Creating Customer Value Focused Organization Through Employment Branding

Abstract

In today's business world, brand managers have two branding missions. They are product branding and employment branding. Product branding deals with creating a distinction in the market place for the product or service offered to the external customers. Product branding provides a mental patent against consumer apprehensions and hence creates a sustainable competitive advantage for the organization. On the other hand employment branding deals with an internal as well as external marketing orientation for hiring and keeping the best talents at the market place. By employment branding process the organization creates an image of the organization as the dream corporation to work for. Employment branding as a process is a recent phenomenon where organizations try to go beyond a recruitment advertisement and try to create an atmosphere in the work place that enhances the value delivered to the customer. This research paper deals with the strategic issue of employment branding and its relevance in the age of talent hunt. Every branding process involves a brand promise and brand character. While product branding takes care of the brand promise, it is the employment branding that looks in to the issue of brand character. A brand character is built at the customer interaction point where the customer also looks at the kind and level of motivation of employees with whom he deals during the transaction process. This paper highlights various approaches in employment brand building and also looks at the performance technology issue by which the internal customers web themselves around the brand promise and character to deliver a higher customer value.