Bislogic: Building an Employer Brand Through Corporate Image, Personality, Identity and Reputation

JMGT_V4_N1_RP2 Bislogic: Building an Employer Brand Through Corporate Image, Personality, Identity and Reputation Kathryn Toelken Patricia Mark Journal on Management 2230 – 715X 4 1 26 34 Branding, Management, Reputation, Employee Loyalty, Corporate Branding Employer Branding (E.B.) is a targeted effort by an organization to create identity and loyalty with a key stakeholder-its employees. This study explores the positive and negative sides of E.B. on brand strategy and management by examining the internal and external communication strategies of a Fortune 100 Technology firm, BisLogic (pseudonym). The research illustrates how employer branding can help build an organization by creating a successful corporate image, personality, identity and reputation. It also illustrates how employer branding can fail when an organization does not deliver on its brand promise to its employees. June - August 2009 Copyright © 2009 i-manager publications. All rights reserved. i-manager Publications http://www.imanagerpublications.com/Article.aspx?ArticleId=179