Multilingual Business Communication

April 6, 2009

Employer branding: superfluous in this crisis?

Filed under: internship, Trui Lagae — meertaligebedrijfscommunicatie @ 3:53 pm

The crisis changed the labor market dramatically: after years of high demand and rather low supply, employers can finally choose from many candidates for one vacancy. Employer branding, which played a crucial role in times of scarce supply of labor, is thus no longer a priority:

  • Enough candidates apply anyhow, even without special attention for employer branding;
  • At the moment many companies don’t need candidates whatsoever;
  • It seems only logical to save on these superfluous costs

However, I believe companies should bear in mind that employer branding is all about reputation, and building a reputation takes a long time. After the recovery of the economy, many companies will more than likely regret saving on employer branding: their reputation as an employer will be ruined, despite all former efforts.

I hope my internship at Bekaert, concerning employer branding for Russia, will provide me with good insights on successful employer branding on a small budget.  More about this by the end of May!

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1 Comment »

  1. I definitely agree with you that employer branding remains important even throughout an economic crisis like the one we’re experiencing right now. That the public feels the same way, becomes clear from the many job fairs that are being organised and attended throughout the country, especially in the big cities like Antwerp, Brussels and Ghent. Of course, as you’ve mentioned, interest from the companies’ side has decreased exactly because of the crisis. However, once the crisis passes, companies will need new employees again. And which will be the companies that come to mind to job-seekers? Right, those that also made an effort to promote themselves in less advantageous times.

    Gerlinde Van Hauwermeiren

    Comment by meertaligebedrijfscommunicatie — April 10, 2009 @ 12:52 pm


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