here) and rational benefits (this organisation cares about my career development) for current and prospective employees. These EVPs reflect the image the organisations wants to portray to its target audience. A company’s employer brand is reflected in the actions and behaviours of leaders and is affected by company policies, procedures, and practices.
Sullivan (2004) defines employer branding as "a targeted, long-term strategy to manage the awareness and perceptions of employees, potential employees, and related stakeholders with regards to a particular firm." Ambler and Barrow (1996) define employer brand in terms of the benefits it conveys on employees. In other words,the employer brand represents the array of economic, functional and psychological benefits that an employee might receive as a result of joining an organization. Just as product brands convey an image to customers, an employer brand conveys an organizational image to potential and current employees. In that regard, the employer brand presents a "value proposition" about what people might receive as a result of working for a particular employer (Backhaus and Tikoo, 2004).
Sartain and Schumann (2006) defined employer brand a: "how a business builds and packages its identity, from its origins and values, what it promises to deliver to emotionally