Winners announced at first-ever virtual Employer Brand Management Awards 2020

Transform magazine is proud to announce the winners of 2020 Employer Brand Management Awards, which set the benchmark for excellence in field of employer branding. These winners are those businesses that are communicating most effectively with prospective employees and building a corporate reputation based on being a desirable employer.

With three Gold awards, two Silver and one Bronze, the AA in partnership with PeopleScout and TMP won ‘Best creative execution of the employer brand’ prize for its ‘Read for Anything?’ employer brand, designed with new technology to reach out to audiences that might not have considered the AA as a career destination. The Metropolitan Police and Tonic took home the ‘Grand prix’ award for their work on for their work on diversity recruitment and reputation management with its ‘Strong’ and ‘Do Something Real’ campaigns.

“There has never been a year like 2020. Companies have had to cope with furloughing and with redundancies, and employees have dealt with insecurity and fear and the all the many challenges that have come from working from home: from communications, IT, space and health and wellbeing,” says Andrew Thomas, publisher of Communicate magazine and founder of the Employer Brand Management Awards.

GVC and Ph. Creative swept up several bronze, silver and gold awards for the creation of its new employer brand ‘For the good of entertainment,’ which brings the whole company together as one team. Creed Communications also attracted the judges’ attention, receiving silvers, a bronze and a gold from a range of different categories, from ‘Best employer brand innovation’ to ‘Best employer brand management from the property, construction and facilities management sector.’

Winners were announced last night through a virtual awards event, the first in the awards’ five-year history. The full list of winners can be found below. Our call for entries in our 2021 programme begins on 2 November. To stay up to date on all the key dates and awards information, sign up for alerts here.

Best alignment of the employer value proposition with corporate brand values
Gold - Hearst and Chatter Communications
Gold - Mars and Symphony Talent
Silver - Vodafone and Creed Communications
Bronze – SAP
Highly commended - Rolls-Royce and Blackbridge Communications Ltd

Best communication of the employer brand to the external audience
Gold – Shell
Silver - Toolstation supported by That Little Agency
Bronze - GVC and Ph.Creative
Bronze - Nexans and Symphony Talent
Highly commended - Dixons Carphone and Tonic

Best communication of the employer brand to the internal audience
Gold - GVC and Ph.Creative
Gold - MyCSP
Silver - Mars and Symphony Talent
Bronze - MyCSP on behalf of Civil Service Pensions
Highly commended - Hammerson and Synergy Creative

Best short-term or one-off employer brand campaign
Gold - Metropolitan Police and Tonic
Silver - Rolls-Royce and Blackbridge Communications Ltd
Silver - The AA in partnership with PeopleScout and TMP
Bronze - Nexans and Symphony Talent
Highly commended - G4S and Creed Communications
Highly commended - The National Trust and ThirtyThree

Best diversity brand
Gold - Metropolitan Police and Tonic
Silver - Sussex Police and Tonic
Bronze - AXA UK and ThirtyThree
Bronze - Transport for London and TMP

Best digital communication of the employer brand
Gold - The AA in partnership with PeopleScout and TMP
Silver - GVC and Ph.Creative
Silver - Nexans and Symphony Talent
Bronze – Selfridges
Highly commended - Dixons Carphone and Tonic
Highly commended - RBS and Ph.Creative

Best use of social media in the management or promotion of the employer brand
Gold - Metropolitan Police and Tonic
Gold - The AA in partnership with PeopleScout and TMP
Silver - Rolls-Royce and Blackbridge Communications Ltd
Bronze - GVC and Ph.Creative
Highly commended - AXA UK and ThirtyThree
Highly commended - O2 and Chatter Communications

Best use of employer brand in customer marketing
Gold – SAP

Best employer brand management programme following changed mission, positioning
or management
Gold - Mars and Symphony Talent
Silver - Dixons Carphone and Tonic

Best employer brand management programme following a merger or acquisition
Gold - GVC and Ph.Creative
Silver - TPx Communications and Cielo

Best brand ambassador programme
Gold - Wiser
Silver – Elsevier
Bronze - The AA in partnership with PeopleScout and TMP

Best employee experience
Silver - Avgust and makelove

Best localisation of a global employer brand management programme
Gold – SAP

Best employer brand management event
Gold - GVC and Ph.Creative
Silver - MTS and makelove
Bronze - RBS and Tonic
Bronze - Sainsbury's and TMP
Highly commended - SAP

Best employer brand innovation
Gold - The AA in partnership with PeopleScout and TMP
Silver - Creed Communications
Bronze – SAP
Highly commended - DataArt

Best ongoing commitment to employer brand management
Silver – SAP
Bronze - MyCSP on behalf of Civil Service Pensions

Best employer brand management from the energy and utilities sector
Gold – Shell

Best employer brand management from the engineering and manufacturing sector
Gold - Balfour Beatty and SMRS
Silver - Jaguar Land Rover and Creed Communications
Highly commended - Nissan and makelove

Best employer brand management from the financial services sector
Gold - RBS and Ph.Creative
Silver - Assurant and Creed Communications
Bronze - MyCSP on behalf of Civil Service Pensions
Highly commended - Home Credit Bank and makelove

Best employer brand management from the FMCG sector
Gold - Mars and Symphony Talent

Best employer brand management from the food and beverage sector
Gold – McDonald’s and MJCC

Best employer brand management from the healthcare and pharmaceuticals sector
Gold - mydentist and SMRS
Silver - WellStar Health Systems and Cielo
Bronze - Elsevier

Best employer brand management from the professional services sector
Gold - Dentons and Tonic

Best employer brand management from the property, construction and facilities management sector
Gold - Places for People and Creed Communications

Best employer brand management from the public sector
Gold - Metropolitan Police and Tonic
Silver - Transport for London and TMP

Best employer brand management from the retail sector
Gold - Toolstation supported by That Little Agency
Silver - Dixons Carphone and Tonic
Silver - Sainsbury's and TMP
Bronze - Iceland and Creed Communications

Best employer brand management from the technology, media and telecommunications sector
Gold - Sky and Symphony Talent
Silver - TPx Communications and Cielo
Bronze - Hearst and Chatter Communications
Highly commended – SAP

Best employer brand management from the transport and logistics sector
Gold - Hermes and Creed Communications
Silver - The AA in partnership with PeopleScout and TMP

Best employer brand management from the travel, leisure and tourism sector
Gold - GVC and Ph.Creative
Silver - The National Trust and ThirtyThree

Best creative execution of the employer brand
Winner - The AA in partnership with PeopleScout and TMP

Grand prix
Winner - Metropolitan Police and Tonic