Picture a job seeker at the start of his or her job search. One of the most common things searched for is “top companies to work for in 20xx” (the current year) or “top companies in xx industry” (the industry of choice). And it makes complete sense to look for this – after all, a company’s reputation matters nowadays more than ever, and a massive majority of employees says it would not apply for a company that has a bad reputation among former or current employees, as a place to work for.
Branding efforts have typically concentrated on creating a compelling story for the brand and the portfolio of products and services offered by the company. There is relatively little – if any – effort on cultivating a powerful employer brand to attract and retain top talent. This is one area where talent management efforts often fall short.
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