Every company has a workforce brand. Some companies intentionally create them and cultivate them to highlight their features, other companies create them through bad publicity, or neglect. This brand often incorporates the company’s values, culture, benefits, and overall attractiveness as a place to work.
Yet with the rise of online review sites and social media potential clients and employees can now see beyond the curated image of a company’s public persona. This allows for on the ground employees to shape the workforce brand. Attracting talent without complete control of the company’s image can be a struggle for many organizations. Additionally, many companies must compete against well know established world-wide brands such as Amazon, Google, Ford, or Coca-Cola to name a few.
How To Use Workforce Branding To Build A Better Workforce
It is important to work on improving and cultivating a strong workforce brand to attract talent. A very common risk facing many companies is a shallow bench. Which is to say that if a position was to turn over there is not enough talent or the right talent to step up and fill the vacant position. This can cause a delay in production, lost time on projects, not to mention the cost of finding the right talent. A strong workforce brand can help to mitigate this risk as your organization is attractive to employees.
Workforce Branding Is A Competitive Advantage
The Randstad Award is awarded to the company or employer with the highest rated attractiveness to work for. The results are determined by survey to identify what really attract talent to companies. Likely not a surprise, compensation (salary and benefits) is the number one most important factor. Job security, work/life balance, location, and work atmosphere round out the top five. While some of these factors are within the businesses control others such as location or salary might be restrictive when competing against better known brands.
Aegis Human Capital Consulting can illuminate some of the other options that a company can use to enhance their workforce brand.
- Career Growth Opportunities
- Flexible Work Schedule
- Training