Before the popularity of employee branding, most companies were not particularly keen on showcasing their culture. Most people relied on stories and gossip to get an idea of what it was really like to work at a company. Some brands even had strict social media policies that prohibited their employees from sharing any work-related content on their social networks.
This shawl of mystery would have worked well for brands who wanted to avoid close scrutiny of their operational behaviors; whether it was a CEO screaming at assistants in a Devil Wears Prada-esque style, or a manufacturing company working under the guise of ‘green planet champion’ all the while disposing waste into the rivers.
C-Suite leaders’ role in employee branding
The C-suite including CEO, COO, CHRO, and other top executives, set the tone for the company culture and values. C-Suite executives serve as the company’s ambassadors to employees and external stakeholders. But the buck no longer stops just with them.
In recent years, most brands have realized the importance of showcasing and promoting a positive company culture through employee branding. Whether to attract top candidates or boost staff morale and productivity, most C-suite leaders have discovered how pivotal employee branding is. By harnessing its power, you as a C-suite leader can leverage the most valuable asset in your company—your workforce—to enhance your organization’s external reputation and foster a strong internal culture.
What’s employee branding and why is it important?
Employee branding is about promoting and highlighting the unique attributes, values, and culture of your company through the stories and experiences of the employees.
Simply put, it’s about getting employees on board with the values that your brand stands for and the type of business your company engages in. When done correctly, this translates to employees organically talking about the brand through word of mouth and social advocacy.
According to a survey by Glassdoor, 92% of employees would consider changing jobs with no salary increase if the opportunity was with a company that had an excellent reputation. Moreover, the same Glassdoor survey reported that up to 86% of job seekers would not consider working for a company with bad social standing. Such is the power of employee branding. Organizations with positive employee branding enjoy the benefits of an engaged and motivated workforce willing to advocate for the company.
65%
of employees would consider changing jobs with no salary increase if the opportunity was with a company that had an excellent reputation.
Source: survey by Glassdoor
Moreover, the same Glassdoor survey reported that up to 86% of job seekers would not consider working for a company with bad social standing. Such is the power of employee branding. Organizations with positive employee branding enjoy the benefits of an engaged and motivated workforce willing to advocate for the company.
How can employee branding help your company?
Employee branding is not just about marketing your company to potential recruits or customers. It’s about creating a culture that attracts and retains the very top talent, fosters engagement and loyalty of your team, and most importantly, enhances your company’s reputation.
Employee branding vs. employer branding
Two terms often intertwined, employee branding and employer branding in practice, serve distinct purposes in an organization.
Employer branding is a strategy a company can employ to make itself appealing to current and prospective employees, and solely focuses on recruitment and retention, and is more directed and controlled by your organization.
Employee branding on the other hand, is more organic and driven by your employees. And while employer branding is more strategic and long-term, employee branding is more tactical and short term.
Key Components of Employee Branding:
1.
Company Culture: Establishing a strong, positive company culture that aligns with the values and expectations of employees.
2.
Employee Value Proposition (EVP): Communicating the unique benefits and opportunities the company offers to its employees.
3.
Consistent Messaging: Ensuring that all communications, from job postings to social media presence, reflect the company’s values and culture.
4.
Employee Experience: Creating a supportive and engaging work environment where employees feel valued and motivated.
5.
Reputation Management: Actively managing the company’s reputation through reviews, testimonials, and public relations efforts.
Why is employee branding important?
Attracting top talents
Today’s employment market is cutthroat and a competitive salary alone doesn’t suffice to draw in top talent. A strong employee brand therefore comes in handy in attracting more qualified and motivated candidates. It’s important to promote your Employee Value Proposition (EPV) and showcase a vibrant company culture by having your employees share testimonials on social media, and engaging in personalized outreach
Improving employee engagement, productivity and retention
A survey by Gallup revealed that employees who are engaged at work are 21% more productive than those who are not.
By involving employees in the branding process and showcasing their contributions, organizations can boost employee engagement which is often characterized by higher productivity and commitment. Moreover, when employees have a strong connection to the brand, they are more inclined to work for the company long-term.
Enhancing company reputation
Employees who take pride in their workplace often become enthusiastic brand ambassadors, sharing their positive experiences that can have cascading impact including bolstering your company’s public image. This, in turn, can attract customers, investors, and partners, placing you ahead of your competitors.
Drive business success
A strong employee brand can improve the overall reputation of your company attracting not just employees but also customers and investors. Employees are more effective at telling your brand’s narrative to stakeholders and consumers when they are in line with your brand’s values and message. Increased consumer involvement, brand loyalty, and, eventually, income may all result from this.
Case Study: Brewing company, Heineken
Perhaps the best example of a brand with a good employee branding strategy is the brewing company, Heineken.
Heineken is best known for its “Go Places” campaigns that centers around the goals and ambitions of its employees, showcasing how the brand cared about its employees and emphasized their uniqueness.
The campaign was featured in both advertisements, commercials and online digital content where the employees were interviewed in detail. The success of the campaign saw a significant increase in job applications Heineken had, following the campaign’s end.
But employee branding doesn’t just happen. It needs to be supported by captivating content and marketing materials that can elevate the way your employees present themselves and your company. For your company’s employee branding strategy needs, schedule a session with our exceptional team today.
