Employer branding

This developing concept is firstly considered within its context of contemporary approaches to HRM, its links to marketing and relationship marketing. The origins and development of employer branding are explored with an overview of the concept and its interpretations. The purpose of branding is reflected on along with the challenges of brand reputation in an increasingly online world. The benefits of employer branding are considered alongside the broader need to ensure that the HRM policies and practices being applied within the organisation are in line with the messages and promises of the brand. Issues like brand flexibility, inclusivity and brand values are considered as they become important for current and future employees. All relevant media and material pertaining to the brand as communicated to potential employees and existing employees need to be reviewed for consistency and so that the rhetoric is matched by the reality.