AMBLER AND BARROW THE EMPLOYER BRAND PDF

Sales and marketing concern themselves with enhancing their company's value in the outside world of consumers and suppliers. Yet the origins of brand equity are inside: how the management treats its employees, the experiences employees have and how this world gets translated into positive customer experiences. Marketers have an important role to play in getting it right. The experience of flying with Ryanair largely creates that airline's brand equity — and that experience, as for any service company, is largely generated by its people and website, itself generated by Ryanair employees. Of course, the staff only changed their behaviour because they wanted to. Forcing any change on an unhappy workforce is counterproductive.

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Sales and marketing concern themselves with enhancing their company's value in the outside world of consumers and suppliers. Yet the origins of brand equity are inside: how the management treats its employees, the experiences employees have and how this world gets translated into positive customer experiences. Marketers have an important role to play in getting it right. The experience of flying with Ryanair largely creates that airline's brand equity — and that experience, as for any service company, is largely generated by its people and website, itself generated by Ryanair employees.

Of course, the staff only changed their behaviour because they wanted to. Forcing any change on an unhappy workforce is counterproductive. Log in or get a demo to find out more. Send colleagues a link to this content. To send to more than one recipient, put a comma between email addresses. By continuing to use the site, you agree to the use of cookies. You can change this and find out more here.

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The employer brand: origins of brand equity

We'd like to understand how you use our websites in order to improve them. Register your interest. This paper tests the application of brand management techniques to human resource management HR. Pilot qualitative research is reported with top executives of 27 UK companies, who were asked to reflect on their HR practices and the relevance of branding. This exploratory research indicates that marketing can indeed be applied to the employment situation. Bringing these functionally separate roles closer together would bring mutual benefit and lead to comparable performance measures, eg, trust and commitment.

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Employer branding

Employer brand describes an employer's reputation as a place to work , and their employee value proposition , as opposed to the more general corporate brand reputation and value proposition to customers. 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 value proposition also sometimes referred to as an employee value proposition or EVP is used to define an organization's employment offering. 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.

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The employer brand

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Conceptualizing Employer-Based Brand Equity and Employer Brand Pyramid

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