Helen Rosethorn - The Employer Brand: Keeping Faith with the Deal

The Employer Brand

Keeping Faith with the Deal

HELEN ROSETHORN,
MEMBERS OF BERNARD HODES GROUP
and
CONTRIBUTORS

First published 2009 by Gower Publishing

Published 2016 by Routledge
2 Park Square, Milton Park, Abingdon, Oxon OX14 4RN
711 Third Avenue, New York, NY 10017, USA

Routledge is an imprint of t he Taylor & Francis Group, an informa business

Copyright Helen Rosethorn 2009
Copyright The Contributors 2009

Helen Rosethorn and the Contributors have asserted their moral right under the Copyright, Designs and Patents Act, 1988, to be identified as the authors of this work.

All rights reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise without the prior permission of the publisher.

Notice:
Product or corporate names may be trademarks or registered trademarks, and are used only for identification and explanation without intent to infringe.

British Library Cataloguing in Publication Data
The employer brand : keeping faith with the deal.

1. Corporate image. 2. Corporate culture.
I. Rosethorn, Helen.
658.3'14-dc22

Library of Congress Cataloging-in-Publication Data

Rosethorn, Helen.

The employer brand : keeping faith with the deal / by Helen Rosethorn, members of
Bernard Hodes Group and contributors.

p. cm.

Includes bibliographical references and index.
ISBN 978-0-566-08899-5
1. Employee retention. 2. Human capital--Management. 3. Corporate culture.
4. Organizational behavior. 5. Personnel management. I. Bernard Hodes Group. II. Title.
HF5549.5.R58R67 2009
658.314--dc22

2009005472

ISBN 9780566088995 (hbk)

Helen Rosethorn

Helen Rosethorn

Annette Frem

Annette Frem and Helen Rosethorn

Jo Pieters and Job Mensink

Keith Cameron

Lou Manzi

Sally Jacobson

David Russell

Helen Rosethorn

Paul Crowsley

Helen Rosethorn

Selfishly, I would like to start by thanking a small core of Hodes people who made this happen.

Paul Crowsley, Annette Frem and Andy Rigden have all given of their precious home time to create their parts of this book and to help to weave the entire argument together. Thanks also to Andy Hyatt for his contribution to the final chapter. Luisa Calcinotto, in her role as our marketing manager, has also shown huge resilience for the task! And mention must be made of our production team who helped with the typesetting of the initial manuscript and all those models and diagrams.

Our contributors have equally been generous of their time and patient with the protracted process of getting to publication. Our thanks to:

Alex Batchelor Royal Mail
Pam Bland Ministry of Justice
Lee Broughton Enterprise Rent-A-Car
Keith Cameron Marks and Spencer
Laura Dolby Bernard Hodes Group
Sally Jacobson London & Quadrant
Elaine MacFarlane GSK
Candice Maclachlan Ministry of Justice
Lou Manzi GSK
Job Mensink Philips
Donna Miller Enterprise Rent-A-Car
Juan Pemberton Marks and Spencer
Jo Pieters Philips
David Richardson InnerVision
David Russell William Hill
Jenny Strevens Royal Bank of Scotland
Lorraine Taylor Royal Bank of Scotland
Tony Freeman Illustrator

And, finally, our thanks to Jonathan Norman at Gower Publishing who first mooted the idea of the book. He has stuck with us through thick and thin, and we appreciate his faith in our ability to pull it altogether.

A pioneer of employer branding practice in the UK, Helen Rosethorn is CEO of the Bernard Hodes Group. After successfully integrating the group into the Omnicom network a decade ago, she has built it into one of the UKs leading employment marketing and talent specialists.

An MBA at Bradford Management School crystallised Helens long-standing interest in the people dimension and cultural dynamics of organisational success. It was here that Hodess distinctive approach to employer branding had its origins. Developed and refined during more than ten years practice with blue-chip clients, including GSK, Philips and Nokia, the Hodess model examines the unwritten deal between employers and employees.

A member of Hodess Global Network Executive Board, Helen is also a principal HR/Brand Strategy Consultant on talent, branding, engagement and communications projects. She speaks and writes widely about all these issues.

It is her great hope that the next few years will see more people at CEO level actively engage in the employer brand debate.

Over the last 15 years Annette has specialised in HR, internal communications, sales and branding; most recently as International Culture and Leadership Manager within the France Telecom/Orange group.

Leading the Solutions practice, Annette is passionate about helping organisations identify their employer brand and engaging employees with their business culture and strategy. Whats more, she believes they should have fun doing it! The key, she believes, is aligning the touchpoints of the employee lifecycle to ensure the development, reward and recognition of behaviour that demonstrates a companys internal and external brand and values. This is where companies can set themselves apart to attract and retain talent and drive shareholder value.

Annette is a frequent speaker at European employer brand and employee engagement conferences.

With over ten years experience in corporate insight and local area labour market analysis, Paul has a long-standing relationship with the Bernard Hodes Group. Currently Head of Insight, he was our Research Manager from 19992002 and, more recently, an Associate Consultant within our Solutions Consulting team.

Paul has run a wide range of research projects for clients, from analysis of local recruitment market conditions to major qualitative research programmes in the UK and overseas. His insights have underpinned the development of employer brands for Orange, GlaxoSmithKline, Tesco, HBOS and Laing ORourke amongst others.

In a creative management and copywriting career thats mapped the rise of the employer brand, Andy has over a decades experience of helping major organisations define and articulate their employer offers. He leads the proposition development and creative expression phase of our branding and engagement projects.

A graduate of Bristol University, Andy jointly leads the Bernard Hodes Group Creative and Production teams as Creative Director. He is an award-winning copywriter with extensive experience of expressing brands in the private, public and charity sectors.

Our Head of Digital, Andy has spent the past decade developing, evaluating and implementing operational and interactive marketing strategies for major blue-chip organisations across the globe. He has worked on both client and agency sides for some notable agencies and even more notable brands including Coca Cola, GSK, Mastercard, HP, Johnson & Johnson and Sky.