...How to build a strong employer brand? In the competitive business world, companies strive to protect their most precious asset, talent. Talent shortage is a major challenge across industries where employees with suitable technical competencies and qualities are difficult to obtain and retain in the competitive employment market. In addition, as Baby Boomers who possess substantial valuable experience for the companies retire, Generation Y became increasingly vital in the company’s workforce; study has shown that 1 in 5 worker will be above 55 years of age by 2021 compared with 1 in 7 in the year 2005. Companies not only struggle to replace the positions of the retired workforce with younger candidates with similar capabilities, they also realize that the two generations have different workplace expectations and values. Candidates are looking beyond the basic wage and benefits; factors such as career prospect, reputation, international mobility and company values also play a significant role in candidate decisions. Therefore companies need to adjust their conventional hiring method to position themselves strategically in order to capture the awareness and commitment of the top candidates. In order to attract and retain young talents, companies need to differentiate themselves from their competitors with their employer brand. Unlike product brand names that can be managed with marketing to manipulate consumer perception, employer brand needs to be cultivated through time...
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...lundquist. employer branding online a w a r d s lundquist. Lundquist 2010 Employer Branding Questionnaire Employer branding moves online Questionnaire results from more than 400 respondents show that 95% of job seekers use corporate websites before deciding whether to apply for a job. The questionnaire is part of research to rank the online employer branding of the 100 best global brands. Milan, 4 August 2010 – Attracting and retaining the best talent, the core scope of employer branding, has always been one of the main preoccupations of managers operating in boom times as well as in what has been called the Great Recession. Employer branding used to be exclusively an offline activity practiced in many ways including through job fairs, advertising, marketing and internal newsletters. Companies are still passing on the same type of information to current and prospective employees only now they are increasingly doing it through their website. Employer branding is a company’s pitch to current and prospective employees. It is the company’s bid to show why it is a desirable place to work. Good online employer branding is a key step in the drive to getting and keeping top employees, but how should companies confront the process? Job seekers are using the internet, that we know, but how much and what are they looking for? In this age of social networks and job sites that aggregate employment announcements how much does the corporate website matter? When evaluating...
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...esearch © Copyright 2010 All rights reserved Integrate d Publis hing associat ion Research Article ISSN 2229 – 3795 Employer branding: A new strategic dimension of Indian corporations Suman Kumar Dawn, Suparna Biswas Asst. Professor, West Bengal Universit y of Technology, Ko lkota skd_hooghly@yahoo.co.in ABSTRACT Emplo yer branding is defined as a targeted longterm strategy to manage awareness and perceptions o f emplo yees, potential emplo yees and related stakeho lders wit h regards to a particular firm (Sullivian, 2004). This includes direct and indirect experiences of dealing wit h the firm. Like actual product branding, organizat ions have started to invest emplo yer branding as emplo yees are the internal customers of the firm. The emplo yer brand builds an image confirming the organizat ion as a good place to work. Today, an effect ive emplo yer brand is essent ial for compet it ive advantage. Wit h the liberalizat ion of the Indian econo my in 1991 and subsequent economic reforms, Indian co mpanies are becoming internat ionally strategic to utilize the emplo yer brand to attract and retain talent which leads to expand and growth of the business. This paper gives some concept on emplo yer branding and also to examine how India n organizat ions with a posit ive corporate reputation can attract and retain emplo...
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...[pic] An essay on Shaping New Realities: “Employer Branding- what the next generation/potential employees want from an organization” The term ‘employer brand’ is defined by Simon Barrow and Tim Ambler as the “package of functional, economic and psychological benefits provided by employment, and identified with the employing company.” Branding is what marketers practice to increase the sales of their products or services. Employer branding, on the other hand, as the name itself suggests, is the branding of the organization as a desirable place to work. It is undertaken to attract the potential employees as well as to communicate to the existing employees the company’s image, fostering in them a sense of identity tied to that of the organization. Thus employer branding is the process of creating an identity and managing the company’s image in its role as an employer. The concept of employer branding, though lesser talked about is gaining currency. If we search for the words “employer branding” on Google it brings 371,000 search results. Though not part of the business parlance yet like “branding” which alone, delivers over 1.6 billion search results, or “Corporate branding”, which produces around 6 million hits, the concept of employer branding is catching up given the “war for talent” in this world. Analogous to the PROMOTIONAL MIX for products and services of companies is the EMPLOYER BRAND MIX that includes external reputation, internal communication, senior leadership...
