Creating a Winning Workplace

Employer Branding and Culture for Business Success

Today’s job market is incredibly competitive for all businesses. Small to medium-sized businesses (SMBs) face the dual challenge of attracting top talent and retaining their best employees. Employers are constantly trying to win the battle to retain their staff while fulfilling the wants and needs of their team, exude a positive culture and provide a workplace where people want to show up everyday.

In today’s high-paced world, how do we do that?

Let’s take a look at how SMBs can effectively build and promote their employer brand that resonates with current and prospective employees.

Understanding ‘Employer Branding’

Employer branding simply means a company’s reputation as an employer and the value proposition it offers to employees. It's how current and potential employees perceive the company, encompassing its culture, work environment, and overall the employee experience.

Why does employer branding matter?

Attracts Top Talent. A strong employer brand attracts the right type of high quality candidate you want to employ - they want to work for you!

Reduces Hiring Costs. Effective branding can reduce the need to hire externally by increasing the number of internal job applications.

Improves Retention. Employees who identify with and take pride in their company’s brand are more likely to stay longer.

Enhances Company Reputation. Think of a brand that has an outstanding reputation that people talk about.  A positive brand boosts your company’s reputation in the marketplace, making it more attractive to customers and partners.  An excellent example of this is Lululemon, who have built their brand with out-of-the-box marketing and retention strategies.

How do you build a strong employer brand?

Define Your Employer Value Proposition. What makes your company unique? What benefits and opportunities do you offer that set you apart from competitors? Your EVP should reflect the values, culture, and mission of your company.

Leverage Employee Testimonials. Encourage your current employees to share their experiences. Authentic testimonials and success stories can be powerful tools for showcasing what’s great about your company.

Utilise Social Media and Online Platforms. Maintain an active presence on social media and job platforms like LinkedIn, Facebook, and Indeed. You don’t have to post daily, once or twice a week is sufficient.  Share content that highlights your company culture, achievements, and champions your employees.

Create Engaging Job Descriptions. Your job descriptions should reflect your company’s personality and culture while communicating the nuts and bolts of the job at hand.

Highlight Career Development Opportunities. What growth and development opportunities are available to those that work for you? Prospective employees want to know that they can advance their careers with you.

Company culture - make it positive … always!

A positive company culture is crucial for employee satisfaction and productivity.  This should be led from the top, down.  

Open Communication. Encourage transparent and open communication at all levels. Employees should feel comfortable sharing their ideas, feedback, and concerns.  Management should also be approachable enough that employees can come with concerns and feel heard.

Recognise and Reward Employees. Regularly acknowledge and reward employees for their hard work and achievements. Recognition can come in various forms, such as bonuses, promotions, or even simple verbal appreciation or acknowledgement. 

Invest in Learning and Development. Offer continuous learning and development opportunities. This can include workshops, training sessions, and mentoring programs.

Lead by Example. Leadership plays a crucial role in shaping company culture. Leaders should embody the values and behaviours they wish to see in their employees.

Measuring your efforts for improvement 

Gather feedback: Regularly gather feedback from employees to understand their perceptions and identify areas for improvement.  This can be done through anonymous surveys, external providers etc.

Monitor Online Reviews: Keep an eye on reviews on platforms like Google, SEEK and social media.  Disgruntled employees and customers will leave a negative review if they are unhappy. 

Be Adaptable: Be willing to make changes based on feedback and evolving industry standards. Brand and culture can and should evolve for the development of a business.

Building and maintaining a strong brand and company culture are keys for long term success.  Winning workplaces have reduced turnover in general, and excellent profit margins with happy and productive employees who will remain engaged and keep contributing to the success and growth of the business.