Why Employer Branding Matters
Employee engagement means getting your workforce to embrace your company culture, bringing their passion to the table and fully committing to your brand. This includes motivating them to strive towards higher performance levels, creatively problem-solving, and working towards innovation to ensure the company continues moving forward. While many companies want to see high levels of employee engagement, they often put more effort into understanding who their clients are than the very people who make up their business. However, employer branding matters more now than ever before. It is not enough just to know who buys your products, why they buy your products, and what attracts them to your products in the first place. It is necessary to also understand your employees and why they work for you as well as what motivates them within your company. Knowing why employees opt to stay or leave the company as well as understanding their values is an imperative part of a successful business.
Employees as Customers
Keeping an employee with a fantastic business background seems like a winning method on paper. However, looking only at the dry skill set provided by a person’s experience tells you very little about that person in general. When you are trying to create a specific culture for your brand, you need to take a step back and truly evaluate whether an employee fits that particular culture. Is this someone who understands your company and would fit as much in the role of a customer as a member of personnel Is this someone who is passionate about the same values and truly grasps the purpose behind your brand Look for employees who possess similar traits as those you prefer to integrate into your company.
Before choosing candidates who fit your company culture and brand, it is necessary to actually define what it is that makes it up and keep in mind that employer branding matters a great deal. Investigate the reasons why employees stay at your company as well as why people apply to work there in the first place. Is there something unique that you offer to your employees that other companies do not Is there a sense of belonging or a company culture that fosters creativity and engagement Who are the high performers within your company and what qualities do they share with one another
Companies that continue to grow and are sought after by those joining the workforce are especially skilled at taking their product brand and linking it with their employment brand. They get that employer branding matters and use the concept as a major piece of their foundation. For instance, Southwest Airlines, a brand created in 1967, is still flying strong today. It is known for its sense of whimsy and a laid back, easy-going staff who is quick with the jokes and provides pleasant customer service. When hiring, Southwest makes a point of integrating ïfunï as one of the traits they seek out when filtering applicants. Southwest also encourages a company culture of giving back, and employs staff members who are often willing to volunteer and serve local charities.
To round out your tri-branding, customers should also be so passionate about your product that they live, breathe, and share information about why they love it. Tie together the branding of your employee, products, and customers, and you will create a flowing and definable brand.
When you are ready to hire, focus on applicants who fully grasp your brand and understand why employer branding matters in building to the next level. Go past the paper you hold in your hands and take the interview one step further. Take time to get to know the person and understand what drives them. Go deeper than whether they possess the proper skill set and verify that they support the purpose of the company and retain the same characteristics that are prevalent throughout your brand. They should not simply be capable of transitioning into your company culture, but should already embody it. These are the employees who are going to be easier to motivate and are more likely to exhibit high levels of employee engagement and performance.
To completely flesh out a positive company culture and to become a destination where new candidates flock towards, it is necessary to keep in mind that employer branding matters as much as understanding the client. Avoid sweeping this aspect of your company wayside so you can build a strong culture from the inside out. Choose your employees wisely and then keep them by reinforcing the fact that they are a priority and an integral part to the brand’s success.
Learn more about how to employ an all-star team and how to locate talent as well as tips on moving your company to its next level by checking out the articles, tools, and resources here at Mighty Recruiter.