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...topics EMPLOYER BRANDING Maintaining momentum in a recession 1 2 5 7 9 11 13 15 16 EXECUTIVE SUMMARY MAKE EMPLOYER BRANDING A BUSINESS IMPERATIVE JOIN IT UP MEET THE ‘ON A SHOESTRING’ CHALLENGE ENGAGE YOUR PEOPLE COMMUNICATE THINK TO THE FUTURE CONCLUSIONS – AND CIPD VIEWPOINT FURTHER SOURCES OF INFORMATION EXECUTIVE SUMMARY In 2007, the CIPD published Employer Branding: Fad or the future of HR? Two years on, the concept of employer brand is still with us. But is it under threat in the current economic climate? Or is it more important than ever? The birth of employer branding is associated with the war for talent of the 1990s. With the UK in recession, our Labour Market Outlook surveys report an increase in recruitment freezes, and a decline in organisations taking on new staff. But while a focus on recruitment marketing may be where many organisations initially focused their efforts, commitment to a true employer branding approach goes beyond the need to attract suitable candidates in a competitive labour market. The CIPD has defined employer branding as ‘a set of attributes and qualities – often intangible – that makes an organisation distinctive, promises a particular kind of employment experience, and appeals to those people who will thrive and perform to their best in its culture’. For employer branding to be successful, it’s essential it is linked to the overall HR strategy, and in turn supports the organisation’s goals. ‘Now, more than ever, employer branding...
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...Employer branding Employer brand denotes an organisation's reputation as an employer.[1] The term was first used in the early 1990s, and has since become widely adopted by the global management community.[2][3][4] Minchington (2005) defines employer brand as "the image of your organisation as a 'great place to work'". Employer branding is concerned with enhancing your company's employer brand.[2] Just as a customer brand proposition is used to define a product or service offer, an employee value proposition is used to define an organisation's employment offer. 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. Origin The term "employer branding" was first publicly introduced to a management audience in 1990,[5] and defined by Simon Barrow, chairman of People in Business, and Tim Ambler, Senior Fellow of London Business School, in the Journal of Brand Management in December 1996.[6] This academic paper was the first published attempt to "test the application of brand management techniques to human resource management". Within this paper, Simon Barrow and Tim Ambler defined the employer brand as "the package of functional, economic and psychological benefits provided by employment...
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...Branding has become an integral element in our daily lives. From deciding which brand of soft drink to purchase, to which restaurant to visit or sports shoes to buy, branding plays an influential role in our decision making. With the power of branding so persuasive, it is no surprise it also plays a role in which company we choose to work for. When an engineer considers future employers, a certain firm instantaneously comes to mind. When a teacher looks for work, certain schools set the standard. When an accountant seeks a move, certain firms are approached before others. This is the power of employment branding and is a major differentiator in the recruitment marketplace. But it's clearly not about the "logo". Our survey demonstrates that what most of us perceive as important, i.e. the "look and feel" is not what we should be primarily focused on. Rather, the message needs to be more complete - the culture, values and environment are of much greater interest to potential employees. Perhaps even more significantly, it is also about more subtle marketing. What other employees, trusted friends and associates SAY about a company is far more powerful than what appears in the ad. This is why it is so critical that the experience for employees is right in the first place - which has a double positive in that it increases retention as well as creating the right mindset for them to promote the company to others. This subtle marketing has far reaching effects - those organisations...
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...Employer Branding - How To Reach The Unreached Savita B. Email : savita_b19@ymail.com Abstract: Employer Branding is the process of creating reputation and image of being a ‘great place to work’ in the minds of the present as well as target employees. It is the process of attracting, recruiting and retaining best talent in the organization. It is a process of applying the branding principles to the Human Resources Management in the organization. By building a strong employer brand organization can get best, talented, efficient and excellent employees in the organization. It also reduce the cost of recruitment, increase bargaining power of the organization, make capable the organization to face the problem of shortage of talented employees, increase the profitability and make organization more compatible with young employees. For building a strong employer brand organizations should have best strategic business plan having effective workforce plan with strong Employer Branding Plan. For becoming an ‘Employer of Choice’ organization have to go though the three step employer branding process: Know Yourself, Test Yourself, Select the Proper Channel to Reach the Unreached. By this process organization come to know the strengths of organization as an employer which helps in increasing profitability of organization. This paper aims at explaining the importance & benefits, of employer branding. It also explains the process of reaching to the unreached employees and becoming...
