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Employer Branding

While it can be tempting for marketers – especially those in charge of branding initiatives – to jump on the health crisis bandwagon today, it is particular important not to forget the end goal of your marketing efforts.

With demand sucked out of the market for most industries and sectors right now, many marketers will fill the time by building campaigns and initiatives that are designed to capitalize on the current market conditions.

But remember, branding, especially your employer brand, is a long-term game.

Don’t change who you are today, to capitalize on something that is a momentary pain, if it adversely affect who you will be tomorrow.

Continue to build sustainable, long-term infrastructures and programs – and continue to invest time and resources into the programs that enable your organization to continue moving in the direction you established, strategically, before this health crisis.

At the end of the day, anything you build today – for today – only has value for a short period of time.  When this crisis is over – and it will be over sooner or later – you will want to look back at the time fondly – having invested in the things that actually help your organization in the future.

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Employer Branding

Because an employer brand is built, primarily, around the employee experience – times of uncertainty and crisis – like the one we’re living through right now with the COVID 19 outbreak mean companies need to be extra careful and extra thoughtful in their marketing and branding efforts as they navigate these choppy waters.

When times are prosperous, levity and promotion can go a long way for a company, and employees are usually more than happy to contribute anecdotes, stories, and testimonials to the positive work culture.

However, when downturns happen, and uncertainty creeps into the psyche of a workforce, employees look for leadership and guidance from the top.

Employer branding shifts from an employee-focused exercise to one of leadership and direction.

Furthermore, other companies and executives look around the business ecosystem for leadership and guidance, too.

So how does your company capitalize?

By not seeking to capitalize. Instead, focus on painting large, visible leadership strokes that are not only visible to your staff – who are really the most important people in this scenario. But in strokes that other companies can look at and receive direction from.

At the end of the day, an employer brand is a company’s reputation. And reputation is a function of all the inputs that go into running a sound, successful organization.

If you find yourself looking around in need of a shining light for guidance? Be that lighthouse for not only your company, but those around too.

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Daily Insights

Bain & Company, one of the Big Three management consultancies and headquartered in Boston, has been widely praised for its employer branding strategies.

Bain & Company is the only company to be ranked to Glassdoor’s Best Places to Work as #1 in four different years, achieving the feat in 2012, 2014, 2017, and 2019, finishing just shy of #1 at #2 for 2020. Bain & Company has a great number of awards for its employer brand strategy and corporate culture.

Bain first captures potential employees on its career page. Instead of taking the stance where employees work for Bain, the company starts by saying “If you’re ready to do more than you think you can do, take a bold step toward Bain and we’ll walk that path with you” promoting a supportive work environment.

Bain & Company introduced Beyond The Bio, a people podcast featuring partners from its organization. Beyond The Bio takes a deep dive into the lives, careers, challenges, and triumphs of some of the extraordinary people at Bain & Company.

Bain allows its consultants to attend a global training session every 18-24 months to learn from worldwide managers and partners and share perspectives with colleagues worldwide, further developing their expertise. Employees get the chance to travel to cities such as Hong Kong, Rome, and Los Angeles for these training sessions.

Bain & Company offers a myriad of programs to create flexibility for its employees. Bain allows the opportunity for externships, global relocation, generous parental leave, extended breaks of two months off work for eligible Bainies, sabbaticals, leaves of absence, and flextime.

Bain & Company holds an annual Blacks and Latinos at Bain summit for its BABS (Blacks at Bain) and LATBA (Latinos at Bain) affinity groups, promoting diversity, inclusion, and collaboration. Bain also hosts a “people” page, where potential candidates can click and read the stories of some of its 8,000+ global employees from different regions in the world, on top of offices pages where candidates can see who the profiles of the people they will be working along with.

Fortune Magazine has described Bain & Company as a person, where “it would be articulate, attractive, meticulously well groomed, and exceedingly charming. It would exude Southern gentility. But it would also be a shrewd, intensely ambitious strategist, totally in control.”

Bain & Company takes an unorthodox approach to employer branding strategies that creates a personal brand where potential employees can gain a relationship with the firm and its employees before the application. Allowing potential employees to visually see life at Bain and how Bain treats its employees has created an employer brand built to sustain time as Bain & Company continues to enjoy success in hiring top consultants.

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Daily Insights

In-N-Out Burger, an American fast-food restaurant chain primarily based in California, has built a monstrous employer brand ranking it amongst companies such as HubSpot, Google, Facebook, and Bain & Company.

In-N-Out Burger has consistently ranked on the Best Places to Work list for the past decade, ranking at #4 for this year, #3 for 2019, #4 for 2018, #7 for 2017, #13 for 2016, #8 for 2015, and #9 for 2013. In-N-Out consistently leads all fast food restaurant chains as one of the best places to work in America.

In-N-Out has become a powerhouse in employer branding, offering its employees a free burger per shift, in-house opportunities for advancement, employee support, paid vacation, a competitive salary, flexibility, tuition reimbursement, and associate discounts.

