Tim Grogan on the evolution of employer branding
We all have perceptions about which brand we prefer. If you flip that around, then you will find that people are not knowledgeable about the brands. There are two paths to your brand equation – the consumer brand and the employer brand. No brand story exemplifies the brand story as these two. It was only towards the 1990s that employer branding started becoming more relevant globally and people felt the need to do things differently. Companies were struggling to get people into the organization and needed to find a way to differentiate from others while competing for talent. Employer branding is essentially story-telling, a unique and differentiating process a business makes it to its employees and its potential candidates. A well-articulated Employee Value Proposition has a huge impact on employer branding.