Job Branding

Job branding is yet another concept that brings the principles of marketing and HR together in order to attract and retain talent.

Essentially, this is a technique to increase the importance of the job by tying it directly into the company’s strategy, vision, or an important initiative or major project. Accordingly, candidates and employees can clearly see growth opportunities that come with successful performance, i.e. what they can learn, do, and become.

Surprisingly though, job branding is only becoming fashionable now. But, tying each job in some way to the company’s strategy should have been HR’s task for decades. How else could HR have determined the need for new positions or additional staff in certain positions?

Or is it that simply with growth, companies hire more and more employees who do not (recognize how they) create value and whose work does not connect to the company’s strategy?

True, some jobs can be more directly connected with strategy than others, and there are jobs that are absolutely strategy-general, e.g. switch-board operator. However, a clear sight between employees’ work and value creation must be sought to create a win situation; for employees, customers, or shareholders.