Maximising the power of the employer brand

This article discusses the increasing importance of employer branding, including its power to deliver organisational success by attracting and retaining the right people and create an environment in which they give of their best and `live the brand'.

Maximising the power of the employer brand

Deborah Fernon

When I applied for a position within Tourism Australia, the brand literally jumped out at me. Kangaroos do that. With a mission of marketing Australia as the premier tourist destination to the world, brand Australia had powerful employer-brand appeal.

Branding has traditionally been the domain of marketing and advertising. The power of the consumer brand is well established. Brands achieve product differentiation, support premium pricing and inspire loyalty. Our lives are full of relationships with consumer brands, products and services. However, the extension into corporate brands or the employer brand is...

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