Branding In The Milleneum - Employer Brand Vs Corporate Brand

Abstract

This paper discusses the concept of employer branding in detail taking into account the corporate branding, product branding and employee branding. It also figure outs the difference between the differences between employer branding and product branding. There is a growing interest on this topic by academics, as well as practitioners, translated in a recent increase in the number of academic papers on Employer Brand in HR literature. Employer brand and corporate brand are not entirely the same, but they do need to work in tandem. They both need to be strongly intertwined in purpose and meaning to emotionally and authentically connect with their critical stakeholders and capture their attention with conviction. When this happens, the stage is set for co-creation of great promises and sustained realization.