The CPA (Certified Public Accountants) Institute Ireland are running a series of full-day workshops addressing the many topics accountants today must be familiar with in order to 'advise beyond numbers'.
As part of this series, Dr Jean Cushen from Maynooth University Business School spoke to CPA members on Wednesday, 13 September 2017 on the topic of 'Employer Branding'.
An ‘employer brand’ is the externally held image and reputation of the employment experience within an organisation. This brand is crafted through the decisions management take regarding the employment experience and also through the interactions employees have with external stakeholders. A successful employer brand enables an organisation to attract and retain desired talent and empowers employees to deliver the desired ‘brand experience’ to internal and external customers.
Jean started this session by exploring the emergence of employer brands and the role they play in contemporary organisations. She offered insights, based on her research, into how the worlds’ largest organisations promote their employer brands within their annual reports and on social media. Attendees were guided to evaluate their own employer brand and to understand the steps they can take to craft and elevate the employer brand experience both within and outside the organisation.