How to Boost Your Employer Brand

XYRIS TAPIA & ANTONIETTE MENDOZA-TALOSIG

Author

We patronize brands that we trust. They impact our lives in more ways than one, and they impact those around us too.

The same goes with an employer brand. When there is an alignment or misalignment between the company’s employee promise and the employee experience, it impacts us in more ways than one. It also impacts the people around us. For instance, when you enjoy your work and you trust the people you work for, it impacts your confidence, creativity, and performance. Thus, it leads to better productivity, customer satisfaction and overall business performance. And trust me, it will also impact your family and friends as they will most likely know whether you had a good day at work or otherwise.

A strong employer brand helps your employees to feel aligned with your company’s values and mission. It ignites a strong collective pride within the organization that drives people to do more – and to do it together.

So how does one create a successful and attractive employer brand?

Here are a few practical steps.

1. Articulate your Employee Value Proposition

What do you promise for your employees to experience throughout their employee lifecycle in your organization? What will make your employees, both new hires and tenured, excited, and motivated to go to work? Your Employee Promise or Employee Value Proposition (EVP) should articulate the unique set of benefits that your employees receive in return for their skills, capabilities, and experiences. This is more than their remuneration as it includes creating a sense of purpose for being a part of your organization, how they resonate with your company’s mission, vision, and values, and their valuable contribution to the wider community.

2. Create Trust and Build a Great Workplace Experience

At the core of a successful employer brand is a great employee experience. Great Place to Work®’s over 30 years of research shows that a great workplace is one where you trust the people you work for, enjoy the people you work with and have pride in the work that you do. The quality of relationships that your employees experience at work is crucial in creating that great workplace experience, and in validating your employer brand.

The GPTW Nine Practice Area is a powerful tool and guide for business leaders and HR professionals to intentionally create people strategies and practices that support your employer brand.

Intentional leadership is a key success factor, and managers must be well supported, so they can achieve their organizational objectives with people who give their personal best and are able to work together as a team – a managers’ definition of a great workplace.

3. Drive Meaningful Employer Branding Campaigns

Technology has empowered the current generation to influence and touch other people’s lives outside office walls and across continents. Social media is a powerful medium for visual storytelling. By asking willing employees to share honest testimonies, to highlight the company’s best performers or share virtual events through recruitment sites and social media platforms, candidates and stakeholders can get a front-row seat on your unique company culture.

Often, Marketing team drives these campaigns using technology and various media platforms. Most stakeholders and jobseekers scope out workplace cultures through employer review sites or social media, so it is imperative to create a compelling, fun, and welcoming content online. With influencers on the rise, there is no need to look farther for one. Your employees who have experienced and validated your employer brand is the best brand ambassador there is!

4. Do a Frequent Brand Check

What do people think of when they hear your company name? What do your employees say about their workplace experience? What do recruiters experience when they represent your company to candidates? If you ask your employees’ friends, families, and network, would they want to work for your company? You must be in tune to the answers to these questions.

Find the pulse of your organization and how your employees associate with your company. Through employee feedback platforms like Emprising™ from Great Place to Work®, your organization can extract these important data in a fast, efficient, and customisable way.

As soon as you establish what is working for you and what is not, you would know where to focus your efforts to build a more ideal employer brand and create interventions for a better employee experience. Remember it is the voice of your employees that determine if your company is a great place to work, and it is they who validate your employer brand.

5. Get Recognized as a Great Workplace

Getting recognized as a top employer or an employer of choice elevates your company name among a sea of employers. Being Great Place to Work®-Certified™ brings you the gold standard of recognition which is recognized worldwide, and the process of being Certified is very easy and straightforward!

Earning recognition allows you positive brand exposure and create strong, lasting and meaningful connection with your audiences. So getting recognized is just not a pat on your back, it also translates to marketable gains.

Still not yet convinced? Read our blog on The Importance of Employer Branding

6. Enjoy the Benefits of a Great Employer Brand

Data shows that having a strong employer brand drives positive rewards in terms of talent attraction, employee engagement and retention. Our Philippines Best Workplaces™ and Great Place to Work®-Certified™ companies can attest to this. Do not miss reading their stories in our 2021 Philippines Insights Report.

Creating a strong employer brand is unique to every company. What’s important is to continually re-assess your employer brand and ensure that your employees have a healthy regard for the company they work for. The journey of being a great workplace is a continuous process with employee experience at its core. By being mindful of the relationships that we cultivate within, it should not be difficult to build and grow a community of brand champions.

XYRIS TAPIA & ANTONIETTE MENDOZA-TALOSIG

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