topics include Events and Sponsorship, Peer Group News
On Friday 6th March, Peer Group hosted an informal breakfast buffet session focusing on employer branding from two perspectives: how theory links to practice, and how to maintain a positive brand identity even when budgets are under pressure.
Held at the Clerkenwell Kitchen, directly opposite our 'Observatory' headquarters, the well-attended event was introduced by Andrew Young, chairman of our sister company ThirtyThree, who introduced the presenters - Peer Group's founding partners and directors, Sue Redden and Nick Holker - as "two of the best exponents of employer branding, in practice and in theory."
Starting with a look at what constitutes a successful employer brand, Sue delivered a cogent overview of the topic, from the factors that encourage organisations to focus on their brand to the practical implications of a typical project and the importance of articulating the employer value proposition effectively.
She went on to look at the significance of employer reputation and the many factors that can influence this, both internal and external. She also noted that pinpointing a brand's position within any one of a number of 'brand groups' ranging from 'iconic' through 'hidden' to 'negative' can be a useful way of highlighting the specific problems that need addressing.
At this point Nick took over, focusing on the practical aspects of how to manage a brand effectively during a recession. He stressed that an employer brand (which every organisation possesses, whether they manage it or not) can't be regarded as luxury - and can't be "turned on and off" at will. What's important is that its articulation accurately reflects that organisation's changing circumstances.
Looking at the processes involved in addressing this, he usefully identified the various elements according to their low, medium and high cost implications. Then, linking the theme of branding to that of employee engagement, he cited the wide range of initiatives being undertaken by many employers in the attempt to maintain their skills base. Finally, he stressed the key importance of maintaining a strong, credible brand presence even when times are tough.
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