ORC International Debuts Employer Branding Framework

Business intelligence firm ORC International has launched Employer Branding, a three-dimensional framework to help clients engage existing and potential employees and create differentiation from the external marketplace.

The framework aligns branding on three attributes - the extent to which it is distinct, attractive, and authentic - to help organisations create a positive image of their reputation, value proposition and overall work environment. ORC says the alignment provides an 'inside-out' and 'outside-in' view of the brand, with the goal of strengthening it in the eyes of potential job seekers, as well as further engaging existing employees. Combing the approach with a collective effort from HR, recruitment, marcoms, customer insights, and senior leadership, along with external research and creative agencies, the firm says employers will be able to map their brand potential, develop their brand story, activate internally, and share with the external world.

Matt Roddan (pictured), SVP of Employee Research, comments: 'With two-thirds of organizations finding it more difficult to fill vacancies than a year ago, CEOs are focusing on employer branding to help attract, engage and retain the best talent. Securing long-term recruitment needs, differentiating from the competition and building brands locally and globally are critical objectives to employer branding and, if done right, could play an important role in an organization achieving their growth ambitions'.

Web site: www.orcinternational.com .