Simone Barrow, Creator and Consultant of the Employer Branding Concept
Simone Barrow defines employer branding: "Employer branding is a reputation management process that shapes and defines how a company is perceived by its employees and potential candidates. This process encompasses the company’s values, culture, work environment, and the benefits it offers to its employees. Employer branding is the foundation of the message 'a great place to work' that a company presents to the outside world and the labor market." In Barrow’s approach, employer branding is viewed not only as a perception but also as an integrated process connected to the culture and values within the company.
Richard Mosley, One of the Creators of the Employer Branding Concept
Richard Mosley is another expert who has made significant contributions to employer branding. He defines it as " the total of the unique value proposition offered by an organization to its employees and potential candidates. This combines the elements that define who the company is, what it represents, and why it is an attractive option for employees." Mosley’s definition focuses on the value proposition offered to employees and emphasizes how this value can enhance their loyalty to the company.
Brett Minchington Internal Communication and Employer Branding Strategist
Brett Minchington approaches employer branding from a more strategic perspective: "Employer branding is the shaping of the experiences, values, and rewards offered by a company to its employees through communication and management processes. A successful employer brand helps the company achieve its strategic goals and ensures long-term employee commitment." Minchington’s definition illustrates how employer branding should be integrated into an organization's overall strategy, with employee experience at the center of this process.
David Ogilvy, Founder of Ogilvy & Mather Agency
Known as the father of advertising, David Ogilvy defines employer branding as "an extension of the consumer brand. Just as a product's marketing campaign creates a certain perception, employer branding is also a form of perception management aimed at people inside and outside the company." Ogilvy’s approach emphasizes the connection between employer and consumer branding, highlighting that these brands should support each other.
Simon Barrow and Tim Ambler Marketing Theorists
Simon Barrow and Tim Ambler are the original creators of the employer branding concept. They define employer branding as "the sum of all employee and potential employee experiences regarding a company. Like a company’s consumer brand, this brand builds its reputation as an employer and enhances its competitive advantage in the labor market." Barrow and Ambler’s definition underscores employer branding is a comprehensive experience and perception management process.
These definitions illustrate different aspects of employer branding and how experts approach the topic. Simone Barrow and other experts treat employer branding as a reputation management process, placing employee experience and company values at the core.
