As with any brand, an employer brand is very much about perception. It is the image you project to current and prospective employees, and also how customers and the general public view you as an employer. Your employer brand is more than the wages and benefits you offer. It represents the values of your company and the quality of the product or service you intend to provide. If you are a small employer with a workforce of just a few people you still need to have a commitment to a positive employment brand.
How do you go about creating one?
Developing an employment brand may seem like quite a challenge, but we'd like to share some ways you can leverage free tools and maximize the resources you have on hand to thoughtfully craft your employer brand. In this post, we'll talk about the first step to creating an employment brand:
Step 1: Talk to your customers and your employees
Begin by surveying your customer base and those that come in to contact with your brand regarding the perception of your company. This doesn’t have to be elaborate; a customer opinion survey can be included in the Shopping Cart page of your e-commerce website. In some cases, you will be able to boil your survey down to one question: "How likely are you recommend our product/service to a friend or colleague?" Answers may be provided on a 1 to 10 scale. The average response to this question is known as Net Promoter Score (NPS), and will provide you a basis for understanding the general loyalty of your customers. The Survey Monkey platform also enables you to easily develop a simple survey for use. This may be a good tool for surveying your employees. Embrace this opportunity to learn from the people who are most important to your organization; they will appreciate the chance to provide input, by the way. For more ideas on which questions to ask your employees, check out this article from SmartRecruiters.
Determining the general perception of your employment brand is a valuable first step in the branding process. This is the first of three articles in a series we're doing on employer branding; stay tuned to our blog for the next steps to creating your employer brand!