A straight-forward definition of terms
Posted on Feb 2, 2016
A straight-foward definition of terms
The last thing the world needs is more jargon. You would think that the term ‘employer brand’ would be enough, but if it’s your job to build a strong employer brand you generally need a few additional technical terms to get the job done well. You don’t need to be familiar with the terminology of engineering to enjoy driving a high performance car, but it certainly helps if it’s your job to design the engine that powers the experience. So in the spirit of precision engineering, here is our perspective on the key terms an employer brand manager needs to get their head around. The term Employer Brand describes people’s perceptions of you as an employer (good, bad or indifferent). The term Employer Value Proposition (EVP) defines how you’d like to be perceived as an employer. Employer Branding describes the activities an organization undertakes to communicate this desirable employer brand image. And finally the phase ‘Employer Brand Management’ describes the full spectrum of activities you orchestrate to deliver both a consistent brand image and experience. These terms often seem to be used inter-changeably as though they mean the same thing. They don't. We suggest it's inadvisable to use all four terms in one sentence, but taken in turn we believe they can provide a more precise description of what needs to be done to build an effective employer brand strategy.
Please let me know what you think.
If you'd like to learn more about developing an effective EVP take a look at the up and coming 'World Class Employer Branding' course brought to you by employerbrandingacademy.com. If you sign-up within the next 4 weeks I'll also send you a copy of my latest book - 'Employer Brand Management - Practical Lessons from the World's Leading Employers'.paragraph
Written by: Richard Mosley
Richard Mosley is widely recognized as one of the leading world authorities on employer brand development and management. His first book, ‘The Employer Brand’ (Wiley) published in 2005 has become a global best-seller, and the sequel: ‘Employer Brand Management: Practical Lessons from the World’s Leading Employers’, published by Wiley in September 2014, tracks the evolution of the discipline over the last 10 years, highlighting the latest best practices and trends that are likely to shape the future of recruitment, employee engagement and HR / talent management Richard’s thinking draws on over 25 years’ experience in both brand management and HR consulting, and has led global employer brand development projects for a host of leading companies including Bacardi, BP, Coca-Cola, Ferrero, GSK, HSBC, Lafarge, LEGO, L’Oreal, JTI, Met Life, Nokia-Siemens, PepsiCo, Santander, Unilever and Verizon. Today Richard serves as Global Vice President of Strategy at Universum and Senior Advisor for the Employer Branding Academy.