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...Insight paper Does your employer brand inspire top talent? Jumping on the employer branding bandwagon A strong brand can be a company’s most valuable asset, increasing customer loyalty or acting as a differentiator in a crowded market place. An employer brand can be used for similar effects, lowering turnover due to higher employee loyalty and helping employers stick out in the increasingly competitive job market. Despite the hype about employer branding, most companies still have difficulty in conceiving a serious and ‘thoughtthrough’ approach to the topic. To understand why an employer brand cannot be simply assembled out of a ‘how-to’ guide, let’s have a look at the definition of employer branding. There are dozens of definitions about employer branding flying around in the HR industry and most are perfectly usable. However, we will stick to the CIPD’s definition (Chartered Institute of Personnel and Development, 2008)1: An employer brand is a set of attributes and qualities – often intangible – that makes an organisation distinctive, promises a particular kind of employment experience, and appeals to those people who will thrive and perform to their best in its culture. Chartered Institute of Personnel and Development In the above definition there is one important word: ‘intangible’. Employer branding is indeed a complex mix between your organisational identity and culture and its members (Tikoo, 2004)2, which is probably the reason why so many...
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...A Comprehensive Comparison between Service Brand and Product Brand Contents Introduction 1. What is brand 1.1. Elements of Brand 1.2. Benefits of branding 1.3. Significance Of Adopting Proper Branding Strategy 2. Service brand: 2.1. Features Of Service Brand 2.2. Role Of Employers In Success Of Service Brand 2.3. Role Of Consumer In Success Of Service Brand 2.4. Challenges Service Branding Is Facing 3. Product Brand: 3.1. Features Of Product Branding 3.2. Role Of Manufacturers In Success Of Product Brand 3.3. Role Of Consumers In Success Of Product Brand 3.4. Challenges Product Branding Is Facing 4.1. Brand Positioning 4.2. Brand Equity 4.3. Brand Identity And Personality 4.4. Brand Image 4.5. Brand Audit 5. Recommendation References Introduction: The current era is considered the age of competition and the branding is one of the most convenient ways to establish a positive image in the mind of the consumers. However, it is rather difficult task to formulate an image without pondering upon each element that is indulged in the promulgation of some brand. Nevertheless, the brand can be promulgated if proper strategy is applied after selecting the best brand type. This paper throws light upon the significance of brand and two types of brands. The first section is the clear cut mouthpiece of what the brand actually is and what the benefits of using this term. Furthermore, this section also throws light upon two types of brand, ie service...
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...Variables coding and Questions coding list for SPSS Serial | Questions | | Options coding | Demographics | 1 | Gender | | [ 1 ] Male | [ 2 ] Female | 2 | Age | | [ 1 ] 20-30 | [ 2 ] 31-40 | [ 3 ] 41-50 | [ 4 ] 50 and above | 3 | Qualification | | [ 1 ] PhD | [ 2 ] MS/ MPhil | 4 | Tenure | | [ 1 ] Less than 1 year | [ 2 ] 1 – 2 years | [ 3 ] 2 – 5 years | [ 4 ] 5 – 10Years | [ 5 ] 10 years & above | 5 | Sector | | [ 1 ] Public | [ 2 ] Private | [ 3 ] Semi Government | 6 | Employment Status | | [ 1 ] Permanent | [ 2 ] Contractual | Branding Questions | Variable coding | Statements | | Word-of-mouth | | WM 1 | I often tell others about the Brand X | | WM2 | I recommend Brand X to others | | WM3 | I will leave positive comments about Brand X on community sites | | Brand Personality | | Sincerity | | BPSI 1 | BP1 | Brand X is honest | | BPSI 2 | BP2 | Brand X is sincere | | BPSI 3 | BP3 | Brand X is real | | Brand Personality | | Excitement | | BPEX 1 | BP4 | Brand X is exciting | | BPEX 2 | BP5 | Brand X is young | | BPEX 3 | BP6 | Brand X is up-to-date | | Brand Personality | | | Sophistication | | | BPSO 1 | BP7 | Brand X is upper-class | | BPSO 2 | BP8 | Brand X is good looking | | BPSO 3 | BP9 | Brand X is charming | | Brand Personality | | Ruggedness | | BPRD1 | BP10 | Brand X is masculine | | BPRD2 | BP11 | Brand X is rugged | ...
