The business case for Employer Brand programs

Key drivers for the ROI of Employer Brand programs
There are many good reasons to start with a more structured approach to attract, select, develop and retain your talented employees. Particularly in the last 5 years a lot of evidence was found underpinning the fact that engaged employees lead to more productive, more innovative and more profitable organizations (Towers & Perrin, Gallup and others). In our experience management teams recognize three benefit areas that deliver ROI on Employer Brand programs:


1. Reduce cost of recruitment
A robust Recruitment strategy based on a clear value proposition will reduce cost in several areas:
- reduce (hidden) cost of recruitment agencies by becoming less dependent on them (e.g. referral and own talent pools)
- reduce cost of ads, creatives and materials by avoiding duplication of efforts
- reducing cost of media by engaging own people and innovative social media
- reduce cost of recruitment and training by increasing the retention
- reducing cost of temporary work by lowering absence and sick leave

2. Strengthen Talent Management and/or become Employer of Choice
Where (1.) talks about cost, this is about quality. More and more companies start to recognize the 'competition for talent' and the impact of great managers and great teams. In order to attract and retain the best employees, it is necessary to understand their motivations and push- and pull factors. It's also important to recognize the differences in motivation for the 4-5 different generations that could be active in your organization, from Veterans to Babyboomers to Gen X to Gen Y and so... Thinking in target groups and tailoring your offer will help to keep all groups engaged and inspired.
For example, a program where a 56 year old professional takes up some coaching for a starter can be very motivating for both,and doesn't cost a lot. Employer Brand programs will not only help you shape your recruitment efforts, it will also help to define and improve Talent Management / HR programs for your current workforce.

3. Manage the customer brand more consistently
The vast majority of your employees have a direct- or indirect impact on how your customers experience your products or services. More and more management teams recognize this and realize that 'if you take care of the inside, it will take care of the outside". One large retailer found a strong relationship between the average retention of shop staff and the satisfaction levels of customers in those stores. With this correlation clearly on the table, a major program was started to investigate and improve staff engagement and retention.
Internal branding or 'living the brand' is the best way to start building your brand on the outside: if it's not your people who build your brand, who is it?