Establish a brand and relevant marketing

Create an “employer brand” that can help to attract and retain talented staff. The Chartered Institute of Personnel and Development (CIPD) states that a “strong employer brand helps businesses compete for the best talent and establish credibility”. Your brand should connect with your organisation’s values and must run consistently through its approach to people management. The CIPD has established a factsheet examining how to build an effective brand entitled “Employer branding: a no-nonsense approach”, focusing on four key points: discovery, analysis, implementation and communication. The concept applies to small businesses too.