An employer brand is more than just free snacks and a casual dress code. These perks are nice, but they’re only surface-level. A strong employer brand goes much deeper, starting with competitive pay. This shows that you respect your staff members’ skills and time and that you’re serious about retaining them.
However, today’s workers aren’t only interested in their salary. Taylor Meadows, a recruitment and employer branding expert, says they’re drawn to people-first cultures and places that offer a superior work-life balance.
Want to strengthen your employer brand? We share Meadows’ ideas in this issue of PromoPro Daily.
1. Tell authentic stories. In other words, craft a narrative around the feedback you get from your employees. Paint a picture of what life is really like inside your organization so that you can attract the best and brightest. Meadows says you can use feedback to drive change and create the kind of place where people are proud to work.
2. Promote the right leaders. Lots of characteristics make a great leader, but Meadows says some traits rise to the top in people-first cultures. For example, the best leaders take care of their employees and always strive to be visible and accessible. They also practice consistent, transparent communication and embody the company’s mission.
3. Tend to employees’ well-being. Meadows says employees who believe management cares about them as a whole person are more productive and more satisfied. He recommends starting by hiring and training leaders who emphasize emotional intelligence and promote psychological safety at work. You can then listen to and follow through on employee feedback.
4. Use employee voices. According to Meadows, the best-led companies leverage honest employee perspectives to evaluate their performance and shape new initiatives. Encourage your team members to share their honest feedback and use those reviews in your recruitment efforts.
5. Engage in transparent DEI. DEI has gotten plenty of pushback recently, but some studies show that most workers (58%) support DEI initiatives and nearly a quarter say they want more. Survey data from The Conference Board also shows that 49% of women and 56% of Black respondents wouldn’t work for a company that doesn’t take DEI seriously. People want more than performative allyship, Meadows says, so show your commitment to diversity, equity and inclusion.
When you want to attract and keep top promo talent, focus on your employer brand. Invest in your staff. Show them you care about more than just what they bring to the table — demonstrate that you value them as people. With the right culture, your promo company can be a place where everyone wants to be.
Compiled by Audrey Sellers
Source: Taylor Meadows is the head strategist of employer branding for Glassdoor, a job and recruiting site. He has spoken at events such as SHRM, World Employer Branding Day and Indeed FutureWorks.
