Employer branding is all about employee experience (EX) because, as mentioned in a previous article, it focuses on promoting the company as a great workplace. This means highlighting the company's culture, values, and mission and the benefits and opportunities it offers to employees.
By creating a positive EX, companies can improve morale and retention among their workforce, which can ultimately drive growth and success.
Additionally, promoting a positive EX can help attract top talent to the company, further enhancing its performance and reputation. Ultimately, employer branding is about employee experience because it creates a positive working environment attractive to current and potential employees.
As we can see, employees are essential to successful brands, but company branding hasn't always paid enough attention to them. When defining their brand values and identities, companies tend to focus on the customers and forget about the employees who have to carry out those brand values. And same goes for the employer branding sphere.
Employees are one of the essential elements when it comes to making and running successful company brands. They are the public face of any business.
Why?
Employees are vital because they always carry the company's brand image with them. In addition, as members of society, they stay in touch with potential employees who might be future customers and other stakeholders.
The way employees act affects how candidates see a company's brand. This is especially true when employees are in contact with candidates. So please pay attention to them. For example, do employees treat candidates or customers with respect? Are they quick when responding to candidates' concerns? Will candidates have a favorable view of the company's brand? Will they stay loyal to you in the long run?
Even though it's not rocket science, we can see that keeping productive employees gives customers value. This makes customers happy, which makes them more loyal. Loyal customers bring in more money and make more money in different ways. This lets the company invest in things that keep good employees and make them more productive. Repeat the cycle and move up through the gears, getting better at driving growth as you go.
So again, what are the benefits of employer branding?
Satisfied employees = higher employer advocacy = satisfied customers = higher external advocacy = higher revenue $$$
Win-win-win for all parties! (Source: here)
So we can safely say employee experience is the central theme of employer brand management. What your EX is and how you manage those experiences is something that will create perceptions about your company. So it's a marketing concept as well.
The goal of EX is to understand what is happening with this relationship on any relevant touch point between the employee and the organization.
Some touchpoints are:
Pre-apply & job content
Interview & Hiring Process
Pre-/Onboarding
Team-work and collaboration
Learning & development
Performance management
Workplace culture
Rewards, recognition & promotion
Well-being
Management & leadership
Company transformation
Offboarding
So what do we mean by that?
It has its front stage, where candidates can see your brand. It has its backstage when your brand influences your employees and colleagues, and it passively influences your surrounding friends, family, and network.
When we break it down, you can see it in the full lifecycle of talent, and your content themes are on that whole lifecycle. Remember, employer branding is not only about open positions and online job postings. That's the mistake that companies and marketers mostly make. Instead, they concentrate all their efforts on open positions.
What we recommend at wearebridge.io is to concentrate on creating a talent brand, which is something like the social version of your employer's brand.
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