Designing Your Employer Brand with Slack’s People Team
A well-thought-out Employer Brand is essential for companies aiming to attract and retain the best talent. Building and maintaining a successful employer brand is an ongoing process that requires time, dedication, and constant evaluation for improvement.
While it might seem intimidating at first, adopting a comprehensive and strategic approach will enable you to effectively measure and enhance the strength of your employer brand.
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Together we take a look at some effective methods to assess the strength of your employer brand. Tracking these simple metrics over time will help you to identify trends and make data-driven decisions to improve your brand performance:
Employee Net Promoter Score (eNPS) is a simple way to find out how happy and loyal employees are. To calculate it, ask workers if they'd recommend the company as a workplace, using a scale from 0 to 10. Ten means they would definitely recommend it. The eNPS score is found by subtracting the percentage of unhappy employees (scores 0-6) from the percentage of happy employees (scores 9-10)
Employee engagement surveys: Regularly conducting engagement surveys can help gauge employees' satisfaction with their workplace, management, career development opportunities, work-life balance and general wellbeing.
Online reviews and ratings: Websites like Glassdoor & Indeed provide a platform for current and former employees to review their experiences working at a company. It’s a good idea to monitor these reviews and ratings to assess your employer brand's external perception.
Social media analysis: Analyse mentions of your company on social media platforms to understand the sentiment of the discussions around your employer brand.
Employer Brand Index (EBI) is a useful data touchpoint that combines different sources of information, like online reviews, social media opinions, and what employees say, to give a single score for a company's employer brand.
Retention rates and turnover: High retention rates and low turnover rates are a pretty good indicator of a strong employer brand.
Time to fill open positions: The length of time it takes to fill open roles is a great measurement of your employer brand - the quicker positions are filled, suggests a more attractive offering.
Quality of hire: Assess the performance, retention, and cultural fit of new hires to evaluate the effectiveness of your employer brand in attracting the right talent.
Referral rates: A high percentage of employee referrals suggests that employees are satisfied with their workplace and are likely to recommend it to others.
Candidate experience surveys: Asking candidates for feedback is often overlooked but can provide valuable insights into the perception of your employer brand.
The org suggests that conducting a full employer brand audit is a solid first step toward creating an employer brand that excels in the eyes of both current employees and potential candidates.
They suggest the following steps to carry out a successful brand audit:
Set clear goals: Determine what you want to learn and improve, such as gauging reputation, finding strategy gaps, or optimising candidate experience.
Analyse competitors: Benchmark against 10-20 companies in your local and industry competition and aspirational employer brands to establish context.
Choose your focus areas: Based on your goals and competitive analysis, pick aspects of your employer branding to analyse, such as your careers page, job descriptions, or employee satisfaction.
Collect data: Gather information to answer your audit questions, involving your team and possibly running surveys to obtain feedback.
Analyse results and take action: Compare your data with competitors and identify trends to create a roadmap for short and long-term improvements.
This proactive approach keeps businesses competitive and fosters a positive work environment, benefiting current employees and potential candidates.
By focusing on your employer brand today, you are investing in your company’s future.