Rueff’s approach exactly mirrored our research into what talented people were looking for in an organisation. Our research* has shown, receiving positive feedback, having senior people showing an interest in their ideas and personal development is a very important factor in why talented people stay with an organisation.

Here are some indicators of what talented people look for:

1. Is there a definable employer brand? Is this transmitted to all business partners, the local community, and in the broader global environment ?
2. Does the organisation actively demonstrate its values in the way that they conduct their business? Are they focused on CSR ?
3. Does this equally apply in the way that they handle their people? Is there an environment, which attracts potential employees to want to come and work for them, which also encourages and develops diversity?
4. Is there a clear strategy for developing talent? Are they committed to identifying and recognising talent at all levels in the organisation?
5. Do they have an infrastructure that allows individuals freedom to innovate, generate ideas and receive feedback?
6. Do they provide learning and development, which is focused, innovative and inspirational?
7. Is there a coaching and learning culture? . Do they give honest, open and supportive feedback on performance?
8. Do they embrace change, work flexibly, recognise and reward individual contribution? How do they recognise and reward exceptional performance?
9. Do they seek to be leading edge and an organisation that others benchmark against?
10. Have they implemented a process of continuous improvement and transformation?

Developing an employer brand can be a critical factor in creating a nurturing culture which enables individuals to give of their best, which in turn supports the organization in delivering it’s brand promise. As a holistic process it has a dynamic role to play in delivering true competitive edge.

About the Author:

Kaye Thorne is a well-known writer, branding expert and online media developer. She has worked with a number of corporate boards in developing either their employer brand, or supporting the creation of their brand identity. As co-founding Partner of the Employer Brand Institute she has helped develop an 'Employer Brand Audit', which measures all the key stages of developing an Employer Brand.

Kaye is also author of Personnel Today’s 'One Stop Guide to Employer Branding', one of only three global books on the topic. Among her other best selling books are: 'Managing the Mavericks'; 'Coaching for Change';'Everything You Ever Needed to Know about Training' and her most recent title 'The Essential Guide to Managing Talent'