5 November 2007
Guide aims to assist employer branding
A new advice booklet aims to help companies get the best from their brand.
The latest guide to be published by the Chartered Institute of Personnel and Development (CIPD) is intended to help organizations fully develop their employer brand for maximum impact.
The practical guide Employer branding: a no-nonsense approach includes case studies from large organizations such as kitchenware producer, Lakeland, network provider, Orange, and energy operator, ScottishPower, on the topic of why and how they developed their branding.
Attract, engage, retain employees
In today’s marketplace where companies compete for the cream of the talent, it's considered vital for a company to have a strong brand with which to attract, engage and ultimately retain the highest caliber of employee.
This thinking is backed up by recent research carried out by the CIPD that shows approximately 75% of companies that use employer branding as a tool for recruitment find it effective.
Teamwork is imperative in making a brand a success.
Learn about your staff
But this isn’t just a concept for recruitment. Rebecca Clake, CIPD organization and resourcing advisor, says the guide should aid employers in understanding what makes their workforce tick. “It’s an opportunity to gather intelligence to help employers better understand what makes people stay with their organization and be prepared to go that extra mile.”
Teamwork, says Clake, is imperative in making the brand a success: “Working together with other departments such as marketing, internal communications and PR is important if branding initiatives are to be successfully implemented.”
For more information go to: www.cipd.co.uk/surveys
Have your say
How does your organization recruit and retain staff? Discuss this and other issues with your communication peers by joining the Internal Comms Hub members' group on the Communicators' Network.
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