EMPLOYEE BRANDING. BY MUHAMMAD SARWAR ALAM Fa-2012/ MSc.EM /057. Individual presentation Delivered on 10 Dec 2012. EMPLOYEE BRANDING. EMPLOYEE BRANDING. EMPLOYEE BRANDING. EMPLOYEE BRANDING. Employee Branding.
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MUHAMMAD SARWAR ALAM
Delivered on 10 Dec 2012
Employee branding is defined as “the process by which employees internalize the desired brand image and are motivated to project the image to customers and other organizational constituents”
(Miles & Mangold)
“The process by which employees internalize the desired brand image and are motivated to project the image to customers and other organizational constituents”
Internalization, is any process of transformation by which external relationships, object representations, and forms of regulation become part of the inner psychic structure and thus part of the ‘inner world’
Artain and Schumann’s thirteen points on employee branding
The brand must articulate the company’s promise to their employees
“We are committed to provide our Employees a stable work environment with equal opportunity for learning and personal growth. Creativity and innovation…Employees will be provided (with) concern, respect, and caring attitude within the organization…”(Southwest, 2010)
The brand must support the business strategy
The brand must define employees the company’s customer experience
…dedication to the highest quality of Customer Service delivered with a sense of warmth, friendliness, individual pride, and Company Spirit … concern, respect, and caring attitude…
The brand must define what the organization needs from the employees
The brand must define on-brand behavior
The brand must connect what happens outside to what happens inside
“…Employees will be provided the same concern, respect, and caring attitude within the organization that they are expected to share externally…
The brand must focus on employee choice
The brand must define “What’s in it for me?” for the employees
The brand must define what the organization believes in
The brand must define the business as a place to work
“…Creativity and innovation are encouraged for improving the effectiveness …
The brand must articulate the company’s desired reputation as a place to work
According to Arnott, in his book “Corporate Cults” (1999) leaders meet to evaluate correct behaviors in the work place, in order to provide a pleasant environment for the staff.
The brand must define the desired emotional connection between the company and employees
The brand can help the organization recruit employees
It is the practice of establishing the character or reputation of an organization as an employer, primarily by aligning recruiting and external HR practices with the ‘brand’, reputation of identity that the organization wants to have.
Employee branding is the practice of ‘aligning’ an employee’s behavior and often the employee’s point of view with the image that the organization wants to project to its customers and external stakeholders.