Lesson 5

Unlike recruitment, employer branding is not just about attracting new employees. It is just as much about binding and captivating existing employees. The clue is to attract the right employees and to motivate and retain existing employees. That is why employer branding is not the same as the term labor market communication. Labor market communication is all about communicating with the labor market, an externally oriented activity that is aimed at allowing potential employees to form an image of an organization or to entice them to apply for a vacancy.

The goal of employer branding is to have the right employees as an organization. Paying attention to employees creates employee and customer loyalty. This customer loyalty results in a better financial performance.