Employer Branding

Topics: Brand, Brand management / Pages: 18 (4415 words) / Published: Oct 16th, 2008
EMPLOYER BRANDING: AN INNOVATIVE APPROACH

Introduction
Headlines like RINL(Rashtriya Ispat Nigam Limited ) Personnel department gets ISO 9000 for its excellent services in Human resources, , Standard charted bank employees to have5 days week, ICICI plans to recruit 30,000 employees in coming year , Accenture on course to hit 35,000 headcount in India or launching of a completely a new Brand strategy .TCL a china based electronic company termed " Creative life "for global market or Infosys to open BPO unit in Mexico , or that of Wipro’s in Egypt or the UB group acquiring Shaw Wallace.. these statement as news of daily magazine or topic of discussion create what is known as Brand image or the "Trust mark "or as defined by Minchington (2005) 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)."
The concept of Employer Brand has gained importance since 1990"s or it is a result of Global manic competition but above all it has become a magnetic force, a catalyst , an accelerator and a prime factor which determines an organization success and future .
Employer brand has overshadowed and synchronized all other factors which had their individual importance like customers, relationship, PR, networking, 2- way Communication etc and is now the sole prima factor or the turnkey of success.
Conceptual framework
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 ("EVPs") 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

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