How to Live Your Employer Brand Inside Out

LIZELLE FESTEJO

Author

  • Successful employer brands tell their culture story from the inside out, and the best storytellers are your people.

    When you can tell the story of your company culture through the genuine experiences of your employees, your employer branding is “inside-out.” Because, if employees are having a great experience, you don’t need to search any further than your own people to establish an authentic and sustainable employer brand.

    Recently, my colleague Raven Tolbert explained the importance of building a strong employer brand for attracting and retaining top talent, with some excellent advice from Fortune 100 Best Company to Work For® company, Atlassian.

    Our research reveals that when employees like their company, they’re 149 times more likely to recommend their workplace to others – truly inside-out storytelling!

    Here are four ways to communicate your employer brand from the inside out:

    1. Share how employees are living out your company mission and values

    Don’t bottle away how you ensure all employees experience your mission. Share the stories of how individual people are living out your values daily – beyond your company walls. Transparency brings strength and authenticity to what your organization projects to the world.

    For the last 23 years, the Wegmans grocery store chain has been named to the Fortune 100 Best Companies to Work For. One of the company’s values is, “We care about the well-being and success of every person.”

    We interviewed Wegmans about how they are protecting their frontline workers during the pandemic and it is clear that employee well-being is top-of-mind.

    Extra breaks, daily team huddles, and making employee recognition part of every day are just a few ways the company protects employee wellbeing.

    How Wegman’s values “the success of every person” can be told through the company’s Employee Scholarship Program.

    Wegmans publicly announced, even amidst the pandemic, 1,842 new employee scholarship recipients in 2020. This brings their total of $5 million in tuition assistance to both new and returning scholarship recipients during the 2020–2021 school year.

    After college, some of their scholarship winners pursue a new field, taking their Wegman’s experience with them. But many of Wegman’s grads choose to pursue a career within the organization.

    97%
    “This is a physically safe place to work”
    96%
    “I am given the resources and equipment to do my job”

    Given our battle against a global pandemic during 2020, it is unsurprising that efforts to make workplaces safe were amongst the initiatives that employees appreciated the most. Likewise, it is heartening to note that Filipino employers went out of their way to ensure the safety of their people. The Trust Index© survey results show that these two statements are two of the highest scoring statements, with 97% and 96% of employees indicating their consistent positive experience of these issues at Philippines Best Workplaces™ 2021.

    Source: Philippines Best Workplaces Insights Report 2021

    2. Partner with like-minded organizations

    Each year, Great Place to Work sponsors the Black Joy Parade in Oakland, California – a yearly celebration of Black cultural influence on our past, present and future.

    We look forward to this event each year because it lets us connect with our local community and people who share a mission similar to ours. That is, the mission to build a better world by helping organizations become great workplaces for all people.

    Great Place to Work® Philippines is delighted to collaborate with our community of GPTW-Certified™ companies, in reaching out to disadvantaged communities and provide support to our fellow countrymen who were greatly affected by the Covid-19 pandemic. Focusing on our charity of choice, the Yellow Boat of Hope Foundation, the GPTW community raised resources to support its Covid-19 response program, called ‘Educational Hub’ or ‘E-hub.’ These e-hubs provide students and teachers in the mangrove villages of Layag-Layag, Zamboanga with laptops, stable internet, printers and supplies that will cater to their educational needs despite the limitations the pandemic has brought.

    3. Connect your brand ambassadors with the community

    Often, it’s efforts at the grassroots level – where employees are serving their community or connecting with customers – that have the most lasting impact on your employer brand.

    Restaurant chain MOD Pizza prioritizes employer branding by assembling an “All Star” team of enthusiastic hourly workers to travel the country to help open new restaurants and share its unique culture with new employees.

    MOD Pizza also builds relationships between its teams and local nonprofits by donating their profits from the grand openings of new locations. They also donate profits from the week of Thanksgiving at locations all across the country.

    The results of these efforts is that employees at MOD Pizza find genuine satisfaction in serving customers:

    “What makes me love working here are the return customers,” said one MOD team member. “And putting a smile on their faces when you remember their usual order or just remembering their name.”

    Even while committing great emphasis towards the wellbeing and needs of their staff, Philippines Best Workplace list-maker and now, Asia’s Best Small and Medium WorkplaceCanva equally devoted as much energy towards assisting the community.

    One of their most inspired initiatives was the provision of free Canva accounts for teachers and non-profits. With thousands of applications coming in daily, they already had 219,000 teachers and students signed up for their ‘Canva For Education’ and over 70,000 Non-Profits registered in their Canva for Nonprofits programs.

    Canva Philippines Great Place to Work Certified
    Canva Philippines Great Place to Work Certified

    4. Empower your employees to amplify company award wins

    There’s nothing more genuine than seeing employees express exuberance for their company’s success. Employees’ words of affirmation also validate the hard work you’ve done building your company culture.

    For companies that have earned a Great Place to Work-Certification™ for their company culture, the sharing doesn’t need to stop with getting the branded badge.

