An effective branding , when projected correctly, does not only communicate the corporate details like size and profits of the company.
But also, its values, behaviors and policies. Therefore, it’s necessary to project the correct image and it in turn means to choose the social media options correctly.
Economic Times once published an article about the brand image of Google and wrote:
“Due to Google’s remarkable brand image, students worldwide see it as a company they would like to work for.”
All over the world, people of all demographics have appreciated and accepted the presence of social media.
Today, social media has provided a platform for everyone to tell their story.
This has led to a transformation in the way things are nowadays.
Even the business strategies have seen changes in the strategies. The strategies like recruitment and staffing have evolved to lose total dependency on traditional methods and involve new ways to attract and retain talent.
One of the factors that directly and indirectly affect the people who are attracted towards a company is Employer Branding.
According to an article published by Society of Human resources –
“An effective employer brand is essential for competitive advantage. Increasingly, Indian corporations are becoming intentionally strategic to utilize the employer brand to attract and retain talent and, ultimately, to expand and grow.”
The article also says that-
“The increasing focus on competitive advantage is leading many firms to rethink their employer brand.”
In the paper of Biedenbach 2012 entitled –
“Brand equity in the business-to-business context: Examining the structural composition” ,(Biedenbach 2012)
The author investigates the structural composition of brand equity.
Also , he takes into account the interrelationships between the dimensions of brand equity in the B2B context.
He does so by specifying the multidimensional model.
This can be utilized for measuring and managing B2B brand equity.
The paper provides initial knowledge on how the companies can build a strong B2B brand across four dimensions of brand equity.
The paper of Biedenbach 2010 entitled –
“B2B brand equity”: the impact of contextual factors”
examines the impact of contextual factors in the organizational decision making process on the formation of B2B brand equity.
The book chapter expands knowledge on B2B brand building.
It does so by portraying how such characteristics of customers as relative size of their company and its industry sector.
It hence shows how it can affect B2B brand building.
The work of Biedenbach and Marell 2010 titled –
“The impact of customer experience on brand equity in a business-to-business services setting” was referred to.
This investigates the impact of customer experience on brand equity in the professional services setting.
The study shows that customer experience has significant positive effects on brand awareness, brand associations, perceived quality, and brand loyalty.
The study clarifies how customer experience can be utilized for building a strong B2B branding image.
Biedenbach, Bengtsson, and Wincent 2011 researched and published a work titled –
“Brand equity in the professional service context: Analyzing the impact of employee role behavior and customer-employee rapport”.
This examines whether factors related to customers’ perception of employees’ role behavior in terms of customer perceived role.
It also takes into account ambiguity, role overload, and customer-employee rapport influence the development of brand equity in the professional service context.
The paper advances knowledge on B2B brand building by considering the potential role of the company employees.
It also considers consequences that their behavior can lead to in this process.
Further , Taylor, Hunter & Lindberg 2007 published a study which provides marketing managers with a more clear understanding.
They threw light on how customer experience can affect the development of brand equity in the B2B setting. The study motivates marketing managers to integrate the efforts aimed at enhancing brand equity and creating customer experience.
The main question here is to know what the level of impact social media has on the Employer brand.
Reason is so that the companies can utilize the option correctly and to the maximum use it.
The report also discusses the factors that effect the propagation of the employers brand among the present and potential employees.
According to Brett Minchington –
“Due to its potential size, scope and scale, social media has become appealing to businesses of all sizes around the world. Successful use of social media has a positive impact on employer brand”
The paper of Mittal & Kamakura seeks to explore the role of the employer brand in influencing employees’ perceived differentiation.
It also takes into account affinity, satisfaction and loyalty .
The four outcomes chosen as relevant to the employer brand.
The findings emphasize the importance of an employer brand but the Results also highlight the complexity in its management.
The reason behind this pitfall is that no one aspect has a dominant influence on outcomes relevant to the employer. Employer branding is relatively new as a topic but is attracting the attention.
Both marketing and HR academics plus practitioners are striving hard.
They wish to strike the optimal balance with the minimum resource investment.