Employer Branding

Subterms

    More stories

    • 125 Shares169 Views

      in Employer

      Giving Back: The Importance of CSR Efforts During COVID-19 Restrictions

      by

      Corporate Social Responsibility (CSR) is a measure of how businesses stay socially accountable. It is a cornerstone of the identity of many brands, helping shape a positive reputation.
      It is also a key tool in the war for talent, with modern employees valuing companies that make a positive impact and give back to society.
      So, as the current coronavirus pandemic continues to impact businesses, it is crucial CSR efforts aren’t put on the back burner. Instead, businesses should tailor their plans to meet the demands of the new normal.
      The value of CSR
      Modern consumers are more socially conscious than ever, with 70 percent claiming they want to know the brands they shop with are doing their bit to support social and environmental issues.
      Businesses who neglect their responsibility – without a clear and actionable plan for giving back to the local and wider community – are at risk of being left behind and suffering a damaged reputation.
      CSR isn’t just a box-ticking exercise but provides demonstrable value for people. And while it may not be measurable for businesses in revenue or ROI, without it, they will see consumers heading elsewhere.
      Among the benefits of investing in a CSR strategy is creating an accessible ‘human’ identity, which offers valued personalization for consumers. Shoppers enjoy playing their part by supporting businesses that share their success with those who need it.
      It also allows businesses to meet the needs of modern employees. These days, workers want to feel they are part of something bigger than just an office. CSR efforts allow employees to channel empathy, understanding, and support into their work.
      Now more than ever, with so many impacted by the coronavirus pandemic, it’s important those with the resources to provide support to others, do so. While some businesses may not be able to maintain pre-pandemic efforts, they can adjust their CSR offering to provide support in different ways.
      Addressing the challenges
      For thriving businesses, CSR efforts become more viable – whether it’s contributing a more substantial charity pot, or employing a larger team, freeing up members to engage in community work.
      However, when circumstances change, it’s often these non-core business activities that suffer. For example, firms actively cut down on CSR activities during the 2008 global recession.
      As businesses look to cut costs and get back in the green, leaders are forced to justify every outgoing to stakeholders. For these investors – who are often further removed from the business and its local community – CSR efforts can appear a justifiable cutback.
      Not only has the coronavirus pandemic delivered these harsh economic challenges but it also creates additional roadblocks in health and safety. For those which focus their efforts on in-kind giving – for example, volunteering in the community or hosting fundraising events – it’s not safe to continue these efforts in the short-term.
      Shifting the CSR approach
      In times like these, CSR is more important than ever. Businesses have a chance to give back to those who have supported their growth pre-pandemic. Leaders must simply realign their efforts to suit the current climate.
      While some in-person initiatives may be ruled out, like local volunteering days or community clean-up schemes, businesses can still contribute to their communities.
      For example, businesses could take advantage of the office being closed by donating their typical utility fees to local charities.
      Some of our clients have even donated their Christmas party budgets this year – with traditional large office gatherings not possible – and have welcomed positive feedback from employees who are on-board with the gesture.
      However, it doesn’t have to be financial support. The software company, R3, redirected their fortnightly kitchen delivery to three homeless shelters over the pandemic. This saw over £15,000 worth of cereals, fruits, drinks, and more donated to those in need. They also redirected fruit deliveries to local NHS services as a token of their appreciation.
      Consider how your business can give back. Donating items or surplus stock to those hit by the pandemic or offering a discount to local customers or emergency services staff are examples of gestures available to those unable to make financial contributions.
      It’s also important to understand the indirect impact of the business. For example, some of our clients have conducted audits of their partners and suppliers to make sure they’re working with like-minded firms that place similar emphasis on CSR.
      The employee impact
      Considering the importance of social responsibility to modern workers, it’s crucial businesses communicate ongoing CSR strategies and commitments, even as they change.
      This may include inviting employees to participate in the strategy from the start. Consider sending an email to staff, discussing the company’s ongoing CSR policy. Welcome suggestions on new initiatives and local causes which the business can support.
      While it may not be possible to act on every suggestion, businesses can still work with employees to find different ways to make a difference or plan for future efforts. It’s not about solving all the world’s problems but making a genuine difference to as many people as possible.
      Publish a regular round-up of business CSR activities for interested employees. This could be via email and include case studies and images of activities undertaken by the business, as well as information on how individuals can get involved.
      This should also include quotes and case studies from recipients or scheme partners, to help readers understand the scale, reach, and impact of the work.
      It’s been a challenging year and one which has reminded us of the importance of social awareness and support. Businesses currently have a real opportunity to use their CSR efforts to unite the workforce.
      Those able to effectively communicate an accessible and relevant CSR strategy will reap the rewards of an engaged and fulfilled workforce, in talent retention and productivity.
       By Andrew Jones, Head of Everyday Essentials, Express Vending.

