What does an award-winning employer brand look like? You’re in the right place to find out.

The Employer Brand Management Awards 2019 were held last night in London. Comedian Kerry Godliman presented them  and you can find all of the winners listed below. Congratulations to everyone who was shortlisted and who won last night.

What is employer brand?

I describe it as your reputation and promise as an employer.

For those in internal communications, human resources, brand management or employer brand management, the Employer Brand Management Awards is a celebration of their work. It recognises the companies who make commitments to achieving the best for their employees and prospective employees.

This was the fourth time the awards have taken place to celebrate the best in employer brand management across Europe.

I’m going to be featuring one of the winners from last night in a future blog post on All Things IC, so do look out for that in the near future.

Further reading about employer brand on the All Things IC blog:

What does good look like?

Communicate magazine publishing editor Brittany Golob told me: “Entries ranged from those with long term, in-house employer brand management programmes to companies just beginning the journey toward a more successful corporate culture. And the results have been awe inspiring. Judges were impressed by the creativity and strategic insights of the award-winning work this year. But it was innovation that really caught their eyes.

“This year’s two big winners, SAP and Lazard with Hodes took risks in crafting exciting, unusual and engaging employer brand programmes. The former has developed its employer brand over many years and is now able to mix a bit of fun into the technology sector. The latter proved that diversity can be a game changer for a corporate culture.”

Local approach to a global brand
Others, like Axa and Odeon took a local approach to a global brand, emphasising the culture inherent in the business’ UK operations. Some focused on the use of creative solutions and uses of technology to respond to employer brand management challenges. Airbus used a multichannel approach but focused on radio, making a real impact with its employees. Similarly, VGZ worked with Proof to unveil an employee-generated rap that brought the company together and gained genuine traction. Proof also worked with Dura Vermeer, a Dutch construction company, on a punchy, loud and well-targeted recruitment campaign with impact.

“The winners of the Employer Brand Management Awards truly set the standard for excellence in the attraction, retention and engagement of employees,” says Communicate magazine publishing editor Brittany Golob. “Congratulations to all of this year’s winners! We’re pleased to celebrate your successes.”

The winners were announced and celebrated at a gala dinner in London last night.

Here’s the full list of winners:

Best alignment of the employer value proposition with corporate brand values
Gold – SAP
Gold – Sky Betting & Gaming and Chatter Communications
Silver – AXA and Tonic Agency
Bronze – Serco and Industry
Highly commended – Amplifon and Hodes (part of Symphony Talent)

Best communication of the employer brand to the external audience
Gold – Antoni van Leeuwenhoek (AVL) and Proof
Gold – Vodafone and Creed Communications
Silver – RPC and Tonic Agency
Bronze – Bupa Dental Care and Blackbridge Communications
Highly commended – AXA and Tonic Agency
Highly commended – AXA UK and ThirtyThree
Highly commended – Eurostar International Ltd

Best communication of the employer brand to the internal audience
Gold – VGZ and Proof
Silver – Arval UK and Synergy Creative
Bronze – Amplifon and Hodes (part of Symphony Talent)

Best short-term or one-off employer brand campaign
Gold – Lazard and Hodes (part of Symphony Talent)
Gold – Sodexo and Creed Communications
Silver – Five Guys and Chatter Communications
Bronze – Philips and IMA – Influencer Marketing Agency
Bronze – Sky and Hodes (part of Symphony Talent)
Highly commended – BT plc
Highly commended – CPM and Blackbridge Communications

Best diversity brand
Gold – Police Now and Tonic Agency
Silver – Sky and Hodes (part of Symphony Talent)
Bronze – Vodafone Germany

Best digital communication of the employer brand
Gold – Airbus and Hodes (part of Symphony Talent)
Silver – Royal Bank of Scotland and Tonic Agency
Bronze – AXA UK and ThirtyThree
Bronze – YouGov and Wiser
Highly commended – dnata and Creed Communications
Highly commended – SAP

Best use of social media in the management or promotion of the employer brand
Gold – SAP
Silver – Mars and Hodes (part of Symphony Talent)
Bronze – Thomson Reuters
Bronze – Unilever and Hodes (part of Symphony Talent)

Best employer brand management programme following changed mission, positioning or management
Gold – Dura Vermeer and Proof
Silver – AXA and Tonic Agency
Bronze – Serco and Industry

Best employer brand management programme following a merger or acquisition
Gold – Odeon Cinemas Group

Best employee experience
Gold – VGZ and Proof
Silver – Arval UK and Synergy Creative
Bronze – Univé and Proof

Best localisation of a global employer brand management programme
Gold – SAP
Silver – AXA and Tonic Agency

Best employer brand management event
Gold – Royal Bank of Scotland and Tonic Agency
Silver – SAP
Bronze – PwC

Best employer brand innovation
Gold – SAP
Silver – Vodafone and Creed Communications
Bronze – Shop Direct and Chatter Communications

Best ongoing commitment to employer brand management
Gold – Odeon Cinemas Group
Silver – SAP
Bronze – Babcock International Group and Blackbridge Communications
Highly commended – intu properties plc
Highly commended – Serco and Industry

Best employer brand management from the financial services sector
Winner – Arval UK and Synergy Creative

Best employer brand management from the healthcare and pharmaceuticals sector
Winner – Bupa Dental Care and Blackbridge Communications

Best employer brand management from the mining and extractives sector
Winner – The Weir Group and Emperor

Best employer brand management from the property, construction and facilities management sector
Winner – intu properties plc

Best employer brand management from the public sector
Winner – Serco and Industry

Best employer brand management from the retail sector
Winner – intu properties plc

Best employer brand management from the technology, media and telecommunications sector
Winner – SAP

Best employer brand management from the transport and logistics sector
Winner – Arval UK and Synergy Creative

Best creative execution of the employer brand
Winner – Lazard and Hodes (part of Symphony Talent)

Grand prix of employer brand management
Winner – SAP.

Well done to all the winners.

Rachel

Post author: Rachel Miller.

First published on the All Things IC blog 14 March 2019.

 

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