Introduction to the subject of Engagement and Employer Branding given by Katherine Morris, Principal Consultant at Holistic People at the Northamptonshire Branch of the CIPD. Also gave a presentation outlining the approach taken at RSA Insurance Group plc. Contact Holistic People for further information and support with your engagement and employer branding strategy.

1. Engagement and Employer Branding A Practitioner’s Perspective Katherine Morris Independent consultant & former group head of engagement RSA Insurance Group plc Northamptonshire Branch CIPD Meeting 28 September 2010

5. What is an employer brand? “ The Employer Brand is the strategic focus for everything we say or do as an employer that helps us to attract and retain talented people .

6. What is engagement? Put another way, an engaged employee understands what to do to help his/her company succeed, feels emotionally connected to the organisation and its leaders and is willing to put that knowledge and emotion into action to improve performance, their own and the organisations.” Source: Towers Perrin “ Employee Engagement is a measure of what people are thinking and feeling when they turn up for work, which in turn determines how much discretionary effort they are prepared to invest in their work.” David Croston, 2008 Employee Engagement: The ‘People-first’ Approach to Building a Business

11. “ If it is how the workforce performs that determines to a large extent whether companies or organisations succeed, then whether or not the workforce is positively encouraged to perform at its best should be a prime consideration for every leader and manager, and be placed at the heart of business strategy.” Source: The MacLeod Report Why focus on engagement?