Growing the Employee Brand at ASI: A Case Study

The employee brand is the image presented to an organization's customers and other relevant stakeholders through its employees. The employee branding process is predicated on achieving and maintaining message consistency throughout the organization. Messages emanate from various organizational sources such as the systems of organizational staffing, performance management, and compensation. Each message should reflect and reinforce the organization's desired brand image which, in turn, should be consistent with the organization's mission and values. When this happens, both the psychological contract and employee brand knowledge is effectively managed, resulting in a brand image that is consistent with the organization's desired brand image. The development of the employee brand through the employee branding process can provide a source of sustainable competitive advantage for the organization. This case study is designed to be used as a teaching tool for understanding the complexity of the process and providing guidance for growing the employee brand.