Depending on the culture of your organization, and this would even vary by employee, I would guess that the web tools or the manager are the most effective means of communicating employer brand. Some people (like me) talk to their direct manager once every other month. However, we should make sure that we include direct training as part of the brand communication exercise contained within managing the employee. Every person to person interaction within your organization becomes part of the brand communication, and management should be particularly aware of the positive or negative niuances. As we think about person to person communications, we must also weigh in the effects of team building and camaraderie. Employees who experience higher levels of camaraderie in the workplace will have a more positive view of the employer brand. Managers must foster camaraderie and can do so by effectively utilizing teams and team building activities.
I'll talk more about "print communications" next post.