Creating an employer brand… Branding is not just about image, but about authenticity. Check out this article by ERE.net’s Sheila Hibbard:

Who knew? Management lessons from Home Depot

Thursday, April 19, 2007 | by Sheila Hibbard

I recently finished reading a few of almost 600 pages of postings on MSN’s message board concerning an article by Scott Burns, entitled Is Home Depot Shafting Shoppers?

In a very short period, this article received confirmation that indeed Home Depot was shafting its customers, at least that’s what over 5,000 authors believed when I last looked. MSN Money reports an additional 10,000 emails.

What a corporate nightmare! First, the company suffers from the obvious public relations blowout by having the negatives of the store being flaunted so publicly.

Second, Home Depot employees used this public forum to outline how company policies have not only burned their customers, but also their employees.

Third, the current and relatively new CEO, Frank Blake, publicly apologized to customers and employees, pleading for “a chance” and says “the company is taking steps.” They’re going to be hiring 15,000 new employees to address these problems.

Hmmm. I’d say it’s a pretty bad day in Atlanta.

Read on!