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organisations are also failing to monitor shifts in their employer brand perception, which means they are working on out-of-date assumptions or might think that their brand is stronger than it actually is.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.

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