Most effective employer brand is supported by employee rewards

Integrating employer branding and reward strategy can help position companies positively for the upturn, according to a new report from the Chartered Institute of Personnel and Development (CIPD) and consultancy Mercer.

The report, Employer Branding and Total Reward, draws from a survey of 44 organisations, a panel discussion and nine case studies.

The report found that reward should be linked to behaviours that support organisation strategy and communication is a crucial way to reinforce the employer brand as it raises awareness of the rewards offered.

In addition, non-financial rewards can also be key in reinforcing brand; and it is important to check whether an organisation’s reward approach is adding value to the employer brand.This can be achieved using measures such as staff surveys, performance management data or business metrics including customer service levels.

Charles Cotton, reward adviser at the CIPD, said: “There are many benefits that can be derived from having a compelling employer brand that is supported by employee rewards, which is demonstrated in our interviews.

“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.”

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