The concept of a cultural brand, also known as an employment brand, is a rapidly evolving category. Historically, branding techniques have been applied to consumer-facing products and services, such as household items, sports apparel and banking. Because brands are capable of invoking a powerful connection with the intended recipient, the application of the Brand Proximity Index to the job candidate-prospective employer relationship is a natural progression.

Kenexa Brand Proximity

Our Brand Proximity Index offers considerable depth in helping companies discover their core culture that drives overall workforce transformation. Kenexa’s BPI, as well as our cultural branding services, can benefit all companies, regardless of size and complexity. By applying our proven methodologies and years of assessment expertise to the definition of a company’s cultural brand, we positively impact the success rate of an organization’s recruiting and retention efforts.

As an integral part of Kenexa’s Cultural Branding service, the Brand Proximity Index delivers an actual, scientific measurement that can be used in the pre-employment phase of the employee life cycle. The BPI can also be used with other organizational measures, such as employee engagement surveys, to measure a workforce’s ongoing alignment and commitment to the brand.

A company’s BPI is developed through a discovery program that includes a cultural branding study of a company’s corporate culture in order to communicate a deep understanding of its personality. Items that make up the BPI are then included in pre-employment assessments to help rank of how well the job candidate aligns with that organization.