EMPLOYER BRAND

Employer Branding

Introduction1

Discussion1

Overview of Employer Branding3

Employer Branding in the UK6

Theories of Employer Branding7

Employer Branding and Organizational Attractiveness8

Employer Branding and Talent Magnetism10

Significance of Employer Branding12

Reasons to Develop Employer Branding13

Scarcity of Skilled Labour13

More with Less13

Growth and Profitability13

Popularity14

Strength14

Process to Develop Employer Branding14

Key Components of Employer Branding15

Steps to Develop Employer Brand17

Benefits of Employer Branding19

Employer Value Proposition (EVP)20

Impact of Employer Branding on Business21

Enhanced Candidate Attraction25

Improved Commitment from Fresh Employees26

Minimized Cost of Compensation27

Employer Branding of a Business27

Recommendations to Introduce Employer Branding within Business31

Conclusion32

References34

Employer Branding

Introduction

The paper discusses the concept of employer branding, which is gradually becoming the priority of leading contemporary businesses. The paper discusses theories of employer branding in accordance with various aspects of business and identifies the possible impact of employer branding on the business.

To illustrate the situation more clearly, the paper discusses significant aspects of employer branding of a selected organization. Finally, the paper makes recommendations on ways to introduce employer branding within the business.

Discussion

Since last decade the discipline of HRM has undergone various substantial changes in the perspective of doing business and managing business resources. Traditionally, companies were only focused on producing massive volumes of products to generate business profits. Gradually, the emphasis moved towards valuing business resources, specifically human capital and utilizing them, as the key to business success. This move was substantially contributed by the boom in technological industry that embraced the business entities with speedy and swift means of communication, either internal or external.

Business world was entered into an age of information, where information, knowledge and ideas were considered to be the foremost components to undertake a successful business (De Chernatony, 1999, p. 159). Environmental transfusion from industrial era to information age gave birth to the concept of 'corporate branding' in order to lace key stakeholders with the relevant information. Hence, corporate branding was emphasized on generating value through employees by involving them in building and strengthening relationship with key stakeholders, and enabling external stakeholders to develop deeper understanding of nature of organizational processes and practices (De Chernatony, 1999, p. 159).

Therefore, corporate branding provides a complete package of corporate communications to be communicated with and to be experienced by key stakeholders (Bondarouk et. al., 2012, p. 5). It produces a link between HRM and marketing to share specific employment and organizational characteristics, both externally and internally. The developed link is based on two types of experiences with major focus on internal group of stakeholders and external group of stakeholders (Bondarouk et. al., 2012, p. 6).

Additionally, the combination of marketing principles to undertake recruitment activities paved the way for employer branding (Lievens, et al., 2007, p. 45). Similarly, Tüzüner and Yüksel (2009, p. 51) stated employer brand to be consistent with the corporate brand accompanied with two differences. Firstly, the employer brand is specific to employment, characterizing the identity of a firm as an employer. Secondly, it addresses both external and internal sources while, corporate branding primarily addresses the external audience (Tüzüner & Yüksel, 2009, p. 51).

Backhaus and Tikoo (2004, p. 501) state that a lot of attention has been given to ...