Employer brand is centered on the promise that the enterprise makes to current and prospective employees in order to recruit and retain the brightest and best. It’s about the organization’s reputation as an employer and what makes the business a place where good people choose to work. The UK’s Chartered Institute of Personnel and Development…
In a tough recruitment market, where there are skills shortages and increasing competition for talent, it’s important to use robust employer branding to promote the organizational culture and values, reinforcing the message that you provide a great place to work. Employer branding is pivotal to winning the war for talent and securing and retaining the…
Employers are struggling with a constricted talent pool of candidates to fill their vacancies, particularly in respect of hard to fill roles. They are also finding that people have changed the way they look for jobs as, now, good candidates prefer to research a company and establish a relationship over months with a view to…
Employer brand describes an employer’s reputation as a place to work and their employee value proposition, as opposed to the more general corporate brand reputation and value proposition to customers. The organization that creates a robust employer brand will be well-placed to attract the best applicants. In contrast, the employee experience encapsulates what people encounter,…
An organisation’s values constitute the template for the standards and behaviours expected from directors and employees. The CIPD says that most employees recognise the significance of organisational values, with almost three-quarters (73%) stating that it is important for organisations to have defined values that govern employee behaviour. They also point out that all too often…
This topic has echoes of the old honour versus reputation debate – reputation is what others know about you; honour is what you know about yourself. We are all familiar with the concept of brand and we constantly adjust our perception of a given brand in the light of our experience of the product or…
The starting point for employer branding is the identity of the organisation, the collective, commonly shared understanding of the organisation’s distinctive values and characteristics. Employer branding involves designing an action plan consistent with the identity of the organisation. The objective is to build the image of the organisation as one which cares about the interests…
The CIPD points out that the way an organisation operates drives its employer brand, helping to attract and retain talented people who want to be part of a great place to work, and who will in turn thrive in the business. There is strong evidence as to how organisational culture and the workplace environment influence…
A strong employer brand lends an organisation a significant competitive edge in recruiting, retaining and making the most of employees; it is a differentiator, aimed at building engagement and loyalty through identity. This addresses two audiences – potential employees and existing employees – those organisations developing their employer brand will expect to see enhanced…