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.











Pressing the ‘reset’ button is never easy. But I’m a firm believer that, once we do, we become much less averse than we perhaps expected to the change it inevitably brings. This is particularly true of the past eighteen months. From all of the sadness and hardship endured, we are beginning to emerge into a new, changed way of living. One that is both familiar and altogether different. The dichotomy is particularly evident in our workplaces. For many sections of the economy, the office was the ecosystem of our daily working lives. Initial questions of whether the office would survive quickly fell by the wayside, and a more interesting, nuanced, debate of what we want the office to be began. 
Has working at home during lockdown made people 







June 24, 2025
The Kafka trap of return to office arguments
by Mark Eltringham • Comment, Flexible working