Defining an employer brand

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Defining an employer brand

A recent issue of IRS Employment Review explores the concept of employer branding and discovers how it makes a difference to two contrasting organisations -- Reuters and easyJet.

The terms "employer of choice" and "employer branding" first came to prominence in the early 1990s, aimed at focusing attention on the facts that make staff want to join and stay with an organisation.

In this seven-page report, IRS asked Reuters and easyJet exactly what employer branding means to them in a business sense, and how much of an impact it has made. The article explores the realities of defining and sustaining an employer brand.

IRS also interviewed Kevin Delany, a partner in PwC, to find out what it takes to create an effective employer brand.

Want to know more?

Title: "Employer branding: fad or fact?", IRS Employment Review 778/Recruitment and Retention, 20 June 2003.

Availability: Contact the IRS customer services, tel: 020 8662 2000. For more information about IRS Employment Review visit www.irsemploymentreview.com

Posted 18 July 2003