Employer Branding 101: Involve Staff To Scale Your Impact and Image

Aniisu K Verghese Ph.D.

I help organisations, leaders and teams to communicate with clarity, connect employees to the purpose, enhance reputations, and embrace change | Author | Speaker | Global Digital Workplace Expert | Australia based

Published May 18, 2023

Employer branding is becoming increasingly important as companies strive to attract top talent in a competitive marketplace. A strong employer brand can help attract, engage, and retain the best candidates.

Do we know what the staff want? Why do they really stay? These are important questions to consider when building your employer brand. Research has shown that employees are more likely to stay with companies that offer opportunities for growth, development, and meaningful work. They also value companies that are committed to diversity and inclusion and making a positive impact on society.

So, how can you take your employer brand to the next level? Are you listening to your staff, involving them in your plans and actively engaging them to be your advocates of change and positivity?

Here are some tips to help you build a strong employer brand with the help of your staff:

· Understanding stakeholders: To build a strong employer brand, you need to understand the needs and preferences of your stakeholders, including your employees, customers, and partners. Conduct surveys, focus groups, and other research to understand what they want and need from your organization.

· Employee advocacy: Encourage employees to share their experiences on social media, review sites, and other platforms. This can help increase your brand's visibility and reach a wider audience.

· User-generated content: Encourage your employees to create content that showcases your company culture, values, and mission. This can help you build an authentic employer brand and increase employee engagement.

· Alumni network: Keep in touch with former employees and leverage their networks to find new talent. This can help increase your talent pool and provide valuable referrals.

· Communities of practice: Encourage employees to participate in industry-specific groups, attend conferences, and engage in other professional development activities. This can help build your brand as a thought leader and attract top talent.

· Thought leadership engagement: Share insights, research, and best practices on industry topics. This can help position your brand as an expert in your field and attract talent who share your vision and values.

· ROI: Measure the success of your employer branding efforts by tracking key metrics such as the number of applicants, employee retention rates, and employee engagement scores. This can help you identify areas where you need to improve your employer brand and track the return on investment (ROI) of your employer branding initiatives.

Your employer brand should reflect your unique culture, values, and mission – which your staff must first understand, believe in and reflect through their actions. That can only happen when leaders and managers are showing the path and walking the talk.

If your organization is truly keen to scale employer branding and not just give lip service, it needs to focus on these key areas – to build a strong and authentic environment that attracts and retains top talent.

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