As a father of two children – one in high school and one in junior school – I often get frustrated with some of the subjects that they are being taught in school. When I ask my kids how their school day went, I often get the reply of ‘borrrrrrring!’ and ‘I don’t see why we have to learn about…’ now you can insert the standard things we all probably said as a student here – for example; Shakespeare, algebra, drama, religion, and dance. Yes, we have all been there, but on reflection these WERE things I said as a child, and I am over 30 years out of high school. So what has changed? Well, the world certainly has, our approach to life certainly has, and the world of work and the roles within it are completely different. So why has The National Curriculum for England, which the Education Reform Act first introduced in 1988 not re-focussed its priorities in line with societal needs?

Companies with a strong employer brand see 50% more applicants (Source: LinkedIn) compared with those who don’t. But what is employer branding and why is it different from a company brand?

In reality, both employer brand and core brand are interlinked – but they do have autonomy. Whilst your core brand should reflect your business and its objectives, it should also resonate with your consumer audience. It should give them a compelling reason to believe what you have to say is true and should reflect the whole buying experience: from online research, to customer services, to product and aftersales.