Answers
EMPLOYER BRANDING
Advisor:
Kannan Hariharan
VP - HR
PepsiCo International Vietnam
Timing:
The discussion is open from 28-09-2011 to 16-10-2011
The advisor answered on 12-10-2011
Who should handle Employer Branding?
Dear Mr. Kannan, I start to see Employer Branding is widely discussed recently. My question is who should handle Employer Branding: Corporate PR/ Corporate Marketing or HR? Thanks
Pages
- Kannan Hariharan1317694988
Hi Khoi Phan Anh,
EB is only one element of overall Employment Experience one will get while working for an organization. EB is clearly a collective responsibility of the leadership in the organization.
It is the HR leader’s responsibility to provide the insight and data points to justify the business case for EB. HR will also coach the functional managers in owning and executing the EB initiatives. Marketing should support the Brand language insight and experience, methodologies to capture internal and external customer’s data. Corporate communication will help in effective communication and medium of communication.
The CEO or Head of the business should sponsor this initiative and set the right Tone at the Top for its success.
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An employer have responsibility on this but they only can do through their employees. Employer and employees need each other. If both sides understand this fact and find ways to accomplish each other, employer branding is a result. It is a best place to way.
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hZWZm5lgl2qdmpqExaBkb-GkoGOYcFLJpMWoq4DHo5ifmatXc6xsm2pTcdGrrZenVW7VbW6eUp3Zppeky9TSg5_XnJeYaoOgydel0tHTlqPad9Wk01hr2XKab1qox6eVoKdbcJlzZJ-rpGqccliTo6aqx6WVzZRZn6tuZJyHlZqbl4Sh12qac4bS2dHJ2JCqz5WIbdlwZKBanGVxcIhwsbA. - Tue Minh1317351455
I think both HR & Corporate MKT/ Communications should be involved in Employer branding. For examples, MKT or Communications team can add values in making the messages given from HR more attractive to its current & potential staff, in a more creative way. Or HR can lead in making the periodical internal newsletter/e-newsletter, and MKT/Communications can be helpful in content writing & editing, design, etc. In general, if the “board” can get these two teams working altogether, using the expertise of both teams, the employer branding activities could be leveraged to higher levels and can get to the right target with efficient cost.
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