An organisation, any organisation’s, employer brand is tested on a regular basis. Competitor activity, economic change and technological evolution can conspire against such brands. Does it remain as engaging, aspirational and of its time to both internal employee audiences just as much as to external recruitment audiences?
However, there could have been few more pressing challenges for the employer brand of all organisations this week. As employees make their weary way back from the festive break, it’s often with heavy heart, throbbing head and clanging alarm.
And there was a perfect storm brewing for many organisations, their brand, their reputation and their attempts to hold on to their key talent. Many of us trudged to the railway and tube stations to be greeted with an inflation-busting increase to our fares. And the storm which dislodged power cables, roof tiles and, apparently, most of my chimney stack appeared anything but perfect at 4:00am this morning.
It is a well exercised cliché that people (the large majority being anything but well exercised at this time of year) start sprucing up their CVs as they face the prospect of going back to work after the Christmas and New Year celebrations.
But this year heaps challenge upon challenge for many employers keen not only to retain and engage their talent but also to persuade external stars to join. The unrelenting economic gloom threatens to worsen once more as we face the imploding euro. If we throw in biblical weather fronts and eye-watering public transport increases, then organisations will have to work extra hard to ensure their employer brands retain their lustre and don’t go the way of fading Christmas decorations.
Getting to the heart of your employee mindset 