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I met an employer recently with a reasonably toxic business reputation.
Widely reported bullying and harassment, below par salary & rewards and limited career development was not surprisingly leading to high turnover, recruitment challenges and a collection of toe-curlingly bad reviews on Glassdoor.
They were in the market for some employer branding to (in their words) “add a little gloss and turn us into a talent magnet”. Which led to a difficult conversation around the potency and limitations of employer branding.
Sadly this isn’t an isolated example.
I’m seeing a growing misconception that employer branding can be a quick fix for underlying issues within an organisation. A substitute for poor employee experience, as opposed to shining a light on an organisation’s culture.
The importance of authentic culture
Authenticity is the cornerstone of any successful employer branding strategy.
Yes, you’ll probably want an aspirational element that reflects any near-future ambitions, but how you frame the organisation and your ‘deal’ needs to be authentic and resonate with existing staff. Otherwise it’s discredited and fails to build trust and credibility among employees and candidates alike.
And there are the obvious, text book reasons why authenticity beats spin every time.
- 1. Employee Satisfaction: Employees who feel valued and engaged are more likely to become brand ambassadors, sharing positive experiences through word-of-mouth and social media. This organic promotion is far more powerful than any crafted marketing message.
- 2. Recruitment Efficiency: Authentic employer branding helps attract candidates who align with the company’s values and culture, leading to better job fit and higher retention rates.
- 3. Reputation Management: In the age of transparency, where platforms like Glassdoor and LinkedIn provide insights into a company’s work environment, a disingenuous employer brand can quickly be exposed. Authenticity helps in managing and enhancing the company’s reputation.
The Pitfalls of Using Employer Branding as a Facade
Organisations that attempt to use employer branding as a cover-up for a poor employee experience are likely to face several challenges:
- 1. Employee Disengagement: Employees quickly become disillusioned if they perceive a disconnect between the employer’s branding and their actual experience. This can lead to decreased morale, productivity, and ultimately, higher turnover rates.
- 2. Damage to Credibility: Candidates who join a company based on a false portrayal are likely to leave once they realise the reality, leading to a damaged reputation and increased recruo conclude itment costs.
- 3. Negative Publicity: In the digital age, negative employee experiences can quickly become public. Disgruntled employees often share their grievances online, which can severely damage the company’s employer brand and deter potential talent.
Employer branding is not a magic wand that can mask the reality of a poor employee experience. Authenticity and transparency are the keys to successful employer branding that stands the test of time.
At TMP Worldwide, we’re experts in developing and measuring employer brands – understanding how they perform and how they can stand out. The TMPW Outthink Index provides the data behind the decisions.
Our industry-leading benchmark offers a snapshot of how your organisation is performing. We review your employer brand’s key candidate touchpoints and carefully assess our findings against a set of vital indicators – from social and digital optimisation to candidate UX, employee experience to content.
Ready to take your employer brand to new heights? Get in touch for your audit and start elevating your strategy with the TMPW Outthink Index.
