Discussion
According to the concept of internal marketing, employees of an organization are the first market that the organization taps into and needs to sell its brand and perceived image to. Branding is basically any reputation, linked to what a person believes about a particular product or service of a company. It is a promise of performance and commitment by an organization.
Employer branding can be defined as “the targeted long term strategy used by organizations to manage the awareness of and perceptions of potential employees, existing employees and related stake holders” (Love and Singh, 2011). One component of internal marketing that is yet to mature is ‘employer branding’ and more specifically ‘employer attractiveness’. According…show more content… It is on the part of the employers to create an environment that is conducive to extract the best out of its employees and help it retain such high performing employees. In this regard, brand names play a significant role in influencing the decision of employees to join or continue with an organization (Sokro, 2012).Also, the value systems in place help determine the person-organization fit when it comes to gauging the impact on the employer brand.
Combining the twin dimensions of employer attractiveness and person-organization fit, the literature review reveals that it is essential for the employer brand to convey a sense of ownership to the employee. When an employee lives the brand and owns it, he/she is said to be comfortable with the organization and this is also when we observe the highest levels of commitment and loyalty amongst the employee base (Minnesh,…show more content… In providing a vigorous mechanism for bring into line employees’ brand experience with the preferred customer brand experience, and a collective platform for marketing and HR, employer brand management symbolizes a significant evolution in the mission for corporate brand integrity (Mosley, 2007).
Thus, we see that employer banding is done to avoid the mismatches between the employees and the employers that shall lead to changes in job by the former, earlier than expected. By creating a positive employer image, the organization gives out to the community at large and more importantly, attracts potential candidates (Vaiman, Scullion and Collings, 2012).
While many years ago, the stress was on the importance of defining and communicating a powerful employee value proposition, which was the senior management’s explanation as to why smart and ambitious person might choose one organization over another organization. With the change in demographics, keeping in mind the other trends, successful business organizations are adopting their employer brands to target segments with different cultures, backgrounds and value systems (Guthridge, Komm and Lawson,