Employer Branding vs. Internal Branding - Ein Vorschlag zur Integration im Rahmen der identitätsbasierten Markenführung

With employer branding and internal branding two branding concepts gained attention of research and practice in the last decade. Both concepts focus on the target group of employees. While employer branding is concerned with positioning the organization as an attractive employer in order to attract potential employees and to retain current employees, internal branding focuses on current employees’ fulfilment of the brand promise which was communicated to relevant external target groups. Although the objectives of employer branding and internal branding differ they constitute complementary concepts which contribute to organizational success. Therefore, the paper’s objective is to present the concepts of employer branding and internal branding regarding definition, objectives and measures. Furthermore, similarities and differences will be discussed and an approach for integration within the framework of identity-based branding will be presented.