Your employment brand: Is it working for or against you?

The ability to attract and retain hard-to-find professionals is vitally connected to the perceptions of your organization both internally and externally. Many organizations confuse their employment brand with branding and all too often put considerable effort and often scarce resources against ineffective initiatives. Most health care organizations do not consistently allocate the necessary resources needed to build and sustain a strong employer brand. The relationship between employers and employees to and among each other and the values you strive for collectively are the cornerstones of your employment brand. It is imperative for nurse leaders to create and sustain an environment where employees are inherently positive and connected to their organization.