Whom does the employer brand belong to?

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Generally branding is considered to be an inherent part of marketing and it is rightly placed so. The marketing team positions a company in the most glorious light in the face of competition maintaining audience’s interest and thereby ensuring a steady client inflow. The task does not end here as marketing team is simultaneously involved in engaging with the audience, answering their queries and ascertaining client conversions to be pushed on to the sales team.

But when we talk about employer branding, the customer base becomes the employees. So, keeping the internal customers i.e. employees as the focal point, strategies need to be devised. The best source for learning about such strategies is the Human Resources department which works directly in correlation with employees, i.e. it sources, develops and manages the employees; at the same time predicting the category of future hires. They know how to drive a people-focused culture, to derive value out of people and make them work for the best interests of the themselves and the company.

Here, the Human Resources plays the role of an effective knowledge base saving the marketing team of the much needed research and providing the insight into compelling employee centric information. With this intelligence the marketing team moves forward with the branding strategy and creates an impeccable employer brand.

It would be right to conclude that the employer brand belongs both to the HR and marketing teams as one provides a strong foundation and the other builds a strong brand reputation.

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Posted On August 23, 2018

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