Bringing Your Employer Brand to Life

You’ve crafted a strong employee value proposition (or EVP) that clearly communicates the work culture you’d like to create in your company. You’ve also developed related visuals to help capture who you are as an employer. Now, how do you launch your brand and bring it to life?

The first step is to flesh out a messaging platform that supports your EVP and keeps everyone on the same page.

  • The messaging should be clear and consistent, communicating what’s unique and special about working for your company.
  • One key thing to include is proof points: the data to back up your claims and make a more engaging argument for the attractiveness of your company.

Once you’ve created this new messaging framework, carefully consider the internal audiences you’ll be communicating to and any specific messages you might need for specific employee groups – like IT or sales. Apply this same thinking to recruitment, considering different messages that may be needed for audiences such as recent grads vs. experienced recruits.

Finally, remember that a new employer brand is about more than visuals and messaging. It’s about a fundamental shift in philosophy which requires influencing your work culture from the top down. Ask yourself how your people managers can model the new brand on a daily basis for their employees, and create support and training for them in this role. It’s this step that really makes the difference.

Read Signal’s Employer Branding Playbook to learn more about making a real difference for your employees – as well as your bottom line.

Communicating your WHY

In a 2009 TED Talk, Simon Sinek introduced the fundamental question, “What’s your ‘why’?” Eleven years and 47 million views later, the question has become ubiquitous, but corporate leaders are still grappling with the answer and fallout from that lack of understanding. Why does your company exist? Defining your organization’s “why” lets potential employees know that you share similar ideals and a common purpose, and that attracts the right people to your organization. And, keeps them there.

That’s why it’s so important for your organization to have a clear and engaging employee value proposition (EVP) that lets your employees know the total value your company offers to its employees in return for their dedicated work. A good employee value proposition communicates why people love working with you and why they should join you.

When creating an employee value proposition, ask yourself (and your employees) about the current employee experience. What’s the “give and get” of your employment deal? Create a statement that clearly communicates the experience of the employee in a way that engages and inspires.

Aligning your EVP with an authentic employee experience is critical for success. In her bestselling book Dare to Lead, Brené Brown says, “If we want people to fully show up, to bring their whole selves including their unarmored, whole hearts – so that we can innovate, solve problems, and serve people – we have to be vigilant about creating a culture in which people feel safe, seen, heard, and respected.”

This culture looks different in every organization, and it all comes back to your “why.”

Want to learn more about creating a great employer brand? Read our Employer Branding Playbook for more on how you can create an engaging culture.

How’s Your Employer Brand?

Is your company looking for increased employee retention? Or hoping to better attract talented candidates? A good first step is to evaluate your employer brand – a combination of consistent visuals and messaging that tells employees (and job candidates!) what it means to work with your company.

  1. Talk to the subject matter experts within your organization – your current employees. Ask team members from marketing, HR and recruiting, as well as executives: What drew them to your company and what keeps them there?
  2. Expand your scope with an online survey of a representative sample of employees. Include questions such as: What attracted them to the company? What sets your company apart from other organizations they’ve worked for? What makes them proud to be part of the organization?
  3. Compare your brand against your competitors by analyzing things like the branding on your homepage; the design, messaging and navigation on your career pages; and the branding language you use in job postings. This will give you great insight about actions you can take to improve your employer brand.

Want to keep learning? Check out our Employer Branding Playbook to get the Signal team’s tips.

Strong Employer Brands Drive Engagement

At Signal, we believe that the employee experience drives the customer experience. We look to employees to deliver great experiences to our customers, yet many of us miss the opportunity to create great experiences for them. If you think that employer branding sounds like a “soft” activity, think again. With its focus on engagement – of both employees and job candidates considering your company – employer branding plays a critical role in creating the climate for financial health.

Don’t just take our word for it. According to consulting firm Towers Perrin (now Wills Towers Watson), companies that deliver a targeted, smart, balanced, unique Employee Value Proposition (or EVP) are three times as likely to report that their employees are highly engaged and 1.5 times as likely to report achieving superior financial performance. Could it be because an EVP and branding campaign tells people clearly who your company is – and what employees experience while working there?

At the end of the day, a company is only as good as its employees. And happy employees take care of their customers, which can increase your bottom line. It truly does pay to have a thoughtful employer brand.

Is your employer brand helping to attract and engage talented employees? Read our new Employer Branding Playbook to learn more.