Employer Branding in leading companies

Branding influences purchase decision of customers. With branding people subconsciously form different perceptions or images over  particular brands. A positive association of the brand name has been shown to increase perception of quality and purchase rates along with positive customer evaluations (Weitz and Wensley, 2000). Therefore the customer purchase decision happens with a pre evaluation over the brand. Sameway, job seekers are judging your talent brand as the same way as customers evaluate in brand purchasing. Having understood this, employers use brand strategies to attract the matching talents to be recruited.  

Employer Branding Applications in leading companies

Following are the several employer branding strategies used by leading companies.

Heineken (Leading Beer Brand)

Heineken set a campaign called  “Go Places” recently and campaign appeared to be one of the most effective employer branding advertisements. The campaign invites talents to respond to a series of questions. Each question takes approximately three to five seconds to respond. Based on a model called Enneagram Model the response for the series of question reveals an employee profile. And the advertisement asks for the candidates to submit their CVs along with the responses for those questions.

Heineken wants to position their brand as a brand that has been revolved with its employees ambitions
and personalities.
Below is the advert link to better understand of its application

https://youtu.be/UtoyMEFKb6o

General Electrics

General Electrics is one of the most popular companies that has a long history. General Electric was established focusing on the delivery electrical solutions for its customers. But the company is now re-positioning itself as a digital company. With the re-positioning strategy company is now seeking for the talents that can make this transition happen.
Below is the advert that General Electric has used in their Employer Branding.  

https://youtu.be/wJZHXfcNZBU

The message says that the candidates should be motivated by valuable cutting edge work.

References:

• Beamery. 2017. The 5 Most Unique Employer Branding Campaigns. [ONLINE] Available at: https://beamery.com/blog/employer-branding-campaigns. [Accessed 25 April 2019].

•  theHEINEKENcompany (2016). Go Places with HEINEKEN - Take the Interview!. [video] Available at: https://youtu.be/UtoyMEFKb6o [Accessed 25 Apr. 2019].

• Funny Curious (2018). General Electric What’s the Matter with Owen BBDO New York.[video] Available at:  https://youtu.be/wJZHXfcNZBU  [Accessed 25 Apr. 2019].