RedPeg Logo
a
a
a

One Brand to Rule Them All: Employer Brand

March 2024
  • Only 20% of US employees are extremely satisfied with their workplace  
  • To set the stage for a successful and loyal talent pipeline, brands need to focus on employer branding efforts 
  • A solid foundation of employer branding includes: 
  • Providing opportunities for skills development and ongoing learning, while also communicating clear career paths within the company 
  • Celebrating employee achievements through various channels, fostering a culture of appreciation 
  • Implementing diversity, equity, and inclusion in the workplace with initiatives and groups that support all parts of the employee lifecycle  
  • Showcasing these efforts on your website and social media, indicating a commitment to fostering a sense of togetherness in the workplace 

In the contemporary job landscape, where attracting and retaining top talent is a perpetual challenge, a robust employer brand cannot be overstated. Beyond the allure of a corporate brand, it is the nuanced narrative of what it’s like to work within an organization that sets the stage for a successful and loyal talent pipeline. According to Gallup, as of November 2023, only 20% of US employees are extremely satisfied with their workplace.  

In this Direct Hit, we explore the intricate strategies of employer branding, drawing insights from recent studies and expert opinions. 

FOUNDATIONS OF STRONG EMPLOYER BRANDING

At the heart of every thriving organization lies a well-defined employer brand, a narrative that goes beyond profit margins and market share. It’s about crafting an identity that resonates with employees and clients alike, fostering engagement and loyalty, and ultimately, reducing turnover and securing steady business growth.  

The first step in the journey of employer branding is to define what the employer brand represents. In essence, the employer brand encapsulates the essence of working within a company. It’s not merely a marketing gimmick but a dynamic force that influences brand perception.  

THE BLUEPRINT FOR EFFECTIVE EMPLOYER BRANDING

1. Professional Development 

One of the cornerstones of a compelling employer brand is the emphasis on career development. Research by PeopleKeep shows that 61% of surveyed employees value professional development benefits in the workplace. However, only 40% of employers offer them.

  • Strategy: Provide opportunities for skills development and ongoing learning, while also communicating clear career paths within the company. 

CASE STUDY: LPGA 

The Ladies Professional Golf Association (LPGA) held its “Be GREAT” 2024 Summit at Lake Nonna, Florida with the central focus of the three-day summit being a targeted two-hour Team Building workshop designed to enhance communication and critical thinking skills among the participants. The workshop unfolded in three distinct phases:

LPGA Be Great 2024 SummitIn Phase 1, participants engaged in thought-provoking conversations through interactive ice-breaking exercises, crafting cohesive outcomes to strengthen team bonds.

Phase 2 immersed participants in a scenario tailored to the brand, emphasizing critical thinking and communication skills.

Phase 3 introduced a physical component to mental challenges, with a subsequent debrief allowing participants to share insights into planning and execution.

The closing highlighted the standards of being a GREAT Teammate, emphasizing shared values, collaboration, communication, support, and teamwork, while also underscoring the importance of individual accountability in contributing to overall team success. 

2. Recognition & Appreciation

A strong employer brand recognizes and celebrates the contributions of its employees. According to Zippia, 69% of employees would work harder if they felt their efforts were better recognized.
 

  • Strategy: Showcase achievements through various channels, fostering a culture of appreciation.  

CASE STUDY: OBSIDIAN 

Obsidian Entertainment created a special employee recognition program, offering unique collectible gifts based on their gaming legacy.

Obsidian Employee Recognition program giftEmployees reaching milestones at 5, 10, 15, and 20 years received presents tailored to their years of service, inspired by the company’s diverse games, and categorized into three-character classes. The founders, commemorating two decades of success, received exclusive gifts, symbolizing individual and collective achievements.

This thoughtful recognition program celebrated employee loyalty and served as a tangible testament to the company’s rich history and ongoing commitment to fostering a vibrant and appreciative work culture. 

3. Belonging through Inclusive Initiatives

In a world that values diversity and inclusion, employee resource groups (ERGs), business resource groups (BRGs), and wellness groups play a pivotal role. According to Forbes, 75% of leaders saw their DEI investments as having a very positive impact on their business’s competitive position, 54% percent of organizations with ERGs reported an increase in a sense of belonging and community, and 14% saw an increase in retention (FastCompany). 

  • Strategy: Implement diversity, equity, and inclusion in the workplace with initiatives and groups that support all parts of the employee lifecycle and showcase these efforts on your website and social media, indicating a commitment to fostering a sense of togetherness in the workplace.  

CASE STUDY: VW ERG SUMMIT 

To enhance engagement and participation in their Employee Resource Groups (ERG), Volkswagen America’s executives held a comprehensive summit. Beginning with strategic invites and a pre-event survey, the summit’s brand identity, centered around the thematic element of “Harmony,” was meticulously crafted for a cohesive experience. 

The program and run of show were thoughtfully designed to foster two-way dialogue and real-time engagement, ensuring a dynamic and informative experience for all attendees. The event served as an educational platform and a catalyst for reinforcing harmony within the Volkswagen America community. 

PITFALLS TO AVOID

In the pursuit of a compelling employer brand, organizations must be wary of common pitfalls that can hinder their efforts. One such pitfall is the tendency to demand too much from employees, creating unrealistic expectations that may ultimately lead to dissatisfaction. 

The narrative of employer branding is also not immune to unexpected upheavals, whether through changes in leadership, mergers, or other significant shifts. Communicating transparently during these challenging times is essential to maintaining brand integrity. This emphasizes the role of leadership in guiding the narrative during times of uncertainty and confusion, ensuring that employees and external stakeholders receive consistent and clear information.  

CONCLUSION

In the dynamic and ever-evolving landscape of employee loyalty and retention and talent acquisition, the importance of a well-crafted employer brand cannot be overstated.

These strategic steps, coupled with transparent communication about the company’s mission and values attract the right kind of hires for your culture, resonate with employees on a deeper level and ultimately lead to employee loyalty and longer tenures.

As organizations navigate employer branding, they have the opportunity not only to shape the perception of their workplace but also to contribute meaningfully to the broader narrative of building a brand that’s attractive to talent as well as clients. 

Learn more about how we can help you build and add value to your employee experience!

Want more of The Direct Hit?