A critical problem facing many companies around the world is the decline of trust and loyalty among employees. This has been exacerbated by highly visible corporate scandals and a growing dissatisfaction with the integrity of senior management. To address this problem, many companies have adapted and applied the concept of “Employer Branding”. This is a strategic move that requires extensive involvement of both workers and senior management, but the results for proactive companies that have introduced this practice have been very impressive. This article explains how the fundamentals of conventional branding can be applied internally to motivate employees, and what is needed to ensure ongoing success.
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