How Atlassian Builds a Compelling Employer Brand

Placing 6th in the Philippines Best Workplaces™ list for 2021 is Atlassian, a leading provider of collaboration, development, and issue tracking software for teams.

Despite being in a hyper-growth phase, with 1000 new staff being hired globally in 2020 alone, Atlassian did not skimp on their social responsibility during the pandemic. Their Foundation Team was very active in implementing initiatives that helped engage with communities, support frontliners, and help those who were affected by the pandemic and typhoons that battered Eastern Manila and Northern Philippines. Know more about them by downloading the 2021 Philippines Insights Report.

Read for more key lessons on their employer branding strategy in this article.

-GPTW Philippines

When most marketers hear the word “branding,” logos, taglines, product features and intangible aspects of the customer experience come to mind.

Less frequently considered is how employer branding fits into this narrative.

All organizations have employer brands, whether they realize it or not. Whether they intentionally strategize and nurture that employer brand is a different story.

According to a 2019 study from Porter Novelli, nearly 9 in 10 consumers (88%) say they’re more likely to purchase from purpose-driven companies — and 70% of them say they would want to work for those companies.

How the public perceives who you are as an employer – what you value and how you treat your people – is more important than ever.

What is employer branding?

Employer branding is defined by an employer’s:

  • Reputation as a place to work
  • Employer value proposition (EVP)

It’s the impression you get after observing a company’s workplace culture and employee experience.

An employer brand is similar to a consumer brand in that it communicates values and offerings. The difference is that it communicates them towards prospective employees instead of customers.

Building a strong employer brand is crucial to attracting and retaining top talent, particularly in competitive industries and job markets.

And Fortune 100 Best Company to Work For® company Atlassian did just that.

Atlassian’s 3 keys to creating a strong employer brand

Based in Silicon Valley, enterprise SaaS solutions company Atlassian understands the value of a strong employer brand. Their efforts to cultivate one has earned them a competitive edge in recruiting talent among the tech giants of the San Francisco Bay Area.

Austin Romero, Talent Brand Marketing Manager at Atlassian, shares three secrets to how they created a winning and scalable employer brand:

1. Form your employer value proposition (EVP)

An employer value proposition is your brand’s promise to current and prospective employees about the unique upside to working at your organization now and into the future. Your EVP communicates the value you will bring employees if they join your company.

You likely already have everything you need to construct your EVP. Consider:

  • Tangible benefitsThis includes things like equity, benefits and perks of the physical office space.
  • Company valuesFor example, one of Atlassian’s values is teamwork, resulting in an environment where transparent communication and collaboration thrive.

Most importantly, think about your people, the collective culture you’ve created and why a prospective employee would love working there.

Forming partnerships with brands that align with your business’ core values is a powerful tool to reinforce and spread the word about your company’s EVP. (Austin notes that partnering with Great Place to Work® helps tell the Atlassian story)

The key is to think like a marketer – focus on highlighting what would drive a candidate to apply for a job and accept an offer.

2. Create an authentic content strategy

A content strategy that enhances an employer brand is all about how to communicate with prospect candidates during the various stages of the recruitment funnel.

Romero breaks down creating a content strategy in the following steps:

1. Identify your target audience

Using your internal employee survey platform and recruitment software:

  • Analyze your current workforce and prospective candidate database
  • Take note of trends and gaps that you need to fill
  • Determine who your audience is and what motivates them

2. Take inventory

There’s no need to completely reinvent the wheel – you probably already have useful content in your existing marketing collateral.

  • Blog posts
  • Internal playbooks
  • Assets from paid campaigns

3. Craft an authentic narrative

The story you tell about your employer brand must fairly represent what your EVP actually offers. Top-performing candidates are savvy, and will be able to tell if you stretch or distort the truth.

To connect with candidates who have different communication styles and preferences, diversify the content types and media you use to tell your story.

Some examples of effective pieces of content that can communicate your employer brand:

  • Video interviews of employees sharing their expertise and why they love working at your company
  • Blog posts that highlight your culture
  • A social media account dedicated to showcasing what it’s like to work at your company
  • Dynamic visual collateral on your jobs page to highlight workplace recognition and awards
  • Earned media opportunities that feature the CEO and other executives on podcasts and other media publications.

3. Set KPIs to measure your employer brand

Measuring your employer brand validates the effectiveness of your effort, while laying the foundation to scale and grow your culture over time.

To win over the support of stakeholders in your organization, identify metrics that prove ROI.

Some areas to measure include:

  • Digital performanceViews, impressions and engagement on digital assets can be useful. You can also look at campaign performance metrics such as cost per click (CPC), cost per impression (CPM) and click-through rate (CTR).
  • Industry benchmarksYou’re competing with other companies for the best people. Knowing how you stack up against them can be immensely useful.Atlassian sees how they stack up against the competition through benchmarking available to users of Emprising™, our culture management platform.  Emprising enables users to compare their employee survey results to those of companies of similar sizes and industries. It also gives users the opportunity to rank on our national Best Workplaces™ lists.
  • Employee satisfaction and retention ratesYour employee survey results can help you understand and uncover trends in your employee satisfaction and retention rates. These metrics reveal how well your company does at delivering on your EVP — uncovering gaps and areas of improvement.

Now is the time to focus on your employer brand

It’s paramount for businesses to communicate what they are doing for their people in addition to what they do for their customers.

As pandemics and social change shift our realities, the public will remember which companies’ values align with their own.

Contact us today to learn more about how Great Place to Work can help build your employer brand

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