Chapter 1
Building a Strong Employer Brand
IN THIS CHAPTER
Wrapping your brain around the concept of employer branding
Planning and executing your employer brand strategy
Exploring and assessing various marketing channels
Delivering a distinctively great employment experience
Gauging and improving on your employer branding success
Employers used to assume they were in the driver’s seat. Advertised vacancies would attract a plentiful selection of candidates. Employers would select the best, and the best would gratefully accept their offers of employment. Times have changed. Established companies can no longer assume that the right kind of talent will beat a path to their door. The new economy requires significantly more people qualified in science, technology, engineering, and math than our education systems are producing. The most innovative and entrepreneurial are increasingly choosing to join or found startup businesses rather than join established companies. And the declining birthrate ...
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