Attracting and retaining the best staff has never been more important, complex, or expensive. Good people are in short supply, and the cost of the best people is increasing. Attracting and retaining the best people is about more than just remuneration. Indeed, research shows that – investing in an employer brand can reduce employee turnover by 28%. Research suggests that branding is equally important as remuneration – with 84% of job seekers saying that the reputation as an employer is important to them. Moreover, 50% of job seekers say they wouldn’t work for a business with a bad reputation – even for a pay increase. Central to a good reputation is a strong brand, and central to a strong brand are the business’s mission and values. The best people want to work for brands that share their values. Employees who say their employer’s mission, vision and values align with their own are 45% more likely to recommend…