The Importance of Employer Branding

The term ‘employer branding’ has been gaining significance in HR circles in recent years. In the age of social media and employee feedback platforms, most if not all job candidates search online to get the scoop on companies before deciding whether to work for them. Studies show that 75% of candidates identify a company’s reputation as a key consideration when exploring new career opportunities.1 To strengthen their employer brand, companies have also been investing considerable resources in their Marketing and Communications functions with involvement from some prominent brand ambassadors.

So what is Employer Branding and why is it important?

Companies regularly focus on their consumer brand to enhance how their products and services are perceived by customers with the goal of increasing their reputation and sales. There is a growing recognition that the same level of attention is needed to build a strong employer brand to compete effectively in a competitive job market.

Simply put, the employer brand is a company’s reputation as an employer. It is a key component of the Employer Value Proposition (EVP) for job seekers and employees in exchange for their experience, talent, and skills. Positive employer branding helps to attract and retain quality employees, who are crucial to the success and growth of the business.

What advantages are there for a company with a strong Employer Brand?

1. Employee Engagement and Retention.

A strong employer brand makes employees proud to be part of the organization. They align and resonate with the company’s values and are eager to contribute to the success of the business. The collective pride drives performance and productivity, from senior leaders to new hires, resulting in a more stable and motivated workforce.

In the recently published Philippines Best Workplaces 2021 Insights Report, the statements ‘I want to work here for a long time’ and ‘People look forward to coming to work here’ both garnered an average of 92% from Philippines Best Workplaces, 14 points higher than the average of 78% from Philippines Rest.2

2. Attracting Qualified Job Candidates

Today, job seekers can simply key in ‘great place to work’, ‘best companies to work for’ or ‘top companies to work for’ on search engines to identify those companies with the best reputations. Most everything a job candidate needs to know can be found online and shared on social media. In fact, 86% of workers would not apply for, or continue to work for, a company that has a bad reputation with former employees or the general public.3

Having a strong employer brand gives an organization a strong advantage in the competitive recruitment market. Companies with strong employer brands receive 50% more qualified job applicants1 giving the company the best choices while spending less time and effort in filling open positions.

3. Strong Brand Ambassadors

Your employees have the potential to be your best brand champions. At great workplaces employees have consistently positive workplace experiences across roles and levels.

Recent data on Philippines Best Workplaces show that the statement ‘I would strongly recommend my company as a great place to work,’ garnered an average of 95% from the top 10 Best Workplaces as compared with an average of 83% from Philippines Rest. Their positive experiences translate to good feedback in surveys that help build your employer brand. Happy employees also openly promote their company on social media, brag about their workplace culture with peers, and go the extra mile for their customers. This makes the company stronger without having to spend more on marketing because awareness increases through word of mouth – from your most important evangelists – your employees.

4. Financial Gains & Returns

The benefits of a strong employer brand translate into financial savings through improved recruiting and employee retention including:

  • 50% lower cost per hire at companies with strong employer brands1
  • Best Companies have half the average turnover compared with other companies in their industries1

To further recognize the value of employer branding through the journey of one of Philippines Best Workplaces, and learn how to build your own employer brand from one of Philippines best branding & communications experts, join us on a Two-Part Webinar Series entitled: Why Your Employer Brand Matters in Times of Transition on May 19 and June 2, 2021. Click here to register.

As the global authority in workplace culture, Great Place to Work® has journeyed with many companies for more than 30 years to create a great workplace experience. With our culture-management tool Emprising™, we capture the voices of employees on a digital platform and quantify data that help you determine what makes your company great, differentiate and stand out among a sea of employers.  

Ready to build a strong 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