Branding, Trends, Communicable Diseases

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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.

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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 …