Employer Branding
What is it?
An employer brand is how an organisation is seen by potential and current employees, clients, partners and stakeholders. But effective employer branding is much more than having great looking recruitment advertising and marketing material. It’s about creating an image that will inspire your audience and make them feel good about what you can offer.
Why is it important?
History tells us that as we move out of recession, people look to move or change jobs. Research tells us that if you want to keep these people working for you, building a strong employer brand is crucial. Finding new talent is becoming more difficult too – due to ageing populations, increased mobility, migration, technology and more. Having a robust employer brand will help you recruit the people you need.
How can we help?
We can help our clients to understand, shape and define their employer brand– by researching it, creating it, maintaining it and measuring its effectiveness. We can help to coach an organisation to bring this brand to life. And we can manage the journey a candidate makes from the moment a job offer is made to well after they begin their employment. Best of all, we can do this across every medium – online, in print, on air, in person and through social networking sites. Today, it’s often the latter that can matter most. Thankfully, we’ve the expertise you need to manage your brand on sites like Facebook and Twitter.
Some examples
We’re recognised as experts in this field. For example, we produced the CIPD’s Employer Brand Guide and have worked with some of the UK’s leading employers to create their employer brands.
What the experts say
- In a survey for HR magazine, 24% of employees said they were dissatisfied with their jobs. 64% said the recession made them think about moving.
- Stephen Bevan, Managing Director of The Work Foundation says, “Pay will not improve loyalty. Golden handcuffs are not going to work now”.
- A CIPD report, Employer Branding and Total Reward, states that getting your employer brand right can position your company for the upturn.
- The Economist suggests brand management can increase the pool of potential workers by 20%, quadruple employee commitment and decrease payroll costs by 10%.
- The Employer Branding Institute found that only 16% of companies have a clear employer brand strategy. 42% track retention, 35% measure quality-of-hire, and 29% record cost-of-hire.