Posted by Paul Daley - Director, HR Consulting
employer brand
Posted on February 4th, 2010 at 10:58 am
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Employer branding is dead, long live employer reputation management
This was the title of an article that was shared with me the other week. The basic premise was that in a web 2.0 world, where user generated content dominates, employer branding can no longer be viewed as a monologue dictated by the corporate. Instead, focus should be on managing (or should that be influencing?) the messages shared about an organisation in the market. I wanted to look deeper…
The idea of reputation is not new. We’ve all shared anecdotes about our views on organisations with our friends and hence influenced their reputation. No doubt those views differed from that presented on the careers sites!
What is new however is the ability to measure what people are saying about your organisation; and ‘what you can measure, you can manage’.
Many consultancies (ours included) are now working with clients to help influence the message appearing about their organisation online, hence ‘employer reputation management’ Think about the power of this for a minute… An online community of millions (350m on Facebook alone) all singing your praises….That something to aspire to.
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I couldn’t agree with you more (although I don’t think employer branding is dead). Employer branding is only one half of the story – an employer brand is the promise that an employer makes to its employees or potential employees. The extent to which they are delivering on those promises and how informed stakeholders are is employer reputation.
Absolutely! The most important conversation about you as an employer occurs when you are not in the room! Social Media sites have liftted the lid on water cooler conversations – the entire conversation has moved into this wide open space.
More to follow on this one…..