Employer branding – from theory to practice on a budget

On Friday 6^th March, employer brand consulting firm Peer Group hosted an informal breakfast buffet session focusing on employer branding from two perspectives: how theory links to practice, and how to maintain a positive brand identity even when budgets are under pressure.

Held at the Clerkenwell Kitchen, directly opposite Peer Group's ‘Observatory' headquarters, the well-attended event was introduced by Andrew Young, chairman of sister company ThirtyThree, who described the presenters - Peer Group's founding partners and directors, Sue Redden and Nick Holker - as "two of the best exponents of employer branding, in practice and in theory."

Starting with a look at what constitutes a successful employer brand, Sue delivered a cogent overview of the topic, from the factors that encourage organisations to focus on their brand to the practical implications of a typical project and the importance of articulating the employer value proposition effectively.

She went on to look at the significance of employer reputation and the many factors that can influence this, both internal and external.  She also noted that pinpointing a brand's position within any one of a number of ‘brand groups' ranging from ‘iconic' through ‘hidden' to ‘negative' can be a useful way of highlighting the specific problems that need addressing.

At this point Nick took over, focusing on the practical aspects of how to manage a brand effectively during a recession.  He stressed that an employer brand (which every organisation possesses, whether they manage it or not) can't be regarded as luxury - and can't be "turned on and off" at will.  What's important is that its articulation accurately reflects that organisation's changing circumstances.

Looking at the processes involved in addressing this, he usefully identified the various elements according to their low, medium and high cost implications.  Then, linking the theme of branding to that of employee engagement, he cited the wide range of initiatives being undertaken by many employers in the attempt to maintain their skills base.  Finally, he stressed the key importance of maintaining a strong, credible brand presence even when times are tough.

●  Further breakfast seminars (08:00 - 10:00) on this issue have been arranged for later this month in Bristol and Edinburgh.  The Bristol event will take place on Thursday 19^th March at The Study, Goldbrick House, 69 Park Street (BS1 5PB), with the Edinburgh event the following week on Thursday 26^th March at the Scotsman's offices in Holyrood Road (EH8 8AS).

These seminars are open to any HR professionals with an interest in employer branding and engagement issues.  To attend either, or simply register your interest in future events, please email jo.brickell@peergroupcomms.com.