How to Boost Your Employer Brand

XYRIS TAPIA & ANTONIETTE MENDOZA-TALOSIG

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We patronize brands that we trust. They impact our lives in more ways than one, and they impact those around us too.

The same goes for an employer brand. When there is an alignment or misalignment between the company’s employee promise and the employee experience, it impacts us in more ways than one. It also impacts the people around us. For instance, when you enjoy your work and you trust the people you work for, it impacts your confidence, creativity, and performance. Thus, it leads to better productivity, customer satisfaction, and overall business performance. And trust me, it will also impact your family and friends as they will most likely know whether you had a good day at work or otherwise.

A strong employer brand helps your employees to feel aligned with your company’s values and mission. It ignites a strong collective pride within the organization that drives people to do more – and to do it together.

So how does one create a successful and attractive employer brand?

Here are a few practical steps.

1. Articulate your Employee Value Proposition

What do you promise for your employees to experience throughout their employee lifecycle in your organization? What will make your employees, both new hires and tenured ones, excited, and motivated to go to work? Your Employee Promise or Employee Value Proposition (EVP) should articulate the unique set of benefits that your employees receive in return for their skills, capabilities, and experiences. This is more than their remuneration as it includes creating a sense of purpose for being a part of your organization, how they resonate with your company’s mission, vision, and values, and their valuable contribution to the wider community.

2. Create Trust and Build a Great Workplace Experience

At the core of a successful employer brand is a great employee experience. Great Place to Work®’s over 30 years of research shows that a great workplace is one where you trust the people you work for, enjoy the people you work with and have pride in the work that you do. The quality of relationships that your employees experience at work is crucial in creating that great workplace experience, and in validating your employer brand.

Intentional leadership is a key success factor. Based on insights gleaned from the Great Place To Work® Trust Index™ Survey data and Culture Audit™ submissions that were collected for the 2022 Vietnam Best Workplaces™ List evaluation, leaders role model company values – they-walk-the-talk and employees experience this through their leaders’ communications, actions and daily interactions with them. They build credibility by hiring the right people and deploying their talents and skills optimally.

Importantly, leaders do what they say, and their actions match their words. Among Vietnam Best companies, 9 in 10 employees experience this consistently, which powerfully reinforces a culture of trust.

3. Drive Meaningful Employer Branding Campaigns

Technology has empowered the current generation to influence and touch other people’s lives outside office walls and across continents. Social media is a powerful medium for visual storytelling. By asking willing employees to share honest testimonies, to highlight the company’s best performers or share virtual events through recruitment sites and social media platforms, candidates and stakeholders can get a front-row seat on your unique company culture.

Often, Marketing team drives these campaigns using technology and various media platforms. Most stakeholders and jobseekers scope out workplace cultures through employer review sites or social media, so it is imperative to create a compelling, fun, and welcoming content online. With influencers on the rise, there is no need to look farther for one. Your employees who have experienced and validated your employer brand is the best brand ambassador there is!

4. Do a Frequent Brand Check

What do people think of when they hear your company name? What do your employees say about their work experience? What do recruiters experience when they represent your company to candidates? If you ask your employees’ friends, families, and network, would they want to work for your company? You must be in tune with the answers to these questions.

Find the pulse of your organization and how your employees associate with your company. Through employee feedback platforms like Emprising™ from Great Place to Work®, your organization can extract these important data in a fast, efficient, and customizable way.

As soon as you establish what is working for you and what is not, you would know where to focus your efforts to build a more ideal employer brand and create interventions for a better employee experience. Remember it is the voice of your employees that determine if your company is a great place to work, and it is they who validate your employer brand.

5. Get Recognized as a Great Workplace

Getting recognized as a top employer or an employer of choice elevates your company name among a sea of employers. Being Great Place to Work®-Certified™ brings you the gold standard of recognition which is recognized worldwide, and the process of being Certified is very easy and straightforward!

Earning recognition allows you positive brand exposure and create strong, lasting and meaningful connection with your audiences. So getting recognized is just not a pat on your back, it also translates to marketable gains.

Still not yet convinced? Read our blog on The Importance of Employer Branding

6. Enjoy the Benefits of a Great Employer Brand

Creating a strong employer brand is unique to every company. What’s important is to continually re-assess your employer brand and ensure that your employees have a healthy regard for the company they work for. The journey of being a great workplace is a continuous process with employee experience at its core. By being mindful of the relationships that we cultivate within, it should not be difficult to build and grow a community of brand champions.

XYRIS TAPIA & ANTONIETTE MENDOZA-TALOSIG

Author

Great Place To Work identifies Best Workplaces in Asia™ by surveying 2.1 million employees in Asia and the Middle East about the key factors that create great workplaces for all and analyzing company workplace programs impacting 5.9 million employees in the region.

To be considered, companies must first be identified as outstanding in their local region by appearing on one or more of our Best Workplaces lists in Bahrain, Greater China (including China, Hong Kong and Taiwan), India, Indonesia, Japan, Kuwait, Oman, Philippines, Qatar, Saudi Arabia, Singapore, South Korea, Sri Lanka, UAE, Vietnam during 2022 or early 2023.

Companies rank in three size categories: Small and Medium (10-499 employees); Large (500+); and Multinational. Multinational organizations are also assessed on their efforts to create great workplaces across multiple countries in the region. They must appear on at least two national lists in Asia and the Middle East and have at least 1,000 employees worldwide with at least 40% (or 5,000+) of those employees located outside the headquarters country.

To determine the 2022 Vietnam Best Workplaces™, Great Place To Work®️ analyzed confidential survey feedback representing nearly 20,000 employees across different industries in Vietnam. Employees responded to over 60 survey questions describing the extent to which their organization creates a Great Place To Work For All™️.

85% of the evaluation is based on what employees say about their experiences of trust and reaching their full human potential as part of their organization, no matter who they are or what they do. Great Place To Work analyzes these experiences relative to each organization’s size, workforce make up, and what’s typical in their industry. The remaining 15% of the rank is based on an assessment of all employees’ daily experiences of innovation, the company’s values, and the effectiveness of their leaders, to ensure they’re consistently experienced.

To be considered, companies had to meet the Great Place To Work-Certified™ standard. To ensure survey results truly represent all employees, Great Place To Work requires that Trust Index©️ survey results are accurate to a 95% confidence level with a 5% margin of error or better. We review any anomalies in survey responses, news and financial performance to ensure there aren’t any extraordinary reasons to believe we couldn’t trust a company’s survey results. 

Companies with 10-99 people were considered for the Small category, companies with 100-999 people were considered for the Medium category and companies with 1000+ people were considered for the Large category.