Aligning reward with the employer brand strategy is crucial to retaining and motivating staff

Integrating reward strategy with employer brand will help employers put themselves in the best position for the upturn, new research reveals. According to the CIPD and Mercer, reward can influence employee attitudes and should be linked to behaviors that support organization strategy. Charles Cotton, reward adviser at the CIPD, said: "There are many benefits that can be derived from having a compelling employer brand that is supported by employee rewards, which is demonstrated in our interviews. Engagement can be enhanced by a brand that is demonstrably aligned to rewards as it provides an opportunity for companies to put their money where their mouth is in promoting desired corporate behaviors and image. Engaged employees who believe in the brand then promote the image more effectively to customers."

Chris Johnson, head of Mercer's human capital business, added: "All participants in this research agree that aligning rewards with the employer brand helps in attracting, retaining and motivating staff. It demonstrates the employer's financial commitment to the employer proposition, which in turn fosters a positive employee experience. In the long-term, branding and reward should become mutually supportive, ensuring authenticity within the organization."

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The above article was extracted from Skyline Talent  updates of Skyline College. Skyline College is amongst the top MBA delhi and BBAinstitutes in Delhi, Gurgaon (NCR).