Review corporate career websites to determine what is effective employer branding. Then write a 3-4 page memo to recommend strategies to be implemented for branding by CapraTek.

In today’s markets, a brand that stands for something and stands out from the crowd goes a long way to sell products as well as attract high quality employees. The HR team can contribute to the brand by helping the marketers tell the story of the unknown service ethic of the company or how they inspire their diverse employees. The brand of the company is a part of the employee experience from attraction to departure.

While the brand attracts, it also reinforces connection and commitment between employee and organization. It is also representative of the organization’s culture. When employees tell others about their company, the culture and brand are wrapped into one story. Every time an employee shares information about the organization, it is a story about challenges, successes, and failures. These stories give listeners a feel for the company’s character—is this a company that is resilient, persistent, competent, caring? How the story is told matters. The individual reflection can yield pride or resentment. Once in the organization, the candidate will either embrace the culture or not. One of the elements that influence this is the employee’s personal alignment to the mission of the organization. If what attracted the applicant to the company transitions to a sense of belonging and common purpose, that employee will be proud to work for their organization. When employees are proud of their company’s work, there is a foundation or engagement that is supported by culture.