Brand | Is employer branding dead?

The employer brand is having something of a reputational crisis right now. Its critics suggest it’s merely a pet HR project that exists in a silo, dislocated from the corporate brand and delivering little benefit to the overall business.

All too often, it can become a white elephant – a project that takes up a large amount of time and money, but once launched is never fully utilised to inspire and retain existing employees or attract vital new talent. Seen as a ‘one-off fix’, and often poorly aligned to business objectives, it can end up being little more than a few recruitment marketing tools in an ad-book.

So how do you create an employer brand that works – and delivers real, measurable business benefits?

Audley, an innovative and rapidly growing company that’s transforming the way retirement is viewed in the UK, has created an employer brand that’s proving to be a powerful business driver. Their successful approach saw them picking up the award for Best Employer Brand at the Personnel Today, RMA and Inhouse Recruitment awards.