AC Ventures：2023雇主品牌-塑造现代职场报告（中译版）（29页）.pdf

1、PlaybookEmployer Branding:Shaping a Modern WorkplaceTABLE OF CONTENTSI.INTRODUCTIONII.IMPORTANCE&BENEFITSIII.BUILDINGEMPLOYER BRANDINGIV.TRENDS INEMPLOYER BRANDINGV.FINAL THOUGHTSINTRODUCTIONEvery company has its own reputation,an identity the employees sharewith the world.Employer branding,at its c

2、ore,mirrors everything withinthe company:vision,mission,character,culture,and personality toattract,recruit,and retain potential and current employees.It is graduallybecoming more important as an intangible asset of the company,eventhough it is still a relatively new concept.Years ago,companies used

3、 ping-pong tables as their employerbranding,and that worked.But now,the new generations are moreaware that such perks hardly constitute a comprehensive employeeretention strategy or play any meaningful role in the battle to attract toptalent.Hence,the trend shifts,and more efforts in employer brandi

4、ngneed to be made.Every aspect of the employer branding process must be carefullyconsidered,from brand advocacy initiatives to internal communicationplans.All businesses have an employer brand that speaks to outsiders,whether or not they intentionally promote it.The key to employerbranding is distin

5、guishing yourself from other companies vying for thesame talent,much like your commercial brand helps you stand out in theconsumer market.IMPORTANCE&BENEFITSToday,branding extends from how outsiders perceive a companysproducts or services to,more importantly,how they should perceive thecompany as an

6、 institutional house of its employees.What employeesthink about their company and how potential employees perceive itgreatly matters.People likely care about what their families,friends,acquaintances,and strangers think of them working in a certaincompany,the benefits they receive,and the level of s