While the employer brand has both objective and subjective aspects to it, it is primarily anchored in the perception a candidate has toward your organization as an employer.
Because perceptions live in our hearts and minds, they need to be handled carefully to position your company in an authentic, compelling way. To manage communications and interactions that actively shape active and prospective employee perception is the process of employer branding.
If the idea of an employer brand seems like a “touchy-feely” concept, identifying a company’s employment value proposition helps put some stakes in the ground. By identifying those tangible expressions of the brand that work themselves into the “agreement” – the “contract” or “give and get” – your organization proposes to prospective candidates in return for their contributions, we can create distinctiveness in the market and tailored messaging that motivates – across disciplines, geographies, and age groups, both domestically and internationally.