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How do you develop and maintain a positive employer brand?

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A positive employer brand is the reputation and image of your organization as an employer. It reflects how you treat your employees, what you offer them, and how you communicate your values and culture. A positive employer brand can help you attract and retain talent, increase engagement and productivity, and enhance your competitive edge. But how do you develop and maintain a positive employer brand? Here are some tips to help you.

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1 Define your employer value proposition

Your employer value proposition (EVP) is the unique set of benefits and opportunities that you offer to your employees. It should align with your organizational goals, vision, and values, and differentiate you from other employers. To define your EVP, you need to understand your current and potential employees' needs, preferences, and expectations, as well as your strengths and weaknesses as an employer. You can use surveys, interviews, focus groups, or online reviews to gather feedback and insights. Then, you can craft a clear and compelling statement that summarizes your EVP and use it as the basis of your employer brand strategy.

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Krystal Speed, SPHR, Fractional Chief People Officer

LinkedIn Top Voice | CEO @ Your HR Strategist | Strategic HR for Scalable Growth
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Starting with your organization's "why" is key to developing your EVP. Some questions I like to help leaders answer to build this include: -Why was our organization started? What problem do we seek to solve? -What makes us the best team to solve this problem? -What are our core values? How do they guide our decisions, actions and practices? -How will individuals/communities/the world be better off as a result of the work that we do? These answers provide a great foundation for developing your EVP to attract, retain and grow great team members and position you as an employer of choice.

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Heather Gift

Veteran Advocate | Recruiting | Employee Networks | Leadership Training
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As a person deeply invested in culture and ensuring employees feel seen, heard and valued. One of the most valuable things employees can help to deliver an organization is an understanding of how they are part of something larger than just their individual role. When we think about the work of employees in an organization it takes many people working as a collaborative and communicative force to ensure a deep product understanding, delivery on goals and metrics, and engagement with the crafting of the business story or driver that is created. Employees craft the business story everyday in how they engage.

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2 Communicate your employer brand consistently

Once you have defined your EVP, you need to communicate it consistently across all your internal and external channels. This includes your website, social media, job boards, career fairs, newsletters, blogs, podcasts, videos, and any other platforms where you interact with your current and potential employees. You also need to ensure that your messages are consistent with your actions and policies, and that you showcase your employer brand through real stories, testimonials, and examples of your employees' experiences. You can also use employee advocacy programs to encourage your employees to share their positive feedback and referrals online and offline.

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Dimitra Dimitropoulou

HR & Marketing Leader passionate about using AI for good | EU & NA Markets | DEIB Champion | Speaker | Mentor
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In addition to communicating your EVP consistently across various channels, it's important to ensure that the message/content is tailored to your target audience. For example, you can use LinkedIn, Glassdoor, Indeed and other similar channels to share your EVP to reach and attract potential employees, and intranet sites and other similar channels to connect with current employees. Creating content that's tailored to who your audience is will help ensure the content is well-received and effective in communicating your EVP.

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3 Engage your employees and candidates

A positive employer brand is not only about what you say, but also about how you make your employees and candidates feel. You need to engage them throughout their journey with your organization, from the first contact to the last. You can do this by providing a positive candidate experience, such as responding promptly, giving clear instructions, providing feedback, and showing appreciation. You can also provide a positive employee experience, such as offering recognition, rewards, training, development, feedback, and support. You can also involve your employees and candidates in your employer brand activities, such as asking for their opinions, inviting them to events, or co-creating content.

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Tamica Sears

Executive Coach | Fractional HR Leader| DisruptHR Host Building Healthy, Profitable, & Inclusive Workplaces
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Waiting until you get a negative Glassdoor review to do something about your employer brand is too late. Make sure to find out from your employees what they think of you, and what their friends and family think of you early and often. You can't fix a problem if you don't know that it exists so don't assume that just because you think things are going well that things actually are. And when you do get a negative review, remember that your response is part of your brand as well. How you respond will let people know how you will respond to feedback that they may have for you. If you respond harshly, you may be doing more damage than you think.

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Dorothy Hill
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We must remember that employees, once they step outside of the office, are individuals just like us. Some face everyday hardships and needs that need to be addressed. We need to welcome employees to utilize the Employee Assistance programs, discuss with someone in HR what the issue(s) are and what the company can do to assist. Maybe just invite financial managers to be available inside your doors to discuss such issues to be addresses, or someone from social services to assist those now "raising" their parents, and other issues that everyone faces. When someone helps, the individual feels much less stress, hopefully happier and becomes an employee who shares their happiness at work.

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4 Monitor and measure your employer brand performance

To maintain a positive employer brand, you need to monitor and measure its performance regularly. You can use various metrics and indicators, such as employee satisfaction, retention, turnover, engagement, referrals, productivity, quality, customer satisfaction, revenue, etc. You can also use tools and methods, such as surveys, polls, analytics, audits, reviews, ratings, etc. to collect and analyze data and feedback. You should compare your results with your goals, benchmarks, and competitors, and identify your strengths and areas for improvement. You should also celebrate your successes and share your best practices.

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5 Adapt and improve your employer brand continuously

A positive employer brand is not a static or one-time project. It is a dynamic and ongoing process that requires constant adaptation and improvement. You need to keep up with the changing needs, preferences, and expectations of your current and potential employees, as well as the evolving trends, challenges, and opportunities in your industry and market. You need to review and update your EVP, communication, engagement, and measurement strategies regularly, and test new ideas and approaches. You also need to solicit and act on feedback from your employees and candidates, and involve them in your employer brand innovation.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Krystal Speed, SPHR, Fractional Chief People Officer

LinkedIn Top Voice | CEO @ Your HR Strategist | Strategic HR for Scalable Growth
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I love hearing from individuals about their perception of our employer brand. This can help us understand just how positive it is. Some questions that are helpful in gaining these insights include: Prospective employees during the interview process "What attracted you to this role and our organization?" Current employees during 1:1s or stay interviews... "What do you enjoy most about working here?" "If you could change anything about our organization, what would that be?" Employees during an exit interview: "What was your overall experience working here?" "What did you enjoy most about your experience working with us?" "Would you recommend a friend or family member work here? Why or why not?"

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Rhonda Midgette, PHR,SHRM-CP

Business Owner/Chief Consultant at InsightfulHR, LLC
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We hold every one accountable for leading with integrity from their chair This involves colleagues at every level meeting the expectations of respect for each other, our clients and our communities every interaction, every day. When we engage the right behaviors, we are the company we say we are the website. No okie-doles or surprises. The brand is reality.

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How do you develop and maintain a positive employer brand?

1

2

3

4

5

6

1 Define your employer value proposition

2 Communicate your employer brand consistently

3 Engage your employees and candidates

4 Monitor and measure your employer brand performance

5 Adapt and improve your employer brand continuously

6 Here’s what else to consider

Employee Relations

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How do you develop and maintain a positive employer brand?

1

2

3

4

5

6

1 Define your employer value proposition

2 Communicate your employer brand consistently

3 Engage your employees and candidates

4 Monitor and measure your employer brand performance

5 Adapt and improve your employer brand continuously

6 Here’s what else to consider

Employee Relations

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