February 20, 2020
10Eighty are sponsoring HR Grapevine Live this year, the theme is The People Revolution, Empowering People to Drive Change and Purpose. This theme is perfect for us and this piece in our series of articles looks at creating an authentic employer brand that is driven by your people.
Creating an authentic employer brand
In an environment characterised by skill shortages and increasing competition for talent, it’s important to use robust employer branding to promote your organisational values and culture. Ensure you target your audience with a strong message boasting that you provide a great place to work. Employer branding is pivotal to securing and retaining the strongest candidates and winning the war for talent.
This what the CIPD says: “A strong employer brand helps businesses compete for the best talent and establish credibility. It should connect with an organisation’s values and must run consistently through its approach to people management.” That means that authentic employer branding reflects the actual experience of employees: “People who like the job they do and the place they work become advocates for it”.
A successful enterprise will build employer brand across all functions and at all levels so that the employee experience across the board is consistent and underpinned by an organisational culture that offers continuous learning, empowerment, transparency and collaboration for all team members.
Culture and commitment
Culture is key here, if the organisation can create a culture of openness, employee advocacy, and engagement, then employer brand strategies can be aligned with overall business strategy to the benefit of all stakeholders.
In 2015 the University of Kansas conducted a survey for Glassdoor into employee satisfaction levels and concluded “results suggest that corporate culture, as assessed by employees, helps predict subsequent firm performance”. Engagement, the emotional commitment an employee has to the organisation and its goals, fuels higher levels of discretionary effort. At 10Eighty we believe that organisations with strong employer brands achieve greater productivity, commitment, creativity and collaboration.
Studies have shown:
- alignment of employee identity with organisational identity increases positive work-related attitudes and behaviours
- higher levels of employee satisfaction can lead to greater performance levels and higher customer satisfaction
- employee attitudes are positively related to customer satisfaction
- a study of retailer was able to link employee attitudes and customer satisfaction to financial growth
Crucial to success in influencing productivity outcomes is effective communication of the employer branding message. A robust employer brand empowers employees and affords a culture of shared purpose and pride in the organisation which powers a distinct advantage in a competitive marketplace.
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