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Employer Branding & Company Culture: How to Improve Yours

Company culture and employer branding go hand in hand. But which is which? Are they the same? Company culture can be defined as the shared beliefs, values and practices of an organization. Employer brand is how a company is perceived as an employer and what value it provides to attract and retain employees.

Together, company culture and employer branding help shape an organization’s reputation and productivity. They should always be top priorities.  Let’s discuss how to build an award-winning company culture and improve your employer branding.employer-brand-company-culture






Cultivate Your Company Culture
Employee well-being is crucial to your organization’s success. Happy employees often build better relationships with clients, present their company in a more positive light and generally tend to be more productive and innovative. Remember, employees spend more waking hours at work than they do at home, so their overall quality of life is very much affected by their work environment.

An organization’s culture can usually be defined by the words employees use to describe their place of employment. When asked to describe SilverStone Group, our Associates frequently use words like “flexible,” “fast paced” “supportive” and “family.”

As a family-owned company, we’re glad that’s how our Associates describe our organization. We encourage our teams to act like family by being respectful and offering mentorship to one another. We also focus on more fundamental things like ensuring workstations are ergonomically correct and comfortable, and providing a fully-stocked employee lounge for those much-needed breaks. We also promote physical wellness through incentive-based programs because we want our work family to be healthy.

 Show It Off
Once your office is teeming with happy employees, it’s important to showcase this company culture. Prospective hires do their research, which means they typically review a company’s social media platforms.

We ask our Associates to use the hashtags #SSGLife and #SSGCulture in their social media posts. Not only can Associates search those hashtags to see what their co-workers are doing and form connections, but it serves as a great recruiting tool. Savvy job hunters can see what posts are tied to our hashtags and get a sense of what kind of employer we are.

To capitalize on your social media power, you should:

  • Partner with your marketing department to ensure posts are branded.
  • Display signage at internal events to remind employees of the hashtags.

Your website is another opportunity to showcase your organizational culture. You can include your company history, a list of benefits and perks, employee testimonials, descriptions of divisions / departments and photos of the workspace. All of these things can help paint a more colorful picture of your organization.

Elevate Your Employer Branding
Employee engagement strategies are a great way to gauge and manage your employer brand. Feedback from your employees can help you identify weaknesses and formulate strategies for improvement. In addition to an annual engagement survey, you can also:

  • Conduct pulse surveys – pulse surveys can be done weekly, monthly or quarterly with just one or two questions. You can ask timely questions and get valuable feedback to see what is and isn’t working in your organization.
  • Organize focus groups – focus groups can be formed based on demographic, gender or department. Make sure everyone feels comfortable sharing information, and whoever leads the focus group should be someone your employees trust.
  • Monitor Glassdoor and respond to reviews – this helps you stay engaged with your brand and know what job seekers are seeing. Ask newly hired employees to post Glassdoor reviews and start an internal campaign to get new reviews from more tenured employees. It’s important to respond to every review, and responses should be from the CEO, COO or an HR manager.

Once you’ve collected feedback, it’s critical to act on it! Not only can this help improve your employer brand, but it will encourage employees to continue sharing their honest opinions.

Effectively promoting your employer brand can help establish a positive identity among potential employees. In order to develop an employer branding strategy, develop a clear vision for: 1) What you want to accomplish; 2) What you want potential hires to know about you; and 3) Who your target audience is and how you will reach them.

 Find employee advocates and encourage them to promote your company culture and employer brand. Dedicate resources to understand how your employees see your organization and fix any issues that are brought to light. Your employer branding has a great impact on your ability to attract and retain quality employees – which is directly tied to your organization’s overall success.

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