Employer brand

The term ‘employer branding’ describes how an organisation markets what it has to offer to potential and existing employees. Marketers have developed techniques to help attract customers, communicate with them effectively and maintain their loyalty to a consumer brand. Employer branding involves applying a similar approach to people management.

Our Guide to employer branding suggests the following definition of an employer brand: ‘...a set of attributes and qualities – often intangible - that makes an organisation distinctive, promises a particular kind of employment experience, and appeals to those people who will thrive and perform best in its culture’.

A strong employer brand should connect an organisation’s values, people strategy and HR policies and be linked to the company brand.

• What is employer branding?
• Why employer branding is important for HR
• Employer branding and mergers and acquisitions
• How organisations can benefit from developing an employer brand
• How to develop an employer brand
• The value proposition and employee segmentation
• CIPD viewpoint
• Useful contacts
• Further reading