What Could Your Employer Brand Be Saying About You?
Most of the talk you hear about the importance of having a strong brand in business is geared towards customer perception. However if want to attract the best talent to work in your organisation then it’s just as important to look at your brand from the view of your employees.
When talking about your employer brand it’s important to separate the visual elements of the brand such as the company logo and stationary from the impression that’s given through the way you do business and the work environment. After all, the latter is what any current and future employees are going to care about most.
Your employer brand says more about your business than you might think. Your employees all have friends and family and will certainly discuss with them what it’s like to work for your business. For example, if you don’t have a nurturing work environment that encourages an open discussion of ideas then there’s a good chance that your employees are not saying great things about your business.
The Benefits of a Great Employer Brand
There are several key benefits to having a great employer brand, not least of which is driving a large pool of talent to choose from. There are certain companies that have a reputation for being great to work for, Google being a perfect example, because of their reputation in the marketplace as being a desirable employer.
It’s no coincidence that Google, and other high tech companies put so much emphasis on creating a relaxed working environment that’s conducive to creativity. It makes the best talent want to work there and results in the best ideas being put forward.
Another key benefit of having a strong employer brand is that it encourages loyalty from employees and makes them less likely to leave for one of your competitors. This is always important, especially if you work in a highly competitive industry.
Ways to Improve Your Employer Brand
When looking to improve your employer brand, there are certain key questions to ask yourself, such as :-
What is the current perception of your business from an employee perspective?
What are the key roles in your organisation and are you positioned to attract the best talent in these areas?
What elements of your organisation are most attractive to potential employees?
How can the work environment be improved to make it better for employees?
By looking at these questions and answering them honestly, you can create a clear plan of action for how your employer brand can be strengthened. The key to improving your employer brand is to view your business through the eyes of a potential employee.
If a candidate were to come to your premises, would they be impressed by the way things are run and how they are treated in interviews etc? If not then this is the first thing to address. Some simple changes here can go a long way to encourage referrals of new employees.
Ultimately, a great employer brand will not only help you to attract and retain talent but it will create an environment where employees want to perform at their best for your business, which ultimately leads to greater success and an improved bottom line.