Who Owns the Employer Brand? Asking the Question

From the early days of planning this book, it was clear a chapter on ownership was essential. In all Hodes's work on employer brands the debate around the stakeholder landscape has been a feature. We have learnt – sometimes the hard way – to ensure that discussions about the role of key influencers on the employer brand surface at an early stage, not least because mapping stakeholders, their relationships and networks is an essential element of any programme to define and manage the employer brand. But even with stakeholders carefully identified and bound into the challenge of defining and managing the employee deal, there is the tantalising question of who is ultimately responsible.