In-N-Out Burger has two foundations known as the In-N-Out Burger Foundation and the Slave 2 Nothing Foundation. The In-N-Out Burger Foundation helps fight issues such as child abuse while the Slave 2 Nothing Foundation opens paths of freedom to who are enslaved by another person or substance. In-N-Out gives 100% of the money raised to these foundations back, showing the image of a company that not only cares about its employees, but issues in society as well. In-N-Out Burger also has a merchandise store where you can buy In-N-Out clothing and accessories.

In-N-Out continues to chop the charts of employer branding and great food. In-N-Out Burger consistently finds ways to separate itself from competitors through a strategy geared towards promoting the best benefits possible which maintaining competitiveness in digital branding and marketing.

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Daily Insights

CDW Corp., headquartered in Lincolnshire, IL, is a provider of hardware, software, and integrated IT services for business, government, healthcare, and education customers.

CDW-G, a secondary division, devotes itself to U.S. government entities such as educational institutions and non-profit healthcare organizations. This year, CDW-G was recognized as the 10th Best Large Company to work for by Hartford Business. CDW-G has built an attractive employer brand as recognized by Glassdoor, being named to the Best Places to Work list for this year and 2018 for putting culture and mission at its core.

CDW provides an annual President’s Club trip for the company’s top performers, a CelebrateIT program to allow its employees to publicly give praise and recognition to others, and Emerging Leaders program where CDW demonstrates its commitment to the continued professional development of their workers, a Six Sigma program led by an executive coach, a telehealth program, annual wellness screenings, and many more benefits and perks.

CDW captures candidates with its “Life at CDW” page where it promotes team spirit, diversity, employee testimonials, and statements speaking to its employer brand such as “WE WIN. TOGETHER.” And “WE HAVE FUN.”.

CDW has created an innovative, sustainable employer branding strategy to grasp the attention of potential candidates through video storytelling and creative benefits & perks to drive top talent to its brand and slogan “People Who Get It”.

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Daily Insights

HubSpot, a leading developer and marketer of software products for sales, customer service, and inbound marketing for customer relationship management, social media marketing, lead generation, web analytics, and other marketing services was voted #1 as the Best Place to Work by Glassdoor in 2020.

HubSpot has numerous awards, being named to the Best Workplaces for Women in 2019 list, named the #1 Company for Employee Happiness by Comparably, and named to the Best Workplaces in Europe in 2019.

HubSpot created The Culture Code, a slide deck that is updated periodically. HubSpot titles it as “Culture Code: Creating a Lovable Company”.

HubSpot describes its employees as having HEART: Humble, Empathetic, Adaptable, Remarkable, Transparent. The Culture Code explains what culture is, why HubSpot obsesses over culture, and why culture is important in running a great organization.

HubSpot places a value on transparency with its employees and providing opportunities for growth for their employees. Everyone in the office shares information, knowledge, and ideas, including the C-Suite. HubSpot speaks of the importance of diversity, respect, family, and working autonomously.

One of the biggest perks that HubSpot is known for Is the allowance of remote work for its employees, non-traditional work hours, and unlimited vacation days. HubSpot wants its employees to understand that personal and professional growth are just as important as business growth, and does so through a strategy that respects the time and values of its employees.

97% of HubSpot’s employees recommend HubSpot as a place to work, and the company boasts a 4.8 star rating based on feedback and employee reviews.

HubSpot’s strategy is a people strategy, one that is open to feedback and putting the employee first before business. As a result, HubSpot has enjoyed great business success, and, if sustained, will continue to attract top talent to its brand.

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Daily Insights
Consigli, the Massachusetts-based construction company and general contractor, has developed numerous impressive employee initiatives that have become the building blocks to establishing an employer brand designed to attract and hire top talent, while hanging onto the company’s robust workforce.

Consigli has been able to attract top talent to its organization by offering a hard-to-beat, best-in-class benefits package – all in an effort to drive trust and confidence in job seekers and candidates.

Just recently, Consigli introduced an Employee Stock Ownership Plan (ESOP) to all of its full-time employees with at least 1,000 hours under their belt that allows them to gain an ownership stake in the company. In addition, Consigli offers all of its employees health and wellness services, a 401k plan with company match and Roth option, 529 College Savings Plan, company-sponsored life insurance, amongst many other benefits and perks. Employees enjoy half-days on Fridays through the summer and PTO for volunteer work, vacation/sick/personal time, as well as paid holidays and maternity/adoption leave.

One of the most beloved perks of working at Consigli is the company offers its employees reimbursement for all parking expenses and a parking pass. Additionally, Consigli University was announced as a winner in Training Magazine’s Training Top 125, a worldwide ranking of organizations that excel at training and human capital development in corporate training. Consigli University offers more than 10,000 hours of training through over 150 classes from subjects such as OSHA certification and safety protocol to LEED accreditation, estimating, and software training, offering the latest in software tools and trends.

