What is it and why it is more important than ever?
Have you ever considered that what people think about your company could affect your bottom line? Did you know top-performing employees pay attention to your company’s employer brand?
What does employer brand mean? The Society for Human Resource Management (SHRM) defines a positive employer brand as one that encompasses an organization’s mission, values, culture, and personality. A positive employer brand communicates that the organization is a good employer and a great place to work. Employer brand affects recruitment of new employees, retention and engagement of current employees, and the overall perception of the organization in the market.
The market for recruiting and retaining top talent is very competitive. To be the employer of choice, you need to pay attention to what people are saying about you! In fact, most people would not apply for a job (or stay with a company) that has a bad reputation among former employees or the public.
The way you tell your corporate story (your marketing) and how you treat your employees must be one and the same — if you are going to talk the talk, then you must walk the walk. With so many communication mediums available, it is easy for an employee to tell the world about their experience working with you. If the employee experience doesn’t live up to what you are saying about being the employer of choice, it won’t matter how much you are investing in marketing.
What makes your employer brand stand out?
It is all about what they are saying about you. While many employees rank salary and compensation as their prime motivator, money is not enough to attract top talent or to keep your existing employees happy. It is not only about compensation, it is also about the employee experience.
Here are some of the top things employees want from their employers:
- Trust and respect — This must be mutual; your employees won’t respect you if you don’t respect them. They want to know you trust them to do the work you hired them to do.
- Transparency and honesty — Be clear and open, they just want to know the truth.
- Clear goals and expectations — Simply put, they want to know what they are supposed to be doing.
- Accountability and responsibility — More than ever, employees want their work to have meaning. They want to contribute to your organization’s success and to make an impact. Meaningless work is not motivating.
- Recognition and praise — Everyone wants to feel appreciated. When your employees are working hard for you, let them know you appreciate their efforts!
- Learning and professional development — Investing in employees is a win-win. Growth potential is a key priority for employees. They will appreciate that you are investing in them, which means they will feel invested in you.
What happens when you invest in your employees and your employer brand?
Your recruiting and hiring costs go down.
- When your retention rate goes up, you don’t need to invest in recruitment — your employees are staying!
- When you do need to hire, your employees will recruit for you. They LOVE working for you.
- When you have a reputation as a great employer, more quality applicants want to work for you!
Your employees perform better.
- They are committed to working with you and motivated to do a great job!
- High retention equates to retained knowledge and experience.
- You attract top performers.
You boost your organization’s reputation.
- Aspiring employees want to work for organizations that are highly respected within their industries and by their employees.
- Because increased use of social media has led to communication on public forums being easily accessed by all stakeholders (internal and external), it can have a negative or positive effect on public perception about your company with little or no control. You want to ensure it is positive.
Is your organization making an unforgettable impression?
Only organizations that have a positive employer brand can attract, hire, and retain top talent.
What are people saying about your employer brand? I would be happy to have a conversation and share my insight about employer branding. Feel free to reach out.