McKinsey on Employment Branding


Here’s a short paper from McKinsey Quarterly (registration required–free) that highlights the importance of employment brand (no real in-depth analysis but a good high level view…I’m pretty sure the McKinsey people would like to be paid if you want further analysis…just a guess). Kind of the same stuff I’ve been saying but they have pretty graphs and they get paid to be consultants. I don’t have the patience for graphs and I get paid to blog here (and some other stuff too). Anyway, it provides a framework for thinking about employment brand (the focus on campus recruiting in this paper) that could be helpful to recruiters out there trying to wrap their heads around the dynamics of employment branding (ouch!) and even some marketers out there that understand that recruiters are really in the business of marketing and selling an employment experience.


(thanks Marlene)

Comments (3)

  1. DanF says:

    Well it comes from a good source anyway. McKinsey has managed to create what is, essentially, an unparalleled (to my knowledge) reputation as the first choice of business students everywhere.

    Hell, I’m a McKinsey wannabe. Though the fact that I don’t attend Stanford, Harvard, Princeton or MIT probably severely limits my chances of being successful in my pursuit 😉 I know one thing that I look for (as a business undergrad) is somewhere that is rigorous where I can learn how to really excel in business (High on my list at the moment are McKinsey, GE’s OMLP program, and Caterpillar’s MPDP program). Of course I’m still 2 years out. Who knows what the landscape will look like then.

    -D

  2. HeatherLeigh says:

    Dan-agree with you on the reputation of McKinsey. We love hiring McKinsey Alumni…they fit very well into our culture and as you said, are some of the brightest folks out there.

  3. John Norcross says:

    A word of caution on employment brands such as McKinsey’s.  As with all brands, they are a misrepresentation and, while simplifying choices for prospective employees, an employment brand will fail to capture the reality of what it is like to work in the organization.  

    Malcom Gladwell’s 2002 article entitled "The Talent Myth" (http://www.gladwell.com/2002/2002_07_22_a_talent.htm) is instructive to those who tend to become starry-eyed by the self-proclaimed brilliance of those in the "expertise industry".    For many professionals in this industry, the question for prospective employees is not "Where did you get your MBA?", but rather "How can you best contribute to our organization and our clients?"