Importance Of Employer Branding

EXECUTIVE SUMMARY The report provides an analysis and goes into an in depth review about the concept and importance of employer branding and the ways in which an organization uses social media to promote the employer brand and use it as a recruitment tool. Employer branding is the process of promoting a company, or an organization, as the employer of choice to a desired target group, one which a company needs and wants to recruit and retain. The company chosen for this report to understand the concept of employer branding is The Chalhoub Group which is the leading partner for retail, distribution and marketing services for luxury goods in the Middle East. They manage portfolios of brands like Marc Jacobs, Michael Kors, etc. and have joint ventures

However, the company could work on certain aspects which would help them in promoting their employer brand, some of which includes expanding their use of social media recruitment tools such as Facebook, Twitter etc. which could help the Chalhoub Group in following a social networking trend. Employer Branding Introduction “Employer branding is an activity where principles of marketing, in particular the “science of branding”, are applied to HR activities in relation to current and potential employees. Whereas product branding considers how a product is represented to customers and corporate branding considers how an organization is represented to a variety of external audiences, employer branding considers current and potential employees as branding targets.” (Edwards, 2009) Employer branding is also known as a mix of mental, monetary, and useful advantages offered by a particular job and business. These advantages are controlled in order to depict an incredible work environment in the minds of potential

Brand affiliations are the determinants of brand image. Employer brand can be characterized in practically equivalent terms. Useful advantages of the employer brand include vocation, attractive target terms, desirable compensation, and remittance. Typical advantages also include observations about the renowned firm, and the social endorsement candidates envision they will experience while working for the firm. Potential candidates are attracted to firms in which they observe required representative related qualities and the relative significance they place on those properties. Linking Employer Branding with Organizational Identification One of the main principles of employer branding is that some part of the association 's image is exhibited along with the potential and current representatives. This persuades both present and potential representatives to connect themselves (or parts of their own character) to the association. This connection comes as an authoritative identity. One of the key points of a employer branding is to urge existing representatives to relate to the association. (Edwards, 2009) Edwards (2009)