Employer branding A no-nonsense approach - CIPD

What CIPD members told us
The brand playing an active part in managing
recruitment advertising and employee communications?
Yes, you’d expect those two bars to protrude way
beyond others in Figure 2. But look closer; notice how
respondents believe that the brand has a relationship
to, and an impact on, other issues like leadership and
management behaviours, and performance
measurement. This suggests that more organisations
than one might expect recognise the importance of
‘living the brand’. One surprise – and a disappointment
– is that campus/schools recruitment seems to be
relatively low on the agenda; a brand gives you the
means to engage with both of these key audiences.
From the online survey results it’s encouraging to see
that responsibility clearly rests with the leadership
team for most respondents. More worrying is the
apparent imbalance between corporate/brand
communications and the HR director, suggesting that
he or she may not yet be quite ‘up there’ where the
big decisions are made. More concerning still is that
‘no real or definitive point of ownership’.
Employer branding