Blog Insight

Does your employer brand meet the new laws of attraction?

If authenticity is the gold standard for consumer brands, it just hit platinum when it comes to employer branding in this age of transparency. With employer review sites like Glassdoor, Comparably, Indeed, and Great Place to Work proliferating, creating and expressing your employer brand requires inspiration and a healthy dose of self-awareness.

Telling an authentic brand story matters because it provides organizations with an edge in this hypercompetitive job market. According to employment firm Robert Half, “More than 2 million net jobs were created last year, reducing the pool of available talent and increasing the already high demand for top-notch professionals across the U.S.”(1) Robert Half cites these economic signals:

  • “The labor market is near full employment.
  • “The unemployment rate for many key roles is just 1 or 2 percent.
  • "Job openings remain at record high levels.”(1)

Show a sense of purpose, priorities, and personality.

Recruiting and retaining talent is vital to organizational health—and your employer brand matters. It needs to be true to your organizational culture and clearly signal your organization’s sense of purpose, priorities, and personality. Today’s job seekers care about the alignment of culture and values, which must be clearly and consistently communicated both externally and in internal employee communications.

One way companies can reflect their values is in the programs they provide to support employees’ social, physical, and emotional health. How they communicate about those programs and their willingness to tackle deeply personal issues such as adjustment to civilian life after military service or the complexities of mental health speaks volumes about creating an environment that walks the talk of active caring and compassion.

At GLG, we work with clients on employer branding, employee communications, and recruitment marketing. We help them find their authentic voice and express it consistently across communication touch points and programs. For Starbucks and T-Mobile, we’ve helped communicate how both companies support military veterans and their families and articulate their commitment to diversity.

Authenticity helps break barriers.

We also help employers address deeply personal issues. Leveraging the fact that May is Mental Health Awareness Month in the US, we helped a major technology company reflect its values in a mental health campaign that was firmly grounded in the company’s employer brand promise of empowering employees. The result was increased employee engagement with mental health resources. Rather than treating the subject as taboo, we addressed mental health challenges in a way that drove awareness and reflected sensitivity by destigmatizing the subject. Just as the company’s employer brand reflects respect and celebration of diversity and a promise of support for personal, professional, and intellectual growth, the campaign utilizes compassion and honesty to address a tough topic while empowering employees to take action.

Transparency requires courage and consistency. The payoff in employer branding is that by modeling an important behavior desired in job candidates and employees, a great employer brand encourages and makes space for people to bring their whole selves to work, with their diverse set of skills, perspectives, and aspirations, to fully embrace the organization’s purpose because it aligns with their own.

 

1. “2019 Employment Trends: The Demand for Skilled Talent,” Robert Half website, https://www.roberthalf.com/research-and-insights/workplace-research/a-look-at-employment-trends-the-demand-for-skilled-talent.