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In this factsheet
CIPD viewpoint
Further reading
A strong employer brand should connect an organisations values, people strategy and HR policies and
be linked to the company brand.
Writing in our Research Insight Employer branding: the latest fad or the future of HR?, Shirley Jenner and
Stephen Taylor of Manchester Metropolitan University Business School suggest there are four main
reasons why the concept of employer branding has become prominent in recent years. They identify
these as: brand power, credibility, employee engagement and the prevailing labour market conditions.
In the last two decades, branding has become a central concept in organisational and social life. Many
HR professionals have chosen to embrace the language and techniques of branding to help enhance
their strategic influence and credibility, and although the recruitment proposition was the starting point for
many organisations forays into employer branding. today many recognise the value of a branding
approach to the whole employee lifecycle as they seek to build an engaged workforce. See our factsheet
for more information on engagement.
Our quarterly Employee Outlook survey covers the impact of the economic climate. In tough times,
organisationsneed to motivate and engage existing employees as well as make themselves an appealing
destination for potential future talent. In a climate of job insecurity, they also need to tempt candidates for
key positions away from roles they perceive as safe in their current organisations. Businesses making
employees redundant will need to consider how they minimise damage to their reputation as an employer
and consider the impact on survivors still with the company.
Our report Social technology, social business? emphasises the popularity of social media (despite the fact
that people are currently more likely to use it in their personal rather than their professional lives). The use
of social media is only going to increase and this underlines the importance of continued attention to the
employer brand.
induction
To deliver benefits, it is important that the employer brand is not merely rhetoric espousing the
organisations values, but is reflective of the actual experience of employees. As our Guide on employer
branding points out "People who like the job they do and the place they work become advocates for it".
An employer brand approach involves research with employees to understand their attitudes and
behaviour, for example, through a staff attitude survey. This employee insight data can inform metrics on
people performance in the organisation, providing an opportunity to demonstrate links to organisation
performance.
Discovery - involves research to understand how the employer brand is perceived by various
stakeholders.
Analysis, interpretation and creation - involves using research to help build a clear picture of
what the organisation stands for, offers and requires as an employer its distinctive value
proposition.
Implementation and communication - sees the brand being applied for the first time in the
organisation.
We have also developed an interactive online tool for CIPD members Employer branding: your online
companion for the journey to help in developing and implementing an employer brand.
Rather than focussing on a single value proposition for the whole organisation, some organisations are
beginning to take a more segmented approach. Employee segmentation is driven by the recognition that
employees, like customers, are not a homogenous group. It can be beneficial to tailor the deal or value
proposition to the needs of a diverse workforce and this can mean emphasising different elements of
the value proposition to different groups of employees or creating subsets of the overall value proposition.
Go to the report
Whether to promote a single employer brand (and value proposition) is also a consideration for
international organisations. For example, while they may wish to create global brand values, there might
need to be to be some local interpretation of these to cater for the diversity of cultural needs locally.
CIPD viewpoint
Employer branding is a useful tool to help organisations differentiate what they have to offer in the labour
market, and recruit, retain and engage the people they need to succeed. Just as marketers seek to
understand their customers, HR people will benefit from gaining employee insight through methods such
as employee attitude surveys and focus groups. This insight should inform the HR strategy, influence how
internal communications are handled and help in the design of effective people management initiatives.
Employer branding presents HR people with an opportunity to learn from some of the techniques of
marketing and apply them to people management. New roles have started to emerge in some
organisations which draw on skill sets from both disciplines. It is important that HR works collaboratively,
for example with colleagues in marketing, public relations, internal communications and corporate
responsibility, to share expertise and reap maximum benefits from developing an employer brand.
The popularity of social media makes for increased transparency about the experiences of individuals as
they interact with an organisation which underlines the importance of continued attention to the employer
brand.
Further reading
Books and reports
INCOMES DATA SERVICES. (2012) Employer branding. HR studies. London: IDS.
ROSETHORN, H. (2009) The employer brand: keeping faith with the deal. Aldershot: Gower.
Visit the CIPD Store to see all our priced publications currently in print.
Journal articles
DODD, L. (2011) Bringing a more inclusive approach to internal branding. Strategic Communication
Management. Vol 15, No 9, November. pp32-35.
ERICKSON, T. and GRATTON, L. (2007) What it means to work here. Harvard Business Review. Vol 85,
No 3, March. pp104,106-112.
KENWRIGHT, S. (2013) The value of good values. Training Journal. April. pp45-48.
KUNERTH, B. and MOSLEY, R. (2011) Applying employer brand management to employee engagement.
Strategic HR Review. Vol 10, No 3, pp19-26.