Employer Branding: The Series

Employer Branding is a relatively new term in the Human Resource Universe coined not more than a decade ago.

The concept has given companies a new strategic dimension which takes them to what they emphasize and focus today more than ever before: Employs are the real assets.

I have dedicated a complete series of articles on this.

 The series gives answers to questions as

1. What’s EB?
2. What’s the Philosophy behind EB?
3. Why is EB important for my business?
4. Do strong company brands matter?
5. How can I make my company’s brand strong?
6. What a weak brand costs?
7. How can I strengthen my EB?
8. How to design an EB campaign?

I can sense your antibodies are fully active and have started to tickle your anti-selling-and-marketing senses. Employer Branding does sound like a marketing concept, and yes it does carry typical marketing principles such as segmenting, target market and so on. However, Employer Branding is not a 100% marketing thing, I believe EB is a bridge between Marketing and Human Resources. So, it is fine to tell those ‘antibodies’ to ‘calm down’, have a ‘chill pill’ and simply ‘relax’.

‘The dream job’, ‘the best place to work’, ‘employ’s paradise’, every day or two you come across these words. These words refer to those companies’ EBs.

EB is simply

“The image of your organization 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).” (Minchington, 2005)

Now, close your eyes and think about the company you always dreamed of working in.

• You may open your eyes now •

So, what makes it so special? Their work environment! They actually care for their employees (they do and not just talk). Whatever makes it stand out of the ‘crowd’, it definitely enjoys a strong Employer Brand; a clear advantage over other companies.

Employer Branding is a must for today’s businesses. Your powerful brand will help you attract talent as a magnet attracts metal, the most interesting thing is that you won’t have to consciously engage yourself in those ‘recruiting’ stuff; Your brand will do the initial hard work for you.

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