In the race for a winning new employer brand, are your HR and Marketing goals aligned as one?
Today, a company’s success is not just about marketing itself differently from other companies but also about how the organisation conducts itself: brand is culture and culture is brand. Evidence suggests a company’s culture is crucial to candidates when deciding whether to accept a job offer, making it essential for recruiters to match the values implied by their brand with culturally sympathetic candidates.
To be truly effective, many businesses have learned that the employer brand must align closely with the broader brand identity projected towards customers. This requires significant attention to a company’s internal culture and the extent to which that reflects its values, mindful of the fact that a company’s employees are likely to be its strongest brand advocates.
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