the need for active employer brand management
Despite growing recognition of the value of employer branding, many organisations are failing to articulate or actively communicate their key brand attributes.
Many organisations are also failing to monitor shifts in their employer brand perception, which means they are working on out-of-date assumptions or might think that their brand is stronger than it actually is. For example, training, salaries and the opportunity to perform meaningful work are often seen as much more important attributes by employees than employers. Employers also tend to be more confident about the attractions of their perceived reputation than is really the case.
In short, employer brand can no longer be left to chance or for others to shape.
more articles about: the employer brand
- a dialogue with potential candidates
- employer brand: what’s being said about your organisation
- the power of employer branding
- employee value proposition: the employer brand taking shape
- how the employer brand is communicated
- the unwritten or psychological contract
- the need for active employer brand management
- five steps to a compelling employer brand
- what makes an organisation attractive?
- adapting the brand to your specifications