CapraTek is an HR company that is looking to improve its employer branding and attract top talent. The memo recommends updating CapraTek's career website to better communicate the company's culture and values. It suggests highlighting the company's work developing treatments for rare diseases, which it pursues without concern for profits. The memo outlines how employer branding benefits both employees and organizations by influencing attraction, retention, and pride in the company. It analyzes features like benefits, compensation, culture, and social responsibility that are important to include on a career website based on a review of other top companies. The memo provides best practices for responding to negative social media reviews and improving CapraTek's employer brand.

1. (Mt) – AIU Employer Brand Internal Memorandum
IntroductionIn today’s markets, a brand that stands for something and stands out from the c
rowd goes a long way to sell products as well as attract high-
quality employees. The HR team can contribute to the brand by helping the marketers tell th
e story of the unknown service ethic of the company or how they inspire their diverse empl
oyees. The brand of the company is a part of the employee experience from attraction to de
parture.While the brand attracts, it also reinforces connection and commitment between e
mployee and organization. It is also representative of the organizations’ culture. When empl
oyees tell others about their company, the culture and brand are wrapped into one story. Ev
ery time an employee shares information about the organization, it is a story about challeng
es, successes, and failures. These stories give listeners a feel for the company’s character —
is this a company that is resilient, persistent, competent, caring? How the story is told matte
rs. Individual reflection can yield pride or resentment. Once in the organization, the candida
te will either embrace the culture or not. One of the elements that influence this is the emplo
yee’s personal alignment to the mission of the organization. If what attracted the applicant t
o the company transitions to a sense of belonging and common purpose, that employee will
be proud to work for their organization. When employees are proud of their company’s wor
k, there is a foundation or engagement that is supported by culture.ScenarioAlley, an HR Pro
at CapraTek, laughed, realizing that Molly did not know about CapraTek’s many charitable
works. “CapraTek has many divisions! I know you work in public affairs, and maybe what t
he company does in IT research may not seem to be the kind of contribution to society you
were hoping to make. However, one of CapraTek’s divisions is committed to the developme
nt of orphan medications. Do you know what those are?”“No,” Molly replied slowly. “Not rea
lly. Honestly, Alley, I do not think there is much information on the pharmaceutical part of t
he company in the public domain.”“Well, there are diseases called ‘orphan diseases’. They ar
e called that because they either affect 200,000 or fewer people worldwide or the disease is
common but ignored because it is far more prevalent in the developing world. It is not profi
table to create medications to treat or cure these diseases because so few people have them
or the people who have common diseases like malaria and tuberculosis are poor. I am not s
ure if you know this, but it can cost upwards of 2 billion dollars to develop a single drug, and
some of those do not make it through FDA trials. CapraTek, though, researches treatments
for orphan diseases, and we forgo profits. This is something the company does to improve s
ociety through better health. We work along with two other companies, sharing the burden
of finding cures and treatments, and I think it is pretty wonderful.”“Alley, I had no idea. Rob

2. ert, what about you?”“Nope, not a clue,” replied Robert. “Molly, if people in CapraTek’s publi
c affairs office do not know about this, then I guess nobody does. Maybe your job is a little m
ore important than you thought! As a public affairs pro and future HR pro, what do you reco
mmend we do to get this aspect of who we are and what we do into the media?”Your Challe
ngeAs a member of the CapraTek HR team, you have been tasked to write a 3–4-
page internal memo about employer branding and how it can benefit organizations like Cap
raTek. You will submit to the internal memo to the company leadership team in order to rec
ommend the changes that you would like to make to the CapraTek career website.Instructio
nsRead the Maurer article and review the Google careers website. Maurer, R. (2019). Despit
e worker complaints, Google is still world’s most reputable employer. HRNews. Look for inf
ormation about corporate culture, benefits and compensation, social responsibility, and car
eer development. How would you assess their brand as a candidate?Select two more corpor
ations to review their career websites for comparison. Select other tech companies of simila
r size—such as Facebook and large tech companies—
and look for the same characteristics as the Google site.Write a 3–4-
page internal memo about employer branding and how it can benefit the organization. Inclu
de the following in your memo: To, From, Internal Memo: Employer Branding, Date.Follow a
format similar to a normal paper, including an introduction, conclusion, and the following e
lements: Describe the overview of employer branding concept and its benefits to an individ
ual employee and to the organization. What is “brand?”What is the impact of branding on po
tential employees?How can recruiters use the employer’s brand to attract people?How does
employer branding influence strategic retention?Analyze the 3 most influential features to i
nclude on a company career website: benefits, compensation, culture, social responsibility,
or career development. Give examples of how each feature can be done well based on your
website reviews.Describe what kind of branding and recruitment would attract you as a car
eer candidate.Explain best practices for responding to negative reviews on social media abo
ut an organization’s employer brand.