Employer branding – a framework for HR
The concept of the employer brand is not rocket science. But only if you accept the core tenet that it encapsulates the deal between an organisation and its people, can you turn it to your complete advantage. That deal needs to be understood, aligned and managed. And as the word “deal” states, it’s a two way street, even a three way street in highly unionised environments, Many enlightened organisations have recognised that it’s a way of life, not a project – it’s a framework for how best to attract and retain talent – that’s a framework for HR if I am not mistaken.
When we started on this book two years ago HR people were not always convinced that using the “employer brand “words was advisable. But today it’s almost standard language albeit that too many organisations feel it’s something for the “good times” and can be put on hold when the going gets tough.
I am sure all of you recoil against that logic but unfortunately reputation management gets prioritised for the city and investors and not for existing and potential employees. Someone said something to me recently which I thought was hugely insightful. The best time to seal employee loyalty is now, when there is only your voice in the ear of your employee – in other words, not many of your people are being headhunted or seeing alternative options right now. You have their complete attention. That will change as the market turns. Do you know what they will be thinking when the additional voices start? Understanding the deal you have with your people is therefore vital right now.
Tags: employer brand, employer branding
December 22nd, 2009 at 10:05 am
I think a reason why employee engagement is used mainly in the good times is because of wanting to be the voice that’s heard over the additional voices that start. On tougher times, the general thought it that it’s the same elsewhere and the grass is not likely to be greener on the other side.