Employer branding is concerned with building an image in the minds of employees that work for you, and potential employees, that your business is a great place to work. It is about relationships – those between an employer and current, past and potential employees; and those between employees and each other, customers and stakeholders.
As Brett Minchington, managing director of Collective Learning, a firm specialising in employer branding, explains, all businesses, regardless of their industry, have an employer brand.
“It’s the glue that binds the different components of the business together to ensure employee loyalty, commitment and performance,” says Minchington. “This results in customer loyalty, advocacy and satisfaction leading to business growth, profitability and market share.
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