Does Your Employer Brand Empower Employees?

According to the Bureau of Labor Statistics, 2.7 million people quit their jobs in July 2015.  Those are staggering figures considering there was a net 2.7 million new hires in July.  Part of this is driven by an economy that is increasingly gaining in health and vigor.  And part of it is the realization that employee retention problems have reached an all time high. If your company is having problems retaining employees, it's time to ask yourself why. No amount of surface level "perks" such as air hockey tables and Xboxes are going to keep unhappy employees at their job.  Candidates tell us that what they're really looking for is a sense of empowerment in their job. Does your employer brand communicate you've empowered employees?

Empower Employees with your Employer Brand

Your employer brand is the messaging responsible for attracting or repelling employees.  It is the brand that your employees connect to and either accept or reject as inauthentic. What is your business communicating? These communications can be visual, audio, or in print and they can either be supported by your employees or tanked altogether with employer reviews on social media. If you're seeking to build an employee brand that communicates employee empowerment, try the following tips:

  • Involve employees in the conversation. Candidates evaluating one job offer over another are apt to go looking for current and former employee reviews.  Why not offer opportunities for candidates to contact department representatives to provide information about life inside the company?  This not only empowers employees to become a representative of the company, but it empowers them to become a part of one of the most integral processes in the business.
  • Feature employee contributions. Did your sales team run a 5k to donate to a worthy cause? Did your company then match that contribution?  Try highlighting these kinds of activities on your company's career page and social media channels. Employees appreciate the opportunity to help shape company priorities such as charitable giving. It makes them feel a part of something bigger, a part of the team.
  • Visually communicate how employees drive your business forward. They say a picture is worth a thousand words. Why not feature pictures of employees in action? This can include your team at conferences, trade shows, learning symposiums, thought leadership panels, and more. These pictures show how your business empowers employees to drive business forward.
  • Highlight flexible working schedules.  Many candidates today are looking for flexible work schedules. Changing demands at home often lead parents to seek out flexible options like telecommuting. Including this messaging on your company's career page communicates that your company values empowering its employees.

If you're looking for a great way to enhance your company's employee retention efforts, try adjusting your employer brand to highlight how your business empowers its employees.  This can go a long way towards attracting and retaining the talent you want.

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