Employer branding

The term employer brand was first used in the early 1990s to denote an organization’s reputation as an employer :

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.”

Since then, it has become widely adopted by the global management community. HAFNER CONSULTANTS defines your employer brand 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 (active and passive candidates, clients, customers and other key stakeholders). 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".

Just as a customer brand proposition is used to define a product or service offer, an employer brand proposition (otherwise referred to as an employer value proposition, employee value proposition or EVP) is used to define an organization’s employment offer. Likewise the marketing disciplines associated with branding and brand management have been increasingly applied by the human resources and talent management community to attract, engage and retain talented candidates and employees, in the same way that marketing applies such tools to attracting and retaining clients, customers and consumers.

HAFNER consultant will be targeting the deployment of effective tools and structures to ensure adhesion of current of future associates in the company.