Marketing As Enabler For Employer Branding

Xyris Tapia

Author

“Which comes first, improving your employee experience or creating your employer brand?”

This was one of the questions raised during the recently concluded first session from our webinar series on Employer Branding entitled ‘Marketing as Enabler for Employer Branding,’ led by GPTW Philippines’ Managing Partner, Antoniette Talosig, and with Catherine Ileto as guest speaker. This session was intended for Communications and Marketing leads who are keen to build strategies in making their companies an employer of choice.

Catherine Ileto is a well-respected figure in the Philippine business community, primarily for being one of the key enablers of the IT-BPM industry and for engaging global analysts to attract global companies and shared service centers to set foot in the Philippines. Her vast experience ranges from Media to the Healthcare and ICT industries, taking on Corporate Communications and Marketing Lead functions. And just recently, Cathy was sworn in as elected Board of Trustee and Director of the Public Relations Society of the Philippines.

This webinar was well-received, with over 150 registrants from various industries including Education, Manufacturing, Retail, Hospitality, Financial Services, Insurance and even government institutions. This goes to show that the topic of ‘employer branding’ is now of primary interest among organizations, especially since we have moved from offices to the virtual space.

The one-hour session was very engaging, informative, and insightful, as Toni Talosig and the audience themselves raised compelling questions for Cathy Ileto to address. I, myself, had a few realizations after listening to this dialogue, and indeed, there are many things to consider when you wish to build or strengthen your employer brand.

Here are my key takeaways:

For organizations to create an effective employer brand, they must do the following:

Align the external brand to the internal brand.

It is important to connect your people to your company’s mission, vision, and values. And this can be done by establishing a sense of purpose for the services the employees provide or the products they produce. Likewise, it is also important to highlight the value that employees bring to the community by showing how the company is involved in social responsibility and sustainable government programs.

Cathy Ileto quoted a passage from the book Living the Brand by Nicholas Ind which says, “Employees flourish in the organization where they identify with the brand. Organizations flourish when the brand has purpose and meaning.”

Create your team of employer brand champions.

Cathy Ileto points to the CEO, CHRO and the Marketing/Communications people as the main employer brand champions.  The company chief acts as executive sponsor, while the CHRO and Communications Lead work hand in hand to ensure a great workplace experience such that the employees are proud and inspired to contribute and represent their company. Managers also play a pivotal part in rallying their respective teams and serve as role models that their employees can emulate. They are the main communication lines and must show authenticity and care when reaching out to their staff, creating an indelible ecosystem of trust, respect and camaraderie.

A question was raised from the audience on how to build the employer brand given limited resources.  Cathy Ileto’s response to this was for the company to look for their ‘tribe of brand ambassadors’.

Employees will always resonate with how they are being treated by their employers. By extending care packages, providing for health and wellbeing, and opening communication lines and interest groups, employees will feel connected with the heart of the company itself. Transparency, accountability, and honest communication is also vital in explaining challenging situations. Most importantly, it is essential to identify who your key influencers are. Convene them and communicate how to best advocate for the company, so they can build and increase the tribe of brand ambassadors.

Have people practices that actualize your employer brand.

Defining your employer brand or employee value proposition (EVP) is unique to every organization, so their needs to be strong alignment between HR and Communications in this regard. Cathy Ileto shared how Great Place to Work®’s Nine Practice Areas has been her valuable reference in creating these strategies, acting as her compass in enhancing the employee experience and articulating the company’s employee promise.

The Nine Practice Areas are cornerstones from which the employee experience of great workplaces is measured upon. It serves as an effective guide for managers as they shape the employee experience that they envision for their organization.

Conduct frequent brand audit.

Given the circumstances brought about by the global pandemic, it is even more crucial to listen to the voices of your employees. Cathy Ileto shared that it is imperative to remain relevant with employees’ needs, in order gain their trust. Localization of broad themes such as recognition and team celebrations may often need looking into, to drive engagement as well.  Every company must regularly review which strategies are working for them, and which are not.  Emprising™, Great Place to Work®’s proprietary survey platform, has been a very useful and insightful tool in getting employee feedback in real time and feeling the pulse of the organization.

With all these crucial steps in building a sound employer brand, when is the best time to start working on it?  Cathy Ileto says, “the best time is now!”

Especially in the era of a ‘disrupted workplace’ where employees are feeling a myriad of challenges, now is the best time to start creating your organization’s unique employer brand; one that serves as a dependable anchor in times of seemingly endless transitions.  Knowing that someone, their company, has their back will be a great source of reassurance, and this in turn impacts productivity.

Getting GPTW-Certified™ is the first step in this journey, as it does not only provide recognition opportunities, but likewise the guidance and support of culture experts.  It is also easy to deploy and available year-round. To find out how to be GPTW-Certified™, follow this link.

Xyris Tapia

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