CIPD Conference helps employers keep their eye on the brand

CIPD Spotlight on Employer Branding Conference
12 May 2009, London

Continued investment in the employer brand during the recession is crucial as negative perceptions of the organisation 'in the bad times' can cause lasting damage. This is a message that will emerge from The Chartered Institute of Personnel and Developmentís (CIPD) Spotlight on Employer Branding Conference.

Designed to offer HR, internal communications specialists and marketing professionals the invaluable opportunity to learn how to manage corporate reputation at a time when organisations are faced with unpopular decisions, the conference is to be held in London on 12 May 2009. It will offer practical guidance on how to manage a brand during organisational restructuring, how to get employees to buy in to a brand during difficult times, and how to develop a strong brand to retain talent now and attract talent when the economy picks up again.

Rebecca Clake, CIPD Organisation and Resourcing Adviser, says:

ìEmployer branding is as important as ever in a recession. The 'bad times' are when staff can most judge their employers. Dealing with the threat or reality of redundancies and adopting pay freezes can damage the brand for existing and prospective employees.

ìIt's crucial that organisations keep focusing on employer branding to help motivate and engage staff, hang on to key talent and to make sure they can attract and develop the skills they will need after the recession.

ìCommunication is vital in uncertain times. As well as 'taking the temperature' in the organisation through mechanisms like staff surveys, employers need to consider the opportunities and challenges resulting from the rise in social networking.î

This yearís Conference will help HR professionals, internal communication managers and marketing experts by providing them with the latest thinking and case studies on managing employer branding during these difficult times.

Sessions include:

Managing Corporate Reputation in the 21st Century: Graeme Martin, Professor of Human Resources at University Glasgow, will offer insights from his upcoming research on how to preserve a companyís reputation when downsizing

Retaining Organisational Brand Values Through Changes: Valerie Raven-Hill, HR Director at Look Ahead Housing Care, and Tom Harvey, Head of Internal Communications and Community Relations at HSBC, will share their experiences on how to engage employees during change and how to create a clear vision about the future

Creating Strong Organisational Identities: The brand journey: Mike Williams, HR Director at Firmdale Hotels, and Alistair McIntosh, Organisational Development Manager at the British Library, will provide tips on how to get buy in to employer branding during these difficult times