Just what is employer brand? And how does HR go about building it? We visited one major DIY retailer to hear about their approach, and got an overview of the CIPD’s research on this burning issue. We speak to Deborah Fernon, CIPD organisation and resourcing adviser, who’s led the CIPD’s research on employer branding. We also hear from Nathan Clements and some of his colleagues at B&Q about how the project has been introduced into their company.