Employee Branding Employee branding is defined as the process by which

employees internalize the desired brand image and are motivated to project the image to customers
and other organizational constituents (Miles & Mangold)
1. Employee branding is an indirect branding effect in which communication of company
employees serves to characterize their companys Employer brand.
2. In Simple Terms Employee Branding means what a employee projects about himself and the
organization culture. He/she should be able to serve as a brand ambassador for his/her
Organization. A strong sense of affiliation is seen of the employee towards his/her organization.
3. Defining Employer Minchington (2005) defines employer brand as the image of your
organization as a great place to work in the mind of current and potential employees Attraction,
engagement and retention initiatives targeted at enhancing a companys employer brand.
4. Objectives of employee branding: Expansion of employee empowerment . Improvement of
employee loyalty. Improvement in reputation of company in the market. Increase in the
motivation levels.
5. How This Can Be Achieved ?? By selective hiring/ selective recruitment. Provide targeted
training/ certifications for employees. Effectively communicating the Organization goals and
what is expected, Role clarity. The compensation system should incorporate messages that
consistently and frequently reflect the brand and organizational image.
6. Advertising and public relations systems should communicate messages that consistently and
frequently reflect the brand and organizational image. Accurate and specific job previews should
be given to new employees so that realistic expectations are incorporated into their
psychological contracts
7. Growing Importance An unsatisfied customer tells ten people about his experience while an
unsatisfied employee tells a hundred. D K Srivastava, VP HR at HCL Comnet
8. Growing Importance Employer branding to attract employees It helps in retaining current
employees, increasing employee satisfaction, attracting job candidates, and motivating
employees in their work, which leads to excellent business gains. Initiatives taken by
organizations to make the work place more employer-friendly and implement development
9. Pre-requisites for Successful Employer Branding Core Brand Definition Senior Management
Involvement Alignment with Corporate Strategy Empowerment of the Workers Ongoing
Measurement and Recognition
10. Building an Employer Brand Unique benefits / policies Employee referral programs Awards
programs Parties Sponsoring events Recruitment website
11. EMPLOYER BRANDING Identify your strengths Be socially responsible Offering career
progression through growth Using the web wisely Market yourself to the young Use employees
to spread the word What gets measured gets managed
12. Industry Practices SATYAM:Every Satyamite is a Leader CTS:Celebration at Work
ACCENTURE:Best Place for Women to Work LG:Best Employee Bonus MARUTI:Collective
Vacation Scheme