Human Resource Management 2e

APPENDIX D

Employer Branding

Introduction

Employer branding is simply the process of creating an image of being a ‘great place to work’ by organizations in the minds of prospective candidates. It can also be defined as an organization’s reputation as an employer. This concept has originated from marketing side of the business. In fact, product branding (a marketing concept) provided the basis for the development of the employer branding (a HR concept). In employer branding, organization’s capacity (as employer) can be compared to a product, whereas the current and future employees are the purchasers (of the employment). The product brand and employer brand are related and mutually supportive. A strong product brand plays a vital role in the ...