Employer Branding – attracting, recruiting and retaining employees
Employer branding is the process of promoting a company, or an organisation as the employer of choice to a desired group; one from which a company needs and wants to recruit and retain. The process facilitates the company’s ability in attracting, recruiting and retaining ideal employees, and supports the organisation’s business plan. If employer branding is the process, the employer brand is the identity of a company as an employer of choice. For effective employer brand promotion, the company can only attract future employees and retain its staff if it has an identity that is true, credible, relevant, distinctive and aspirational. To achieve this, research needs to be conducted so as to ensure that the employer identity reflects not only management’s vision, but also the aspirations of valued employees.