Event: Developing a sustainable employer brand

Posted in Engagement, Brand, News on 7 September 2017 By Sarah Eklund, Marketing Manager

Everybody that engages with a business forms an opinion based on their experience. Their opinion is the brand, and in this highly connected and communicative world, reputation is in their hands. 

This event specifically examines the role of the employer brand in attracting and retaining the right candidates, making good hiring decisions and delivering a candidate experience to positively impact brand reputation.

Delegates will benefit from:

  • A summary of the latest employer brand trends from original research conducted by Emperor with Communicate magazine
  • Real world case studies from practitioners from REC, RBS and AG Barr
  • Insightful presentations from leading academics, delivering research based insights from independent studies and academic theories
  • An interactive discussion and the opportunity to engage with like-minded peers over a networking reception.

Event details

Tuesday 10 October 2017
17.00 - 20.15

University of Edinburgh Business School
29 Buccleuch Place


17:00 – 17:30 Registration (with tea, coffee and networking)

17:30 – 17:40 Welcome

Aidan Hetherington, Corporate Engagement Manager at University of Edinburgh Business School and Professor Kenneth Amaeshi, Chair in Business and Sustainable Development and Director of the Sustainable Business Initiative (SBI) welcome delegates to the evening seminar.

17:40 – 18:00 Setting the Scene

Steve Othen, Head of HR & Projects at REC will set the scene by reflecting on REC’s Good Recruitment Campaign research which shows the importance of candidate experience and the cost of getting it wrong. Jennifer Steel, HR Resourcing, RBS, will share how RBS implemented REC’s Good Recruitment Campaign in practice.

18:00 – 18:15 Academic Perspective

Dr. Yumeng Yue, Lecturer in HR Management at the University of Edinburgh Business School shares current theories and academic perspectives on a sustainable employer brand with a specific focus on retention and a positive working environment.

18:15 – 18:30 Industry Perspective

Doug Brown, Head of HR at AG Barr shares the story of the successes and challenges encountered on their journey to embed a sustainable employer brand that evolves in line with a growing business and forward-looking strategy.

18:30 – 18:45 Closing Remarks

Susannah Gerner, Client Director at Emperor reflects on research undertaken by Emperor exploring employer brand value, best practice and communication and its significance in the context of the experiences of the guest speakers.

18:45 – 19:20 Q&A and Panel Session

The opportunity to question any and all of the speakers on the topics discussed. Moderated by Susannah Gerner.

19:20 – 20:15 Network Reception


This is a complimentary event but places are limited so please register to secure a place. We look forward to welcoming you there.



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