What’s Your Employer Brand Promise? By Catherine Miklaus, GreenJobInterview
Every company and organization has a brand. Whether employers know it or not, they also have a brand promise. Their brand makes a promise to not only customers, but to employees internally. Your brand promise is a commitment to your stakeholders. It is the delivery of an experience that keeps people coming back, including your most valuable asset: your employees. If your employees can’t connect with your employer brand promise, then you’ve got some work to do on your employer branding.
Internalizing the Brand Promise Your brand promise is the reason why customers would buy from you and employees want to work for you. If your employees have bought into the brand promise, the odds are that your office feels like a cohesive team. This is because there has been some work to internalize the brand. Many successful employers focus on creating a corporate culture that their employees
love. What they’re really creating is an experience that employees know they can look forward to again and again. This is the employer brand promise in action; it is when employees are living the brand. However, when employers don’t deliver a brand promise to their employees, there really isn’t much of a team atmosphere. These organizations often experience higher rates of attrition. It can feel like a revolving door in the office as employees are continually being hired and then leave. If your company’s only long term employees are the executives, this means you haven’t successfully gotten employee buy in. But how do you encourage employees to live the brand? How do you create an experience that they can connect to?
Create an Authentic Employer Brand Promise Some organizations think they’ve got a wonderful brand promise, but it’s not authentic. This is why employees don’t connect with it. Consider, for example, if you believe your business is customer service, but your teams aren’t trained to offer exceptional service. Those employees may not feel your brand is authentic. This creates dissatisfaction in the workplace and people start to leave. If your hiring process is constantly struggling to keep up with open positions, you may want to reevaluate your employer brand promise.
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Take Action Towards Building an Authentic Employer Brand Promise There are many great ways in which employers can work to deliver an authentic brand promise to their employees. One great way is to offer live video interviews. Using video interview software, employers can brand their company as digitally mature, forward thinking and a market leader. Video interviews offer employees a wealth of information and elevate the candidate experience. From their first interaction, employees are welcomed and invited to learn more about your company. Then service members contact your candidates, offering them service and tips for enhancing their video interview. Candidates are shepherded along the entire interview process. It communicates that they are valued and respected. It’s a great start to a winning employer brand strategy.