Is there such a thing as an Employer Brand?

We applaud HR consultancies talking up branding. The question however is whether what they term an 'employer brand' is any different from the corporate brand.

We think not. No more than would be an 'accounts received brand' or a 'delivery brand'. While each individual aspect of business performance needs to reflect the organisational brand and values, they do not require separate brand 'engines'.
What is in danger of being lost in this new 'HR terminology' is the central focus of all brands; the customer.

It is the customer who determines the brand reputation in the market. Staff do play a significant role in delivering the brand but the key messages should be consistent across all audiences.

While we admire the HR industry for their astuteness and encourage this new found enthusiasm for brands, tamper with the brand and you will end up confusing everyone, including staff.