The Employer Brand: Bringing the Best of Brand Management to People at Work

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Employer Brand Management

It is one thing to establish the nature of your employer brand - what it is and what it needs to be to achieve your business objectives - but it is quite another to ensure that it is managed with the same care and coherence as you would a customer brand. If you fail to put in place the management systems and the senior management support for them, then the whole employer brand initiative may wither and result in nothing more than some tinkering with recruitment advertising.

A good example of the application of these skills can be found at Orange, where David Roberts (employment brand and communications manager), while an HR staff member, sits alongside Orange’s marketing and advertising team. His job is to make sure that the people aspects of the Orange brand are correctly managed in the £50 million that Orange spends a year in the UK and, similarly, to ensure that consumer-facing work fits with the reality of the employment experience. Orange uses their employer brand to drive the market understanding of themselves as employers and to make sure that their communications in this field are consistent and compelling. They regard the Orange employer brand as an internal catalyst to drive initiatives that will ensure that Orange is a great place to work. They realise of course that it is much more than communications and they are using the Orange employer brand to drive the internal change they need to ensure that every relevant aspect of the employment ...