Employer branding and total reward
In a volatile business environment, it is important that firms are able to harness the value of a defined employer brand to remain competitive. An employer brand is how an organisation markets what it has to offer to existing and potential employees. An effective employer brand can help ensure that an employer’s workforce is not only engaged with their work, which can reduce turnover and increase performance, but can also deliver a more positive customer experience. This is all important as the economy starts to recover and companies strive to position themselves for the upturn.
However, one element underpinning the success of the employer brand is the extent to which it is supported by reward. Integrating the employer brand with a strong reward strategy can enable employers to promote their corporate image, values and behaviours by “putting their reward money where their mouth is”.
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