Employer brand

Category sponsor: CIPD

An inspired and well-executed employer brand strategy can make a dramatic difference to an employer’s recruitment and retention outcomes. While the purpose of these awards is to recognise recruitment marketing excellence, developing an effective employer brand has unique challenges and demands which go beyond those faced by clients and their partner agencies in many of the other categories.

Judges looked for evidence of three key achievements:
• that the employer brand has been built “inside out”;
• the linkages between HR and marketing (or corporate communications) have been made to ensure the employer brand resonates with an organisation’s overall brand positioning;
• executional flair and creative thinking have been demonstrated in communicating the brand proposition and its values to audiences internally and externally.

Work must have been launched in the last twelve months but an employer brand programme may have been begun before that.