Your employees and potential employees are consumers. And consumers are value driven. So how do you create a company culture that makes you stand out as an employer of choice in today’s crowded market? By creating a dynamic company “brand” that is easily recognizable – and desirable – for employees and others.
This branding encompasses a lot of things…how you treat your employees, your organizations community involvement, your overall corporate culture and much more.
What you say…and what you don’t say
Your employees are aware of your key messages, your advertising campaigns, your value propositions, and the many other buzzwords and phrases that are used throughout your organization and your industry. But how does your organization handle employee emergencies, medical leave or a crisis situation? What charitable organizations does your organization support? How does your HR team handle uncomfortable situations? Do your employees receive praise for a job well done? Your team is watching and listening. They see how you, your leadership and your organization are as a whole both internally and externally. Carefully guided actions go a long way toward shaping employee attitudes about your organization and its people.
Culture by default or design
Company culture comes about in one of two ways…by default or by design. And it’s usually a combination of the two. Successful organizations have intentional processes and procedures in place designed to create a certain type of workplace. But some of your corporate culture is developed slowly and organically over time, effected both by powerful leadership and the dynamic impact of your employees. Company leaders do adhere to key messages and company vision and seek to hire those who are aligned with organizational values. But good change and great ideas can come from both the top and the bottom. Your leadership can intentionally direct employee growth and success while both retaining your true brand and encouraging employee autonomy.
How to communicate the brand to others
Workplace culture is a living and evolving thing. It effects your employee’s attitudes, behaviors and performance. And for better or worse, employee perceptions will be communicated to others through a variety of tools, such as employer rating platforms like Glassdoor. It is important to keep tabs on what your current and previous employees are saying about your company. Take an honest look at feedback and responses. Are your company key messages and values being clearly communicated? Are there areas of weakness that you need to address to benefit both your current employees and future candidates?
Your organization’s values and corporate culture are what define your employer brand. Pay careful and consistent attention to the little things that can impact company culture. Little things make a big difference.