When companies cultivate their employer brand, their goal is typically to highlight the absolute best of what they have to offer. That strategy seems logical on the surface, as it showcases the company in the ideal light and can make connecting with candidates easier.
However, if your employer brand doesn’t reflect the reality of the employee experience, you may encounter unexpected difficulties with recruitment and retention. Here’s a look at why matching your employer brand to the employee experience matters and how you can create more alignment.
Why Matching Your Employer Brand to Your Employee Experience Matters
Your employer brand is theoretically representative of what your company brings to the table in regard to the employee experience. The issue is that organizations have a tendency to exaggerate the positive and shield some of the reality from view. Classically, companies view this as good marketing, as the goal is to attract candidates through the associated messaging.
The problem is that not painting a realistic picture creates a disconnect between your employer brand and the employee experience. Essentially, the messaging lacks authenticity, and that isn’t something that goes unnoticed.
In turn, your employees may start combating your purported employer brand online, offering reviews that counter your messaging and that harm your company’s reputation. Employees know if you’re making promises to recruits that you aren’t keeping, and at least some will openly discuss that with others.
Additionally, new hires will notice that the employer branding isn’t as genuine as it appeared once they begin in a position. When that realization happens, it causes engagement to fall and increases the odds of rapid turnover. In their eyes, the experience seems like a bait-and-switch, and that’s also damaging to your reputation.
How to Align Your Employer Brand to Your Employee Experience
Companies that align their employer brand to their employee experience often have greater odds of success. Authenticity is enticing to candidates. Plus, it ensures the organizations can live up to their promises, which results in a better experience for new hires since expectations are being met.
As a result, companies must strive to create the needed alignment. While focusing on the positives isn’t inherently problematic, avoid exaggerations about what your company brings to the table. If you’re not sure if a claim is overblown, speak with your current employees. Get their views on the existing employee experience, including what stands out to them, regardless of whether it’s positive or negative. Then, you can highlight the good and work to correct the bad, allowing you to remain honest while embracing opportunities for improvements.
Additionally, alignment actually increases your odds of hiring success. Candidates understand what your company genuinely brings to the table, and they’ve decided they’re comfortable with it if they apply. As a result, the odds that new hires will find your culture and environment satisfying are higher, which can boost retention dramatically.
Ultimately, matching your employer brand to the employee experience is a must. If you’d like to learn more about effective recruitment and retention strategies, PrideStaff wants to hear from you. Contact us today.
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