NH237 Consulting and WDAD Communications - Research on the future intentions and challenges facing the UK’s employers

The opportunities for the Employer Branding profession have never been greater and neither have the challenges 21 However, it feels as though the process of identifying an individual with a story to tell, extracting such a story, delivering it in an interesting way, gaining approval and then publishing it, is not without its challenges. Developing the means of doing this quickly and responsively is key to keeping such channels fresh and responding topically to breaking news and, potentially, competitor activity. The other interesting area currently frustrating those with responsibility for the employer brand is the relationship - or absence thereof - between their activity and those relating to culture and internal communications. If employer branding serves merely as the candidate route into the building, and the cultural reality or communications to be found as a joiner bare little reality to the EVP messaging, then, again, hiring has been constructed on shifting sands. The key is then getting this right & finding ways to not only translate this and present that challenge externally, but produce metrics and measurements which validate success (across the complete candidate and employee lifecycle). Core to success is authenticity (not everything will be great), consistency (of messaging, both internal and externally across all communication channels) and engaging your internal audience (brand advocates). During the last six months, we’ve been working behind the scenes on our EVP/EB and have ensured that our employees have not only been at the heart of this insight, but will also be bringing our EB to life. Authenticity has been a core principle of each project - we need to build a relationship with our audience and our employees have a great story to tell”. CraigMorgans Howmuch connection and message sharing exist in your own organisation between employer branding and internal communications? If the answer is very little, then this feels inherently confusing to the outsider. Think, however, what it must feel like to the insider.