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employer branding
Employer brand is the term commonly used to describe an organization's reputation as an employer, as opposed to its more general corporate brand reputation.〔Barrow, S. and Mosley, R. ''The Employer Brand, Bringing the Best of Brand Management to People at Work'', John Wiley & Sons, Chichester.〕 〔Mosley, R. (2015) Harvard Business Review.〕The term was first used in the early 1990s, and has since become widely adopted by the global management community.〔Minchington, B (2010) Employer Brand Leadership – A Global Perspective, Collective Learning Australia.〕〔Martin, G (2009) Employer Branding and corporate reputation management, The Peak Performing Organisation, Chapter 13, pp 252, Routledge, London.〕〔Edwards, M. R., (2010), An integrative review of employer branding and OB theory, Personnel Review Vol. 39, No.1, pp.5-23〕 Minchington describes your employer brand as "the image of your organisation as a ‘great place to work’ in the mind of current employees and key stakeholders in the external market (active and passive candidates, clients, customers and other key stakeholders). The art and science of employer branding is therefore concerned with the attraction, engagement and retention initiatives targeted at enhancing your company’s
employer brand.〔
Just as a customer brand proposition is used to define a product or service offer, an Employee value proposition or EVP is used to define an organisation's employment offer. Likewise the marketing disciplines associated with branding and brand management have been increasingly applied by the human resources and talent management community to attract, engage and retain talented candidates and employees, in the same way that marketing applies such tools to attracting and retaining clients, customers and consumers. 〔Mosley, R. (2014) Employer Brand Management, Practical Lessons from the World's Leading Employers,Wiley.〕
==Origin==
The term "employer branding" was first publicly introduced to a management audience in 1990,〔Barrow, S. (1990), 'Turning recruitment advertising into a competitive weapon', Paper delivered at the CIPD Annual Conference, Harrogate, UK.〕 and defined by Simon Barrow, chairman of People in Business, and Tim Ambler, Senior Fellow of London Business School, in the ''Journal of Brand Management'' in December 1996.〔Ambler, T and Barrow, S. (1996), The employer brand, ''Journal of Brand Management'', Vol. 4, pp. 185-206.〕 This academic paper was the first published attempt to "test the application of brand management techniques to human resource management". Within this paper, Simon Barrow and Tim Ambler defined the employer brand as "the package of functional, economic and psychological benefits provided by employment, and identified with the employing company". By 2001, of 138 leading companies surveyed by the Conference Board in North America, 40% claimed to be actively engaged in some form of employer branding activity.〔Dell, D and Ainspan, N (2001), Engaging employees through your brand, Conference Board Report No. R-1288-01-RR, April, Conference Board, Washington, D.C.〕 In 2003, an employer brand survey conducted by ''the Economist'' among a global panel of readers revealed a 61% level of awareness of the term "employer brand" among HR professionals and 41% among non-HR professionals.〔The Economist (2003), Employer Branding Survey.〕 The first book on the subject was published in 2005,〔 and the second in 2006.〔Minchington, B (2006) Your Employer Brand – attract, engage, retain, Collective Learning Australia.〕 In 2008, Jackie Orme, the Director General of the UK Chartered Institute of Personnel Directors confirmed the growing status of the discipline in her opening address to the CIPD annual conference, with the observation that: "When I started out in the profession, nobody talked about employer branding. Now it's absolutely integral to business strategy—resonating well beyond the doors of the HR department". Similar recognition of the growing importance of employer brand thinking and practice has also been recently in evidence in the USA,〔Sartain, L and Schumann, M. (2006), Brand from the Inside, John Wiley & Sons, San Francisco.〕 Australia,〔 Asia,〔Baid, P and Rao, A.R. (2006) Employer Branding, Concepts and Cases, ICFAI University Press, Hyderbad.〕〔Budhwar, P.S. and Bhatnagar, J. (2008) Employer Branding as a differentiator,The changing face of people management in India, Routledge.〕〔Zhang, Liu & Zhao (2008) 张学良 / 刘长春, 赵杰 (Branding ), Beijing.〕 and Europe,〔Schuhmacher, F and Geschwill, R. (2008) Employer Branding – Human Resources Management für die Unternehmensführung' Berlin.〕〔Petrovic, M (2008) Employer Branding, Rainer Hampp Verlag, Munich.〕〔Engelund, H and Buchhave, B. (2009), Employer Branding Som Discipline, Samfunds Litteratur, Copenhagen.〕〔Rosethorn, H (2009) The Employer Brand – Keeping Faith with the Deal, Gower, Farnham.〕 with the publication of numerous books on the subject.
抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』
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