From the design perspective, there’s no much of a difference between these two concepts. Not much of a difference means
that there has to be something that differentiates one another without any major differences that help them fall in opposite
contrasts. Therefore, let’s be clear on this.
contrasts. Therefore, let’s be clear on this.
Branding is a multidisciplinary concept. The emphasis is placed upon the organization as well as on the goods and services.
D. Aarker explains this in the term “corporate branding” simply the brand of the organization. Corporate brand emphasizes
the need to focus on the organizational values, culture, communications, workers who create positive associations and can
be a source of competitive advantages (Aaker D., 2003).
Employer brand on the other hand is a component of the corporate branding. The employer brand is based on the theory of
the "internal branding", as a component of the corporate branding conception (Mokina S, 2014)
Comparison: Corporate Brand and the Employer Brand Characteristics
Comparison: Corporate Brand and the Employer Brand Characteristics
Mokina, S. 2014. Place and Role of Employer Brand in The Structure of Corporate Brand. March. Economics & Sociology.
There are four differences between corporate branding and employer branding. They are: corporate branding is the public face and employer branding is all about the experience. Corporate brand has a broader range (vision, size, locations, products and etc). Employer brand is an integrated element of corporate brand. The design of corporate brand is for address competition and where employer brand is designed for stave off competition (Ranstad).
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Randstad. 2018 The difference between corporate and employer branding. Ranstad [Online]. Available at: https://www.randstad.in/workforce360/archives/the-difference-between-corporate-brand-and-employer-brand-and-why-it-matters_231/. Accessed on 3rd May 2019.
Corporate and employees brand both serve the same purpose and it is to show the organization is a good place to work. Many companies can establish a voice that appeals to their consumers, but when it comes to employer branding, they tend to fall short and come off as corporate and generic. Meghan M. Biro (2016)
ReplyDeleteB2C and B2B refers to business-to-consumer and business-to-business respectively. Their similarity lies in that both B2B and B2C Marketing, consumers and businesses are customers.
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