Brand management will save you money, says RBS

HR must get on with the job of managing employer branding in order to save company money and retain key talent. This was the message from Greig Aitken, group head of employee engagement at the Royal Bank of Scotland Group, to delegates at the CIPD’s employer branding conference last week.

“There’s far too much written about employer branding and not enough time spent doing it,” argued Aitken. “People get stuck on who should take charge of employer branding, but who cares – as long as it gets done?”