The Employer Brand
Keeping Faith with the Deal
Telling it straight.
Brand theory is rarely an easy read. All those arcane distinctions between brand promises and propositions, recall and recognition. One of the appeals of Bernard Hodes’ employer brand (EB) theory was its simplicity. At the heart of the employer brand is an unwritten deal: employers offer their people opportunities, development and rewards – expecting certain things in return. Effort, engagement and energy for a start.
The theory’s appeal was well-proven. Under the guidance of its CEO and lead consultant, Helen Rosethorn, Hodes, a specialist employer brand agency, had completed major EB projects for leading global businesses. Nestle, GSK and Anglo American, amongst others, had all benefitted from Hodes research-led approach. With more than a decade of leading the way in this space, the agency had a wealth of insights and examples to share with prospects and practitioners. The question was how best to do this?
Words of wisdom.
Writing a book was the answer. Helen and the senior Hodes team had a deep pool of knowledge about the growth of EB, its applicability, measurement and expression. It fell to me to give it shape and pace. As the book’ editor, I established its straight-forward, jargon-free tone and made sure the agency’s rigorous research translated into readable insights.
Consistency and clarity were the biggest challenges. With a central spine of case studies contributed by senior HR and comms execs, the manuscript was rich in practical examples for practitioners. However it was a mash-up of individual writing styles. I added pace, an engaging, professional tone that carried throughout, consistent formatting, and short-cuts for scanning readers.
Required reading.
The book was a great success from the day it hit the shelves. And that day in itself was something special. Lord Coe was the guest speaker at the book launch, joining Wally Olins, who wrote the foreword, as a key celebrity endorser. Together, they gave the book the best possible start, which has evolved into a strong reputation within the employer brand world.
Today, Keeping Faith With The Deal is required reading amongst EB practitioners. A go-to texts for HR and comms professionals embarking on any form of people brand change, it’s widely appreciated for its clear advice and accessible examples.
