How do we influence our Employer Brand?

Clearly, if your organization is already well known and has good brand image, branding yourself as an "employer of choice" will be easier. There are several stages:

• Establish your current image in the labor market.
• Identify how your employment offering is different to that of other organizations. Yours may be a dynamic and creative organization or you may offer high reward, friendly working conditions or fantastic staff development. Many public sector organizations have emphasized the job security element of their brand or the positive impact that their employee can have on the lives of other people.
• Then repeatedly emphasize these unique selling points in advertisements, in your recruitment materials, on your recruitment website and in all your other public facing recruitment activities. Stories are going to be particularly important, so small case studies if individual employees are very valuable in reinforcing your employer brand image.

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