Zawya -- The most effective and critical activity in an employer branding program has nothing to do with marketing, and everything to do with developing capable managers, according to a wide-ranging new survey from the Employer Brand Institute. The Employer Branding Global Research Study surveyed more than 2000 organisations worldwide. Some 15% of respondents said they believed the most effective branding activity a company could undertake was “building a leadership development program to equip leaders with the capabilities to better manage the employment experience”. This was followed by 14% who cited defining an employee value proposition as a key branding activity, and 13% who cited developing an effective careers website.
