It’s time to ask yourself what you think your employees would say about working for you. Imagine, they’re talking to their friends and they’re asked that ever popular question – “how’s work?” It’s important as a business owner to consider how they would respond; would they roll their eyes and mutter “it pays the bills”, “not bad, could be better – could be worse”? You don’t want that, but how do you change that? We believe that it all starts with your employer brand.
What do we mean when we say employer brand?
When we refer to your “employer brand” we are talking about the characteristics and appeal of working for an organisation. You need to consider your future candidates and for the most part, it’s no longer just about the salary and financial gain – it’s about building careers, feeling fulfilled and working for an organisation where there is an opportunity for personal development. Perhaps it’s about finding somewhere that offers flexible working and ultimately somewhere that doesn’t fill them with the Sunday evening blues as they realise it’s nearly Monday.
Here’s our checklist to help you build a strong employer brand and how this can help towards attracting and retaining a talented workforce:
- Identify what sets you apart from the competition. Differentiation is vital in this modern age where it’s a candidate’s market. You need to set yourself apart and think about what you can offer over the next employer. Why should they choose you?
- Ensure your brand is appealing but also that it accurately reflects the reality of what it’s like working for you.
- Consistency is key – make sure the message, style and tone are all consistent whenever contact is made with a potential candidate.
- What about personality profiling with your top talent? Identify consistent behavioural preferences to help you understand your culture and team style.
Knowing why your employees like working for you can provide a valuable insight into what is working well and will help guide you on what traits a potential candidate might find attractive.
- Speak to your existing employees by carrying out employee opinion surveys – this is such a powerful engagement tool, use it to engage with your staff, enhance their trust and increase motivation.
- Consider ‘stay’ interviews – in addition to conducting exit interviews to learn why employees leave, why not ask your long standing employees why they stay?