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Great Ideas for Building Your Employer Brand


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Work – the thing we spend much of our time doing – is having a bad time of it these days. As research suggests a growing disillusionment with jobs as well as employers is emerging. But what’s gone wrong? Why has the nature of work become such a contentious issue? And how can companies attract and retain talent amidst this backlash, or re-engage and re-energise employees, and make them love their jobs again? From Boreout to Burnout, in this whitepaper, we look at some of the criticisms of working life and consider how companies are changing to meet the needs of the modern workforce.

 

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The problems with work

  • Losing purpose - discrepancies between the promise of employment and the actual experience
  • The pay gap - the rise of the gig economy and zero-hour contracts, the gender pay gap and the chasm between executive and workers' pay
  • Mental health issues - pay issues, precarity, lack of meaning and distrust at work causing personal health problems
  • Not being able to switch off - in a constant state of being connected to our technologies

 

What good employer branding practices look like

Employers must work hard to instil a sense of pride in their personnel through embedding a workplace culture that promotes purpose, personal growth, health and wellbeing.

The first stage in achieving this is to define exactly what the company stands for, as well as what it means to work there. Otherwise known as ‘the brand’ and ‘employment brand,’ these two factors should always match up through clear consistencies in how they’re marketed and implemented. 

Messages and initiatives play critical roles in engaging and uniting current employees behind the brand and its vision, as well as in attracting new people into the business through raising awareness of a company’s employment brand in the market. The aim should always be to try to emphasise how your brand is different and encapsulate the type of people you want the business to be associated with – what does good look like? Which qualities from your current employees do you seek to emphasise above others?

We’ve been fortunate to work with companies in the UK and overseas that have demonstrated how to do all these things well. In this whitepaper, we take a look at case studies highlighting how different businesses have approached the ‘problem with work’ and how successful their efforts have been, by:

  • Defining what the company stands for and what it means to work there
  • Giving direction and purpose through engagement, learning and development
  • Positive impact causes show it’s not all about profit
  • Getting people involved and making sure you stand out

 

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Free whitepaper

Great Ideas for Building Your Employer Brand

This free whitepaper discusses the current 'problems' with work and how positive employer branding initiatives can help to address these issues. Real business case studies provide practical approaches on how to build your employer brand.

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