Hrm Answers On Case Manulife Essay

2601 WordsMar 11, 201211 Pages
1. Explain the concept of “employer branding” with reference to the above case. Employer branding had come into the spotlight in recent years, as the recruitment market became more competitive, causing many employers to fight for the same talent. This had made companies realize they had to sell their organization, or brand, to prospective recruits and even to existing staff in a way similar to that used for promoting products or services to external customers. Employer branding is defined as the image of your organization as a great place to work in the mind of current employees and key stakeholders in the external market. The art and science of employer branding is therefore concerned with the attraction, engagement and retention initiatives targeted at enhancing your company's employer brand. While the term employer brand denotes what people currently associate with an organization, employer branding has been defined as the sum of a company’s efforts to communicate to existing and prospective staff what makes it a desirable place to work, and the active management of a company’s image as seen through the eyes of its associates and potential hires. First of all your company should believe that the most important aspect of employer brand is delivering to your employees what you promise. What’s critical is that your actions and your promises are aligned. More often than not, that is the key to getting things right. However, it is also crucial to listen closely to the views of current staff and external parties and to adapt to changing expectations. It is about giving people what is important to them, a sense of security, making them part of a winning team. You have a high degree of integrity by delivering what you say you are going to. That way, your employees become your best source of branding. The net result of having satisfied employees who are proud to

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