Employer Branding Essentials
Employer branding essentials
A Badenoch & Clark guide
Page 1 of 3
Our employer brand is what identifies us in the marketplace; it’s what makes us distinctive. It gives everyone in the organisation a handle on what we are, and everyone interested in joining us a clear picture of what to expect. It infuses our recruitment process and the way we engage with our colleagues throughout the organisation. We value it highly and work hard to live it.
Steve Gilliver, EMEA HR Director, Dell
Employer branding – the latest buzzword to describe perceptions of an organisation as an employer – is being heralded in areas of the press as the answer to attracting and retaining the right talent in an increasingly competitive environment. It is not a logo, letterhead or a clever advertisement, but rather the communication of an organisation’s personality and unwritten promises about its culture to potential hires. This guide focuses on the top ten things employers need to consider. 1 Career prospects and planning attract
It’s true to say that employers which have strong brand awareness rely on it heavily to attract the right staff - half the employers surveyed for our Accounting & Finance workplace study in 2007 told us that their brand was a key factor when recruiting staff, placing it alongside career progression as the two main attributes to promote to potential recruits. Clearly, brand reputation works harder for major employers and is reflected in the fact that less high profile employers may find the recruitment process more difficult. There is however a disparity between this and what employees tell us. As might be expected, career progression is a key attribute, closely followed by salary. Yet jobseekers rate culture and location more highly than pure brand reputation when considering an employer. Some employers are taking heed. We’re seeing organisations secure the best talent by offering a clearly defined career plan, which maps out expectations of the individual
A Badenoch & Clark guide
Page 1 of 3
Our employer brand is what identifies us in the marketplace; it’s what makes us distinctive. It gives everyone in the organisation a handle on what we are, and everyone interested in joining us a clear picture of what to expect. It infuses our recruitment process and the way we engage with our colleagues throughout the organisation. We value it highly and work hard to live it.
Steve Gilliver, EMEA HR Director, Dell
Employer branding – the latest buzzword to describe perceptions of an organisation as an employer – is being heralded in areas of the press as the answer to attracting and retaining the right talent in an increasingly competitive environment. It is not a logo, letterhead or a clever advertisement, but rather the communication of an organisation’s personality and unwritten promises about its culture to potential hires. This guide focuses on the top ten things employers need to consider. 1 Career prospects and planning attract
It’s true to say that employers which have strong brand awareness rely on it heavily to attract the right staff - half the employers surveyed for our Accounting & Finance workplace study in 2007 told us that their brand was a key factor when recruiting staff, placing it alongside career progression as the two main attributes to promote to potential recruits. Clearly, brand reputation works harder for major employers and is reflected in the fact that less high profile employers may find the recruitment process more difficult. There is however a disparity between this and what employees tell us. As might be expected, career progression is a key attribute, closely followed by salary. Yet jobseekers rate culture and location more highly than pure brand reputation when considering an employer. Some employers are taking heed. We’re seeing organisations secure the best talent by offering a clearly defined career plan, which maps out expectations of the individual