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June 20, 2006
Employer Brand = Employer of Choice? Well, not exactly....
One of these days we'll again turn our collective attention to improving our blog. When we do, you'll be able to see responses after postings without drilling through to a second page. But that's manyana, so for now....
In response to my post of June 8, Beth C. writes:
Having or being a "brand" is the new way of saying being perceived as an "employer of choice."Does compensation affect the marketplace's perception of a company as a place to work? Of course. A company can be viewed as an employer of choice for any one (or more) of a number of factors. Maybe they have the best salaries in the area or industry. Maybe their benefit package or perks make them stand out from their peer companies. Maybe they are known for having bright employees working on cool projects. Or career advancement for college students.
A company can identify what they want to stand for or offer and then make sure their company policies, habits and talk all reinforce it.
That's exactly half right.
Where I agree with you, Beth, is that there's an important connection between a brand and any employer of choice effort. Both a brand position and any HR-driven efforts to attend to issues the workforce finds important are the ultimate products of business drivers. When talent's scarce, they're places employers put dollars. When it's not, they're not.
Where we're not on the same page it's because you appear to view employment brand as merely a "rebrand" of employer of choice. It's not. I don't mean to punt here, but EB's actually a fairly large playing field and I won't be able to do it justice in a single posting.
But it's certainly fair to say that the employment brand position includes EOC (and any other nice-to-have employment effects) but also drives everything recruitment advertising agencies do, from creative executions to account planning, it ensures that the employment position is a true extension of the relevant consumer (or B2 or corporate) brand position, and so on.
Posted by davidkippen at June 20, 2006 07:14 PM