Creating An Employer Branding Strategy

Companies have always cared about what their employees think and say about them. Collective employee opinions shape not only the loyalty, engagement, and retention of existing workers, but also how companies are seen publicly and how they are able to attract new talent. In this regard, organisations both can benefit and suffer tremendously from the word of mouth their employees create and share. In the last few years, new technologies have brought these employment stories to the fore and shed a brighter light on employer branding, defined as ‘‘the functional, economic, and psychological benefits that are provided by employment and identified with the employing company’’. This module discusses the following topics. What an employer brand is and how employer branding is shaped today. Moreover, various employer brand facets will be addressed. Finally, the employer branding value chain model will be explained.