Employer Branding and Attractive Work

In order to become attractive employers to both potential and existing employees, organizations work with employer branding. This chapter introduces the concept of ‘employer branding’, which is presented here in accordance with earlier research on this topic. Employer branding is discussed from both an external and an internal perspective, in relation to perceptions regarding an attractive workplace. The chapter emphasizes that existing employees (who know the organization from the inside) as well as potential employees have to be considered in an organization’s employer branding strategy. From the perspective of both these groups, the chapter gives examples of organizational attributes that have been found attractive. Thereafter, the chapter focuses on the importance of branding organizational values as being embedded in the organizational culture. Finally, employer branding is discussed from an HRM perspective where the HR function is described as essential to create a successful employer brand that can be sustained.