Employer brand equity and Employee-based brand equity

Here comes another compelling business knowledge sharing of Employer brand equity (EBE) and Employee-based brand equity (EBBE), which have become the key drivers for any business. As EBE gains competitive advantage in attracting talents. While EBBE, somehow employees play the role of the brand ambassadors who are surprisingly the main factor in presenting the brand image since they are in the front row to contribute to customer satisfaction, as they have to interact with customers directly.

Let’s dig into the framework of EBE and EBBE, and feel free to share your thoughts on what you think can be done for your company.

Employer Brand Equity (EBE) plays an important role in company success as it helps companies build, monitor, and develop their employer brands. EBE may help explain job seekers’ decisions to join the companies over others.

Key factors that can fortify EBE

  • Employer symbolic attributes
  • Perspective of current employees
  • Total working conditions
  • Marketing activities
  • Perspective of prospective employees

Employee-Based Brand Equity (EBBE)

Branding and human resources are the company’s most important assets. EBBE is a key advantage for the company and an important part of the brand-based evaluation. To develop an effective and strong EBBE, companies must focus on employee perceptions and promote positive attitudes about affiliation with the company.

EBBE refers to the value that a brand offers to a company through its effects on the attitudes and behaviors of its employees. The competent employees will meet the deadlines, achieve sales targets and team goals, develop the brand with positive interaction with customers, and so on.

Key factors that can fortify EBBE

  • Knowledge dissemination
  • Openness
  • Role clarity
  • Brand commitment & quality
  • Brand awareness & image
  • Brand loyalty

Why is Brand Equity important?

EBE can be described in terms of the attributes that encourage or discourage current employees to stay and support the companies and motivate or discourage potential applicants to apply for positions. So, EBE applies to the impact of brand knowledge on both the prospective and current employees.

While the enhancement of EBBE contributes towards attracting skilled talents to join the company, employees’ skills and knowledge provide a competitive advantage for the company. At the same time, employees’ identification with the company may contribute to customer satisfaction because they interact with customers directly.

Therefore, companies should concentrate their efforts and resources on developing EBE and EBBE to boost their internal & external branding strategies. As a result, they can achieve sustainable competitive advantages and long-term profitability.

Written by: Sertis



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