The rise of employer brand

Posted in Brand on 25 January 2018 By Zoë Tisdall, Client Director

WANTED: Quality employer with dynamic reputation, vibrant culture and attractive benefits.

ABOUT ME: GSOH and love to make a difference. Would like to hear from inspiring management teams.

Ongoing media coverage and debate surrounding gender pay is a reminder of the increasing importance of transparency and ethical business conduct within organisations - and of people issues in particular.

In this digital age of freely accessible and widely shared information it's impossible to hide poor business practices. More than ever, a strong moral compass is needed - businesses that place transparency and corporate governance at their heart are more likely to succeed. Change and the speed of change, complexity and increased levels of information, connectivity and communication have all impacted transparency rules so that culture is now even more important in the corporate environment.

In this digital age of freely accessible and widely shared information it's impossible to hide poor business practices

Our research last year* reminded us that investors increasingly see the culture of an organisation as a principal reason to invest. Culture is inextricably linked to the employer brand, which is gaining credence among the C-suite. Over the last couple of years, we’ve seen this shift from a ‘nice to have’ to a strategic, critical objective appearing on leadership agendas. We know from PwC’s CEO survey** that the talent pipeline continues to keep CEOs up at night. How do you differentiate between attraction and retention? Which channels do you use? Which tools could help your employees interact with your brand and feel part of the story? Millennials expect access to information in real-time but how well prepared are we for Generation Z, who are now knocking on doors?

Millennials expect access to information in real-time but how well prepared are we for Generation Z, who are now knocking on doors?

The answer is simple in theory but hard to execute in practice. You need commitment from senior management, internal teams who are willing to work collaboratively with clear accountability, a transparent approach, time – and budget – to succeed. Anchor all this to a strong employer brand, and the task becomes so much easier. And with engaged employees outperforming others by up to 202%***, it’s worth the trouble.

 

*      Emperor Employer Brand Survey 2017
**    PwC's 20th CEO survey 
***  dalecarnegie.com

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