Employers should integrate employer branding with reward strategy to help
position their organisation positively for the upturn, according to a new report by
the Chartered Institute of Personnel and Development (CIPD) produced in
association with Mercer.
The UK-based study of 44 organisations, entitled Employer Branding and
Total Reward, found that as reward can influence employee behaviours it should
be linked to behaviours that ultimately support organisation strategy.
It said communication is a crucial way of reinforcing the employer brand as
it raises awareness of the rewards offered by an organisation.
Charles Cotton, reward adviser at the CIPD, said employers should check
whether the reward approach is adding value to the employer brand. This can
be done using HR metrics such as employee surveys or performance
management data, as well as business metrics such as customer service or
“Engagement can be enhanced by a brand that is demonstrably aligned to
rewards as it provides an opportunity for companies to put their money where
their mouth is in promoting desired corporate behaviours and image. Engaged
employees who believe in the brand then promote the image more effectively to
customers,” said Cotton.