Recruitment Grapevine: Creating Employer Brand: Integrating Image into Recruitment

Andy Curlewis, Cielo’s Director of Brand, Digital & Communications, was featured in the February 2015 issue of Recruitment Grapevine. This article stresses the importance of having an effective and authentic employer brand, but admits that many companies do not and don’t know how to go about creating one. Curlewis offers his expert advice and suggestions for companies to begin the process of creating their own employer brand.

Excerpts from the article:

Andy Curlewis, Director of Brand, Digital & Communications at Cielo Talent, believes there is a lack of understanding as to what could be achieved. "[Employer brand is] a buzzword at the moment," he says. "There is often a lack of understanding as to what it really is, but more importantly why we should be doing it at all and if we are doing it, what business outcomes we need to be aiming for? Quite frankly some of the things I've heard people say have been terrifying."

So your organization has decided to invest in its employer brand – what is the best strategy to take? Curlewis believes it is vital to make sure that ownership of the project is in the right hands. “A good strategy, first and foremost, is to make sure that is it owned by the correct people,” he says. “This isn’t going to be the same with every company, but to be truly successful, it needs to start at the top so someone at the CXO level being the senior sponsor for it, ideally the CEO or COO with accountability sitting with Talent and Marketing.”

There is no one-size-fits-all employer brand strategy that an organization can just pick off the peg and suddenly see its image improved and solve any issues, recruitment or otherwise. “It’s horses for courses – the business drivers and where this requirement comes from,” adds Curlewis: “More often than not, these initiatives will start because something is wrong somewhere, we’ve got an issue with attrition or we can’t hire the talent we need, or our customer feedback indicates our people are not engaged.”

For these problems to be solved you can’t just go to the marketing team or an agency and ask them to make your company sound like the “bees knees”. If an employer brand goes wrong it can seriously hurt your reputation.

“We all know examples of companies that develop what the call an employer brand, which is in fact a recruitment brand,” says Curlewis. “The danger is to go to the marketplace making all sorts of promises, telling candidates what a wonderful place this is, whereas actually everyone knows that this isn’t so. The digital age is one of increasing transparency and scrutiny where candidates and employees will not only comment on the reality of your career experience, but share and make decisions on these comments. A reputation takes a long time to build but a very short time to lose, so if you’ve lost that trust, you’re very much on the back foot.

“Employer brand is often a construct that is used in recruitment or talent acquisition, however it’s not only about the entire career experience, it’s also an important construct for marketing and indeed sales – especially where you are selling to and hiring from the same group of people. So, getting people to join is one thing but convincing them to stay and inspiring them to do great things, well surely that’s the most important piece.”


To read the full article, including case study material from Shell, visit: