April 2, 2013
You may recall that a few years ago there was a voguish interest in the idea of employer branding. This is the kind of thing that has always gone on but can always be defined and popularised, in this case following the publication of a book on the subject in 2005. By 2008 Jackie Orme, the head of the Chartered Institute of Personnel and Development, was calling it ‘an integral part of business strategy’. Still, it appears to have dropped off the radar a bit over the last few years, a fact we might put down to the effect of the recession. Firms certainly seem to have their mind on other things. Research published last year by PriceWaterhouseCoopers showed that in 2009, 54 per cent of businesses said they placed a special focus on retaining talent. By 2012 that had dropped to 36 per cent.