BU354 Chapter Notes - Chapter 6: Employer Branding, Human Resources, Cooperative Education
Document Summary
Authority for recruitment is generally delegated to hr staff members, except in small businesses where line managers usually recruit their own staff. Proactive employers are trying to obtain a competitive advantage in recruitment by establishing themselves as employers of choice through employer branding. The purpose of this is to attract people to apply to work at the organization and to earn the loyalty of current employees. Employer branding the image or impression of an organization as an employer based on the perceived benefits of being employed by the organization. It is the experience of an employee when working for a company, based on feelings, emotions, senses, realities, and benefits. It is essentially a promise made to employees and their perception of how well that promise is delivered. Employer branding is important during the recruitment process, not just for applicants who are eventually hired.
