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Beyond the logo: The role of Employer Branding and its impact on employees

| Aug. 22, 2023

Employer branding, the art of shaping a company's reputation as an employer of choice, and Employee Value Proposition (EVP), the unique set of benefits and experiences it offers to employees, play a pivotal role in captivating exceptional talent and fostering employee loyalty. In this article, we delve into the transformative impact of employer branding and EVP, exploring how these powerful strategies can elevate organizations, shape a vibrant company culture, and ultimately pave the way for lasting success in the modern workplace.

A company’s reputation matters 

In the competitive landscape of the modern corporate world, a company's reputation takes center stage, particularly when it comes to attracting top talent and retaining employees. A stellar reputation becomes a magnetic force that not only entices skilled professionals but also nurtures a sense of pride and loyalty among existing staff. A company with a positive standing in the industry can effectively showcase its commitment to a supportive and growth-oriented work environment, making it a preferred destination for ambitious individuals seeking career advancement and job satisfaction.

Celine Chabee
Partner, Kestria Canada & USA

‘A strong, inclusive culture driven by a shared sense of purpose and alignment is the bedrock of our brand as an employer. The foundation of any successful company lies in its employees. We believe that to preserve and empower valuable talent, companies must now shift their approach from being purely transactional to understanding and addressing the needs of their employees. Future leaders will thrive in this type of environment, and natural leaders will emerge, leading stellar organizations that walk the talk,’ says Celine Chabee, Partner, Kestria Canada & USA.

Developing employer branding strategy in order to create a company's reputation 

To develop a compelling employer branding strategy that cultivates a stellar company reputation, companies should start by conducting an in-depth internal assessment to identify their unique employee value proposition (EVP). This involves understanding what motivates and inspires their current employees and aligning it with the company's core values and mission.

Leveraging the power of storytelling, organizations can share authentic employee experiences, success stories and showcase a positive work culture on social media and company websites to further enhance the employer brand. Active participation in industry-specific events and career fairs further enhances the company's visibility and reputation as an employer of choice. Demonstrating a commitment to employee growth and development, companies can offer training programs, mentorship opportunities, and clear career advancement paths.

Richard Boot
Chairman, Kestria UK

Richard Boot, Chairman, Kestria UK, adds: ‘The right EVP proposition is vital but in terms of actually recruiting individuals businesses must ‘present’ themselves in the best light possible during the search process itself if they are to secure the best candidates in a competitive market and de-risk the process. Issues to consider: <ul> <li>Have we got a clear proposition for this particular role? The ‘Why join’. Why leave and come across to us for this job? <li>Do we know what we want the candidate to achieve and the expertise and fit we need? <li>Is our process positive, timely, and well-organized to showcase professionalism and reflect positively on our interactions with senior staff? <li>Do we have a defined offer for candidates, including finances and rewards, along with a clear onboarding and performance assessment plan? </ul>

How to define your EVP

In the ever-evolving landscape of talent acquisition and employee retention, building a compelling Employee Value Proposition (EVP) is the key to success. The process begins by conducting in-depth research on the target audience, understanding who they are, and delving into their true expectations from the organization. Through surveys, focus groups, and interviews, key insights can be gleaned, allowing the company to align its EVP with the aspirations and values of its prospective employees.

This understanding paves the way for the second step, which involves crafting a captivating story or tagline that encapsulates the essence of the company's EVP, drawing in exceptional talent and nurturing a thriving and mutually rewarding employer-employee relationship. The narrative should effectively communicate the company's culture, opportunities for growth, work-life balance, and other standout attributes that set it apart as an employer of choice. By building an authentic EVP grounded in employee insights and a captivating story, the company can differentiate itself in a competitive job market and attract individuals who will thrive within its organizational fabric.

Monicca Yan
Managing Director, Kestria China & Singapore

‘Companies that invest time and effort to articulate the company’s EVP will find themselves attracting the right talent who identify with the company’s goal and purpose; which gives rise to greater motivation of work beyond the commercial and financial reasons to work. This alignment also propels employees to perform,’ states Monicca Yan, Managing Director, Kestria China & Singapore.

Leverage current employees and retain the top talent

Leveraging a company's current employees and retaining top talent involves implementing various strategies and initiatives to create a positive and engaging work environment. Here are some effective approaches to achieve this:

1.

Employee Development: Offer continuous learning opportunities for personal and professional growth.

2.

Recognition and Rewards: Implement structured programs to appreciate exceptional performance and boost morale.

3.

Employee Feedback: Encourage open communication between employees and management.

4.

Work-Life Balance: Support flexible work arrangements and prioritize well-being.

5.

Career Pathing: Provide clear growth opportunities within the company.

6.

Employee Benefits: Offer competitive compensation and consider wellness programs.

7.

Engagement Initiatives: Organize team-building activities and social events to foster a positive work culture.

8.

Stay Interviews: Conduct interviews to understand employee motivations and improvement areas.

Strong inclusive and diverse culture

Creating an inclusive culture and workplace is pivotal for fostering a harmonious and thriving environment where all employees feel valued and embraced. Embracing diversity in hiring practices ensures that individuals from different backgrounds, experiences, and perspectives are welcomed into the organization. By prioritizing inclusivity in decision-making processes, the company ensures that a diverse range of voices is heard, leading to more innovative and well-rounded outcomes. Promoting a culture of respect and belonging cultivates a sense of unity and mutual understanding among employees, regardless of their differences. In such an environment, everyone can contribute their unique strengths and ideas, creating a tapestry of talents that elevates the company as a whole. A truly inclusive workplace not only attracts top talent but also empowers individuals to reach their fullest potential and fosters a sense of pride and loyalty among employees.

When executed effectively, employer branding and EVP not only attract exceptional talent but also nurture a sense of belonging and loyalty among current employees. By fostering a positive and engaging work environment, companies can build a reputation that draws in top talent, ultimately propelling them toward sustainable growth and success in the long run. Embracing these principles, companies can shape a bright future, filled with a thriving and dedicated workforce ready to conquer new heights together.

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