Employee branding and engagement
The Chartered Institute of Personnel and Development (CIPD) says that
employee engagement is: “emerging as the master key that unlocks
Successive research exercises over the past five or six
years, including a large amount of work sponsored by the CIPD, have
shown that, without engagement, all the clever HR policies in the world,
let alone investment in technology, marketing and innovation, will fail to
deliver sustained competitive advantage.” (CIPD, 2009).
Engaged employees don’t just have ‘satisfying’ jobs, but also have a
true passion for what they do, are prepared to go the extra mile and are
committed to the success of their organisation. To engage employees
organisations need to ‘brand’ themselves to their workforce in much
the same way they do to their customers.
Employees are motivated
(and therefore remain loyal and committed) by a range of different
aspects of the ‘employee brand’, including the following:
- Job satisfaction.
- Technical and managerial support.
- Ethical and responsible employment practices.
- Flexible working.
- Positive organisational culture.