What does your employer brand say about you as a company, in terms of products, services, leaders and processes? What does your employer brand say about you as an employer?
The answers to these questions drive and ultimately impact on your reputation. If a company is perceived to have poor internal processes, impacting the service or the quality of products, customers could go to a competitor. Or, if a company is perceived to have unethical HR practices or not a good environment to work, customers and potential candidates could go to a competitor.
It is important that businesses know and understand what their reputation is. Assuming or speculating is not good enough and the results may not be what you think.
Below is a guide of 9 questions you can ask internally to help you understand your employer brand:
1. What does your company stand for?
You, your employees, and anyone involved in talent acquisition for your company should be able to answer this question with clarity and confidence. Learning more about what your employees think your company stands for will help you ensure that everyone is on the same page and may even provide a source of inspiration for your employer branding efforts.
2. Why would someone want to work for your company?
Great perks, flexible work arrangements, competitive salaries, a supportive team, a chance to make a positive difference… Not only do you need to assess what it is that makes your company a great place to work, but you also need to know which of these benefits appeal to the candidates you want to attract.
3. How do you celebrate your accomplishments and milestones?
Are the recognitions of accomplishments something employees want to tell their friends about?
4. Do your managers receive employer brand training?
On how to deliver the brand experience and how to promote the employer brand? Managers need to understand your company’s employer brand and their interactions with employees should reflect this knowledge.
5. How do your current employees perceive your employer brand?
The answer to this question will help you assess the authenticity of the employer brand that you are trying to project.
6. What percentage of your employees would recommend your company as a great place to work?
Word of mouth is still one of the most effective tools for building a trustworthy brand, if your employees wouldn’t recommend your company to their colleagues, then you need to know why and how you need to make some changes.
7. How visible is your company’s employer brand?
Whether your company is relatively unknown to potential job seekers or well known by candidates in your field, should influence how you structure your employment branding strategy. So you must have some idea of your company’s employment brand reach.
8. Is your employer brand social?
Being social means more than just having a LinkedIn account and a Facebook Page, it means actively sharing content and engaging with potential candidates via social media.
9. What are people saying about your company on Facebook, Twitter & LinkedIn?
You need to ensure you are ALWAYS aware of what is being said about the company. This can be brand enhancing or damaging.