Employer branding – no less crucial in a downturn

Despite the tough economic climate, employer branding continues to feature high on the recruitment marketing agenda - and rightly so according to the Chartered Institute of Personnel and Development, whose next one-day conference on the topic will take place in London on Tuesday 12^th May.

Its theme will be the importance of continuing to invest in the employer brand during the downturn, since negative perceptions of an organisation in ‘bad times' can cause serious and lasting damage.  Targeting internal communication specialists, HR and marketing professionals, the conference will look at ways to manage corporate reputation at a time when many organisations are faced with having to make unpopular decisions.

It will include practical guidance on how to manage a brand during organisational restructuring, how to get employees to buy into a brand during difficult times, and how to develop a strong brand that will help retain talent in the short term and attract it when the economy picks up again.  The programme will blend the latest thinking on the subject with a series of timely case-studies.

According to CIPD organisation & resourcing adviser Rebecca Clake, employer branding is as important as ever in a recession.  "The ‘bad times' are when staff can most judge their employers," she says.  "Dealing with the threat or reality of redundancies and adopting pay freezes can damage the brand for existing and prospective employees.  It's crucial that organisations keep focusing on employer branding to help motivate and engage staff, hang on to key talent and make sure they can attract and develop the skills they will heed after the recession.

"Communication is vital in uncertain times," she continues.  "As well as ‘taking the temperature' in the organisation through mechanisms like staff surveys, employers need to consider the opportunities and challenges resulting from the rise in social networking."

The conference is due to be held at the Hallam Conference Centre, 44 Hallam Street, London W1W 6JJ on Tuesday 12^th May.  To find out more, click here.