April 2, 2013
Will an upturn spark a revival of interest in the idea of employer branding?
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.
The office is no longer just a default location. Hybrid work has made it one option among many. At home, people have their own desk, their own music, their own kitchen. If the workplace is going to tempt them out, it needs something more than a chair and a meeting room. Fast WiFi and genuinely good coffee can change more about people’s experiences than you might expect. People might not talk about them much, but they notice when they are missing. Both influence how the day flows. When the internet is quick and the coffee is worth getting up for, the office starts to feel different. It becomes somewhere you do not just have to be, but somewhere you don’t mind spending time. 
March 20, 2013
What Alan Bennett can teach us about taste
by Mark Eltringham • Architecture, Comment, Products, Workplace design