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The Employer Branding Today


“Employer branding” is a very hot topic today. The term according to Wikipedia refers to  “An organisation's reputation as an employer. It was first used in the early 1990s, and has since become widely adopted by the global management community. Minchington (2005) defines employer brand as "the image of your organization as a 'great place to work'”. Employer branding is concerned with enhancing your company's employer brand.”

As the new communication behaviours in a Web 2.0 world evolve, a number of factors have contributed to increase its relevance:

Actually,  recruitment is been done through the Internet, either through ad-hoc recruiting portals or through company corporate job s1D0-51B ites. The Big Data development is also enhancing the capabilities to perform these selection processes at a global scale, and with far greater effectiveness.

Additionally, social networking is changing the way companies are perceived. Employees and their families, applicants, external providers, consultants, etc. all together are currently shaping the brand of an enterprise. Recommendations today are worth more effective than the old ‘one-way’ message we were used to in the past. Naturally, this has contributed to a higher business transparency and an increased corporate responsibility. Companies now have not only to worry about their brand image, in the traditional way; they  really need to reach out to a wider range of people. And that is very positive.

Traditionally, marketing and HR departments have not been as close as we might think. Today there is no excuse: both must be well coordinated to spread out a consistent image and that aligns with the business objectives. This means being particularly careful with the organization’s presence on the Internet as an employer: the company’s profile on Linkedin, how vacancies are offered and trying to present it in an attractive way to find the best talent.

This is particularly important in the current situation: recruiting talent is more complex than ever. Within a study conducted by Accenture last February, there is a significant imbalance in the jobs
C4090-451 offered and the capacity of unemployed people in Europe. Therefore, finding the best candidates within your company, and globally, has become a priority for any HR department.

So… care for your employer branding!

Bettina R. Flick

Bettina Rodríguez es licenciada en Comercio Exterior y Marketing, Máster en Administración de Empresa por el Instituto de Empresa. Ha ocupado diversos puestos en el área de formación, preventa y marketing. Su carrera profesional se ha desarrollado siempre en el ámbito internacional de las empresas B2B en el sector de tecnologías de RRHH. En la actualidad dirige el departamento de marketing corporativo de Meta4.

Bettina R. Flick graduated in Foreign Trade and Marketing, and holds an MBA from the Instituto de Empresa. She has held various positions in training, pre-sales and marketing. Her professional career has always developed in the international environment of B2B companies in the HR technology sector. She currently manages the Meta4 Corporate Marketing department.

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