Every workplace is unique.
In a competitive market, companies need to do everything they can to gain an advantage. Happy employees not only mean more productivity, but also a positive company image. Customers, when given a choice, prefer to work with a company that treats its employees well because they know they are more likely to be treated well by happy employees. Therefore, employers understand they need to promote a positive workplace culture.
What Is Employer Branding?
According to the American Marketing Association, "Employer branding is the articulation of a company's brand positioning within its recruiting and human resources (HR) marketplace" In other words, the way a company wants to portray itself to the public for recruiting purposes.
If a company wants to attract potential employees who have 10 years of experience, they may want to promote the fact that they have great family health insurance and paid time off because someone with that much experience is usually around 30 years old and has started a family or realizes he will soon.
What Is Workplace Culture?
Employers and employees work together to build a workplace culture, or the way a place of employment functions. The best way to understand is through examples.
Example workplace 1: The employees wander into each other's offices and cubicles wearing business casual attire, coffee cup in hand, ask for a form, then chat for a minute about a new picture on a desk, then go back to her own work.
Example workplace 2: The employees stay in their own cubicles, the managers in offices, all wearing professional clothing. They do not talk much except for during lunch breaks, if they are not eating alone while continuing to work.
The two companies have very different workplace cultures. The employees may be very happy at both companies even though they work very differently. An employee and a workplace culture have to fit together to be productive.
Benefits of Employer Brand
There are several benefits to having, knowing, and promoting an employer brand.
1. Recruiting the right people. Every workplace is unique. To better attract the right people, those that "fit" the company, an employer brand needs to be promoted.
2. Retaining workers and cutting down on turnover. People who fit the culture stay with the company longer and are more satisfied, leading to more productivity.
3. Lower training costs while building loyalty. Retaining employees means less turnover, leading to less money and time on recruiting and training new workers.
What Employees Want
Even though every workplace is different, there are some key values that remain pretty constant when employees and job hunters are asked about what they want from an employer. Things such as work/life balance, paid time off and knowing about the culture before being hired. New employees often feel very stressed during the first week or so because he is not sure about what to wear or how professional or friendly to act.
Promote Employer Brand
When recruiting potential employees, state in the job description what the workplace culture is like. If everyone laughs and jokes around, state how "fun" and "easy going" the atmosphere is.
The first step is for the company to understand what its culture is. Usually this falls to the human resources department or the hiring manager. First, identify the core values. Is the company very reliable? Is it trusted? Is it fun?
Second, write them down and form a statement. This statement is similar to the company's mission, but focuses on recruitment.
Third, use it to attract the right people, and let current employees feel good about where they work.
Tags: workplace culture, right people, about what, attract right, attract right people, company wants