Measuring the Effectiveness of Your Employer Brand

XYRIS TAPIA

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During this critical time, more companies are focusing on building their employer brand. It is proven that having a people-centric approach in this evolving business landscape create positive impact on workplace culture, company reputation and in achieving business goals. If you watch our Philippines Best Workplaces™ 2021, you will realize that certain companies laid out these goals even before the pandemic and successfully achieved them.1

At Great Place to Work® we see a clear connection between a strong employer brand and the success of an organization. Aligned with our mission of building great workplaces For All™, Great Place to Work® is honoured to partner with a community of companies that have successfully built strong employer brands. By providing our proprietary tools and the guidance of our experienced culture coaches, these companies created effective strategies to stand out as employers of choice.

Our analysis and research have led us to narrow down the factors that ultimately highlight the effectiveness of a strong employer brand with metrics that companies typically have in place. Here are what we see as common outcomes:

           1. Steady stream of employee referrals

Data gathered from Philippines Best Workplaces™ 2021 show that in every employees in best workplaces would ‘strongly endorse their company to friends and family as a great place to work.’2

Employees that are deeply satisfied with their workplace experience are happy to recommend their company at every opportunity. They are more likely to be enthusiastic about joining brand campaigns, endorsing their companies on social media and would also openly write glowing reviews on feedback portals. By igniting this strong sense of pride and forming their tribe of effective brand champions, these great workplaces are organically reinforcing their employer brand.3

Employee referrals have been shown to reduce the cost of hire by quickly filling up open positions with qualified candidates, thereby improving the productivity of the workforce, and reducing advertising costs.5

           2. High employee engagement & retention

Employees want to be associated with a great employer brand which translates to higher retention. They resonate with the company’s mission, vision and values. It also provides them with a sense of purpose and being part of an ‘extended family’. Recent data shows 50% less employee turnover at Fortune 100 Best Companies, as compared with the rest.4

Philippines Best Workplaces 2021 date also show that 9 in every 10 employees in best workplaces would ‘want to work here for a long time,’ and ‘feel that their work has special meaning. It is not just a job.’2

Workplace culture cannot be fabricated. A great workplace is one where they trust the people they work for, enjoy the people they work with, and have pride in what they do. A critical measure of a company’s employer brand is that employee experiences are consistent with the kind of employer you say you are. With Emprising™, Great Place to Work®’s proprietary survey platform, organizations can track the pulse of employee experiences through surveys that identify factors that may be positively or negatively impacting the workplace culture and it likewise shows how employee experiences evolve over time.

           3. Meaningful recognition won

Being recognized as a great workplace elevates the company’s reputation and results in jobseekers coming directly to you – accelerating talent attraction and creating a strong differentiator among a sea of competitors.

Data shows that 75% of jobseekers consider an employer’s brand before applying4 , and most of them refer online to find what they are looking for.

There are several award-giving bodies that recognize great employers in the Philippines and in the region. What differentiates Great Place to Work-Certification™ is it is the employees who determine if their company is indeed a great workplace. As soon as they are GPTW-Certified™, workplaces can automatically use their Certification badge to drive campaigns and celebrate the great workplace culture that they have achieved.

Given these proven outcomes, building your company’s employer brand is no doubt a meaningful endeavour. Your company can map out more defined metrics throughout the course of building and adapting one’s employer brand, but you can start with these 3 simple measures of effectiveness and continue to work on how to grow your employer brand further.

Now is the perfect time to start the journey and drive your team to becoming Greater. Get Great Place to Work-Certified™ today.

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