Employer branding
From Wikipedia, the free encyclopedia
 |
This article does not cite any references or sources. (October 2007) Please help improve this article by adding citations to reliable sources. Unverifiable material may be challenged and removed. |
Minchington (2005), defines employer branding as “the image of the organization as a ‘great place to work’ in the minds of current employees and key stakeholders in the external market (active and passive candidates, clients, customers and other key stakeholders).”
Strong employer brands have employer value propositions (EVP’s) which are communicated in company actions and behaviors and evoke both emotive (e.g. I feel good about working here) and tangible benefits (this organization cares about my career development) for current and prospective employees. These organizations segment and communicate EVP’s which reflect the image that the organizations wants to portray to its target audience. A company’s employer brand is reflected in the actions and behaviors of leaders and is affected by company policies, procedures, and practices.
Here are the 10 Key Steps of a strategic branding process according to Celine Charron, President of Illico Hodes.[1]
- Develop project scope: Agree on deliverables. Implication of HR, communications, and operations.
- Execute Insight analysis: Perception, reality and aspirations: employees, external candidates and employer competition.
- Develop EVP and statement.
- Review HR programs, processes and practices to align with EVP. (Employee life cycle)
- Create visual interpretation and identity: Adaptation.
- Validate visual identity: employees & external candidates.
- Design launch plan.
- Produce communication tools.
- Launch Employer Brand.
- Define metrics and measure ROI.
