Biggest mystery haunting MNCs: The employer branding revolution!.

      Аннотация: The biggest challenge facing any global organization will always be the alignment of global brand with local operations, so as to create the right type of brand image and perception as intended by the firm. This problem is commonly referred to as the global-local problem and I'd like to call it a 'mystery' that almost any global organization, irrespective of its size, will try to address. For this reason, it is not just a problem but in fact a scary myth that multinationals fear. The solution to this mystery is provided in this book, which explains the employer branding concept in detail and provides multiple way outs to the global-local mystery. Nevertheless, it is about time organizations start understanding the power of employer brands and how they are revolutionizing work places that implements this strategy. Developing a coherent, consistent, and strong employer brand is one of the most effective ways of addressing the global-local mystery. This book will discuss the phenomenon in depth while critically discussing and analyzing the employer branding revolution!

Ключевые слова: employer branding, multinationals, global integration, local responsiveness, signaling theory