      Share this post: More

    • 75 Shares99 Views

      in Employer

      How Experian Boosts Its Employer Brand

      by

      Like most of us in 2020, this credit rating company has experienced its share of challenges; subpar Glassdoor reviews, a pandemic, confronting workplace bias, and more. The strength of its employer brand helped weather them.
      Lena Lotsey’s role was born out of need. Social media management was becoming too much of a full-time job for Experian’s employee acquisition team, and they needed someone to focus solely on employer brand.

      Over the next two years, Lotsey grew employer branding’s ranks to include 30 brand managers in each of Experian’s regions around the globe, expanded Experian’s social reach, transformed its onboarding process, and much more. Along the way, she encountered many of the most common challenges employer brand leaders face: engaging stakeholders, scoring those first quick wins, proving growth, and attracting niche talent. Here’s how her employer brand team tackled them.
      Identifying Employer Brand Stakeholders
      When Lotsey stepped into her role as Global Employer Brand Director, she knew a key to kickstarting Experian’s employer brand strategy was identifying internal stakeholders. Knowing where to turn for advocacy and resources was essential if her small team was going to be successful.
      Scoring Your First Wins
      Lotsey knew that early wins would be key to building momentum and proving the importance of employer brand to Experian’s executive leadership. She also knew going too big too fast could lead to disappointment. “You can get lost in the details in employer branding,” she says. “You can spend all day working on a social post.” Instead, Lotsey started with small goals—ones that were simple to execute but would yield the most visible, significant results.
      Demonstrating Growth
      An internal survey told Lotsey that 96% of her fellow employees were happy at Experian. That satisfaction, however, wasn’t reflected accurately in Experian’s Glassdoor rating, which sat at 3.4 out of 5 stars in January 2019. Lotsey knew this was one metric her employer brand team needed to prioritize.
      Attracting Specific Talent
      When competing for the attention of tech talent, Experian (like many companies) faces an uphill battle. “It’s hard to reach tech talent. They’re not responding to LinkedIn—they’re hardly even on LinkedIn anymore,” Lotsey observes. To attract these highly sought-after candidates, Lotsey turns to storytelling.
      To follow Lena Lotsey’s work in employer brand, connect with her on LinkedIn. For help measuring your employer brand, reach out to us about the Employer Brand Index. Our EBI uses 16 key attributes that measure how you compare with others in your industry.

      Share this post: More

    • 88 Shares169 Views

      in Employer

      Post-COVID Office Perks to Attract New Talent

      by

      2020 shook us all, with a pandemic that turned our working world upside down. Employers have had to shift to an office design that accommodates social distancing, but they’re also bringing in new office perks to help make the transition back to the office more inviting for new and existing talent, and better for their employees’ wellness as well as productivity. Let’s take a look at how to make your office more inviting to new recruits.
      Office pods
      Social distancing is paramount for COVID-secure office space and the office pod helps with this greatly. Employees can be separated from one another in their own breakout spaces in pods to get on with tasks. Cell pods allow workers to see through their glass pods, have doors open or shut, so they’re not totally shut off but can still practice social distancing and separation.
      Instagrammable areas
      This speaks mainly to the Gen Z and millennials that are on Instagram, making daily updates, always capturing quirky design, meals, or fun businesses. Offices are changing to provide perks that will attract and entice employees to choose them over other companies in competitive job markets. Areas with fun design, abstract interior, quirky stencil wall art, biophilic decor, or even unique, modern sofas and funky corners are capture-worthy. Don’t be afraid to be different in your office design, add originality and fun with those instagrammable pieces.
      Nick Pollitt, Managing Director of office refurbishment company, Diamond Interiors, says that a place of work isn’t just that anymore:

      “Long gone are the days of cubicles, beige walls, and the nine to five. Nowadays workplaces are fun, dynamic, and have a strong focus on perks and benefits. When dealing with staff, whether they’ve been with you for years or are having their first interview, you have to make a good impression on them as much as the other way around.
      Making your office an aesthetically pleasing place is just as important as getting the work done and going home on time. So if you want to attract and keep the best talent, make sure you make your office an enjoyable place to be.”

      Relaxation rooms
      Whether it’s an office library, a hygge room, or a simple chillout room, companies are seeing the benefits of giving employees space to relax for breaks, lunches, or for times they may need to separate and work quietly. These are perfect for showing a high consideration for staff mental health and wellness.
      Games rooms
      A great office perk to have is a games room. You don’t need to go all out, it could be simply providing a games console, TV, and some comfy office sofas. But, to make it top-level, add some quirky games features like mini snooker tables, desk games, ping pong tables, and puzzles – even a fun jigsaw puzzle.
      Social spaces
      These can be integrated with games rooms but also can be areas where you allow staff to be a little more social. In a post-COVID working environment, it’s all about guidance, policies, and signposting. Make sure to keep clear signs and symbols to show where is off-limits, for instance, mark off where seating is off-limits to maintain social distancing. A social space may have newspapers, magazines, and reading materials to help with social work conversations, especially materials that are niche to certain industries.
      Lee Chambers, an environmental psychologist and wellbeing consultant, stresses how beneficial office perks like games rooms and social spaces are to employees’ mental health:

      “The allow employees to disconnect from role-related tasks and take a break, allowing them to connect more fully to the next task when they return. It also facilitates non-work-related communication, which is an essential element of social connection and workplace relationships. Social spaces can also reduce stress, allowing employees to move from their desk and change the scene.”

