A brand is a symbolic embodiment of all the information connected to a company, product or service. Wally Olins (2003). Employer brand is an organization’s reputation as an employer. The term was first used in the early 1990s, and has since become widely adopted by the global management community. Minchington (2005) defines employer brand as "the image of the organization as a 'great place to work'". The process of employer branding is concerned with talent attraction, engagement and retention strategies deployed to enhance the company's employer brand. Aim for Brilliance describes it as the reputation of a company or organization as an employer–and the focus of employer branding is to enhance the overall image of the brand in order to attract prospective top talent and increase employee retention. In a recent 18-country survey conducted by Employer Branding International, Social Media came out on top as the main channel that companies use today to deliver and enhance employer brand messaging. Social Media remains the main communication channel being used to promote employer brand. To identify the main medium the company plans to use to communicate the employer brand, respondents overwhelmingly pointed to social media as the preferred channel, beating career websites, referral programs, and even online job boards.
Volume 11 | 01-Special Issue
Pages: 1556-1560