6.7: Assignment- Employer Branding Overview
Scenario
In this module, you learned that recruiting is the art of attraction, and that cultivating a strong employer brand is an essential aspect of that process. Employer branding matters for two primary reasons: it affects an organization’s ability to attract and retain talent and it has labor cost and productivity implications. An ability to cultivate and communicate an engaging employer brand is particularly critical given that it’s a sellers market, with heightened employee expectations and increased competition for a smaller pool of workers.
Your Task
In your fourth rotation, you are reporting to the firm’s Employer Branding lead. This is a relatively new practice and the team is still developing services and associated deliverables. You have been assigned to develop a proprietary (original) 1-page “How to Build a Strong Brand” overview for clients. Bonus points: submit your deliverable as an infographic (For perspective, search for “how to build an employer brand” and select Images). Refer to Employer Branding for a jump start. Although your how-to must be original (riffing is fine; duplication is not), it should address the following four points:
- Step 1: Evaluate your brand.
- Step 2: Identify/clarify your employer proposition.
- Step 3: Connect with your audience.
- Step 4: Recruit & support brand ambassadors.
This assignment requires you to incorporate research (cite Harris Poll, Gallup or other credible data) on why a recommendation matters and specific action items associated with each step.
Grading Rubric
| Criteria | Inadequate (40%) | Minimal (60%) | Adequate (80%) | Exemplary (100%) | Total Points |
|---|---|---|---|---|---|
| Organization and format |
2 pts
Writing lacks logical organization. It may show some coherence but ideas lack unity. Serious errors and generally is an unorganized format and information. |
3 pts
Writing is coherent and logically organized, using a format suitable for the material presented. Some points may be contextually misplaced and/or stray from the topic. Transitions may be evident but not used throughout the essay. Organization and format used may detract from understanding the material presented. |
4 pts
Writing is coherent and logically organized, using a format suitable for the material presented. Transitions between ideas and paragraphs create coherence. Overall unity of ideas is supported by the format and organization of the material presented. |
5 pts
Writing shows high degree of attention to details and presentation of points. Format used enhances understanding of material presented. Unity clearly leads the reader to the writer’s conclusion and the format and information could be used independently. |
5 pts |
| Content |
8 pts
Some but not all required questions are addressed. Content and/or terminology is not properly used or referenced. Little or no original thought is present in the writing. Concepts presented are merely restated from the source, or ideas presented do not follow the logic and reasoning presented throughout the writing. |
12 pts
All required questions are addressed but may not be addressed with thoughtful consideration and/or may not reflect proper use of content terminology or additional original thought. Additional concepts may not be present and/or may not be properly cited sources. |
16 pts
All required questions are addressed with thoughtful consideration reflecting both proper use of content terminology and additional original thought. Some additional concepts may be presented from other properly cited sources, or originated by the author following logic and reasoning they’ve clearly presented throughout the writing. |
20 pts
All required questions are addressed with thoughtful in-depth consideration reflecting both proper use of content terminology and additional original thought. Additional concepts are clearly presented from properly cited sources, or originated by the author following logic and reasoning they’ve clearly presented throughout the writing. |
20 pts |
| Development—Critical Thinking |
8 pts
Shows some thinking and reasoning but most ideas are underdeveloped, unoriginal, and/or do not address the questions asked. Conclusions drawn may be unsupported, illogical or merely the author’s opinion with no supporting evidence presented. |
12 pts
Content indicates thinking and reasoning applied with original thought on a few ideas, but may repeat information provided and/ or does not address all of the questions asked. The author presents no original ideas, or ideas do not follow clear logic and reasoning. The evidence presented may not support conclusions drawn. |
16 pts
Content indicates original thinking, cohesive conclusions, and developed ideas with sufficient and firm evidence. Clearly addresses all of the questions or requirements asked. The evidence presented supports conclusions drawn. |
20 pts
Content indicates synthesis of ideas, in-depth analysis and evidence beyond the questions or requirements asked. Original thought supports the topic, and is clearly a well-constructed response to the questions asked. The evidence presented makes a compelling case for any conclusions drawn. |
20 pts |
| Grammar, Mechanics, Style |
2 pts
Writing contains many spelling, punctuation, and grammatical errors, making it difficult for the reader to follow ideas clearly. There may be sentence fragments and run-ons. The style of writing, tone, and use of rhetorical devices disrupts the content. Additional information may be presented but in an unsuitable style, detracting from its understanding. |
3 pts
Some spelling, punctuation, and grammatical errors are present, interrupting the reader from following the ideas presented clearly. There may be sentence fragments and run-ons. The style of writing, tone, and use of rhetorical devices may detract from the content. Additional information may be presented, but in a style of writing that does not support understanding of the content. |
4 pts
Writing is free of most spelling, punctuation, and grammatical errors, allowing the reader to follow ideas clearly. There are no sentence fragments and run-ons. The style of writing, tone, and use of rhetorical devices enhance the content. Additional information is presented in a cohesive style that supports understanding of the content. |
5 pts
Writing is free of all spelling, punctuation, and grammatical errors and written in a style that enhances the reader’s ability to follow ideas clearly. There are no sentence fragments and run-ons. The style of writing, tone, and use of rhetorical devices enhance the content. Additional information is presented to encourage and enhance understanding of the content. |
5 pts |
| Total: | 50 pts |