By design or by default
ROBERTSON, ALAN
By design or by default Creating the employer identity - 2013 - 31-47
An employer's identity may be the result of a carefully designed employer branding process, or in its absence, a range of other identity and brand sources which serve, by default, to present an image of the organization as an employer. The study provides an insight into this interaction of organizational images which produce the employer brand. Data gathered from a survey of Sri Lankan companmies indicate that the employer Value Proposition (EVP) has a significant role in the development of the employer brand, but to be effective it must be closely aligned with other related identities including the corporate, organizational and product identities.
BRAND MANAGEMENT
658.827
By design or by default Creating the employer identity - 2013 - 31-47
An employer's identity may be the result of a carefully designed employer branding process, or in its absence, a range of other identity and brand sources which serve, by default, to present an image of the organization as an employer. The study provides an insight into this interaction of organizational images which produce the employer brand. Data gathered from a survey of Sri Lankan companmies indicate that the employer Value Proposition (EVP) has a significant role in the development of the employer brand, but to be effective it must be closely aligned with other related identities including the corporate, organizational and product identities.
BRAND MANAGEMENT
658.827