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PB Speak September 2013

PB Speak September 2013

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Published by sandeep k krishnan
People Business (www.peoplebusiness.org)
Discovers employer branding as a concept - uncovering employer branding maturity model.
Article by Sandeep Krishnan and Akhilesh Mandal in Human Capital
People Business (www.peoplebusiness.org)
Discovers employer branding as a concept - uncovering employer branding maturity model.
Article by Sandeep Krishnan and Akhilesh Mandal in Human Capital

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Published by: sandeep k krishnan on Sep 27, 2013
Copyright:Attribution Non-commercial


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Where do the global organizations stand?
People in Business with CRF institute recently conducted a pioneer-ing research work with an objective to enable organizations tobenchmark their employer branding practices against other glob-al organizations. The survey was conducted for more than 270organizations across 32 countries
Including BRIC Countries(Brazil, Russia, India & China).Despite the principles of employer brand management havingbeen in existence for more than 10 years, and a general recogni-tion of the value good practice can deliver, results showed thatthere is still some way to go if practitioners are to achieve thestandards that are in place in relation to consumer brand man-agement. The survey showed only 03 organizations (1%) achievean overall
‘Optimizing rating’
with 65% achieving an
Emergence of Employer Branding
Few years back (2005) there were very few examples ofintegrated brand management thinking within HR. Over the lasteight years, there is a sea-change in how employer brands aredeveloped and managed.The value of developing an employee value proposition (EVP) iswidely recognized as a key step in establishing a consistentplatform for all employer brand-related activities. The way inwhich EVPs are constructed and defined has subsequentlyshifted from being primarily focused on framing an attractivepromise to potential recruits, to a more well-founded distillationof the key elements that characterize an organization'semployment deal. EVPs and employer brand marketing havebeen aligned with corporate and customer brand propositions.It is also far more typical for organizations to ensure theirpeople management processes and practices are consciouslydesigned and monitored to align with their EVP.
Anatomy of an EBMM
The EBMM enables organizations to explore how they compareto best practice in the field and comprises of six key elements:
Business Status
Building an Insight Platform
Developing the Employer Brand
Activating the Employer Brand
Managing the Employer Brand Internally
Managing the Employer Brand ExternallyScores are assigned to each stage of the employer brandmanagement process and are further used to assess thematurity of organization practices. The established levels ofmaturity within the EBMM are:
September 2013
PB Speak
People In Business
India | SE Asia | Europe | Americas | MEA |feedback@peoplebusiness.org 
The Employer Brand Maturi-ty Model (EBMM)
Way Forward…
Being an Employer of Choice is increasingly becoming the goal of a number of high performing organizations worldwide. The cornerstone of an employer of choice is a robust Employer Brand that is scientifically developed, managed and measured. The key point tonote here is whether an organization has consciously worked on building an Employer Brand or not, every organization has an Em-ployer brand. Therefore, it is recommended that every organization aspiring to become an Employer of Choice first conducts a struc-tured Employer Brand Audit process to baseline their current status of Employer Brand Maturity.

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