雇主品牌 / Employer Brand

雇主品牌是雇主和雇员之间被广泛传播到其他的利益相关人、更大范围的社会群体以及潜在雇员的一种情感关系，通过各种方式表明企业是最值得期望和尊重的雇主。

雇主品牌这一概念产生于20世纪90年代初，并在近几年随着人才竞争的加剧而受到日益关注。雇主品牌是公司在人力资源市场上的定位，是指在人力资源市场上享有较高乃至很高知名度、美誉度、忠诚度的企业品牌。雇主品牌从人力资源市场竞争中脱颖而出，并得到社会公众认可。

「应用场景」

如今，强大的雇主品牌被视为吸引和留住最优秀人才的重要途径。在顶级人才流动性很高的当下，这些目标当然值得称道。但建立特殊的、独立的雇主品牌是实现这些目标的方式吗？不是。

Today, a strong employer brand is seen as a critical way to attract, engage, and retain the best people. At a time when top talent is highly mobile, those are certainly laudable goals. But is building a special, separate employer brand the way to achieve them? No.

大多数雇主品牌的问题在于与企业品牌和业务的核心驱动力脱节。雇主品牌通常由人力资源部门管理，并且经常与肤浅的福利联系在一起，如免费午餐或无限期休假。仅在美国，现在就有40多家咨询公司专注于雇主品牌建设，通常与企业更大的战略目的脱节。其结果往往令人失望。

The problem with most employer branding is that it is disconnected from the corporate brand and the core drivers of the business. It is typically managed by the HR department and too often becomes associated with superficial perks, such as free lunch or unlimited vacation. In the United States alone, there are now more than 40 consultancies focused on employer branding, usually separate from any larger strategic purpose. The consequences can be dismaying.

以上文字选自https://hbr.org/2019/06/why-we-need-to-rethink-employer-brand

肯·班塔(Ken Banta)和迈克尔·瓦特拉斯(Michael Watras)  | 文

马冰仑 丨编辑