CorpComms Magazine

Creating a reward structure that recognises employees' engagement with their company brand and strategy creates a healthy business, better positioned to capitalise on an economic upturn, according to a new report by the Chartered Institute of Personnel and Development, 'Employer Branding and Total Reward'.

The report drew on a survey of 44 organisations and nine company case studies, including those of the recently rebranded bank Santander UK, housing association Midland Heart, hotel group Hotel du Vin and fast food chain, McDonald's.

The findings suggest that communication of company ethos from a management level is vital to creating employee engagement with a brand and that both financial and non-monetary rewards can be highly effective in reinforcing company values.

The institute encourages businesses to check this reward model is engaging employees and adding value to the business by enhancing its image or improving employee performance. It recommends monitoring results with performance management data and analysis of business metrics such as customer service or potential budget reductions.

Charles Cotton, reward adviser at the CIPD, said of the carrot model: 'It provides an opportunity for companies to put their money where their mouth is in promoting desired corporate behaviours and image. Engaged employees who believe in the brand then promote the image more effectively to customers.'

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