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...Page |1 Brand “I” Branding Assignment Brand “I” Submitted to: Melanie Shapiro Subject: MRKT 610 (Branding) Submitted by: Anuj Majmudar Anuj Majmudar (0905860) MRKT 610 -- BRANDING Page |2 Brand “I” What is Brand? Brand is what we establish our identity with a consumer and defining our business. It basically communicates the characteristics of the company to the market. It also help us to stand out in the competitive market, were we can generate growth of the company which in results lead to higher revenue. However, to be able to successfully exploit the benefits of a strong brand, we have to ensure that it is well positioned in the marketplace. Therefore, if we want to develop a good brand in the market there should be some mission and goals for a brand. They are: Mission statement: Providing solutions innovatively and quickly with best monetary gains is my Inspiration, Perseveration and Passion. Goals: To create a self-brand of high standards. To offer high standard solutions to clients. Utilizing the available resources optimally. Leading the team and working in team to produce best output. Objective: Brand Development Brand Awareness Brand Loyalty Maintaining Quality & Performance Anuj Majmudar (0905860) MRKT 610 -- BRANDING Page |3 Brand “I” Target Audience for brand in Cultural Context: When we look at the different target audience, we should keep in mind our core...
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...and even employees. This is not showing products that being sold in the market, but it is an expression that being given to the brand that they acquired. Kornberger (2010) explains brand in a way that “ truth is not from what contain insides things, but it is the knowledge on how we explore about things” I will emphasis on the topic of employee branding which being define and explain by Miles and Mangold (2004) which associate with individualism, job satisfaction, working attitude and behavioral factors, and the effects towards my satisfaction and loyalty towards company that has different working environment such different cultures, values, objectives and organizational management practices. I will also show some of the argument presented by some researchers which associating with employee branding techniques in order to support my working experiences (eg. Davis & Dunn, 2002; Cardy, 2001; Dowling, 1993;Ind, 2001;Mitchell, 2002;). I will also discuss about how emotional connection (David, 1991;Entwistle, 2000; Stuart, 1999b; De Chernatony, 1999; Mael & Ashforth, 1992) associates with the effectiveness of employee branding and also the organizations sales and marketing activities. Since 2009, I had started working as a part timers with Nike outlet store in a shopping mall. I am an athlete, therefore, I have a better knowledge on how a sportsman should have their sports attire. Thus, I had gone through a walk in interview by the outlet manager before being recruited...
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...Institut d’Administration des Entreprises ROLES AND CONSIDERATIONS OF BRAND COMMUNICATIONS IN BRANDING: ADVERTISING, BRAND ELEMENTS, ONLINE ACTIVITIES Mémoire en vue de l’obtention du Diplôme De Master II ès Sciences de Gestion Soutenu par: Mojtaba Jebreili & Dirigé par: Professeur Damien Bo Advisor: Professeur Camelia Akbari Année universitaire: 2009-2010 0 Acknowledgment First of all I want to direct my thanks to my supervisor, doctor Damien Bo and appreciate him for useful feedbacks. Secondly I appreciate my advisor, doctor Camelia Akbari for her useful comments. Finally I would like to thank my family and special thanks to my dear wife who supported me during conducting this thesis just as always. University of Nice 2010 Mojtaba Jebreili i Abstract Brand is a very important element in today's life. Brand management has become a serious task for marketing and branding departments in all firms. While branding is a comprehensive issue dealing with all parts of a company, there are some branding tasks which are specifically accomplished by marketing and branding departments or branding companies. One of these tasks is brand communications consisting of the selection and design of brand elements, advertising and online branding. This thesis focuses on a qualitative review of different aspects of brand communications, while discussing their role in branding. The main questions in this thesis are the role and considerations of brand elements, advertising...
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...Brand Equity Aims Ø Three Types of Brand Equity Ø What are they? Ø How to create and measure? 1 Brand Excels at Delivering Benefits Customers Truly Desire Strongly Agree Strongly Disagree Brand Stays Relevant Strongly Agree Strongly Disagree 2 Brand is Properly Positioned Strongly Agree Strongly Disagree Brand is Consistent Strongly Agree Strongly Disagree Brand Managers Understand what the Brand Means to Consumers Strongly Agree Strongly Disagree 3 Brand Equity Brand Equity: 3 Approaches 1. Customer Based Brand Equity (CBBE) 2. Financial Brand Equity 3. Employer Brand Equity CBBE Customer-based Brand Equity: Differential effect that brand knowledge has on consumer response to the marketing of that brand 4 Customer-Based Brand Equity (CBBE) Model Consumer Response to Marketing Brand Knowledge Differential Effect Brand Equity arises from differences in CONSUMER response What CONSUMERS learn, felt, seen, heard, experienced over time Reflected in CONSUMER perceptions, preferences, and behavior related to all aspects of the marketing of a brand The Brand is in the Mind of the Customer • What do I know about it? • What do I feel towards it? • What was it like to use? How does a Crow count? 5 Brand Identity “Brand identity is a unique set of associations the brand strategist aspires to create or maintain. These associations represent what the brand stands for and imply a promise...
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