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It is better
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John Sumser
Reality
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Making Money
VIII
(January 29, 2003) - In a recent column, we
posed the question, "What is a better term for employment branding?"
Mark Hornung, the West Coast Chief of JWT Specialized Communications, chimed
in with this coherent response.
Instead of a new
name helping people understand the employer branding code, I believe what is
needed is more education. The LAST thing we need is another "term du jour"
that gets flung around without any real understanding of what it
represents.
In this instance, I completely agree that "brand"
colors perceptions to the point where it makes education more difficult. But
that, in the final analysis, is what we're really talking about, i.e., the
organization's brand (not just employer, the whole kit 'n caboodle). I would
recommend Uncommon
Practice: People Who Deliver a Great Brand Experience,
by Andy Milligan and Shaun Smith, as a good reference book on branding
written for brand managers that emphasizes the role of employees in building
the overall corporate brand. It's a short readless than 200 pagesbut makes the point
that great brands require people who believe in and live the
brand.
My fear is that if HR shies away from the "b" word, that will seal their fate
and they will be shut out forever from any substantial input into the
development and maintenance of great employer brands. I believe-- passionately
as you can probably tell-- that employer branding may be HR's last gasp. If
they let this one get away then there really IS no reason why companies can't
outsource the whole damn function and be done with it.
We
agree.
As you may have
noticed over the past months, we are slowly arriving at the conclusion that
Employer Branding, fully articulated and executed, is proactive recruiting.
We've spent time, recently, in HR offices occupied by people, who believe that
their job requires that they position themselves to choose their workforce. The
foundation of this strategy is always a form of Employment
Branding.
We're sticking with
the term. Thanks, Mark.
- John Sumser
interbiznet is now offering single topic reports for the Industry.
The first offerings are:
The 21st Century Advertising Agency
Recruitment Branding Part I
Recruitment Branding Part II - The Mechanics
Email Colleen Gildea for your copy in PDF Format.
View Table of Contents at http://www.interbiznet.com/briefs/.
Order Today. Only $24.95.
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Copyright © 2013 interbiznet. All rights reserved.
Materials written by John Sumser © TwoColorHat. All Rights Reserved. Mill Valley, CA 94941 415.377.2255
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