IDS HR Study 809, November 2005

Employer branding

• Explains the concept of employer branding and what it entails
• Examines how organisations go about developing and implementing their employer brands
• Highlights the importance of fulfilling the brand promises
• Looks at ways of measuring brand effectiveness
• Includes detailed case studies of the employer branding initiatives in six organisations.

In today’s highly competitive labour market, organisations are increasingly focusing on the concept of the ‘employer brand’ to underpin their efforts to recruit, engage and retain staff. Put simply, an employer brand captures the personality of an organisation and encapsulates what it has to offer as an employer, influencing the way both potential and existing employees perceive it. A strong brand can bring coherence to an organisation’s values, people strategy and HR policies.

Employer branding has been gaining popularity in the business community over recent years and there is now widespread recognition of its importance as a potential business differentiator. Effective employer branding, however, requires more than simply revamping the company’s image or launching a quick-fix marketing campaign. Building the brand into something credible begins with identifying actual strengths and weaknesses in the employment experience. This means involving employees at all levels in developing the brand and making substantive improvements where necessary so that it accurately reflects both the realities and aspirations of the business and its workforce.

Featured case studies are: Severn Trent Water, Compass Group, QinetiQ, Hertfordshire County Council, Voca, London & Quadrant Group.