To bridge the gap between the divided communities of HR and marketing, an effective employer brand is increasingly essential to attract scarce talent, and provide a common focal point during times of change. Many large corporations recognize that internal marketing is as important as external marketing and that same disciplines apply. The brand interpretation in the mind of customer is very important. At the end of the day, how the brand is positioned in the minds of the consumers is heavily dependent on company’s employees.

People are definitely more upbeat and optimistic and what motivates them is a strong and compelling vision for the team. Not only this, they are more at ease with other age groups but also love to accept challenges. Today the Gen Y belongs to a more open culture. Unlike Gen X, who switches jobs more often, they look forward to opportunities in the same company.

Employee branding is becoming the concept or mantra of today’s business world. The latest tools for developing employees including career paths; on-boarding analytics as well as other cutting edge learning opportunities with customized learning experiences recognition from his seniors is the buzz. Besides being upbeat and ambitious in nature, Gen Y wants to achieve everything in a short span of time.

Unlike the generations that have gone before them, Gen Y has been pampered, nurtured and programmed with a slew of activities since they were toddlers, meaning they are both high-performance and high-maintenance. They also believe in their own worth. Socio graphically, they are at home with Face book, MySpace, YouTube, texting, IM and other instant communication technologies giving them a reputation for being peer oriented and seeking instant gratification.

Clear thinking, crisp communication and restlessness are what define Generation Y. They know what they want and have no qualms about it. They are the ones who prefer the short route to success. They are refreshing and open to change. Today Generation Y are generally more ambitious, brand conscious and tend to move jobs more often than was done before. They are especially tuned to their own value in the job market, have limited loyalty to any particular employee and insist on working in a stimulating job environment.

The Gen Y may be different in the way they think and operate from the Gen X or Baby Boomers, but this is also a bunch that is sensitive, open to learning and sharing. Gen Y brings in a totally fresh perspective to the business. They are more tech-savvy and are into instant commutation technologies, internet friendly, confident. They are always willing to contribute in whatever way they can.

Employee branding helps the companies to have better perspective of their consumers and motivate the employees as well. Managers meet for months on end in intensive sessions about the company’s competitive situation and lection, Committees and subcommittees are formed. Surveys are conducted. Sometimes consultants are brought in. They discuss new ways and then think on better branding strategies and don’t be surprised if it is Friday night work parties.