Employer Branding

Please note that the content of this book primarily consists of articles available from Wikipedia or other free sources online. The term employer brand was first used in the early 1990s to denote an organisation's reputation as an employer. Since then, it has become widely adopted by the global management community. Minchington (2005) defines your employer brand as "the image of your organisation as a 'great place to work' in the mind of current employees and key stakeholders in the external market (active and passive candidates, clients, customers and other key stakeholders). The art and science of employer branding is therefore concerned with the attraction, engagement and retention initiatives targeted at enhancing your company's employer brand." Just as a customer brand proposition is used to define a product or service offer, an employer brand proposition (otherwise referred to as an employer value proposition, employee value proposition or EVP) is used to define an organisation's employment offer.