A company’s employees are the asset that competitors find hardest to replicate.
People are an intrinsic part of your corporate competitiveness, so rallying them behind your ‘employer brand’ must be a top priority.
The concept of an ‘employer brand’ encompasses the vision, purpose and unique culture of an enterprise.
We see this concept manifest itself more and more with the establishment and growth of organisations such as Apple, Facebook and Google.
These companies and others like them have a large proportion of key clients and employees who are members of the millennial generation, many of whom have a different motivation and set of values in relation to the world of work. For example, sustainability and social responsibility rank highly in their requirements from a job, rather than some of the more traditional values associated with employment.