With the growing trend of social recruiting in Corporate Nigeria, in the world of marketing there is a tendency for seeing the world in terms of brands. A corporate brand is a “name, term, design, symbol, or combination of these elements, intended to identify and differentiate a product/service offering in the minds of its customers or clients”.
When you recognize a company logo or hear a familiar ad jingle, it instantly brings to mind a brand that usually holds some meaning for you. For decades, traditional marketing departments have been creating campaigns to connect you to their brands. And they obviously have been doing a good job!
Worthy of note is that a strong corporate brand or consumer brand does have an effect on an employer being termed ‘an employer of choice’. Let’s quickly consider Interbrand’s annual list of ‘Best Global Brands’.
Going by the 2012 Ranking, the topmost five brands on the Interbrand’s Top 100 Brands have the following brand values:– Coca Cola, $77.8bn; Apple, $76.5bn; IBM $75.5bn; Google $69.7bn and Microsoft $57.8bn.
There is no gain-saying that this outstanding brand performance has a strong effect on the organisation’s human resources – top brands attract top candidates, instill a sense of pride in current employees, and motivate them to deliver outstanding work. For these companies, their Employer Brand benefits directly from the strength of their consumer brand.
The above is an excerpt from my post on the iPunch column of The Punch Newspaper titled “How social is your employer brand?” which was published earlier today both online and in print. Kindly read the online version of the post here and drop your comments. Cheers 🙂