Wikipedia supplies this definition: “Employer brand describes an employer’s reputation as a place to work, and their employee value proposition, as opposed to the more general corporate brand reputation and value proposition to customers”.
It’s a problem for banks – they have an image problem, customers dislike and distrust the banks especially since the financial crisis, and they are finding it hard to recover consumer trust. Given that digitalization is forcing the sector to re-evaluate their role and how they portray and sell themselves, brand image is a difficult topic for the banks.
For some graduates, banking is not the hot ticket that it used to be, despite higher than average starting salaries in the sector. Accenture found that perceptions about organizational culture play a role here:
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