Aldi's Employer Brand

The term employer brand was first introduced and defined by Tim Abmler and Simon Barrow in 1996 at the London School of Business. Abmler and Barrow defined the term as the “package of functional, economic and psychological benefits provided by employment and identified with the employing company” (Hillman 2013). Recruitment branding as evidenced by Ambler and Barrow is a relatively new concept, this concept in organizations aims to create a perception that the organization is a desirable place to work. This concept is an important aspect of every business, it can help companies gain a competitive advantage over the competition, given the fact that human capital is expensive and difficult to attain.

The company I chose to apply this specific

Aldi operates under lean thinking or as is defined by Aldi a lean production model. Employees at all levels of the organization are expected to be effective, doing more with less effort, equipment, space and time (Noe 2013). Employees have the responsibility for getting tasks done right the first-time trough total quality management(TQM). Responsibility is not the only factor, Aldi encourages a continuous improvement culture where employees are constantly involved in making improvement to the quality of the company (Competitive Advantage,

This type of training is often administered away from the immediate workplace in a special training center, college or company owned premises. Typical courses for this training include recruitment, interviewing and selection, employment law, influencing skills, appraisals and the Aldi management system. An Aldi brand promise is “Share in the success” (Konig, 2008). Utilizing this promise Aldi has become an employer of choice not only for the industry leading wages and training but also for the opportunities it provides internal employees to develop their career with the company trough off-the-job trading and