topics include Employer Branding
Another debate on LinkedIn recently asked the question ‘What is the difference between internal branding and employer branding?’
20 or more years after the concept of the Employer Brand was launched (although the principles have been in existence much longer) there is still considerable confusion about precisely what it means. One of the first definitions was 'Anything and everything that impacts on existing, potential and past employers'. This certainly captures the true breadth and depth of the subject.
Yes it is about both internal and external perception of an employer amongst existing and potential employees and all of those who might have an influence upon them, but it also involves philosophies, strategies, history, performance, sectors, products and services, competitors for talent and much more besides. All of which make it such an enduring and fascinating area of focus. It also means that it is essential at the beginning of each project to determine precise definitions of EB, EVP, TVP etc. to ensure that everyone is singing from the same hymn sheet.
The potential scope and complication of a thorough investigation of an employer brand can be quite daunting which is, I believe, why there is often insufficient ground work undertaken in the initial research phase to gather an accurate perspective from both the inside and the outside. This can lead to a definition and articulation of an employers’ proposition which is far from accurate.
Because of the interest in Employer branding in recent years and because it is potentially the remit of a number of functions - HR, Marketing, Communications, to name but a few - there are very often a number of potentially complementary projects in progress within a given organisation at any one time, which not all interested parties will be aware of.
Some may focus on the internal perceptions and communications, others on the external. The key to a successful outcome is forming a strong project team which represents all key functions and interests from the outset and enables the sharing of all valuable information and conclusions to ensure clear and consistent outputs.