The Chartered Institute of Personnel and Development (CIPD) has launched a guide to employer branding.

Employer branding: a no-nonsense approach features case studies from leading organisations, British Library, Diesel, Kings College NHS Trust, Lakeland, Orange and ScottishPower. It illustrates why and how they have developed and communicated an employee brand.

The step-by step guide discusses some of the challenges that businesses implementing a brand might face and suggests how to overcome them.

Rebecca Clake, CIPD organisation and resourcing adviser, says: “In their quest to be an ‘employer of choice’, many organisations are recognising the potential of employer branding as a concept. There is a real opportunity for employers to use some of the techniques associated with branding and marketing, to understand how the organisation is perceived by current employees and the external labour market.

“However, employer branding is not just about recruitment. It’s an opportunity to gather intelligence to help employers better understand what makes people stay with their organisation, and be prepared to go the extra mile.”