CCO - CHAP 4

Attractiveness of the employer refers to:

• The benefits that employees get if they work in a specific company
• Employee feelings about internal branding programme
• Employee feelings about internal marketing programmes
• The perception of benefits that employees or potential employees think they will get if they work in a specific company

Corporate branding should be based on the manifestation of promises that were directed at employees.

• T
• F

Decisions regarding internal branding are closely connected both to the concept of organizational culture and organizational climate.

(a)  

In which step of the employer branding should a company formulate a statement which provides reasons why working for a company is a great career opportunity?

• First step
• Fourth step
• Second step
• Third step

Internal branding encompasses activities that are aimed at getting consumers to accept the attributes of the corporate brand on rational and emotional levels.

• T
• F

One of the objectives of employer branding is to make organization attractive to job seekers.

• T
• F

Organizational identity is seen as an answer for employees to the question, 'What the organization (really) is?'.

• T
• F

Programmes of internal branding help companies to construct organizational identity.

• T
• F

The 'feeling' of organizational identity influences the commitment of members of the organization.

• T
• F

The 'feeling' of organizational identity is what guides an individual's interpretation of the organizational activity and reality.

• T
• F