Creating A Workplace Brand Challenges And Best Practices-zuczug

"A strong workplace brand increases loyalty because employees develop a strong affiliation to the company and its culture, resulting in increased retention and saving thousands of dollars in hiring and training costs. Robert M. Blonchek Now, more than ever, establishing and nurturing a positive workplace brand is critical to recruiting and retaining new employees. But HR managers and recruiters know that a major challenge in the development of a workplace brand is getting buy-in from company leadership, who might want to put priorities elsewhere. Branding helps companies recruit and retain the very best talent. Just like companies look for stand-out employees, employees look for stand-out companies, and a strong brand communicates that. Why is it so hard to get a job at Google or Apple? Because those companies attract the best talent available across disciplines, and they can pick only the cream of the crop. What does your company brand say to potential employees? Nick Foster, Senior VP of Business Development for Softchoice, a Canadian IT firm, feels like his company has a good handle on branding. Softchoice was named Top Workplace by the Atlanta Journal-Constitution and Best Workplace in Canada for six years by The Globe and Mail. When asked about developing a culture that garnered such accolades, Foster offered, A good workplace makes employees feel like their company invests in them for the long term. Our biggest focus is on developing and measuring employee satisfaction, and ours is in the stratospheric levels. This turns into great returns for shareholders, which creates more opportunities for growth for our employeesthat keeps the cycle going around. If developing a workplace brand has so many benefits, how come everybody isnt doing it? Well, many companies are: they just arent doing it right. Employer brands are becoming commonplace; successful brands are a different story. Some companies hire consultants and marketing firms, then promote the resulting carefully-crafted persona as their brand. According to Bob Duffy, Founder and Principal of Insight Consulting LLC, the defining characteristics of a companys brand will come from the people who know the most about a company. Employer brands have become hot topics in the talent marketplace today. They are commonly crafted from any of several diverse methods," he wrote. stock photo of people looking boring and unproductive Does your brand make gratuitous use of stock photography? What does that say about your relationship with your employees? Image from UMDNJ "Some approaches aim to frame a clever premise for outreach based on modest research; others do deep-dive research into the talent marketplace, often homing in relentlessly on the habits and preferences of the recruiting segments they address." "Despite their commonalities and differences, all but a few seem to fall short when it comes to embodying the compelling personality and shared values of the workplace as reported by current employees. Still fewer approaches factor in the longer-term human capital strategy of their respective enterprises. The biggest secret about workplace brands, according to Duffy? They must be authentic. An executive memo from the C-suite will not make your company a family-friendly employer that values our employees if your employees feel overworked and undervalued. There are four major challenges companies face as they work to understand workplace branding. Overcoming these challenges is worth the effort. As business owner and author Robert Blonchek observes, To attract, motivate and retain people, companies have to position themselves as remarkable and unique places to work by branding their workplaces. 4 Challenges for Workplace Brands Brand is not authentic. A workplace brand is a little bit like a personality. Just like your "funny" uncle has to keep making you laugh to be considered funny, an "environmentally-conscious" organization has to continuously make decisions based on its environmental footprint. Creating a brand isn’t a one-off effort; companies must constantly maintain their brand. Difficulty communicating the brand. Most companies have no idea how to communicate who they are and what they stand for. All communication should be natural and truthful. People will find out about your brand without a PR firm. You dont think Wal-Mart tried to develop a reputation for being "anti-worker" on purpose, do you? What the heck is a workplace brand anyway? Its hard to build an effective workplace brand if you dont grasp the concept. Your brand is simply "the positive characteristics and shared values of your workplace," expressed through action. Fear. If your company is scared to be realistic about how the public perceives the company, all of your branding efforts will be futile. Whatever your organization stands for in the public eye is your corporate brand. Some companies need to face the fact that their brand needs a makeover. For example, most oil companies spend millions of dollars annually on environmental issues like clean-up and education. This does little to offset the widely-accepted notion that oil companies are "against" the environment, which, like-it-or-not, is their brand as far as the public is concerned. 3 Best Practices when Creating a Workplace Brand Define your distinctiveness. Focus on what makes your company different and special. Why are you remarkable and unique? Not sure how to get the message across? Share company stories that show "how." Listen to your employees, past and present, to get the most honest, up-to-date, relevant information, Cultivate, dont control. Your brand can be managed, but it can’t be controlled. It will grow to be bigger than management as it reflects the company. Dont fight this. Do right by your employees, and you wont have to worry. About the Author: Also pulled from the University of Waterloo, Paul has nearly completed his Honours Bachelor degree in Knowledge Integration, Psychology, and International Studies. Before coming to TribeHR, he was heavily involved in the non-profit sector. Paul spends much of his time reading, proof-reading, writing, re-writing, and looking for creative ways to spread HR wisdom. He likes travel and classic literature. He dislikes cold weather and typos. Article Published On: ..articlesnatch.. – Arts-and-Entertainment 相关的主题文章: