Importance of Employer Brand Management in the Branding Process of Advertising Agencies

Gonca Kose


Advertising is the driving force of the consumption culture, indispensable aspect of the era and also the cornerstone of capitalism. This situation has turned advertising agencies, which are the locomotives of the advertising industry, into a more dynamic structure. Presence of numerous advertising agencies in front of companies and brands creates a strong competitive struggle between agencies and force these advertising agencies into branding. The biggest strength of advertising agencies, which endeavour for branding in order to make competitive superiority sustainable, is undoubtedly the qualified human resource that will enable them to differentiate among their competitors. In advertising agencies, human resource is the only strategy of branding and has the power to eliminate the competing agencies when effectively managed. Employer brand approach is critical for agencies for being a “brand advertising agency” preferred by brands. In terms of advertising agencies, effective manageable employer brand is a strategic branding approach that enables human resource to differentiate, create value and clearly define that created value. For branding of advertising agencies, it is important that they should find a place for themselves with distinctive features making them different and attractive in employer brand management processes and they should offer functional and emotional benefits to both the agency employees and potential candidates outside the agency.

Keywords: Advertising agencies, employer brand, employer brand management

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ISSN (online) 2422-8702