Andersen’s lasting Employer Brand Impact

Bradley Savoy April 9, 2008

For almost two years this article has been one of the top ones read and emailed on Consulting Magazine. Having been with Andersen myself, I share many of the perspectives from the author. Andersen was a phenomenal organization, and I will always hold my experiences there in high regard. It’s been a long time since I’ve found an organization that resonates with me the way Andersen did, and fortunately Hodes is one of those.

When I read the article many emotions washed over me, but considering the work I do now a prevalent one emerged:
How the author still views the Employer Brand that Andersen embodied, and how it has stayed with her years later.

As an organization embarks on the mission of crafting their employer brand and employment value proposition, they aspire to have a brand that resonates across boundaries, and is truly tied to the people and the dynamics of the organizations culture and the values that define it. The author articulates the brand of Andersen in this way:

What I learned at Andersen is that regardless of how young or inexperienced employees are, you trust them; treat them with respect; give them responsibility, guidelines, and good coaching; and expect the best of them.

The brand of Andersen obvisouly still resonates strongly with Karen. Would your organization’s brand hold true from the moment someone considers employment through years of tenure, and departure? How would you measure it, and ensure that what you are communicating is resonating consistently? Would you have a Brand Ambassador such as Karen or other current and even former employees that would praise their experience as Karen has?

An organizations brand experience is the most critical aspect to ensure attraction and retention of human capital. It should be built to last.

Posted in Employer Branding