When developing effective people management strategies understanding and managing a company culture can often be overlooked. Nonetheless, when you unearth the facts, personality, and truths of your organization, you can tell the real story of what it is like to work in your company. Much like an external marque outlines the way customers think about your company and its products and services – your internal brand does the same thing from a workplace standpoint to support in hiring, recruitment and retention efforts.
The need of strong employment brand
It is imperative for organisations to clearly understand that their employment brand works in the same manner for employees and candidates as their external brand does for stakeholders and customers. It supports to shape the way individuals contemplate about your company and what it is like to work there.
Creating and expressing a genuine story through your internal brand accomplishes many things and help you develop a strong performing workforce. It further sets a scene in building an organisational culture that will contribute to attract, associate with and retain top talent.
So now the question is – Where to in 2017 for employer branding?
Over the past two years, there has been substantial growth in various employer brand leaders selected to succeed the function.
Here are four most effective employer branding strategies transformed from being “should have” to “must-haves” in past couple of years.
1. Embrace a lifestyle approach to people management
Around the world, life has got progressively busy for people. Employees are now available for 24 hours 7 days a week throughout 365 days. Therefore, it is essential for employers to train team leaders how to encourage time off for employees and better manage work flexibility to attend their family.
Flexible work practices should be about creative ways to keep your workforce engaged and committed. However, the only missing point here is most organisations are lazy to put such practices in action. If plan properly it can be an effective employee engagement tool.
2. Define the objective, scope, and metrics
According to the industry leaders, “organisations have an inclination to rush into employer branding without clear direction.” Taking such path can cost organisations a fortune in long terms. Over the past few years companies like Adidas, Volvo cars and Ferraro have all made substantial progress in this area by clearly defining a scope of their approach, demonstrate how a robust employer brand develops value and establishing metrics to measure ROI (Return on Investment).
Adidas Employer Branding
Consider the following questions before establishing a purpose and clearly define the scope of your strategy:
– Will the focus be regional, global or national?
– How engaged our leadership in employer branding?
– What resources do we have accessible to invest?
– Are we considering a comprehensive employer brand strategy or an employer branding project?
– How will we evaluate success?
Next, you are required to establish your timelines and define objectives.
3. Personalise the employment experience
Adding a personalise touch is a powerful, proven strategy that we see in most of the brands. For instance, the way we interact with brands on social media through various campaigns whether it is “International Women’s Day” or “World Down Syndrome Day” – same we will expect to do in the workplace.
The forward-thinking organisations’ agenda is “socialising the business” and to do this right the relevance and communication flow has to be right.
Start by mapping out the employee experience for each worker by leading an evaluation to recognise the critical area to focus on employee experience enhancement.
4. Build a recognition and reward program that truly works
It is scientifically proven when recognition and reward are purposeful and relevant people perform better. For instance, many startups offer shares to new employees as an incentive to relish big awards if the company is successful (through their contribution). Although, this is just one way. Organisations are in prime position to recognise and appreciate employees in so many ways, and it could be non-financial as well.
In one of the psychological studies it is reported, “People tends not to remember what you said to them, but they will remember how you made them feel.”
The first step to this way is making the reward and recognition program an integral part of employee experience and company culture.
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