Organizational
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"Defining Your Employment Brand" Excerpt From Chapter 1: Aligning Your External and Internal Brand Employer branding is the process of defining the relationship employees can expect to have with an employer, and managing the perceptions around that relationship. Internal or employer brands help companies respond to current employee and prospective employee expectations. A company with an outstanding employer brand is one whose internal brand matches their external brand. This means that the value proposition the company defines is mirrored by the actions of the employees at all levels on a consistent basis. Internal branding is about building an image in the eyes and minds of the current workforce and the prospective employment pool that this organization is a good, if not excellent place to work. External brand is a product, service or concept that is publicly distinguished from other products, services or concepts so that it can be easily communicated and marketed. A brand name is the name of the distinctive product, service, or concept. Branding is the process of creating and disseminating the brand name. Branding can be applied to the entire corporate identity as well as to individual product or service names. A key to achieving a strong internal brand is to align the company’s mission and values with its external brand. If companies expect employees to demonstrate natural brand behavior when dealing with customers, the link between external and internal messages have to be immediately visible. At the heart of internal branding is the understanding of what it is like to work for a company and what drives employees’ desire to keep working for that company. There is also a need to understand what would attract a future employee to the company. By focusing on the employer brand, companies can better understand the attributes most likely to attract new recruits to the organization, allowing them to alter the recruitment strategy accordingly. It also allows them to retain the top talent that they have already made a significant investment in keeping. |
