Let’s make sure we’re speaking the same language

Here are some useful definitions for terms we often use when talking about HSBC’s offer to current and potential employees:

Our Employer Brand

Our employer brand is what people think and say about us as an employer – based on what we say and do, what others say, and what they actually experience when they interact with HSBC. This is heavily influenced by past and present employees of HSBC.

Our People Narrative

Our people narrative is the succinct articulation of what we promise and offer to our employees – past, present and future – and what we expect of them. This narrative sits right at the heart of our employer brand system and informs our approach to the three areas of activity that shape our employer brand (or reputation):

• Our employer products and services
  These are the roles, programmes, career paths, learning resources, policies, processes, benefits, rewards on offer at HSBC, defined by HR.
• Our employee experience
  This is the reality of what it feels like to work at HSBC, including first contact and on-boarding, leadership and management, our culture, and even exit.
• Our employer branding
  This is what we pro-actively say and do, usually through marketing and communications, to shape our employer reputation.

The below diagram shows how this all fits together