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IoIC is launching a new initiative called the Employer Brand Audit – a research diagnostic tool to measure the internal and external perceptions of organisations.

Developed in partnership with the Centre for Brand Analysis, it will be unveiled at the Employer Brand Management conference in London today (Wed Dec 9).

“The Employer Brand Audit is a neat, simple tool that’s based on six factors and can show any organisation how their brand is perceived and experienced inside the organisation – and benchmarked against external perceptions,” explains Jennifer Sproul, IoIC’s head of commercial.

“The aim is to drive growth through understanding and enhancing internal brand equity – it will boost productivity, talent attraction and retention.”

The importance of the employer brand to organisational success is rising up the corporate agenda, with a growing fight to attract and retain talent that delivers on brand promise.

The link between the internal and external brand perceptions and its impact on customer experience, sales and business performance is becoming more evident and vital for organisational success.

The Employer Brand Audit has been developed to help organisations address this challenge, providing a unique assessment and insight on where an organisation’s brand is positioned within their employees’ and customers’ minds - and an official ‘kitemark’ to position organisations with an employer brand differentiator.

The diagnostic tool assesses an organisation’s brand across six key factors:

  • Mission for motivation
  • Standing for status
  • Engagement for encouragement
  • Benefits for buy-in
  • Delivery for dependability
  • Impetus for incentive

The Employer Brand Audit will be fully launched in 2016. Anyone interested in taking part or receiving more details should email [email protected]

More details on today's Employer Brand Conference, including how IoIC members can get 15% discount on tickets, is available here
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