Employer Branding – the Key to Fresh Hiring, Employee Retention, and Company Positioning
Many organizations believe that they are great when it comes to hiring & retaining top talent. While that may be correct because of the industry they are in, their pay scale, their market strength, and the opportunities they provide, it remains a fact that a lot of people leave the best & the biggest in the business, despite the pay & perks, because of a soul-crushing environment.
Employee Engagement and Employer branding are the secret sauce that makes your company irresistibly delicious to job seekers, current employees, and even competitors. While many companies are still trying to figure out the recipe, the smart ones have already started serving it up with a side of fries.
Let’s dive into the world of employer branding and explore why it’s necessary for fresh hiring, employee retention, and overall company positioning as a “Great Place To Work.”
Employer Branding: The Ultimate Magnet for Fresh Hiring
Imagine you’re at a job fair. On one side, there’s a booth with a dreary gray banner with people in corporate suits & ties that says, “Welcome to The Best Place to Work.” On the other side, there’s a booth with happy-looking employees in casual clothing and a banner that says, “Your Future, Your Dreams… let’s make them come true together.” Which one would you approach?
Good Employer Branding helps attract the best and brightest talent by creating a positive image of the company, that is also truthful. It attracts people as they want to be a part of whatever you are doing. More than work, it’s fun! It’s like being the popular guy in college – everyone wants to hang out with you.
Ever wondered why even the world’s largest companies are investing in Employee Benefits & Employer branding? Because they want to appear like that popular guy in college!
Google: Known for its innovative and fun work environment, Google’s employer branding emphasizes creativity, collaboration, and cutting-edge technology. Their office perks, like nap pods and gourmet cafeterias, and their colourful and imaginative offices are well-publicized, making them a top choice for fresh graduates.
Salesforce: Salesforce’s employer branding focuses on its commitment to equality, philanthropy, and employee well-being. Their “Ohana” culture prioritizes collaboration, inclusivity, and the well-being of every individual, making new hires feel like they are joining a family, which is incredibly appealing to young job seekers.
A strong employer brand makes a company a top destination for fresh talent. It’s all about creating an image that says, “We’re not just a place to work; we’re a place to thrive.”
Employer Branding: The Glue for Employee Retention
Once you’ve attracted top talent with your dazzling employer brand, the next challenge is retaining them for a long period where they contribute to the organization and gain by being a part of it for a meaningful tenure.
Imagine a company that boasts about its “work-life balance” but expects employees to be available 24/7. It won’t be a surprise that the employees would be disgruntled a lot. In contrast, a strong employer brand would genuinely promote and support work-life balance, offering flexible schedules and ensuring that the employees feel less like simply diligent workhorses and more like contributing bright brains.
Employee retention is about maintaining a healthy relationship – it requires commitment, effort, and the occasional pizza party. A strong employer brand helps create a sense of loyalty and belonging among employees, making them less likely to jump ship when the going gets tough or whenever the next opportunity arises outside.
Consider this:
Zappos: Famous for its quirky and fun culture, Zappos champions creativity & innovation. It does so by placing a strong emphasis on employee happiness. They even have a “Culture Book” where employees share their thoughts about working at Zappos. This strong sense of community and appreciation helps retain employees.
Patagonia: Known for its environmental activism, Patagonia’s employer branding appeals to employees who are passionate about making a difference. They offer unique perks like on-site childcare and paid volunteer time, which helps maintain high employee satisfaction and retention.
ExxonMobil: The Oil & Gas sector is largely around mind-numbing number-crunching & mundane industrial processes. To make the workplace interesting & make its employees feel less stressed & more engaged, ExxonMobil decided to use the power of fostering a supportive and fun work culture. Its ‘Wellness Wednesdays’ initiative extolls employees to participate in stress-relief activities such as yoga and fun challenges that encourage a playful spirit. These activities not only promote well-being but also create opportunities for team members to interact in informal settings, strengthening their professional bonds.
When employees feel proud to be part of a company, they’re more likely to stick around. A strong employer brand fosters a positive work environment, boosts morale, and creates a sense of purpose. It’s the difference between just having a job and being part of something bigger.
Employer Branding: The Crown Jewel for Company Image
In the competitive business world, being recognized as a “Great Place to Work” can give your company a significant edge. It’s like being crowned Prom King or Queen – it makes you stand out and be remembered. Employer branding plays a crucial role in positioning your company as a desirable place to work and do business with.
Let’s look at a few companies that have nailed this:
Apple: Apple’s employer branding highlights innovation, excellence, and a commitment to quality. Their brand is futuristic, and it attracts not only top talent but also loyal customers who believe in their products and mission.
Netflix: Netflix’s employer branding focuses on its culture of freedom and responsibility. They trust their employees to deliver their best without micromanagement, which has positioned Netflix as a leader in both the entertainment and tech industries.
Sometimes, companies tend to make statements about freedom & employee care, but despite the best intentions, their efforts aren’t commensurate and can actually backfire. Let’s say a company advertises “unlimited free snacks” as a perk, but it’s just cookies and potato chips. Instead of feeling good, the employees are likely to end up making fun of this ‘perk.’ A truly caring, strong employer brand would actually offer a well-stocked kitchen with healthy & delicious options that show employees their well-being is a priority.
When a company is known for treating its employees well, it attracts positive attention from potential employees, clients, and investors. A strong employer brand enhances the company reputation, builds trust, and sets you apart from the competition.
Crafting Your Employer Brand
Employer branding is not just about making your company look good; it’s about creating an authentic, attractive, and engaging work environment that resonates with employees and job seekers alike. By focusing on employer branding for fresh hiring, employee retention, and company positioning, you can build a reputation as a “Great Place To Work” and enjoy all the benefits that come with it.
Remember, a strong employer brand is like a magnet – it attracts the best talent, keeps them happy, and makes your company shine. So, invest in your employer brand and watch your company transform into a place where everyone wants to be.
Interested? Why don’t you talk to us at Trigital? We have helped many organizations – large & small – nail it.