Consigli understands that employer branding has taken a new meaning in today’s workforce as top talent tends require a comprehensive benefits package in addition to a competitive salary. Investing in employee initiatives and creating effective ways to attract talent through a well-designed benefits program will ensure the placement of high potential employees, creating a healthy environment for growth and furthering the overall mission of the organization.
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Employer Branding
Employee engagement is the overall commitment of an organization’s employees to its mission, goals, and value. It is viewed as the emotional and mental connection with an employee and his/her employer, work, and workplace activities.

Employee engagement at its highest level is a driver of employee participation, employee commitment, and employee motivation. This helps push the organization further towards its business goals as employees give their greatest efforts each and every day.

What are the Main Components of Employee Engagement?

Employee Engagement encompasses several different aspects of what makes an organization successful. Some of the main components of employee engagement include:

Leadership/ Working relationships with Peers, Managers, and Subordinates

The relationship between employees, their peers, their subordinates, and leadership should be meaningful and encouraging. Giving employees praise and feedback on their work has been shown to increase their efficiency and engagement in the workplace.

Internal Employee Communications 

Employees must be able to communicate, interact, and express their thoughts, feelings, and ideas freely with coworkers and leaders. An open-door policy should be established and communicated to the employee early in the hiring process where they will be made aware they can voice their concerns or opinions at any time they feel it necessary.

Creating a communicative environment builds trust, straightforwardness, and ultimately encourages employees to be more participative.

Company Mission and Core Values

Employees must have a clear company mission and core values to model their behaviors after. Instilling in employees the importance of your organization’s mission and core values are a key aspect in encouraging engagement.

Culture

One of the most important components of employee engagement. Strive to create a fun, friendly workplace culture that encourages employees to engage and be at their best at all times.

Rewards and Recognition

Employee appreciation is a huge factor in employee engagement.

Over 75% of employees have noted that with more recognition and appreciation for their good work, they would work harder. Creating a rewards program and including formal recognition for a job well done in the form of gift cards, company acknowledgments, and awards will influence the behaviors of every employee in the workplace.

Personal and Professional Development/Career Advancement

Creating opportunity and space for your employees to grow in a personal and professional manner will encourage hard work and engagement. In addition to this, employees develop knew skillsets that can be beneficial to business growth.

Corporate Social Responsibility 

67% of employees regard business social and environmental responsibility as essential when choosing the right employer. Corporate social responsibility should be at the forefront of employee initiatives as engagement levels are reportedly twice as high when employees be a part of an organization making positive changes in the community.

Impact of Attrition on Employee Engagement

Attrition is the reduction of the workforce due to resignation or retirement without plans to replace the vacant positions. Attrition has a direct effect on the engagement of employees in the workplace.

An Organization’s Attrition Rate = Number of Attritions/Average Number of Employees x 100

If the attrition rate is higher than 10%, your organization would need to figure out the kind of employees the organization is losing and to check to see if there are an solutions in order to decrease the rate. Attrition has a direct effect on the engagement of employees in the workplace as it can also lead to more well performing and engages employees leaving your organization. Investing in employee engagement helps you decrease attrition rates.

How Important is Employee Engagement to the Organization?

Employee engagement reduces employee turnover, increase employee productivity, increase organizational success, increase efficiency, and creates a positive workplace attitude. These should all influence and reinforce one another, creating a heightened sense of loyalty and pride in working for your organization.

The Importance of Employee Feedback

In the organizational scheme of things, employee feedback can potentially have a positive impact on your organization’s business. SHRM researched that 70% of employees are empowered to take action at work when a problem or an opportunity comes about as having a big impact on their engagement as employees. Employee feedback can lead to important changes in management style and workplace practices that can ultimately benefit your company and create an environment where more growth of the employees can be fostered.

Measuring Employee Engagement

In order to make a concentrated effort in refining employee engagement in the workplace, you must identify areas in which your organization can improve through accurate measurements of engagement. The trick in identifying employee engagement measurements is that it’s not seen on paper. Taking the time in creating a measurement strategy for employee engagement at the workplace is key in promoting the growth of your business.

Employee Engagement Measurement Strategy

Surveys are one of the best strategies in measuring employee engagement. Some examples of the most common questions that are seen in employee engagement surveys are:

My manager provide me with the tools I need to succeed.
I would recommend my company as a great place to work.
I rarely think about looking at employment at another company.
I receive recognition for my efforts at work.
I am happy working here.

Providing employees with the opportunity to anonymously voice their opinion once or twice a year allows organizations to pinpoint problem areas and workplace issues that get in the way of a healthy, motivating work environment and immediately correct them.

Tips in Having Healthy, Engaging Employees

There are stats that show the benefits of creating an engaging work environment for your employees to engage, commit and grow. Here are some tips and benefits. Provide better perks to your employees, as 37% of employees say that better perks will help them stay more engaged at the office.

Take the time and effort to invest in your employer brand as companies who have great employer brands are 130% more likely to see an increase in overall employee engagement. Create a culture that supports your mission, which leads to a 40% higher rate of employee engagement.
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