Have you ever wondered why so many new graduates want to work for Google, KPMG or Apple? What makes them so attractive to potential employees? First and foremost, these companies understand the value of a strong employer brand.
An employer brand is the commonly shared image of an organization as a place of work — from the perspective of current and past employees, as well as those outside the organization, like job candidates, clients, investors, stakeholders, consumers and the media. And it rests on three key pillars: culture, leadership and the opportunities offered to employees and prospective employees.
But don’t confuse an organization’s commercial brand with its employer brand. The commercial brand focuses on increasing the organization’s positive profile as a place to do business, from the client’s point of view. The employer brand focuses on increasing the organization’s positive profile as a place to work, from the employee’s point of view.
January 5, 2016 in Resource Centre