Employer Brand-Bringing the Best of Brand Management to People at Work

The concept of Employer brand is not new to the business but its scope and application has definitely been uncertain. This book gives numerous reasons why employer brand is as important as a strong customer brand. The authors are of the opinion that creating a positive brand experience for employees requires the same amount of dedication, efforts, care and patience as customer brand experience would require. The most important and high involvement brand is not any product or service rather it is an employer brand. The rationale given by the authors for having a strong employer brand depicts that employer brand is a concept which in spite of achieving immense awareness is not a fad. The collaboration of Marketing, Communication and Human Resources community is the foundation stone for having a strong employer brand. The term Employer brand was first propounded in 1996 by Simon Barrow and Tim ambler of London Business School and they defined employer brand as “The package of functional, economic and psychological benefits provided by employment and identified with the employing company”. Since then the term employer brand has mostly been limited to improving the look and feel of recruitment advertising. The authors of this book give a fresh and meaningful perspective of the term employer brand. It is a comprehensive, step by step guide to develop and manage the human resources of an organization.