The acquisition, retention and actions of both employees directly fuel a company’s bottom line. In line with this, a distinct employee economy is emerging, with a growing focus on the people at the heart of the company and a constant re-evaluation of how best to work with them. In the new employee economy, we see the development of strategies to make the most of this valuable resource and compete successfully for the very best of talent.  All of which begs the question: how can a company stand out in this emerging economy, and attract and retain the right people?

Anita van de Velde, Managing Director of executive search firm DeVelde International, recently set out to explore this and other related questions about the employee economy: her search for answers led her to a spectrum of companies and agencies including Kimberley-Clarke, Microsoft, ABN AMRO, DSN, Tata Consultancy Services, HEINEKEN and Edelman. To mark the launch of her white paper, The Employee Economy, Communication Director and the European Association of Communication Directors spoke to Anita about her research and asked her what companies can do to identify their employer brand and what role communications leaders play in the employee economy. Watch the interview below: