Employer branding is the process of getting employees aligned with your organization’s mission, values, and vision — which motivates them to help convey those messages to customers, stakeholders, job applicants, and other employees.
· It improves employee engagement and satisfaction
· It promotes recruitment and retention
· And it supports better performance
When’s the last time you reviewed and refreshed your company’s mission, values, and vision - ideally, you’d spend time doing that each year and re-inspiring everyone to think about how they can personally support them. Some companies use them as conversation starters in regular and pre-shift meetings, encouraging employees to tell stories about what they mean to them and how they’ve used them. Taking that a step further, some companies use those stories as criteria for reward and recognition programs. All of these are intended to promote awareness, understanding, alignment, and use of the company’s mission and values to promote sustainable improvement and growth. Because if a brand doesn’t live on the inside, it can’t thrive on the outside. Today’s author is a good friend whose work at Southwest blazed the way for effective employer branding – take her idea to heart and find ways to get an employer brand that helps your recruitment, engagement, performance, satisfaction, and retention. Start by checking your mission, values, and vision today.
Libby Sartain: American Human Resources executive (Southwest Airlines, Yahoo), business advisor, author, keynote speaker and Independent Board Director.
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