The most successful employer brands are rooted in the organisations core purpose and are aligned with their established brand values. When we work with clients to define what they want their employer brand to be, we strive to ensure there is alignment between core brand and employer brand.
Our starting point with clients is focused on the organisations core purpose, it’s raison d’être. The great businesses and brands always stand for something that they believe will deliver true value or otherwise improve the lives of their customers. They are differentiated from competitors by intentionally and consistently delivering a distinctive customer experience across all channels that is consistent with their promise. And they understand that underpinning all of this is creating the appropriate culture to ensure sustainable and authentic delivery over the long term. Purpose is the foundation stone for successful employer branding. And starting with purpose enables an organisation to build a brand/employer brand from the ‘inside-out’. From this beginning the follow-on phases include Perception, Proposition and Performance.
For more detail see our article on successful Employer Branding