Indeed, integrating employer branding and reward strategies can help to position businesses positively in preparation for an economic upturn, the body suggests.
Implications drawn from the research – produced in association with Mercer – for HR departments included the ability of rewards to influence employee behaviour, with communication seen as a crucial way or reinforcing the employer brand by raising awareness.
Furthermore, although financial rewards have an important role to play, non-monetary benefits can also be effective.
Chris Johnson, head of Mercer’s human capital business, said: “All participants in this research agree that aligning rewards with the employer brand helps in attracting, retaining and motivating staff.”
The CIPD recently claimed that there is a strong case for businesses to provide flexible working for their employees.
Posted by Hayley Edwards
