HR-brand is a set of company's activities for interaction with existing and

potential employees. In fact, this is the company's image in the labor market, and
what makes the company an attractive place to work. The HR brand helps
businesses attract job seekers, retain the best specialists, and motivate them to work
productively. There are two channels of communication for the employer's brand:
internal and external. The key is internal-the company's employees. They carry
information about the real state of Affairs in the company to the external
environment. Negative feedback from employees can ruin even the best marketing
strategy.

Below I have given cases of successful HR- branding:

Google – the rockstar of HR-branding

Google employer branding is one of the best in the world. The company is
known for its excellent approach to employees and building a strong employer
value proposition. Every year, the company receives approximately 3 million
resumes, of which they pick only 7,000 new employees. It makes a great sense,
given that a company goes on an extra mile to be the employer of the year.
Numerous benefits, campus style workspace, swift leaders. All this contributes to
the creation of a brand that attracts the greatest talents. Google even has its own
Hollywood production. Released in 2013, The Internship with Vince Vaughn and
Owen Wilson tells of two forties who find work in Google. Needless to say, it was
one of the best employer branding campaigns of the year.

GE – engineers with a sense of humor

General Electrics is one of the first companies listed on Dow Jones in 1896.
After switching to the digital world, the company had to face a new era. They came
to this with great distance. The series of films ‘What’s the Matter with Owen’
showed the funny adventures of a young engineer who could not explain to people
around him what he was doing.
Needless to say, it is the clear analogy to the ‘digital company and also an industrial
company’. The light approach and a healthy distance of this Methuselah of digital
companies bought the hearts of the addressees of the message. The young engineers
can easily identify with slightly awkward Owen and thus with the General Electrics.
While throwing an event make sure that you can tell people what your company
does in the manner understandable by the potential employees.
First, you will need the audience profile. Harness the data from previous events and
from the HR department to build personas. If you can, use the data from corporate
event software, such as Eventory to check the audience demographics during the
previous events.
Next, adjust your communication style to the people you want to hire. Make it
relatable and understandable. Don’t speak to the engineers like they were on the
book club meeting, and don’t address future bankers like the five-graders.

Cisco – Changing the world

Cisco is often named as an exquisite example of the employer branding done
right. Their career page does the marvelous job when it comes to providing and
organizing resources for employees-to-be. They make it easy to share the materials
across the various social platforms. What’s more, they provide visitors with a clear
navigation system through all job offers and career essentials. The landing page
contains also success stories of their employees who share insights on how it is to
work in Cisco. Every single important detail is within the visitor’s reach.
How can you use this idea?
Define the main goal of the event. Cisco’s page is all about making people apply
for the job. And every single detail serves this purpose. Make your goal the core of
the event. Plan the venue, prelections, and extras so they can tell a coherent story
and lead the attendees towards the proper action. It can be scheduling an interview,
leaving the resume or sharing live video in their social media feed. It depends on
the goal.
Also, while you prepping the venue for the event make sure, that all the important
materials and stands ale easy-accessible. Put them somewhere near the main artery
of the venue. All gadgets, starter packs, and souvenirs should be easy to find for
visitors.