CIPD Online, June 2015
Jobseekers increasingly consider employer brand before applying, finds survey. A fifth of workers across the UK have been ‘embarrassed’ or ‘ashamed’ about the industry they work in or company they work for, a survey from the Public Relations Consultants Association (PRCA) has found.
The most common reason for this ‘workplace shame’ felt by employees was that the organisation treats its employees badly (35 per cent), while one in five (22 per cent) said their company wasn’t trustworthy, the survey revealed. The online survey of more than 2,000 adults conducted by Opinium Research on behalf of PRCA found that an increasingly negative perception of an organisation could have an impact on its recruitment success.
A company’s reputation is one of the top three most important factors for British people seeking new employment – after pay, and the level of stimulating work available. A third of respondents said that employer reputation was more important in their choice making than flexibility at work, benefits, culture or location. Respondents to the survey said they would be put off an organisation if it had a reputation for ‘ripping off’ its customers, received negative media coverage, or faced political or legal scrutiny.
John Lewis, Marks and Spencer, Virgin and Apple scored highly as organisations that had great employer brands. Commenting on the survey, Tony Langham, chairman of the PRCA, said: “The reputation of an industry or an organisation is integral to those who work within it, and to some people it is crucial to who they are prepared to work for.Read Full Article