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Branding Roundtable 3

Employer Branding

Summary

When most people think “branding,” they likely think of how a marketer positions and presents its products and services to prospective customers. Practitioners, however, long ago embraced the reality that branding needs to be informed by and serve multiple stakeholders – and none more so than employees, who must live out the brand’s promises, and live within the brand’s organization.

The requisite recruitment, engagement and nurturing of employees – a brand’s very foundation – is variously pursued as employer branding, employee branding or even, simply, internal branding, sometimes by specialist agencies and others as an integrated service of an overall brand consultancy.


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