MAKATI, Philippines - How you talk about your company is just as important as how people outside your organization perceive it. On 14 March, during the resumption of the HR CoLab Series by the Asian Institute of Management (AIM) Career Services Office (CSO) – the first event of a four-series activity slated for 2024 – the importance of Employer Branding was put into the spotlight. 

AIM CSO Director Lucille Jade Galvan shared that their greatest motivation behind this series is their close connection to human development. As an institution considered a thought leader, they believe they can bring great minds together to tackle pressing issues today, discuss best practices, and discover current industry trends in attracting and engaging employees and potential employees.   

The hybrid session was led by AIM Integrated Marketing and Communications Department Director, Lady Ochel Espinosa. In her talk, she stressed that the employees of any organization are its prime marketers and communicators. 

She underscored the importance of telling your brand story; if not, other people will write a story about it. However, she emphasized that employer branding should reflect the actual employee experience because that is usually where the gap lies — reputation versus reality. 

The concepts presented during the discussion stirred conversations among the participants, who were mostly from the Human Resource Departments of various industries such as FMCG, F&B, Tech, and more. They found the topic relatable and actively shared their own experiences and observations. 

Towards the conclusion of the session, everyone had the opportunity to network with one another and exchange thoughts on employer branding. 

The HR CoLab project is the successor of the HR CLICK Project, which was launched by the Career Services Office of the Asian Institute of Management in April 2021. The project is a partnership initiative of AIM with various industries, aiming to bring together Human Resources and other professionals, both locally and internationally, to form a network of practitioners who co-create innovations and collaborate for community transformations. Membership in the group is voluntary and free. 

Be an HR CoLab member. Sign up here! 

About AIM:

The Asian Institute of Management (AIM) is an Asian pioneer in management education. The Institute was founded in 1968 by a consortium of prominent business leaders, Philippine academic institutions, and the Harvard Business School. AIM is the first school in Southeast Asia to receive accreditation from the US-based Association to Advance Collegiate Schools of Business (AACSB), globally recognized as having the world's highest standards. Throughout its history, the Institute has sought to empower students to thrive in challenging, rapidly shifting environments. It achieves this by encouraging a more considerate, effective, and sustainable approach to business and society.