|Building market based assets with employer branding|
|Written by EBO Editor|
|Wednesday, 09 March 2011 20:13|
Original article published in HR Future Magazine
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Building market based assets with employer branding
Your employer brand is “the image of your organisation as a ‘great place to work’ in the mind of current employees and key stakeholders in the external market (active and passive candidates, clients, customers and other key stakeholders). The art and science of employer branding is therefore concerned with the attraction, engagement and retention initiatives targeted at enhancing your company's employer brand."
A strong employer brand is built upon mental and physical availability so your creative should work towards building consistent associations you want your employees, candidates and other key stakeholders about ‘what it’s like to work at your company,’ and your strategy should work towards expanding your market reach to your target audience using the most effective internal and external communication channels.
However the biggest challenge I find for managers responsible for the employer brand strategy is they don’t understand the science of branding and lack knowledge in branding principles and practices which have been informed by decades of research into how brands grow.
Common employer branding mistakes
Some of the most common mistakes I see made by companies include:
All of the above practices impact and derail employer brand growth.
How brands grow
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