• Synergy between corporate and employment brands
  
  The target audience for the corporate brand of a company includes current customers, potential customers and investors. But when it comes to the employment brand, the target audience includes current employees and potential employees. In spite of the different set of audiences that are being targeted, companies need to maintain a close alignment between the corporate brand and the employer brand by ensuring that the house style, the look and feel and the tone are maintained in both these branding activities

• Sending out the right signals
  
  An employer brand which does not portray the culture of the company or its values in the right manner can jeopardize the company’s efforts to find the talent that would be the right fit for their company. Moreover it can also create a sense of disappointment among the existing employees. To give out the right message, organizations need to evaluate the information about the company that they want to share with the target audience before going ahead with any internal or external initiatives. Companies could also use their website as a valuable tool to pull the target audience
  

• Branding inside-out
  
  Effective employer branding comprises of branding internally as well as externally. Creating a brand value among existing employees is as important as developing the brand to attract skilled workers. Internal branding activities like training, organizing events, rolling out newsletters, workshops for the benefit of the employees etc. boost the morale of the employees along with helping them with their development. Most importantly it results in a work force that is proud of its employer and looks forward to benefit from these internal marketing initiatives

• Employees – the best brand ambassadors
  
  Word of mouth is proven to be one of the most effective modes of advertising. A proud employee can be a brand ambassador for his company, spread the good word and pull potential candidates towards the company. If a company succeeds in fulfilling the commitments made to the candidate at the time of hiring, provide opportunities for his personal growth and ensures that the employee has positive experiences in the organization, the employees would be proud of their organization and would automatically draw potential employees

• First impressions matter the most
  
  Every time the potential employee comes in contact with the company whether it is for queries to be answered or for an interview, the company must strive to create a pleasant experience for him. Small details like checking the temperature of the room when the candidate walks in for an interview, not making them wait too long, offering them refreshments etc. can go along way in motivating the employee to join the organization. Moreover the induction process is also an opportunity for the company to give new recruits a taste of what the company stands for