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Employer Brand

In: Business and Management

Submitted By kiaranhunter7
Words 2862
Pages 12
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 companies find the topic difficult to address. An employer brand starts with your corporate careers site and tabletop football in office areas but certainly does not end there. Your employer brand consists of values and attitudes, company anecdotes, heritage and much more everything that shapes the daily life of any of your employees and which paints a picture of how you are perceived by job...

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