Building a strong employer brand is crucial for attracting and retaining talent. But what really makes an employer brand powerful? The secret lies in the employees themselves. The employer brand is not just a nice translation of your organisation's mission and vision, it should tell the real story of what it means to work at your organisation.
The power of employee engagement
Employee engagement plays a vital role in creating a strong employer brand. You can write great texts about your corporate culture and working climate, but the real power of your brand lies in the experiences of your employees. They know better than anyone else what it means to work at your organisation and what sets your organisation apart from the rest.
Ask your employees questions about their work experience. What do they find important in the culture? What motivates them to go to work every day? This goes beyond superficial statements like "there is a lot of variety". What does this mean to them? How does this contribute to their motivation and satisfaction? These kinds of in-depth insights are the building blocks for an authentic employer brand.
At Goals, we have developed a method, the Magnet Score, to actively involve employees in gathering this valuable input. Through quantitative research and workshops, we uncover the distinctive characteristics of organisations and identify areas for improvement. This ensures that your employer brand is not only authentic, but also distinctive.
From internal to external activation
A strong employer brand does not stop at your organisation's front door. It needs to be activated both internally and externally. Start with the internal activation by familiarising your current employees with the new employer brand. Make them ambassadors of your brand, so they can enthusiastically share the story with potential new employees.
After internal activation, it is time to launch your brand externally. This can be done through targeted campaigns on social media, recruitment websites, or by sharing employee stories. Make sure your brand is consistently and repeatedly visible to your target audience. Instead of just posting job ads, let employees speak for themselves. This increases the credibility of your brand and makes it tangible to the outside world.
The importance of matching internal and external
A strong employer brand is not only important for the outside world, but must also be palpable and authentic internally. When new employees come in, they do not want to feel that the work experience does not match what was promised. Make sure the brand is consistent in all communications, both internally and externally.
This can be done, for example, by organising workshops for managers so that they know how to integrate the employer brand into their daily interactions with employees. In addition, you can incorporate work values into the appraisal cycle so that they are not only used theoretically but also practically. So a strong employer brand is much more than a tool to attract talent; it forms the core of your organisation and enhances the employee experience on both sides of the organisation.
Conclusion
By actively involving employees in the development of your employer brand, you create an authentic and distinctive story. Start internally, ensure seamless activation, and let the brand live in all aspects of your organisation. The result? A strong employer brand that not only attracts talent, but also increases the pride and commitment of your current employees. An employer brand that is authentic, powerful and distinctive both internally and externally strengthens your organisation's long-term commitment and success. To celebrate Goals' pride, commitment and success, we flew to Tromsø, one of the world's northernmost cities, in 2024. An unforgettable journey. Laughing together, enjoying and taking on beautiful challenges. That is what Goals stands for.
Want to know more about how to strengthen your employer brand and increase employee engagement? At Goals we have the expertise and tools, such as the Magnet Score, to help your organisation tell the real story and build an authentic employer brand. Contact us for more information and find out how we can support you in the process!
