Companies such as American Express, Southwest Airlines, and Starbucks know first-hand that an effective employer brand leads to a competitive advantage. It helps employees internalize company values, improves retention; and trumps monetary value for many.
Whether we want to admit it or not, all companies have an employer brand. The question is, what does your employer brand do for you? Does your brand attract and retain top performers? Does it cultivate thought leaders? Do candidates reach out to your organization because you value and invest in your employees’ development?
Below are key attributes of an effective employer brand:
- It concisely conveys why someone would want to work for your company,
- It honestly communicates your company’s values and expectations,
- It attracts the right people and repels the wrong people, and
- The brand permeates so deeply within your teams, that the peers motivate the underperformers of your organization.