      Positive effects on staff
      As Chambers points out, the mental effects of office perks are extremely positive for staff – enabling them to reconnect with each other and build healthy working relationships. He also understands how they work in sync with improved productivity. For instance, social spaces and rooms for activities “create an important break in our working patterns that allow us to remove ourselves from cognitive work tasks and regenerate, so we have the ability to return to work with more focus, concentration, and energy.”
      Chambers goes on to highlight that office perks, or rather employers who value them, allow “employees who may not often get to talk a chance to connect”. They also come with creative, productive benefits as “many innovative ideas have come from a workplace social as the typical barriers of work are eroded. These relationship links forge greater company morale, give employees a feeling of connection and purpose outside of work, and give employees something to anticipate and look forward to.”
      There’s no doubt that 2021 is going to be unlike any year we’ve experienced so far. The only thing we can do is make the most of it and try to work as efficiently and safely as possible. What do you think of these 2021 office trends?

      Share this post: More

    • 88 Shares159 Views

      in Employer

      How to Create an Employee Advocacy Program

      by

      For employer brand teams wanting to centralize and activate those employee voices, a brand advocacy program may be your answer. “Brand advocacy, at its very foundation, is about how people are talking about the company,” Briana Daugherty reminds us. Daugherty is the Employment Brand Specialist at Cox Enterprises, where she’s built a brand advocacy program…
      How to Create an Employee Advocacy Program Undercover Recruiter – More

    • 75 Shares149 Views

      in Employer

      An Employer Brand Expert’s Post-Pandemic Forecast

      by

      Regardless of the extent to which your business has been disrupted by COVID-19, we’ll all re-emerge from varying degrees of lockdown into a changing world. What does this mean for employer brand and its leaders?
      Simon Barrow, creator of employer brand, explores employer brand’s relevancy to a world in the midst of a crisis and massive change, including what employer brand managers must prioritize now in order to thrive.

      Listen on Apple Podcasts, Spotify, Stitcher, or Soundcloud.
      Barrow was a brand manager and advertising CEO before he got the idea to adapt brand management to the more people-centered work of HR. Today, his work in employer brand has had a profound effect on business around the globe. Here’s what lies ahead, in his view, for employer brand managers.
      Your Company Will Be Judged for Its Crisis Response: When asked about the employer brand’s importance right now, Barrow’s answer is blunt: “It’s in times of trouble that it matters most.”
      Transparency Remains Key: Are members of senior management still earning what they were pre-COVID? Are employees being let go at all levels of an organization, or just those lower on the ladder?
      How and Where We Work Will Change: Post-Pandemic: The forced transition to working from home awakened many businesses to the feasibility (and, in some cases, benefits) of a remote workforce, as well as its limits.
      Purpose Will Become All-Important to Employer Brand: Company purpose, Barrow reminds us, is impossible to “spin” when it comes to the employer brand.
      For more from Simon Barrow, listen to his previous appearance on the Employer Branding Podcast and follow his work on LinkedIn. For more help identifying the values and culture you want to create in your company and refining your employer value proposition, reach out to us.

      Share this post: More

    • 113 Shares139 Views

      in Employer

      How Unilever Integrates Diversity & Inclusion with Employer Brand

      by

      For this consumer goods brand, employer brand and diversity and inclusion aren’t separate initiatives—they work in tandem as vital components of attracting the best employees. Both employer brand and D&I play vital roles in attracting the best employees. Both foreground employee stories, shape company culture and inform its values. As Unilever’s Employer Brand Lead Zakiya […] More

    • 88 Shares129 Views

      in Employer

      How COVID-19 Has Influenced Employer Brand Sentiment

      by

      New data reveals just how much the COVID-19 pandemic has already impacted employer brand. Learn the key themes emerging in feedback from talent around the world. During this pandemic, we decided to do research using the Employer Brand Index methodology and understanding what really matters to talent during this time. Following the commentary, we could […] More

    • 100 Shares149 Views

      in Employer

      Leading a Company Through an Employer Brand Refresh

      by

      Allianz is a European multinational financial services company headquartered in Munich, Germany. Its core businesses are insurance and asset management. The organization is undergoing major transformations, including a global refresh of its employer brand. Here’s how Kara McLeod, the company’s employer brand head in Asia-Pacific is leading the way. Have a listen to the episode […] More