ABSTRACT
A brand is a symbol that sums up all associations made to a name. While branding is well-developed in marketing, branding among employees as a concept is still evolving. It has become a subject of interest in academic research, as well as among many practitioners. This is no surprise, since an employer brand can bring a crucial advantage to an organization, which makes it relevant to both academics and practitioners, especially in the fields of marketing and human resources management (HRM). Essentially, an employer brand is what differentiates an organization as an employer from others. Generally, branding requires communication, both internal and external. The same goes for employer branding, it needs to be communicated to both internal and external publics. How internal communication contributes to employer branding is explored within this chapter. This chapter explains what the process of branding entails, describes two parts of employer brands – internal and external, and explains what it means to be an employer of choice and how to become one. It also describes how employer brands are communicated.
