ABSTRACT
This chapter deals with the branding of the employer in relationship with its current and potential employees. It examines steps in the process of employer branding, a process that is aimed primarily at getting the desired workforce from the labour market. Employer branding can be defined as a targeted, long-term strategy to manage the awareness and perceptions of employees, potential employees and related stakeholders with regards to a particular firm or company that try to present as a good place to work. The basic objectives of employer branding are to attract, acquire, develop and retain key human resources that the organization needs for its successful operation. Internal branding encompasses the activities of a company that are aimed at getting employees to accept the attributes of the corporate brand on rational and emotional levels. Organizational identity relates to the cognitive and emotional relationship between an individual and a group of co-workers in a company.
