30 June 2009
The Chartered Institute of Personnel and Development (CIPD) today launches new guidance on employer branding to reflect the challenges organisations face in recession. Based on content gathered at roundtable discussions with practitioners, consultants and academics, it provides practical pointers to help navigate employer branding in the current context.
The CIPD defines employer branding as “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 to their best in its culture.” Rebecca Clake, the author of the guidance urges organisations to meet the ‘on a shoestring’ challenge by focusing on the long-term, not just thinking of short-term cost cutting that will impact negatively on employee engagement and motivation.
The guidance encourages employers to do more with less and put an end to “employer branding-lite” as a quick fix for an organisation's challenges. It includes case study examples from a range of organisations including Broadway homelessness charity, Paul UK, the British Library and E-on.
Rebecca Clake, Research Manager, CIPD, says:
"Employer branding shouldn't be simply about damage limitation in challenging times. It's useful to consider how the current economic situation can help drive culture change and new ways of working in your organisation. There is a real opportunity now, as we prepare for the good times, for employer branding to help create the organisation we need for the future. Seeing beyond survival in the current climate to thriving in the future is crucial.
“Employer branding approaches that take into account the importance of maintaining a positive presence in the recruitment market – but also the need to maintain employee engagement and to nurture talent inside the organisation – are vital.”
The guide was informed by discussions with the following key players:
• Jenny Davenport, People in Business
• Esther O’Halloran, Paul UK
• Alan Davies and Tom Crawford, E-on
• Helen Giles, Broadway
• David Roberts, BBC
• Glyn House, wagamama
• Nicky Ivory, McDonalds
• Graeme Martin, University of Glasgow
• Alistair McIntosh, The British Library
• Laura McKim, Mercer
• Helen Rosethorn, Bernard Hodes
• Heather Staff, Penna
• Lorraine Taylor, RBS
• Stephen Taylor, Manchester Metropolitan University Business School
• Paul Walker, Consultant