CIPD Study Finds Benefits in Linking Reward Programs to Company Branding

by: Nichole Gunn September 24, 2010

An April 2010 report titled Employer Branding and Total Reward from London’s Chartered Institute of Personnel and Development (CIPD) finds  that weaving a company’s branding and reward programs strategy “can help to position your company positively for the upturn.”(1)

Chartered Institute of Personnel and Development proclaims itself to be Europe’s largest HR development professional body with more than 135,000 members. It strives to enhance employee performance through strategies such as education and incentive.

The CIPD report consisted of “a survey from 44 organizations, a panel discussion and nine organization case studies, including Abbey, Bacardi, Malmaison and Hotel du Vin, McDonalds, Midland Heart and tw telecom.”

It is apparent from the study that communication plays an essential part of a successful business; it raises awareness of the rewards an organization offers. This is turn raises participation levels. Another finding of the study notes that rewards have the potential to influence the actions of employees, therefore “rewards should be linked to behaviors which support organization strategy.”

Another implication of the study is that non-financial rewards are an important factor in strengthening and supporting the brand, along with financial rewards. The finding also recommend that companies need to ascertain whether the particular reward strategy is beneficial and promoting the company brand.