Practical tools to measure the output of HR Intangibles like human capital create a lasting competitive advantage. But how can the HR ma...

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Analysis of the HR priorities of employers across Europe by the CRF Institute is showing the first signs of economic recovery. In June 2009 50% of surveyed employers focused primarily of engagement of their staff. 31% indicated that retention was their key priority and at that point a mere 19% said that attraction of new staff had their main focus.

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Testing times like these are providing HR professionals with probably their greatest challenge. Engagement of employees is pressured, when it is needed more than ever. “A great opportunity for the HR leader to stand up and really make a difference”, states Magdalena Kusik, project manager for Top Employers Polska. “HR leaders don’t realise how much their contribution is needed now and communication is the key.”

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Why do organisations need to continue to invest in their employer brand in tough economic times? In the past years, many Top Employers invested seriously in employer branding. The question now is whether there is room to minimize these expenses in a time where recruitment has gotten a lower priority in many organisations.

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