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The importance of employer brand

The importance of employer brand

February 2009 - A staggering 34% of UK office workers said their perception of their employer had dropped dramatically since they joined their organisations. These figures highlight a significant failing on behalf of UK employers: whilst huge resource is often pumped into developing and communicating external facing brands, it seems the same attention is not being given to their own people.

Increasingly negative perceptions of our employers will almost certainly lead to a workforce which is growing disengaged, restless and unproductive. Our study also lays some blame at the door of job seekers with around one in five (19%) not bothering to find out about a company in advance of interviewing for a role.

Neil Wilson, managing director of Badenoch & Clark, comments: "From the day new employees walk through the door, it seems their perceptions of an employer start to fall. Interestingly, the trend is even more pronounced amongst HR professionals, the very ones who often have the responsibility for framing and managing an employer's brand.

"It's incredibly important to have employees that are enthusiastic about the company as a whole. They are the best ambassadors for any given organisation, and the entire business community recognises that happy people are productive people. Effective employer branding has been a relatively recent tactic to try and ensure the connection between employer and employee remains a strong one, but these figures show that it hasn't yet made a significant impact.

"The danger is that employees feel betrayed. The brand they were sold before they came on board is at conflict with the reality, and so the result can be large parts of the workforce going through the motions at work without feeling any great obligation to an employer that mis-sold them a culture.

"In the current environment, the temptation is to dismiss this as a soft issue and one that will fix itself once more immediate economic considerations are dealt with. That's an incredibly dangerous game to play - in order to steer any company through the current storm, all employers will need a workforce of dedicated, engaged and motivated people. For organisations that ignore their employer brand, those people will be few and far between."