Personnel Today
  • Home
    • All PT content
    • Advertise
  • Email sign-up
  • Topics
    • HR Practice
    • Employee relations
    • Equality, diversity and inclusion
    • Learning & training
    • Pay & benefits
    • Wellbeing
    • Recruitment & retention
    • HR strategy
    • HR Tech
    • The HR profession
    • Global
    • All HR topics
  • Legal
    • Case law
    • Commentary
    • Flexible working
    • Legal timetable
    • Maternity & paternity
    • Shared parental leave
    • Redundancy
    • TUPE
    • Disciplinary and grievances
    • Employer’s guides
  • AWARDS
    • Personnel Today Awards
    • The RAD Awards
    • OHW Awards
  • Jobs
    • Find a job
    • Jobs by email
    • Careers advice
    • Post a job
  • XpertHR
    • Learn more
    • Products
    • Pricing
    • Free trial
    • Subscribe
    • XpertHR USA
  • Webinars
  • OHW+

Personnel Today

Register
Log in
Personnel Today
  • Home
    • All PT content
    • Advertise
  • Email sign-up
  • Topics
    • HR Practice
    • Employee relations
    • Equality, diversity and inclusion
    • Learning & training
    • Pay & benefits
    • Wellbeing
    • Recruitment & retention
    • HR strategy
    • HR Tech
    • The HR profession
    • Global
    • All HR topics
  • Legal
    • Case law
    • Commentary
    • Flexible working
    • Legal timetable
    • Maternity & paternity
    • Shared parental leave
    • Redundancy
    • TUPE
    • Disciplinary and grievances
    • Employer’s guides
  • AWARDS
    • Personnel Today Awards
    • The RAD Awards
    • OHW Awards
  • Jobs
    • Find a job
    • Jobs by email
    • Careers advice
    • Post a job
  • XpertHR
    • Learn more
    • Products
    • Pricing
    • Free trial
    • Subscribe
    • XpertHR USA
  • Webinars
  • OHW+

Careers in HRPersonnel TodayHR strategyRecruitment & retentionThe HR profession

HR directors: keep employer branding real

by Personnel Today 14 Feb 2006
by Personnel Today 14 Feb 2006

HR professionals have highlighted the danger of over-selling the employer brand to potential recruits.

Delegates at last week’s Personnel Today HR Directors Club workshop – sponsored by TMP Worldwide – warned employers not to send out mixed messages to potential job applicants in recruitment advertising.

Andy Doyle, HR director at support services firm Morrison, said: “The challenge you face is that you have got to be real, reflecting the real culture and values of the organisation. You can sell a glamorous picture of recruitment, but if it doesn’t match reality, the worker will up and leave after three months in the job.”

Adam Shay, business development director at TMP, highlighted the example of Sainsbury’s, which continued to push out a positive message about its employer brand despite its recent financial woes. “That created disillusionment internally,” he said.

Debbie Whitaker, group head for human capital management at Standard Chartered bank, said the employer brand was not simply about recruitment advertising.

“Unless you are building the brand from within, it won’t work,” she said. “You need the buy-in of your staff.”

It can be more effective not to push the employer brand too hard, to ensure only the most committed people apply for the job, said Ros Brayfield, director of HR at the Department for the Environment, Food and Rural Affairs.

“Campaigns are expensive in terms of time and money, so you must ensure they are well targeted,” she said.


Avatar
Personnel Today

previous post
Transfer ruling encourages responsibility
next post
BBC set to announce winning bid for outsourced HR contract

You may also like

Movers and shakers June 2022: Lloyds, Indeed, Zoom...

24 Jun 2022

White-hot recruitment market? William Tincup talks to Oven-Ready...

24 Jun 2022

Three in 10 workers’ skill sets not being...

23 Jun 2022

Bias stopping STEM professionals returning after career break

23 Jun 2022

Working from home has damaged sense of belonging,...

20 Jun 2022

CIPD Festival of Work: ‘Use crises as catalysts...

15 Jun 2022

UK among worst in Europe for employee engagement

14 Jun 2022

Cost of living: real wages fall 2.2% in...

14 Jun 2022

Hiring rate slows as businesses struggle to source...

10 Jun 2022

How HR can mitigate the risks and reap...

10 Jun 2022
  • NSPCC revamps its learning strategy with child wellbeing at its heart PROMOTED | The NSPCC’s mission is to prevent abuse and neglect...Read more
  • Diversity versus inclusion: Why the difference matters PROMOTED | It’s possible for an environment to be diverse, but not inclusive...Read more
  • Five steps for organisations across the globe to become more skills-driven PROMOTED | The shift in the world of work has been felt across the globe...Read more
  • The future of workforce development PROMOTED | Northumbria University and partners share insight...Read more
  • Strathclyde Business School expands its Degree Apprenticeship offer in England PROMOTED | The University of Strathclyde is expanding its programmes...Read more
  • The Search for Talent: Six Major Employer Pitfalls PROMOTED | The Great Resignation continues unabated...Read more
  • Navigating the widening “Skills Confidence Gap” in 2022, and beyond PROMOTED | Cornerstone OnDemand conducted a global study...Read more
  • Apprenticeships are the solution to your recruitment problems PROMOTED | Apprenticeships have the pulling power...Read more

Personnel Today Jobs
 

Search Jobs

PERSONNEL TODAY

About us
Contact us
Browse all HR topics
Email newsletters
Content feeds
Cookies policy
Privacy policy
Terms and conditions

JOBS

Personnel Today Jobs
Post a job
Why advertise with us?

EVENTS & PRODUCTS

The Personnel Today Awards
The RAD Awards
Employee Benefits
Forum for Expatriate Management
OHW+
Whatmedia

ADVERTISING & PR

Advertising opportunities
Features list 2022

  • Facebook
  • Twitter
  • Instagram
  • Linkedin


© 2011 - 2022 DVV Media International Ltd

Personnel Today
  • Home
    • All PT content
    • Advertise
  • Email sign-up
  • Topics
    • HR Practice
    • Employee relations
    • Equality, diversity and inclusion
    • Learning & training
    • Pay & benefits
    • Wellbeing
    • Recruitment & retention
    • HR strategy
    • HR Tech
    • The HR profession
    • Global
    • All HR topics
  • Legal
    • Case law
    • Commentary
    • Flexible working
    • Legal timetable
    • Maternity & paternity
    • Shared parental leave
    • Redundancy
    • TUPE
    • Disciplinary and grievances
    • Employer’s guides
  • AWARDS
    • Personnel Today Awards
    • The RAD Awards
    • OHW Awards
  • Jobs
    • Find a job
    • Jobs by email
    • Careers advice
    • Post a job
  • XpertHR
    • Learn more
    • Products
    • Pricing
    • Free trial
    • Subscribe
    • XpertHR USA
  • Webinars
  • OHW+