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The key to a successful employer brand

The key to a successful employer brand is...

Promoting an organisation as a "great place to work" is a whole-of-business, strategic concept that requires a far more stringent approach than many employers are accustomed to providing.

This is where most organisations fail, because they leave managing the employer brand solely to the human resources or marketing department.

Your employer brand is reflected through the behaviours and actions of leaders and if the behaviours don't reflect the brand image no amount of employer or company marketing will save you.

Leaders must have an employer brand mindset, which means they must understand what a brand is, how it is impacted, how to manage it and how intangible assets (people) deliver value to the bottom-line.