Bonnie Friedner, employer brand consultant, Sky “The advent of more and more digital tools and advancements of technology makes it easier and easier for people, or prospective candidates, to get in touch or come into contact with your employer brand. That’s why, more than ever we need to make sure that our employer brand is not only authentic but also consistent. There are so many opportunities for people nowadays to get the job they want just by having a quick browse on LinkedIn, that we need to work harder to make sure our messages are reaching the right people. I’m responsible for making sure that Sky stands out as an employer across multiple fields and that our employer brand is adaptable in order to attract a whole variety of people, from work experience students all the way through to experienced hire. I’m looking forward to sharing knowledge and best practice on the subject of the digital revolution and how employer brands evolve to suit the ever-changing market place.”

Nimai Swaroop, attraction and marketing director, Capita plc “The conference offers a fantastic opportunity for companies to learn more about Employer Branding and share best practice. In addition you can meet people who share similar challenges and get a real insight into why Employer Branding is important for companies to get right. Besides growing your network and meeting people it will help inform your thinking in influencing a crucial lever within organisations to help attract and retain talent.”

Sheila Parry, managing director, theblueballroom “The CEO and how he or she chooses to play the role makes a massive impact. There to lead and communicate the vision, establish direction and champion the principles of the company are all on the job description. The influencing skills that earned them their leadership position in the first place will inevitably impact their immediate colleagues and their behaviours and tone will set an example, a norm for others to follow. Whether hierarchical or networked, a visible and vocal CEO with high levels of personal integrity and emotional intelligence can have a massive positive impact on employees’ experience at work, and hence the employer brand.”

On 24 November, #CommsChat discussed employer brand management in a chat featuring Bonnie Friedner (@thisisbonnie) and GLIMMA (@GLIMMA). Some insights from that discussion are below. 

@GLIMMA also pay attention to creating good work place environment based on brand identity and culture

@zhenyastarkova You can’t be everything for everybody - be clear on what you represent and who you are trying to attract/retain in your org

@Emily_Bateman1 CEOs have a huge job, so developing an employer brand should have everyone involved and on board. It can’t be left to top level

@blowndes yup, listen (to bad feedback too), respond; difficult to move forwards otherwise

@SocialBizGuy If senior executives engage with their employees, they typically get engagement in return

@thisisbonnie your EB should be adaptable and able to change as the business requires it (expansion/ redundancies)

@SocialBizGuy A lot of this is about creating a culture of trust. Culture eats strategy for lunch 

@GLIMMA B2B Customers may have less touchpoints with EBM but are more focussed when experiencing them e.g workplace branding 

@Intrasoft_labs Any strategy incompatible with culture will fall, but strategy can encourage right culture.