BBC uses employer brand to tackle Russell Brand scandal

Managing the BBC’s employer brand has been vital in the creation of “a BBC in the north”, while at the same time helping to negate the “Russell Brand effect”.

Madeleine Abdoh, head of employee brand at the corporation, said that the BBC’s restructure – which is seeing large-scale movement of jobs out of London and into other places, including Manchester and Edinburgh – was crucial to creating “hubs of specialism” where workers were clear about their role within the wider organisation. “We don’t want people to feel they are losing out – we want them to feel they are gaining by moving to these specialist hubs,” she said.