Your Employment Brand At Work

4 "Musts" For Ensuring A Positive Employment Brand

Five employees standing holding letters that collectively spell Brand.

When you think of a popular or powerful brand, what comes to your mind? Almost everywhere you look today, companies are putting their best efforts into creating and communicating their brand images and messages in a way that makes you want to do business with them.

 

When you think of a brand like Apple, Coca Cola or Proctor and Gamble, their marketing departments work incredibly hard to place the right thoughts into your mind and to influence you to spend your money on their products. According to Merriam Webster, the term “brand” refers to “a public image, reputation or identity conceived of as something to be marketed or promoted.”

 

An employment brand is not much different. It’s the reputation of your business in the community when it comes to your hiring, management and treatment of your employees. It’s the way that your organization is perceived by others as a place of employment. And it can have a substantial impact on your financials as well as your ability to attract high performing talent. 

 

If you think you’re too small to have a reputation as an employer, you may want to at least review the Glass Door and Indeed websites to see if any comments have been made by current or former employees. While positive comments on these sites can drive talent your direction, negative comments can serve as a warning beacon to otherwise interested candidates. 

 

Here are four recommendations on how to create and maintain a positive employment brand. And they don’t require a great financial investment. 

 

First, treat your employees right… with dignity and respect. Hard to believe that actually needs to be mentioned but you might be surprised at some of the environments that I’ve encountered over the years where we have to revisit the concept of basic human kindness. If a member of your management team is damaging your employment brand through their actions, address it. First time managers in particular, take note… people will generally perform at a much higher level when they are treated well. A bit of appreciation and/or a sincere “thank you” goes a long way. I recently heard an executive tell his management team, “Your employees are going to talk about you with their families over dinner tonight. Make sure it’s positive conversation.” 

 

Second, be intentional about marketing when it comes to the careers page of your website or advertisements for openings. Include (accurate) information about the work experience, the culture, the environment, the development opportunities, community involvement, etc. What is it like to work there? What is your Unique Value Proposition? Especially in light of the “great resignation”, now is the time when you must put your best foot forward in your messaging.

 

Third, be very intentional about developing your culture. Workplace culture refers to the environment that you create for you employees. It’s a general description of the way things are done. And its shaped in the minds of your employees every time they observe your leadership style and the decisions that you and the members of your team make. Keep your standards high, lead by example and work to surround yourself with people who are better than you are.   

 

Finally, show sincere interest in the development of your employees. Whether it’s in reference to internal career opportunities, external training, stretch assignments or simply a gradual mastery of their responsibilities, most employees have a desire to progress and improve over time. 

 

Remember… Your brand is created by the stories that your employees tell others about their experience with your company. And it’s about the perception that applicants have of your business as a place to work. When it comes to your ability to attract, engage, motivate and retain top performing employees, your employment brand is a powerful tool.

Brian Wallace • February 14, 2022
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