Developing Employee Talent to Perform

Chapter 6

Developing Your Employer Brand

Overview

A powerful weapon for waging the war for talent lies in the reputation you can build up among existing and potential employees for being an employer of choice. Moreover, it is a phenomenon that can and should be deliberately and actively managed at the highest level.

In this chapter we will describe the concept of the employer brand:¹ what it is and how to make it work for your organization.

Developing Employer Brands

The idea of the “employer brand” became fashionable during the severe staff shortages that afflicted technology sectors in the late 1990s, but as that particular challenge faded from memory, interest in the idea waned. This is a shame, since it has a powerful influence on organizations’ ...