Q How can my company develop an employment branding strategy?
A Employer branding reflects an organization's intentional strategy to create a specific perception of employment at the company. It is the projection of a certain image as an employer.
Branding is important for companies that desire a competitive edge in recruitment and employee retention. In addition, it helps to define corporate culture, cultivate company values and strategically deliver an organization's message.
While there are many ways to develop effective employment branding strategies, experts generally recommend some combination of the following:
* Get a good grasp of the company's vision, mission and objectives. This is necessary to synchronize the branding strategy with the company's vision and mission.
* Conduct surveys. Survey current (and exiting) employees to discover or affirm the company's real values. Survey applicants--those who got the job as well as those who did not--to find out their impressions of the company as an employer and of the employment process. Survey executives to determine what …