According
to John Sullivan, Employment Branding is the process of placing an image of being
a "great place to work" in the mind of the targeted candidate pool.
It is a concept borrowed from the business side of the enterprise. Product branding
is designed to develop a lasting image in the minds of the consumers, so that
they start to automatically associate quality with any product or service offered
by the owner of the brand. An employment brand does the same by creating an image
that makes people want to work for the firm because it is a well-managed firm
where workers are continually learning and growing. Once the image is set, it
generally results in a steady flow of applicants.
Defined
in simple terms an employment brand is capturing the quintessence of a company
in a manner that engages the workforce. It heartens the employees to fasten and
further mutual objectives-success, efficiency, and contentment on individual and
professional levels. It disseminates an employer's "value proposition"the
sum total of work culture, systems, approaches, and workforce relations. Merely
put, an employment brand is an organization's credibility the whole of its parts,
the employer's uniqueness, transparency and moral values. In a nutshell, it reflects
the overall persona of the employer. |
