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Forging your legacy: how to cultivate a strong employer brand and company culture

Chris Morrison
Chris Morrison
Written on the 21 June 2023

In today’s increasingly competitive business landscape, developing a robust employer brand and company culture is more vital than ever. A powerful employer brand can be the linchpin in your recruitment efforts, aiding in attracting top-tier talent, fostering employee satisfaction, and bolstering overall productivity. According to a study by LinkedIn (2021), a strong employer brand can aid in attracting top-tier talent, fostering employee satisfaction, and bolstering overall productivity.

So, how does one create a potent employer brand and company culture? Here’s a step-by-step guide to help Australian businesses build their corporate identities and establish a company culture that resonates with current and potential employees.

1. Define your mission and values

First and foremost, articulate your organisation’s mission and core values clearly. Your mission statement should encapsulate what you hope to achieve, while your values ought to depict the ethics you uphold.

A report by Seek (2019) found that 64% of Australian employees consider alignment of personal and company values as crucial when choosing a workplace. Therefore, carefully crafted mission and values statements can effectively resonate with your employees’ aspirations and contribute to building a cohesive employer brand.

2. Foster a positive work environment

A positive work environment promotes employee satisfaction, engagement, and productivity. A study by Safe Work Australia (2020) found that positive work environments can lead to a 30% increase in productivity. Encourage open communication, appreciate, and reward hard work, offer opportunities for growth, and promote work-life balance to foster a conducive work environment.

3. Establish a unique Employee Value Proposition (EVP)

An EVP represents the unique benefits an employee receives in return for their skills, capabilities, and experience. Tailor your EVP to align with your company’s mission, values, and culture, and ensure that it addresses the aspirations of your prospective workforce.

4. Communication is key

Actively promote your employer brand both internally and externally. Transparent and consistent communication can help create an accurate perception of your company, helping attract the right talent and foster employee loyalty.

5. Leverage social media

Social media platforms can be excellent tools for promoting your employer brand and engaging with potential employees. The Digital Australia Report (2021) found that 70% of Australians consider a company’s social media presence when seeking employment.

6. Encourage employee advocacy

Your employees are your best brand ambassadors. When employees share their positive work experiences on their personal networks, it strengthens your employer brand’s credibility. According to LinkedIn’s study (2021), companies with strong employee advocacy programs saw a 58% increase in employer brand reach.

7. Monitor and adjust

Finally, monitor the effectiveness of your employer branding strategy and make necessary adjustments. Regular surveys and feedback sessions can provide valuable insights into how your branding efforts are perceived by your employees and potential candidates.

 

A strong employer brand and company culture requires careful cultivation and consistent effort. It involves clearly defining your values and mission, fostering a positive work environment, establishing a unique EVP, promoting effective communication, leveraging social media, encouraging employee advocacy, and continuously adapting based on feedback.

Building your employer brand and company culture is a significant investment. However, the return, in terms of attracting and retaining top talent, promoting job satisfaction, and enhancing productivity, makes it a worthwhile endeavour. In an age where talent is pivotal to business success, a strong employer brand and company culture isn’t just a bonus; it’s a strategic necessity.

Furthermore, in today’s business world where sustainability and corporate social responsibility are key, it’s also important to recognise that a strong employer brand isn’t just about attracting top talent. It can also help a business demonstrate its values and commitment to broader societal issues, further enhancing its brand image and reputation in the eyes of consumers, partners, and the public.

Australian businesses that understand the power of a strong employer brand and company culture are the ones that will thrive in the future. Remember, your employer brand isn’t just about who you are as an organisation, but also about the people who work for you. Their passion, their commitment, and their shared vision of your company’s mission and values can be your strongest asset.

So, let’s invest in our most valuable resource, our people, by cultivating a strong employer brand and company culture that resonates with them. This isn’t just about creating a workplace where people want to work; it’s about creating a community that people want to be part of, and a legacy that they want to contribute to. In doing so, we’re not just building brands; we’re building brighter futures, both for our businesses and for the people who help them grow.

Chris Morrison

Chris Morrison

Chris Morrison is the founder and Director of Meritos, an executive search and recruitment business working with purpose-driven organisations. If you're interested in connecting with Chris, you can find him on LinkedIn here. You can also reach him on 02 8000 7121 or via email at [email protected]
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Questions to ask to help you understand a candidate:

1. Describe your ideal working environment.

2. What do you enjoy about your current workplace?

3. How does a manager get the best out of you?

4. Describe the best team that you’ve ever worked in.

The reasons why I ask these questions:

1. Reason

2. Reason

3. Reason

4. Reason

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