Orbell Communications

Communicating Your Message

Building the Employer Brand

Posted by jorbell on December 10, 2009

Today I attended a one day workshop entitled Building the Employer Brand run by the Chartered Institute of Marketing.

I found the content very interesting particularly in light of the recent recruitment work I’ve been involved in. It was thought-provoking and gave rise to a number of questions and methods for building stronger internal colleague relationships while also making a business more attractive to customers and potential job applicants.

The programme looked at the following:

  • What is branding?

This was an introduction to the concept of the customer and employer brand.

  • Why is the employer brand important?

This considered the components of the employer brand, and how this relates to the customer brand. We were also asked to look at how our own employer brand was currently perceived, and whether it needs to change or develop.

  • Developing the employer brand strategy

In this session we considered a number of the different aspects of employer branding e.g. organisational values and behaviours, reputation of the organisation, perception of the value of work, challenge & interest as well as individual staff achievement.

  • Communicating the employer brand

To finish the day we covered the aspects of our employer brands which need to change and what information is needed to find these out. This enabled us to build a list of key points outlining the changes needed.

We were given a book called Brand from the Inside by Libby Sartain and Mark Schumann to take away which, from what I’ve read, looks to be an excellent guide and I look forward to reading more. I may even do on an ongoing review so I can cover the topic in more detail.

There are three dates currently in place for this course next year in April, August and December. These can be found along with the course overview on the CIM website.

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

 
%d bloggers like this: