efine employer brand as ‘…a set of attributes and qualities, often intangible, that makes an organisation distinctive, promises a particular kind of employment experience, and appeals to those people who will thrive and perform best in its culture’. They also note that all employers in some way brand themselves to allow them to stand out in the labour market. A good employer brand helps an organisation compete for talent and retain and engage employees.
Currently, DCK are looking to rebrand themselves. To do this, a new logo has been developed and the organisation has renamed from DCK Concessions to DCK Group. This is as a result of DCK branching out to design and create other fashion items, such as bags, umbrellas and clothing (rather than solely focusing on jewelry). To promote this across the organisation and in the recruitment market, new letterheads have also been made, alongside a new website and social media accounts.
Question 3
Workforce Planning
Workforce planning is an organisation-wide concept and is an instrument to establish staffing levels and help organisation budgets; enabling the company to meet its objectives. It is about producing information and then analysing that information to advise on future demand for employees and skills. This is then translated into a collection of actions that will build on the existing workforce. Workforce planning involves “getting the right number of people with the right skills, experiences, and competencies in the right jobs at the right time”
Human Resource Planning, A Strategic Approach to Employment, Sharma, 2009
There are two types of workforce planning: hard and soft. CIPD (2018) Hard workforce planning is based on quantitative analysis, predicting how many employees, with what skills, are expected to be needed. Soft workforce planning ‘is more explicitly focused on creating and shaping the culture of the organisation so that there is a clear integration between corporate goals and employee values, beliefs and behaviors’ (Marchington and Wilkinson, 1996). It’s about finding a strategy within which information can be considered.
