Companies have started branding products and services via social media like FB, You tube etc. I am trying to look if a similar framework can be used by organizations to brand themselves as great places to work and what kind of impact such branding would have on potential applicants.
You should check this article for the framework
http://bmdynamics.com/issue_pdf/bmd110473-%2009-17.pdf
A brand is the idea the public has about the business. The business "brands" itself by working to influence the public perception. All channels of communication must reinforce this brand identity the company wants to promote.
Yes, there are certainly companies out there whose brands include being a good place to work. They cannot simply SAY it is a good place. They have to provide evidence again and again, and all contact the public has with the company must be consistent, including those messages the company cannot directly control.
For example, if a company claims to be a great place to work, but then we see news stories about union problems, it is not a consistent message and the public will not be as easily persuaded.
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