Employer reputation

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Employer reputation describes the reputation of an employer (among its stakeholders in public).

Employer reputation vs. Employer branding

The term is often used synonymously with employer branding . However, employer reputation is more of a framing of the employer branding concept. While employer branding positions the employer brand (HR brand) in the company's communicative HR work as a made brand, both internally and externally, employer reputation refers to the “reputation” that the company has with its target groups over a wider time horizon. It is thus about a perceived state of a recipient (collective), while employer branding can be assumed to be an active process of construction on the part of the company as producer, which is already indicated by the verb in the form of branding . The period does not play a role here either, as the employer brand can change depending on the economic situation - in contrast to reputation, which must have grown steadily over a period of time in the form of recognition in order to be able to be assigned the term reputation . Zandan / Lustina differentiate as follows: "a BRAND is the sum of perceptions, held primarily by the company's current and potential customers or clients, about a company's specific product, service, or line of products or services." On the other hand: "Reputation is the sum of perceptions about a company's corporate actions held by the public in the areas where the company operates." The area Public ( public ) is now also determined primarily on the social media, which act on the reputation.

Semantic differentiation

Of course, the terms employer branding and corporate reputation cannot always be clearly delineated, but a final semantic differentiation is worthwhile:

Employer branding Employer reputation
produced by the company received by the stakeholder (collective)
(artificially) constructed (naturally) grown
short term, quickly changeable permanent, long-term
Image function ("advertising") Trust function ("authentic")
target group specific holistic
Strategic-economic topics: career, remuneration Psychosocial issues: ethics, culture

Individual evidence

  1. ↑ The term "employer branding" appears for the first time in Tim Ambler / Simon Barrow (1996) in the essay "The Employer Brand" (in: Journal of Brand Management).
  2. ↑ See Esser, Marco / Bernhard Schelenz (2011): Success factor HR Brand. Manage HR and its services as a brand. Erlangen: Publicis, 37ff.
  3. ↑ Zandan, Peter / Michael Lustina (2012): An executive view of the difference between brand and reputation. Hill + Knowlton Strategies, 3.
  4. ↑ http://www.cwuest.com/blog/corporate-reputation-trends-2012 .

literature

Borgards, Arne / Pfannenberg, Jörg (2003): Corporate branding and corporate design as an expression of change. Online contribution at: http://www.business-wissen.de .

Bromley, DB (1993): Reputation, image, and impression management. Chichester et al. a .: Wiley.

Eisenegger, Mark / Imhof, Kurt (2004): Reputation Risks of Modern Organizations. In: Röttger, Ulrike (Ed.): Theories of Public Relation. Basics and perspectives of PR research. Wiesbaden: VS publishing house for social sciences. 239-260.

Schelenz, Bernhard (2014): Out of Rigidity. Employers can only build a reputation in an agile manner. In: Horizon 9/2014. 27

Bittlingmaier, Torsten / Schelenz, Bernhard (2014): More than a brand: from employer branding to employer reputation. In: Personalmagazin 05/14. 70-73.