- Amanda Dormehl


and by constantly improving on their own methodologies to support organisations in building, measuring employer branding that is consistent with the organisations’ corporate brand.


The CRF Institute has an explicit confidentiality agreement with all participating organisations and Grant Thornton audits all data capturing and final results before the final ratings are determined.


At the 2012/2013 Johannesburg launch Johann Labuschagne, CRF Institute Global Accounts Director, told Management Today magazine, “Internationally increasingly more organisations are strategically being driven by a clear employer brand strategy. Companies strive to understand which policies are required to attract, retain and engage the best talent in order to achieve the organisational business objectives. Companies want to


understand which offerings are required by talented employees that will attract them, and thus need to align the companies’ employer offerings to match these needs.


Based on the 2011 benchmark report in


Europe, trends indicate that salary and car is not the most important reason for being employed. Trends indicated that employees want to be able to select their own benefits, and career development and training play a major role in determining the attractiveness as an employer.


We have seen that organisations that have been certified as a Top Employer Europe are proud of the achievement. Increasingly we see that they use the research data to better understand their EVP and will strategically realign their HR policies to ensure that the employer benefits are in line with what the top talent requires”.


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