Employer Brand Monitor

Strong employer brands matter to performance

Organisations need to understand how they are currently perceived by the talent they want to attract, what is their external employer reputation and how do they compare with their competitors.

In addition, they need to know what talent wants and expects from an employer and how well aligned their employer brand is with these needs. This enables them then to proactively build a strong employer brand. One that is rooted in their own internal culture and identity. The employer brand then forms the basis for all recruitment communications.


The research

The research will initially focus on Underwriters, Brokers, Claims and IT talent. We will extend coverage to other business support functions based on demand. We expect to quickly extend the report across geographies. We will not focus on graduate recruitment as we believe that is amply covered in other well-established studies.  


The Report

The Report will deploy a universally applicable set of employer brand and reputation measures as well as attributes measuring the external perceptions of an organisation’s social and cultural environment. This enables like-for like comparisons across functions, roles, gender, career stage (e.g. Future Leader) and others. It will also identify the most effective communication channels to reach key talent groups with recruitment-related communications.

The Employer Brand Report will provide Board level decision-makers with at-a-glance views of how their reputation and brand as an employer is performing relative to competition among the talent critical to their organisation’s future performance.


Why an insurance Employer Brand Report?

There are several important reasons why data on insurer Employer Brands is important overall and now in particular:

  • The insurance industry is large but highly specialised with a vast interdependent distribution chain. General industry studies will not get the targeted evidence with key groups that insurance businesses need to base decisions on. The Gracechurch study will have recommendations tailored to those specifics and linked to commercial metrics so that organisations can assess the bottom-line impact of investing in the Employer Brand. Gracechurch is uniquely placed to provide these aspects to London Market businesses initially, followed by international insurance talent hubs.
  • The industry is transforming, and the largest businesses compete on being able to attract the best talent, be that in business development, technical underwriting, claims broking and adjusting, actuarial and many other functions. Data will help business to understand how appealing their brand is to the best talent and what they need to change to make it more so.
  • Through COVID-19, businesses have had to expect a lot from and manage their people effectively in a challenging situation; looking ahead, employees will be looking to choose employers who can offer a safe and secure working environment as well as one in which they can thrive career-wise. Data will help employers to understand these changing needs and adapt accordingly.

Have your say

Sign up here to receive a unique access link to the survey to get access to the Report when we have completed the research. The survey is confidential and should take around 10 minutes to complete. 

Once you have signed up you'll receive an email in your inbox with further information. (Please be aware that this can take up to 1 hour to come through).

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