Creating an international employer brand can be a daunting task. Employer branding experts have developed countless strategies that try to guarantee excellent global employer brand delivery. However, cultural differences can quickly put a dent in any strategy.
These cultural differences present broadly speaking in two ways. Firstly, communicating the strategy to local stakeholders in a manner that is empathic to their culture and work ethic. Secondly, the willingness of local stakeholders to deliver that strategy as planned to their local markets, when the overriding feeling may be that they know best. We can all understand that the cultural factors that make you an employer brand of choice in the U.S, are quite different from those that can achieve the same feat in China. Now imagine that issue spread across the globe.
I understand this has been a hot topic in HR since the 1990’s but these cultural differences that are giving us employer branding experts a hard time.