When it comes to attracting talent, the issue of employer branding simply cannot be ignored. Whether you like it or not, your organization does have an employer brand, and it might be very different from your company brand.
It is a quite intriguing concept since employer branding raises some very interesting questions:
1) Who is responsible for your employer brand? Marketing? HR? Line managers? And how do you best combine these functions, that are normally on different planets, in order to maximize your brand?
2) How do you best create ambassadors for your company among current employees and alumni? They have always been contributing to your employer brand, but with the rise of social media their voices have a much higher likelihood to be heard.
3) How do you differentiate yourself in the market for talent? Normally, organizations have a very good grasp of their competitors in their industry and marketplace, but in the competition for talent they probably have a completely different set of competitors, even outside their industry.
I believe employer branding will be one of the largest challenges for organizations going forward, once they start to think more long term again. And how to create the optimal employer brand will require a lot of thinking.