According to Chris Mossevelde, “Employer branding is the process of promoting a
company, or an organization, as the employer of choice to a desired target group, one which
a company needs and wants to recruit and retain.”
Building a Brand
Mossevelde continues, “The company can only attract current and future employees if it
has an identity that is true, credible, relevant, distinctive and aspirational. To achieve this,
extensive research needs to be conducted.” What does the public think of your organization?
What does the group of people you consider a target recruiting source group think
of your organization as an employer? Learning what exists will enable you to determine
what action steps must be taken to mold your brand into the perceptions you want
others to have.
