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We Ask the Experts
What role does employer branding play in talent attraction?
In the world of work, employer branding plays an increasingly key role in the attraction and recruitment of top talent. Not only can it help employers differentiate themselves from competition in the market, but it can also enable employers to attract, recruit and retain people, according to the CIPD.
As Jeanette Wheeler, CHRO at MHR International, recently told myGrapevine magazine: “The employer brand could be the difference between accessing top talent and losing them to a competitor.” And, in a turbulent recruitment market – where skills shortages and the ‘Great Resignation’ are keeping HR up at night – getting this right is crucial to getting the needed talent into the business.
To find out more about the role that employer branding plays in talent attraction, myGrapevine magazine spoke to three of our advisory board experts. Read what they had to say below.
Carol Frost,
CPO, Metro Bank
“Employer branding is critical at Metro Bank to ensure that we attract and retain colleagues who are fundamental to maintaining our culture and success. Our employer branding proposition really helps us to showcase how we care for our colleagues, how we will give them an amazing work experience, and how they can develop their careers with us.
“In the increasingly connected and digital world, we want to ensure that candidates can truly understand what a great place to work at Metro Bank is and how we live and breathe our values. At Metro Bank we fully understand that branding is only one of the components required to ensure successful talent attraction. However, it’s normally one of the first interactions with a future colleague and, therefore, one of the most important pillars in our strategy.”
Carol Frost,
CPO, Metro Bank
“Employer branding is critical at Metro Bank to ensure that we attract and retain colleagues who are fundamental to maintaining our culture and success. Our employer branding proposition really helps us to showcase how we care for our colleagues, how we will give them an amazing work experience, and how they can develop their careers with us.
“In the increasingly connected and digital world, we want to ensure that candidates can truly understand what a great place to work at Metro Bank is and how we live and breathe our values. At Metro Bank we fully understand that branding is only one of the components required to ensure successful talent attraction. However, it’s normally one of the first interactions with a future colleague and, therefore, one of the most important pillars in our strategy.”
Arti Kashyap-Aynsley,
Global Head of Health and Wellbeing,
Ocado Group
“In today's market, an employer brand is more than a name. It instead encompasses the actions, activities and points of view that an organisation has on, not just the work they do, but on broader topics such as sustainability, inclusion and wellbeing.
“Talent in the marketplace is now focussed on organisations that not only provide things such as competitive pay, flexibility and choice, but also a sense of responsibility and action around topics that align to their values, which is a key link to employee loyalty and tenure with an organisation. Therefore, whilst the brand is critical, it is the story and actions behind that brand which make it more of an imperative.”
Arti Kashyap-Aynsley,
Global Head of Health and Wellbeing,
Ocado Group
“In today's market, an employer brand is more than a name. It instead encompasses the actions, activities and points of view that an organisation has on, not just the work they do, but on broader topics such as sustainability, inclusion and wellbeing.
“Talent in the marketplace is now focussed on organisations that not only provide things such as competitive pay, flexibility and choice, but also a sense of responsibility and action around topics that align to their values, which is a key link to employee loyalty and tenure with an organisation. Therefore, whilst the brand is critical, it is the story and actions behind that brand which make it more of an imperative.”
Jeanette Wheeler,
Chief HR Officer,
MHR International
“Employer branding has gained more emphasis in recent times due to the current challenging recruitment landscape. Skills shortages and the ‘Great Resignation’ are leading organisations to increase the time spent on this subject.
“In today’s recruitment market, the employer brand could be the difference between accessing top talent and losing them to a competitor. The employer brand is not solely owned by marketing but everyone in the business has a responsibility to support and drive the employer brand. Business organisations need to ensure potential employees know that their company is a great place to work.
“It’s not just offering competitive packages or the choice of training and career development opportunities, businesses must invest in culture and other factors employees value as important as a paycheque. Some examples may include corporate social responsibility activities, sustainability programmes and efforts in the local community.”
Jeanette Wheeler,
Chief HR Officer,
MHR International
“Employer branding has gained more emphasis in recent times due to the current challenging recruitment landscape. Skills shortages and the ‘Great Resignation’ are leading organisations to increase the time spent on this subject.
“In today’s recruitment market, the employer brand could be the difference between accessing top talent and losing them to a competitor. The employer brand is not solely owned by marketing but everyone in the business has a responsibility to support and drive the employer brand. Business organisations need to ensure potential employees know that their company is a great place to work.
“It’s not just offering competitive packages or the choice of training and career development opportunities, businesses must invest in culture and other factors employees value as important as a paycheque. Some examples may include corporate social responsibility activities, sustainability programmes and efforts in the local community.”
© 1979-2023 Executive Grapevine International Ltd
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