Employer brand management requires a host of organisational factors working in tandem, from HR to IC. Yet successful implementation of the employer brand allows for an organisation to unify its communications by attracting future staff, taking care of current stakeholders and ensuring consistency of brand strategy across the organisation.

The second annual 2017 Employer Brand Management Awards continues to recognise the evolution of employer brand management in a corporate context. Through ongoing commitments to employee engagement, diversity and innovation, the awards showcase excellence across several touchpoints in the burgeoning area.

This year’s shortlist brings to life yet another year of collaborative work, recognising a calibre of projects tipped to succeed in wide ranging categories, from localisation to innovation. The Employer Brand Management Awards introduces six new categories to the 2017 programme, including ‘Best alumni programme’ and ‘Best localisation of a global employer brand management programme,’ to name a few.

Last year’s awards saw the accolade of ‘Best ongoing commitment to employer brand management’ awarded to Odeon and Synergy Creative, cultivating an attractive and engaging project that encouraged employees to go beyond the standards of customer service. Similarly, ING was awarded ‘Best management of employer brand through major corporate change,’ evoking the struggles of the financial crisis and how employer branding remains a necessary component of wider organisational success.

With a judging panel comprised of distinguished professionals hailing from a variety of organisations, this year’s judging process thoroughly examined the best in employer brand communications. From talent acquisition to engagement and retention, understanding the varied and dynamic execution of employer branding is central to the awards scheme. This year’s shortlist celebrates the most diverse selection of award-worthy projects across the board.

Katie Jones, EBMA judge and head of IC and engagement at Parkinson’s UK, says, “It’s so inspiring and heartening to see so many organisations recognising the value of their people – and pouring time and resource into attracting and motivating those who hold the key to personal and professional success. From the local councils to global household names, the approaches were arresting and compelling, with results that prove it.”

The shortlist features a collection of successful campaigns, projects and events from various sectors. Frequenting the list, the Army’s work with Tonic Agency featured in several categories, including ‘Best communication of the employer brand to the external audience’ and ‘Best digital communication of the employer brand.’ Equally, ING Bank's recognition programme saw it earn places on the shortlist in categories like 'Best employer brand innovation' and 'Best employer brand management programme following changed mission, positioning or management.'

Jonny Briggs, EBMA judge and group head of talent acquisition at Aviva, says, “The volume and quality of entries this year was even better than what was a great debut year in 2016. I was impressed by the variety of the entries and how all the firms demonstrated how important they value their employer brand. All the entries merited discussion and there are some extraordinary close categories where no one firm stood out, due to the high quality of the entries.  Innovation was the clear winner, organisations are clearly recognizing that the status quo will leave them behind, the continuous development of employer brands is key to continued success.”

The ceremony is set for 25 April at the Gibson Hall in London, to reserve a table for the evening click here. For further information on the awards programme, contact Brian Donnelly or call +442074987008.

This year’s Employer Brand Management Awards shortlist is as follows:

Best alignment of the employer value proposition with corporate brand values
HomeServe and WPA Pinfold
ING Bank
Lewis Silkin and Living Group
SAP
Trustford and CA3
 
Best communication of the employer brand to the external audience
Benefit Cosmetics and Havas People
Dixons Carphone and Hodes UK
McDonald's and ThirtyThree
Police Now and Tonic Agency
Rotherham Metropolitan Borough Council and Emperor
The Army and Tonic Agency
 
Best short-term or one-off employer brand campaign
Bard EMEA and Creed Communications
Compass Group and Blackbridge
Philips
The Army and Tonic Agency
Unilever and Hodes Uk
 
Best communication of the employer brand to the internal audience
AB InBev and MSL Group
Dixons Carphone and Hodes UK
HomeServe and WPA Pinfold
ODEON and Synergy Creative
SAP
 
Best diversity brand
Airbus and Petrus Communications
Ericsson and Talent Works
SAP
 
Best digital communication of the employer brand
ING Bank
Johnson & Johnson and Omobono
Police Now and Tonic Agency
The Army and Tonic Agency
Unilever and Hodes UK
 
Best use of social media in the management or promotion of the employer brand
AB InBev and MSL Group
Dixons Carphone and Hodes UK
The Army and Tonic Agency
Unilever and Hodes UK (PutitRight)
 
Best use of the employer brand in customer marketing
RunMyProcess and Pixledot
 
Best employer brand management programme following changed mission, positioning or management
ING Bank
Philips
Police Now and Tonic Agency
SAP
 
Best employer brand management programme following a merger or acquisition
Assurant and Creed Communications
Paysafe
 
Best alumni programme
Airbus and Petrus Communications
Barclays
SAP
 
Best brand ambassador programme
Benoy and Hodes UK
Dell
Johnson & Johnson and Omobono
Paysafe
Unilever and Hodes UK
 
Best localisation of a global employer brand management programme
Amplifon and Hodes UK
Mars and Tonic Agency
SAP
Wagamama and Talent Works
 
Best employer brand management event
Airbus and Petrus Communications
EE and DRP
Just
SAP
The Army and Tonic Agency
 
Best employer brand innovation
ING Bank
SAP (Assessments)
SAP (Cartoons)
 
Best ongoing commitment to employer brand management
Cook
Dixons Carphone and Hodes UK
Odeon Cinemas
SAP
 
Best employer brand from the charity/NGO/NFP sector
Police Now and Tonic Agency
 
Best employer brand from the engineering & manufacturing sector
Airbus and Petrus Communications
Edwards and Home
Laing O Rourke and Wardour
 
Best employer brand from the financial services sector
Assurant and Creed Communications
ING Bank
LV= and ThirtyThree
 
Best employer brand from the food & beverage sector
McDonalds and ThirtyThree
Wagamama and Talent Works
 
Best employer brand from the healthcare & pharmaceuticals sector
Bard EMEA and Creed Communications
HCA Healthcare and Blackbridge
mydentist and Creed Communications
 
Best employer brand from the professional services sector
Lewis Silkin and Living Group

Best employer brand from the public sector
Rotherham Metropolitan Borough Council and Emperor
The Army and Tonic Agency
 
Best employer brand from the retail sector
Trustford and CA3
 
Best employer brand from the technology, media & telecommunications sector
RunMyProcess and Pixeldot
SAP
 
Best employer brand from the utilities sector
HomeServe and WPA Pinfold