Companies make huge investments in their brand names when it comes to the products and services they sell. A well-branded name speaks of trust, quality, sustainability, and people often buy because of the brand.

But what about the situation when a company needs to attract more employees with proper education and a positive work attitude? A company could be attractive to a customer, but is it attractive for future employees? To become attractive as an employer and to successfully compete for the best recruits, a company should consider Employer Branding. It is not something new; however, nowadays companies are increasingly starting to realize the importance of having a great brand name among current and future employees, as well as trainees willing to start their career. For example, see what
411 Locals, an Internet Advertising agency is doing.

Let’s face it - in some sectors, the demand for highly qualified employees is higher than what the market can offer.

The educated and carefully-made choice of an employer and workplace is extremely relevant in the field of information and communication technologies (ICT), where employees are in great demand, and the supply manages to satisfy the hunger of the market with difficulty.This puts job seekers in an advantageous position, and the companies often try to manipulate their choice. Of course, it is not about creating illusions, but rather about fair play based on already established rules. Do not forget, you should consider the local community feedback too.

There's an accurate term for this - "employer branding," or "building a good employer brand" - that may not be something you talk about at any human resource conference in the country, but definitely not a terra incognita for ICT companies and other companies actively seeking ICT professionals, according to experts in the field.

What Employer Branding Actually Is

According to the definition, Employer Branding is the "combined and mixed efforts of an organization to communicate with existing and potential staff about what identifies it as a great place to work." The phrase was relatively young in 1990 but was finally defined in December 1996 in the Journal of Brand Management by Simon Barrow, chairman of the People in Business, and Tim Amber, Senior Fellow of the London Business School. In their joint work, their first publication describing the application of techniques of brand management to the management of human resources. They define the employer brand as a "package of functional, economic and psychological benefits provided by employment and identified by designating company."

A great brand name helps compete with other companies for the best employees

The first reason for the introduction of an employer brand is the serious struggle to find quality ICT professionals. The second one should be that technology company and others who earnestly seek ICT staff has the resources to invest in their employer brand.

Author's Bio: 

Nikolay Peshev is a Ph.D. Student, Employed at
Las Vegas-based Internet
advertising agency 411 Locals. Interested in Coaching and Human resources. Love blogging and kayaking in open sea waters.