Employee Branding: Attracting, Engaging, Retaining Part One
As the owner or CEO, you focus much of your time on your product, idea or service. But what about your employees? Employees are the ambassadors of your brand - and this can be good or bad, depending on your approach.
There is extensive research regarding the connection between brand-engaged workers and a company's financial performance. But did you know:
50% of candidates say they wouldn't work for a company with a bad reputation;
62% research companies on social media before being interviewed/hired;
70% say they trust what employees say about a company over brand ads; and
Companies with positive brands get twice as many applications!
So what does this mean to you and how do you get there?
Attracting, engaging and retaining your employees begins with you - the founder and/or CEO.
Four actions or steps you can take today to get a better sense of your brand.
Survey your employees. Ask if they would recommend you as a great place to work. Do they know your mission, vision, values? Why do they work here? Do they feel there are good career development opportunities? Do they find their work is appreciated?
Do your managers deliver a good experience for your employees? Ask your managers when was the last time they had a one-on-one "teachable moment" with an employee. Employees don't leave their job, they leave their manager or boss.
Ask your new hires if the information communicated during the on boarding process matched their perceptions of you as an employer. Solicit feedback to further strengthen your onboarding program.
Are you and your senior managers accessible to employees? This is more than just the "open door" policy. Do you communicate openly and honestly?
Josh Bersin says it best - "If you can't excite people about what you do and why they should work for you, they are likely to go elsewhere."