Developing a sustainable employer brand

Posted in Engagement, Brand, News on 17 October 2017 By Sarah Eklund, Marketing Manager

It is imperative that you recruit and retain the best candidates for your workforce to ensure a sustainable employer brand.


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Our expert speakers and panel explored this topic at our recent event with the University of Edinburgh Business School where we asked the question – how do you develop a sustainable employer brand? To find out how the landscape has changed in the past two years, please click here to obtain our free research. 

Our first speaker Steve Othen, Head of HR and Projects for the Recruitment and Employment Confederation (REC), set the scene for the evening by drawing on the work they have done around sustainable recruitment.

You might not think your recruitment process has an impact on your employer brand, but your candidates are saying something different.

Steve Othen
Head of HR & Projects, REC

Jenny Steel, Senior Resourcing Manager at the Royal Bank of Scotland (RBS), a REC member, provided context to Steve’s examples and insights into how RBS have successfully implemented REC’s recommendations.

Dr Yumeng Yue, Lecturer in HR Management at the University of Edinburgh Business School, then delivered academic perspectives and demonstrated research trends into workforce retention and new approaches being explored. In particular, he concentrated on the following points:

  • Rest and leave should be viewed through a positive lens as beneficial and promoting productive working
  • No one should shy away from mundane tasks as this promotes activity in different parts of the brain and thus creative thinking (brain incubation)
  • Various organisations are introducing exciting spaces for staff to relax/play/sleep and this should become the norm
  • Companies should take more responsibility to promote the well-being of their staff to ensure increased retention

We then heard from Lindsay Barrie, L&D Business Partner, and Doug Brown, Head of HR at A.G. Barr, who are embracing a positive approach to recruitment and retention. Operating in a changing environment and global market, they shared their main priorities to promote a sustainable employer brand:

  • Preserving their unique DNA
  • Providing a voice (that is heard!) to all employees
  • Having strong foundations in place to ensure longevity and attractiveness of the brand
  • Equipping all employees to ensure they flourish in a large business and have opportunities to develop a career

Employer brand has moved out from being a concept into something that's now recognised as a strategic necessity.

Susannah Gerner
Client Director, Emperor

Finally, Susannah Gerner, Client Director at Emperor, reflected on some of the ways in which we empower our clients to deliver unique recruitment campaigns and suggested some ideas to bring a sustainable employer brand to life:

  • If you've got something you're proud of, show it
  • People tell their stories best themselves
  • Create specialist appeal
  • Play to personal ambition
  • Communicate socially

If you would like to receive our free research on employer brand, please contact [email protected]



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