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Employer Branding For Dummies by Lars Schmidt, Richard Mosley

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Chapter 14

Shaping a Positive Brand Experience

IN THIS CHAPTER

check Applying customer experience thinking to HR processes

check Reviewing people management touch points

check Identifying brand builders and busters

check Designing “signature” brand experiences

Many sales and customer service reps will tell you that the key to keeping a customer happy is to underpromise and overdeliver. Our advice for shaping a positive employer brand experience (what it’s like to work at the company) is more nuanced: Keep your promises and continually strive to improve the employment experience. If an employee’s experience fulfills or surpasses your employer brand promises, the employee is likely to sing the company’s praises, strengthening the brand. If the employment experience falls short of your promises, the employee is more likely to feel cheated and share negative comments with his friends and professional contacts — and your brand will suffer.

In this chapter, we tackle the challenge of delivering an employer brand experience that lives up to your recruitment marketing promises through the design and implementation ...

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