HDA and 360 Degrees Advertising join forces

HDA and 360 Degrees Advertising have partnered to develop a practical and meaningful approach to delivering ROI from employer branding; with creative manifestations of the employer brand strongly aligned to the true employee experience, (vs being unsubstantiated), and supported by organisational leadership behaviours.

HDA's Clayton Glen (www.hda.co.uk) and 360 Degrees Advertising's (www.360inspire.com) Chris Miller co-presented to the CIPD Central London branch on 3 July, during which they explained that the ability of the organisation to effectively attract, engage and retain organisational talent requires an aligned infrastructure and compelling leadership behaviours which together enhance the experience of candidates, new employees, established employees, and those transitioning out of the organisation.

These objectives are achievable within a comprehensive employer brand strategy which seeks to closely link key employer brand messages and creative outputs associated with employer branding activity, with underpinning leadership behaviours crucial to ensuring an excellent internal experience for candidates, employees and those transitioning from their organisations.

Unless the following are in place, an employer branding strategy is unlikely to achieve ROI:

Find the burning platform ñ eg. attraction, engagement, retention, or ambassadorship for growth, profitability, survival, etc

Assure leadership buy in and behaviours, or everything is academic

Ensure that employees/key stakeholders have contributed to EVPs

Take a structured approach to implementing a strategy, with clear ownership, milestones and agreed commercial outputs

Seek to measure outputs in terms of commercial/bottom-line benefits

Recognise that personal experience is key ñ external reputation, image and promise is not enough for highly marketable and talented people

When staff leave the organisation, either voluntarily or via role redundancy, a great employer brand ensures that business reputation is maintained

For more information on any of the above, please contact Sweta Patel, HDA Campaign Manager, on 020 7484 5065 / sxp@hda.co.uk