4. Insight 3 - Brands win hearts and minds.

If you want to create an Employer Brand, think about how people make choices. Few purchasing decisions are taken on a purely rational basis. Emotional drivers are probably more important than rational. Perhaps people 'buy' employer brands in the same way?

Here's a challenge - what is there in your organisation that makes people proud to say 'I work here'?

Ask it of yourself. Are YOU proud to say, 'I work here.'? Is your assistant? Your most recent Graduate Recruits? Your Finance Director? The people in the postroom? Your telesales operators? If so, as an Employer Brand you're probably in pretty good shape. If not, what do you need to change to build the brand? Most consumer companies have Brand Managers - but few of them really work on true brands. In the same way, few companies can truly say they are an 'Employer of Choice'?

Can you?

Kenny's company, HeadSurf, helps companies and organisations think more productively and creatively.
You can contact Kenny on kennyharris@hotmail.com or 0131 476 8060