    Melanie Hopkins, our own social media maven, says that the secret is in simplicity. “The easier you make it, the more likely your employees are to amplify your messaging. Give them a photo and write some simple copy-and-paste text your employees can use on their social media to express their pride in your organization.”

    We just celebrated our Certification Nation Day– a day when the entire Great Place to Work-Certified community came together on social media to recognize employees that drive culture forward and celebrate the tremendous accomplishment of getting #GPTWcertified. Check out how we celebrated this global event here.

    Regardless of what stage your organization is at on the workplace culture journey, we invite you to consider how to tell the story of your journey through the experiences of your employees.

    Want to get recognized for your company culture and build a better employer brand?

LIZELLE FESTEJO

Author

Great Place To Work identifies Best Workplaces™ in Asia by surveying over 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 over 4.7 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 Greater China (including China, Hong Kong and Taiwan), India, Indonesia, Japan, Kuwait, Philippines, Qatar, Saudi Arabia, Singapore, South Korea, Sri Lanka, UAE, Vietnam during 2021 or early 2022.

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.

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.

For All™ Methodology

Great Place To Work, the global authority on workplace culture, determined the Philippines Best Workplaces™ 2023 List by conducting annual workforce studies through our Trust Index Survey™ and Culture Management platform Emprising®, representing the voices of over 450,000 employees across the Philippines.

Employees responded to over 60 survey questions describing the extent to which their organization creates a great place to work For All™, meaning that the company empowers all individuals to reach their full human potential. Eighty-five percent of the evaluation is based on what employees report 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. We analyze these experiences relative to each organization’s size, workforce makeup, and what’s typical in their industry and region. The remainder of the evaluation is an assessment of all employees’ daily experiences of the company’s values, people’s ability to contribute new ideas, and the effectiveness of their leaders to ensure they’re consistently experienced.

To ensure surveys truly represent all employees, we require enough people in each organization to respond that results are accurate to a 95% confidence level and 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.

For All™ Methodology

Great Place to Work, the global authority on workplace culture, determined the Philippines Best Workplaces™ 2022 List by conducting annual workforce studies through our Trust Index Survey™ and Culture Management platform Emprising®, representing the voices of over 130,000 employees across the Philippines.

Employees responded to over 60 survey questions describing the extent to which their organization creates a great place to work For All™, meaning that the company empowers all individuals to reach their full human potential. Eighty-five percent of the evaluation is based on what employees report 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. We analyze these experiences relative to each organization’s size, workforce makeup, and what’s typical in their industry and region. The remainder of the evaluation is an assessment of all employees’ daily experiences of the company’s values, people’s ability to contribute new ideas, and the effectiveness of their leaders to ensure they’re consistently experienced.

To ensure surveys truly represent all employees, we require enough people in each organization to respond that results are accurate to a 95% confidence level and 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.

Categories:
These organizations’ assessment is based 100% on employee responses to the Trust Index survey.

  • Small 10-99 Employees

For larger organizations with more than 100 employees, we also use our Culture Audit™ tool, asking organizations to share with us their practices, policies, and programs to create a great workplace For All™ and evaluate the approach they take.

  • Medium 100-999 Employees
  • Large 1000+ Employees

Why do you say in one place your national list scoring is based on 85%/15% and in another place that it is 75%/25%?

We are explaining two different things:
1.  The criteria we evaluate

  •  85% concerned with Trust and Maximizing Human Potential and
  • 15% concerned with everything else

2.  Where the data comes from

  • 100% Trust Index for organizations with less than 100 employees
  • 75% based on the Trust Index survey analytics and 25% based on responses to the Culture Audit for organizations with more than 100 employees.
For All™ Methodology

Great Place To Work, the global authority on workplace culture, determined the Philippines Best Workplaces™ 2023 List by conducting annual workforce studies through our Trust Index Survey™ and Culture Management platform Emprising®, representing the voices of over 450,000 employees across the Philippines.

Employees responded to over 60 survey questions describing the extent to which their organization creates a great place to work For All™, meaning that the company empowers all individuals to reach their full human potential. Eighty-five percent of the evaluation is based on what employees report 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. We analyze these experiences relative to each organization’s size, workforce makeup, and what’s typical in their industry and region. The remainder of the evaluation is an assessment of all employees’ daily experiences of the company’s values, people’s ability to contribute new ideas, and the effectiveness of their leaders to ensure they’re consistently experienced.

To ensure surveys truly represent all employees, we require enough people in each organization to respond that results are accurate to a 95% confidence level and 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.

Categories:
These organizations’ assessment is based 100% on employee responses to the Trust Index survey.

  • Small 10-99 Employees

For larger organizations with more than 100 employees, we also use our Culture Audit™ tool, asking organizations to share with us their practices, policies, and programs to create a great workplace For All™ and evaluate the approach they take.

  • Medium 100-999 Employees
  • Large 1000+ Employees