Managing the Employer Brand

Even under the best circumstances, it is impossible for brand managers to control all of the variables that effect a company's image, reputation and attractiveness as a place to work. For the employer brand manager, layoffs, corporate scandals, customer grievances and lawsuits, product failures, etc. are uncontrollable. In part four, we'll discuss how employer brand managers should respond to various negative image and PR issues and we'll debate what can be controlled and what can't. In an age of blogs, tell-all websites, instant communication, etc., can the employer brand be effectively monitored, much less managed?