Most definitions of an employer brand revolve around recruitment and communicating a company’s employee value proposition. And yes, it is a necessary tool for the talent acquisition team. But building a well-designed employer brand that reflects the DNA of your organization makes lots of communications go more smoothly.
As we’ve said in other blogs, the employer brand isn’t the message in itself. But it’s a great vehicle for aligning disparate communications toward a specific position, thought or tone.
The employer brand makes internal communications easier. Here are five ways:
With a consumer or external brand, a company makes an explicit promise to its customers. Leadership’s job is to develop a vision and strategy that can effectively achieve those goals. But the employees of the company are the ones who actually do the work that actually delivers on the promise.
A well-designed employer brand should first and foremost provide a platform or framework for communicating leadership’s vision and strategy. The language in the various pillars of strategy should feel completely at home with the employer brand wrapped around them. Importantly, the employer brand should accelerate comprehension of those strategy elements by providing a way to help explain the ‘why.’
Similarly, when significant change is occurring inside the organization, the positioning of the employer brand should help employees more easily understand why the shift makes sense and how it supports the business strategy. The messaging continuity that an employer brand provides can help change feel like a part of the existing plan instead of a flavor-of-the-month pivot.
Where the employer brand works the hardest, though, is in streamlining the conversation inside the organization. From strategies to change to benefits to policies, aligning communications around the employer brand helps employees perceive all these different communications as one thing versus 500 things.
4. SETTING THE BAR
The employer brand can help current employees understand what’s expected of them and how their specific roles contribute to the company’s success. Again, through the lens of a well-designed employer brand, it should be easier to connect how individual roles contribute. Whether the company is on-boarding new employees or responding to results from an engagement survey, the employer brand sets a tone that helps employees understand what is expected when they show up for work each day.
5. SETTING EXPECTATIONS
And of course, there’s recruiting and retention.
The majority of things that a company does outside of actually making a product or service is designed to attract and retain employees. Those things represent the employer value proposition. And the EVP is helps to differentiate the company and attract the right prospects. But communicating each of those tangible and intangible things individually would be complicated and potentially confusing. So, the employer brand should help summarize the EVP. The key, however, is to ensure that the promise that the employer brand makes reflects the reality of the organization.
Interested in developing an employer brand for your organization? Tribe can help.