In any organization, both the employer brand and the product brands need to be closely aligned in order to present your organization consistently and effectively. However, when some companies are taken into consideration, there is a clear disconnect between how they present themselves to the outside world and how their employees view the company and what it is actually like to work for those.
If such a thing exists inside any company, the corporate brand will have a puzzling message and will fail to connect both internal and external stakeholders.
Remember, your employees can either be your organization’s strongest brand ambassadors, or your biggest critics. The ability to attract and retain the best talent in the market is key for any organization. Employer branding examines how organizations can strengthen their relationship with existing and potential employees, and external stakeholders through the effective communication of the brand’s values, personality and culture and creating a strong employer brand.
Nowadays many companies are facing problems concerning the attraction and retention of talented employees, due to the shortage of individuals with competence and deterioration of the company’s brand. ‘Employer Branding’ is a relatively new concept that can function as an instrument for firms to position themselves as an employer, in order to attract and retain wanted employees. An effective employer brand presents your organization as a good employer and a great place to work and can, as a result, help with recruitment, retention and generally affect market perception of your company.
How can we utilize and capitalize on our employees in the best way to build a great organizational brand? HR professionals from all over Europe will gather at the 8th HR Minds Employer Branding Forum on 28-29 September 2017 in Berlin to discuss employer branding strategies. All event participants will have a chance to learn from the best practices on implementing successful programs for engaging company employees in building a strong employer brand.
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