Why Your Employer Brand Rises and Falls on Employee Engagement

It is no secret that happy employees make for a strong employer brand. Employer brand is the collective impression—positive or negative—that employees, customers, and other stakeholders have of an organization as an employer. It is the organization’s reputation as a place to work. Engaged employees are the heart of a strong employer brand.

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A Glassdoor study found that 70% of job seekers would not accept a job offer from a company with a bad reputation, even if it meant a pay increase. 

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With the rise of social media, it’s easier than ever for job seekers to research potential employers and make informed decisions about where they want to work. As a result, employers need to focus on creating a strong employer brand that will attract top talent.

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Ambassadors of the Employer Brand

A strong employer brand is built on the backs of engaged employees! 

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Engaged employees are passionate about their work and feel a sense of ownership for the organization’s success. They are the ones who go above and beyond to make the organization a success.

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When employees are engaged with their work and feel a strong connection to their company, they can be powerful advocates for the employer brand. 

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There are a number of ways to encourage engaged employees to become brand ambassadors. First, companies can provide training and resources that help employees understand the employer brand and how to articulate it to others. Additionally, companies can create opportunities for employees to interact with potential recruits, such as through mentorship programs or hosting recruitment events. Finally, companies can give employees a platform to share their experiences, such as through social media or company-sponsored blogs.

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Detractors Harm the Employer Brand

On the other end of the spectrum, disengaged employees (detractors) can damage the employer brand.

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Disengaged employees can damage a company's brand in several ways. First, they can tarnish the company's reputation by providing poor-quality products or services. Second, they can make the company seem less desirable to prospective employees by spreading negative word-of-mouth about the company, which can make it difficult to attract and retain top talent. Finally, disengaged employees can create a negative work environment that makes it difficult for other employees to be productive and satisfied in their jobs.

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Organizational leaders can leverage platforms like Engagesoft to identify the pockets of disengagement within their organizations to address this challenge. Please refer to our article “The Detractors Among our Employees” that discusses this topic in further detail. 

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Driving Employee Engagement and Employer Brand

It is clear that engagement drives a strong employer brand, but how can organizations ensure that their employees are engaged? Here are four recommendations:

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1. Define what employee engagement means for your organization.

Employee engagement is not a one-size-fits-all concept. What works for one organization may not work for another. It is important for organizations to define what employee engagement means for them and their unique culture.

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2. Conduct regular employee engagement surveys and check-ins.

Regular surveys and check-ins are essential for measuring employee engagement and for detecting early signs of trouble. Surveys can be used to gauge employee satisfaction with their jobs, their managers, and the organization as a whole. Check-ins can be used to identify any issues that employees may be having and to provide support.

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3. Encourage employees to be brand ambassadors.

Encouraging employees to be brand ambassadors is one of the most effective ways to build a strong employer brand. Brand ambassadors are employees who are passionate about their work and who are willing to share their positive experiences with others.

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4. Invest in employee engagement initiatives.

Investing in employee engagement initiatives is one of the most important things that organizations can do to build a strong employer brand. Employee engagement initiatives can include things like employee development programs, company-sponsored social events, and wellness programs.

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In conclusion, employee engagement is essential to create  a strong employer brand. Brand ambassadors who are engaged with their work can be powerful advocates for the company, while detractors can damage the employer brand. To ensure that employees are engaged, organizations should invest in employee engagement initiatives and conduct regular surveys and check-ins.