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Employer branding
The latest fad or the
future for HR?
Foreword
empbranding.htm
Sally Humpage
Employer branding
led in 1992.
employees.
the inside out, and that the process starts at the top.
Employer branding
business goals.
Employer branding
years time.
falling short? There are two big issues: first, how joined
up an organisation is in its approach, and second
organisations.
Employer branding
Recruitment Marketing.
In the same way that I have argued for joinedBrand tsar?
the clout they are truly given and the wider business
Employer branding
Closing thoughts
References
the top.
Figure 1: The four Cs in the talent and Philips relationship are used to structure the recruitment marketing mix
word of
mouth
referral
programme
media
consider
commend
university
events
Talent and
Phillips
relationship
manager
phillips.com
contribute
on-boarding
Employer branding
commit
3
business
courses
in the UK?
Why now?
employee engagement.
Employer branding
and employment.
Future trajectories
Employer branding
References
4. pp248291.
Blackwell.
London: Sage.
Employer branding
So where do we start?
it was all about spin and was some sort of black art
0
Employer branding
The future
is second place.
References
Flamingo.
Employer branding
and HR?
in this field:
employer brands.
10%
legal, corporate social responsibility, and health and
safety 10%
administration 5%
Employer branding
prediction is that:
the best clients for a supplier like us), but there are
see eyes glaze over they need help on their day job
CEOs side.
possible.
Brand consultants, dominated historically by design,
Employer branding
Employer branding
Harnessing shift
Forces at work
shortages have hit not just the West but also the
developing markets of China and India, which Western
Employer branding
posed previously.
long-term branding.
Growing pains
three things:
organisation
3 profile the image your organisation is trying to
Employer branding
References
2007].
Jan/Feb. pp103111.
at: http://cep.lse.ac.uk/pubs/download/dp0678.pdf
corporate DNA.
Its not how many awards you win for your campaign
you get to your career website, and its not even about
www2.warwick.ac.uk/fac/soc/economics/staff/faculty/
Bass.
5 October.
Communications.
Employer branding
Introduction
Figure 2
Corporate identity
Employer brand:
attractiveness to
outsiders
Quality and
numbers of
potential recruits
Organisational culture
Employer brand
image
Organisatonal
identity
Employer branding
Employer brand:
reputation
instrumental
symbolic
Insider
identification with
employer brand
Organisational
performance
Corporate identity
Unanswered questions
Employer branding
Attracting
potential
recruits
Employee
identification
and
organisational
performance
Key findings
Authors
Collins and
Stevens (2002)
Andersen
(2007)
Lievens and
Highhouse
(2003)
Slaughter et al
(2004)
Fulmer, Gerhart
and Scott
(2003)
0
Employer branding
Davies (2007)
individuals recruited.
want to keep.
simple analyses.
Implications and additional lessons for managers
So, there will be many, more powerful factors that
Employer branding
References
reputationinstitute.com/conf/oslo2007_conference
6. pp11211133.
among them.
resources/humanresources/psd_hr.focus_autumn05.pdf
[Accessed 21 June 2007]
4, Winter. pp965993.
employer brands.
School Press.
Employer branding
Employer branding
Employer branding
We explore leading-edge people management and development issues through our research.
Our aim is to share knowledge, increase learning and understanding, and help our members
make informed decisions about improving practice in their organisations.
We produce many resources on employment issues including guides, books, practical tools,
courses. Please visit www.cipd.co.uk to find out more.
Issued: July 2007 Reference: 4185 Chartered Institute of Personnel and Development 2007
surveys and research reports. We also organise a number of conferences, events and training