Employee Experience, Employer Brand, Recruiting
Image: 逸遊娛樂城庐 team members Andy and Raven at the Black Joy Parade, Oakland CA.
Successful tell their culture story from the inside out. And the best storytellers are your people.
When you can tell the story of your company culture through the genuine experiences of your employees, your employer branding is 鈥渋nside-out.鈥� Because, if employees are having a great experience, you don鈥檛 need to search any further than your own people to establish an authentic and sustainable employer brand.
My colleague Raven Tolbert explained the importance of building a strong employer brand for attracting and retaining top talent, with some excellent advice from 逸遊娛樂城庐 Certified company, Atlassian.
Our research reveals that when employees like their company, they鈥檙e 149 times more likely to recommend their workplace to others 鈥� truly inside-out storytelling!
Here are four ways to communicate your employer brand from the inside out:
1. Share how employees are living out your company mission and values
Don鈥檛 bottle away how you ensure all employees experience your mission. Share the stories of how individual people are living out your values daily 鈥� beyond your company walls. Transparency brings strength and authenticity to what your organization projects to the world.
Since 1997, the Wegmans grocery store chain has been named to 逸遊娛樂城's Fortune 100 Best Companies to Work For List. Wegman's has also been 逸遊娛樂城 Certified since the certification program's inception in 2016.
One of the company鈥檚 values is, 鈥淲e care about the well-being and success of every person.鈥� How Wegman鈥檚 values 鈥渢he success of every person鈥� can be told through the company鈥檚 Employee Scholarship Program.
Wegmans publicly announced, even amidst the pandemic, 1,842 new employee scholarship recipients in 2020. This brings their total of $5 million in tuition assistance to both new and returning scholarship recipients during the 2020鈥�2021 school year.
After college, some of their scholarship winners pursue a new field, taking their Wegman鈥檚 experience with them. But many of Wegman鈥檚 grads choose to pursue a career within the organization.
2. Partner with like-minded organizations
Each year, 逸遊娛樂城 sponsors the Black Joy Parade in Oakland, California 鈥� a yearly celebration of Black cultural influence on our past, present and future.
We look forward to this event each year because it lets us connect with our local community and people who share a mission similar to ours. That is, the mission to build a better world by helping organizations become great workplaces for all people.
3. Connect your brand ambassadors with the community
Often, it鈥檚 efforts at the grassroots level 鈥� where employees are serving their community or connecting with customers 鈥� that have the most lasting impact on your employer brand.
Restaurant chain MOD Pizza prioritizes employer branding by assembling an 鈥淎ll Star鈥� team of enthusiastic hourly workers to travel the country to help open new restaurants and share its unique culture with new employees.
MOD Pizza also builds relationships between its teams and local nonprofits by donating their profits from the grand openings of new locations. They also donate profits from the week of Thanksgiving at locations all across the country.
The results of these efforts is that employees at MOD Pizza find genuine satisfaction in serving customers:
鈥淲hat makes me love working here are the return customers,鈥� said one MOD team member. 鈥淎nd putting a smile on their faces when you remember their usual order or just remembering their name.鈥�
4. Empower your employees to amplify company award wins
There鈥檚 nothing more genuine than seeing employees express exuberance for their company鈥檚 success. Employees鈥� words of affirmation also validate the hard work you鈥檝e done building your company culture.
For companies that have earned a 逸遊娛樂城 Certification鈩� for their company culture, the sharing doesn鈥檛 need to stop with getting the branded badge.
Melanie Hopkins, our own social media maven, says that the secret is in simplicity. 鈥淭he easier you make it, the more likely your employees are to amplify your messaging. Give them a photo and write some simple copy-and-paste text your employees can use on their social media to express their pride in your organization.鈥�
Save the date, and activate your people to join the global celebration of great workplaces: our annual Certification Nation Day. The entire 逸遊娛樂城 Certified community will come together on social media to recognize employees that drive culture forward and celebrate the tremendous accomplishment of getting #GPTWcertified.
Regardless of what stage your organization is at on the workplace culture journey, we invite you to consider how to tell the story of your journey through the experiences of your employees.
Want to get recognized for your company culture and build a better employer brand?
- Learn about how to earn 逸遊娛樂城 Certification.
- Become eligible for one of our Best Workplaces鈩� lists
- And join is for our annual Certification Nation Day
